According to a recent study, nearly half of businesses identified Generation Z (Gen Z) as the hardest age group to market to, highlighting a common challenge facing marketers.
The issue that many senior marketing professionals face when it comes to targeting this demographic is demonstrated by the fact that 61 per cent of people find it easier to market to people from the same generation as them.
Having grown up with the internet from a young age, Gen Z are not only comfortable with technology and used to constant access to information, but are also typically much more aware that they’re being targeted by marketing. This is reflected by the reasons identified for finding Gen Z hard to target, which include their use of adblocking technology (26 per cent), their shorter attention spans (23 per cent), and their unpredictability (19 per cent).
Gen Z’s affinity for mobile
In order to ensure you’re able to effectively engage with Gen Z, it’s important to consider their habits and behaviours. As an example, research has found that 95 per cent of people in the demographic own a smartphone.
The study also highlighted the amount of time the younger generation spends on mobiles, with 55 per cent spending five hours or more a day on their smartphone and 12 per cent using their phone for 15 or more hours every day.
Furthermore, 25 per cent of Gen Z’s surveyed had a smartphone before the age of 10, indicating that everyday mobile use is the norm from a very early age. Another interesting behaviour to keep in mind is the time of day that Gen Z’s use smartphones, with 44 per cent saying they’re on their mobiles after midnight at least once a week and 29 per cent saying they use them after midnight every night.
So, while marketers might be struggling to connect with Gen Z’s, it’s clear based on this behaviour that they should implement a mobile-first philosophy as they look to overcome this challenge.
How can you improve your mobile marketing to target Gen Z?
As smartphones play such a huge role in the daily lives of Gen Z, it’s vital to improve your mobile presence. The first step is to ensure that all the content and information you create can be easily viewed on a mobile device. If your website isn’t optimised for tablets and smaller screens with fast load times, your messages simply won’t reach the younger generation who are so used to having all the information they want or require at their fingertips instantly.
Mobile marketing goes further than optimising your website, however, and can be used to specifically target Gen Z. Mobile devices now offer a plethora of platforms that users are highly engaged with and offer the opportunity to deliver a range of marketing content.
From the trusty SMS through to apps such as Facebook Messenger and WhatsApp, it is possible to send highly targeted marketing pictures and videos that will deliver the interactive, rich media experience that Gen Z expect.
What’s more, it is important that content is timely in order to align with Gen Z’s expectation that they are receiving information instantaneously. As an example, this might be tying a campaign to a popular live event – be it a major sporting event or the final of a TV series – where consumers are already likely to be using their smartphone to follow live feeds and social conversations. By tailoring the marketing content that you send them, and ensuring it is delivered to a device that they are ‘native’ adopters of, in a timely manner, you will have more success marketing to this demographic.
Don’t miss out on the benefits of mobile
With the tech-savvy younger generation becoming an increasingly important target audience, it’s not only vital that you have a mobile first approach to marketing but that you are also implementing it efficiently within your marketing strategies. If you’re interested in finding out more about our Smart Mobile Marketing approach and how it enables you to target various key audiences, get in touch today!