BY Rachel Cagle
Gen Z is the most digitally-savvy generation to date, seeing as they’ve spent their whole lives in a world where technology was readily accessible. The normality of online experiences and readily available information have developed an unmoving set of values for the majority of this age group. According to a study by Digital Marketing Depot, 78% of Generation Z view authenticity as an important part of their buying experience.
Search
Targeting with search ads can be difficult since 85% of Generation Z can easily recognize these ads and 26% have ad blockers on their mobile devices. However, 63% are influenced by Google ads. To Digital Marketing Depot analysts, this means that, “advertisers have every chance to reach and engage this audience if they are able to adapt to their changing requirements.” What do those needs include?
Depot analysts point out that these consumers keep up with slang, fast-moving trends and online media subcultures, and their relationship with social media (which 40% spend more than three hours on daily) reflects their comfort interacting with brands. So, instead of molding search ads around conventional conversion points, advertisers should make search ads more conversational. An ad by Nasty Gal is highlighted by Depot analysts: “Nasty Gal Latest Co Ords | Go On, Girl, Treat Yo’self.” Not only is this search result conversational, it stands out with its use of slang. That’s much more engaging than, “Women’s Clothing On Sale,” right?
Taking a Stand
Being conversational isn’t the only way to showcase authenticity. Eighty-six percent of Gen Z agrees that a business’ reputation is important when deciding if they’ll make a purchase. What’s a good way to establish a reputation Gen Z can get behind? Take a stand on issues. Depot analysts names the examples of Nike backing the #BlackLivesMatter movement and Gillette following suit on the #MeToo movement. If your client’s target audience is Gen Z, taking a noticeable stance on issues that are important to that age group will reap more benefits than problems it may cause around older age groups who may feel differently.
The stance doesn’t have to be on a social issue. Spotlight the steps your clients take to be more environmentally friendly or how they support charities who support animals. That could be the influence your clients need to sway sales among Gen Z consumers.
What other forms of advertising resonate with Generation Z? Check out their audience profile on AudienceSCAN in AdMall from SalesFuel to find out.
