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Understanding and Engaging
Gen Y (Millennials) & Gen Z
by Phillip Newson - Burnthebook
GENERATION GENERATION
1981 -1995 1995 - 2009
Forget the Millennials,
think Gen ZFor longer-term business success
5
40% PopulationWith each birth, the segment is growing
A different backdrop to previous generations
Born into social &
economic instability
Highly entrepreneurialGen Z’s want to start their own business
72%
Generation Z engage in eRelationships with
people they have never physically met!
eRelationships
We are Prism!Entrepreneurial activities differ substantially depending on the type of
organization and creativity involved. Entrepreneurship ranges in scale
from solo, part-time projects to large-scale undertakings
Highly concerned about humanity’s
impact on the planet
…with ambitions to save the world
No loyalty to any particular brand!
Brand agnostic
Gen Z spend a ton of time online!41% of their time is spent on their computers or smartphones
15
13
11
0 4 8 12 16 20
Hours Per Week
Smartphone Televsion Laptop
Operate from at least five screensCompared to Generation Y, who use two
Multitask across multiple devicesTV, phone, laptop, desktop, tablet …plus wearable technology
S m a r t p h o n e L a p t o p T VD e s k t o pT a b l e t
Avid users of social mediaAcross multiple social channels
Mate you’re cruising around
the social networking
channels tonight.”— Imogen
Use social mediaThis makes Gen Z the largest
socially connected generation ever!
81%
8 second attention span!
Marketing to Gen ZFuture-proof your marketing
Create an immersive brand experienceA fully responsive website is essential
Via images, videos and emojis
Visual engagement
V I D E O S E M O J I S
😋I M A G E S
LETS TALK EM😝JISpeak in their language
👍🌅☕️😊Good morning
Bite sized content is easier to digest
Snackable content
Too Long;
Didn’t ReadKeep it simple
TL;DR
If you’re not real-time you’re not relevant
Speed is currency!
R E P L Y E N G A G E R E P U T A T I O N
A joined-up approach is essentialInteract and engage with Gen Z across multiple platforms.
S O C I A L M E D I A P U B L I C I T Y S M A R T P H O N E D E S K T O P
Higher rankings & Long term results
Benefits of a joined-up approach
H I G H E R R A N K I N G L O N G T E R M R E S U L T S
S O C I A L T E X T
B L O G E M A I L
Engage & capture attentionPulling people back to your website is essential
Quick, simple and effective way to
reach a growing market of smartphone
addicts
Text Marketing
Relevance cannot be boughtIt’s not about who can shout the loudest
Wearable TechnologyFashion meets tech
Embrace ChangeTools of traditional marketing are no longer effective
Accept Don’t accept
Who are you talking to, and why?Understand your market before identifying your channels
Strategy!Consider your overall goals and objectives before your start!
G O A L S &
O B J E C T I V E S
Set your goals and objectives
before embarking on any
marketing activity
G E T T O W O R K
Once the goals and objectives
have been agreed, get to work
on implementing them
S T I C K T O I T
Once you have started
something stick to it!
Be realisticDon’t start something you can’t finish
Google Analytics
Its FREE and gives you the ability to
track all visitors
01Social Media
Measure social media success in terms
of likes, shares, re-tweets and click
through rates
02Insights
Use heat map software or screen
recording software to understand
your audience
03
Measuring your successEssential for your on-going marketing strategy
4.3
2.5
3.5
4.5
2.4
4.4
1.8
2.8
2 2
3
5
0.0
1.3
2.5
3.8
5.0
6.3
0 1 2 3 4 5
🏃💥🔉▶️📝🔊
Think Different!
Think GZ
www.burnthebook.co.uk/insights/marketing-for-generation-z