February '19

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FEBRUARY 2019 THE SHOP 15 24-year-olds would end device use out of privacy concerns. When it comes to pri- vacy and security, they are similar to older generations—they seldom change pass- words, and when they do, from one site to another they are remarkably (and pre- dictably) simple/similar. (Think passwords such as: 1,2,3,4,5,6; 6,5,4,3,2,1; A,B,C,D,E,F; F,E,D,C,B,A.) SEE IT TO BELIEVE IT If you want to reach Gen Zers, the obvious thing to do is go where they go. Yes, they are the YouTube generation and they're visual first. Marketers need to catch up with their selection process. Study/analyze what they do and mirror it to reach them. With today's massive information (and advertising) overload, the brand/consumer relationship is difficult to achieve and maintain. In our mobile-first, visually rich social and digital world, Gen Zers expect flex- ibility, authenticity and consistency in every brand interaction, according to a report by Monotype. They also take photos—lots of them. With so much going on in their worlds, speed is of the essence. According to the National Center of Biotechnology Information, the average attention span of a person is eight seconds, compared to 12 seconds in 2000. The challenge for marketers is to get online viewers' attention, deliver their mes- sage and quickly provide a reason to buy or at least stick around for a little while. As digital natives, Gen Zers have higher expectations for the content they view and quickly read; and they expect that to carry over to the brands they consider and purchase. According to the Monotype report, the key reason for leaving a brand or product The young buyers that make up Gen Z find it extremely difficult to give up their devices, even for a little while. Get connected if you want to market to teen buyers. Look for opportunities to identify and work with your influencers/ advocates. Remember, they've grown up in an era of Snapchat, Instagram and constant connectivity.

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