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Generation Z, also known as post-millennials, are the latest generation to take to online media consumption, adopting a social and mobile-first approach to online research channels.
Targeting millennials has, in the past few years, become a buzzword for any business that wants to delve into the minds of consumers who want more brand engagement, charity-inspired campaigns, and tech-savvy marketing. However, Generation Z are, what some call, the future of social consumerism. Starting from the mid-1990's (approx 1995) these are the generation who live and breath online, where social media, staying connected and latest trends are vital to daily life.
By these dates, Generation Z are approximately 21-22 years old, starting their careers or in full swing knowing who they are and where they want to be. It is the generation where traditional advertising might not cut it anymore, they aren't looking at billboards because they're looking at their phones and they aren't listening to the radio because they're playing iTunes, Spotify or Youtube for music needs. So getting online and advertising on these platforms is crucial to planting the seed for purchase.
In Global Web Index's Trends 18 report, we find proof for our general thoughts - Generation Z is primarily a social/ mobile-first generation. Social networks and mobile apps are used more often than millennials for online researching and can be channels that represent the most influencer for buying decisions. This is no shock given the rising trend of influencer marketing appealing to younger generations.
Brands are using vloggers and social influences to promote their products on social platforms where they can't reach their audience.
To reach Generation Z consumers think about:
By Carolanne Mangles
Carolanne (Annie) Mangles is the digital marketing executive and editor at Smart Insights and oversees all blog content. She is involved in SEO strategy planning and improving pages for higher organic reach. When she’s not in the office, you’ll find her hiking in the countryside, eating cake or petting the nearest animal. Connect with her on LinkedIn or follow her on Twitter
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