Marketing to Gen Z
The Rules for Reaching This Vast--and Very Different--Generation of Influencers
Authors: Jeff Fromm, Angie Read
Pub Date: March 2018
Print Edition: $24.95
Print ISBN: 9780814439272
Page Count: 224
e-Book ISBN: 9780814439289
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In size and influence, Gen Z has arrived. This 1996–2010 cohort will comprise 40 percent of consumers by 2020, dominating markets and eclipsing other age groups. Hardworking, socially conscious, and skeptical of marketing hype, they’re carving out an identity that’s both distinct from their predecessors and more demanding.
Marketing to Gen Z reveals who these new buyers are, what they value, how they make decisions, and ways to authentically connect with them. Based on original research and in-depth interviews, the book walks you through the new rules of marketing, explaining how to capture the hearts of young people who hate conspicuous ads. You’ll learn how to:
• Adapt your messages to resonate with this socially liberal yet traditionally pragmatic and goal-oriented group
• Make technology invisible and optimized for mobile
• Break through 8-second attention spans
• Use social media for conversations instead of marketing
• Focus on experiences
• Prepare for formidable on-demand expectations
• Adjust social strategies to fit different platforms
• Communicate with symbols, videos, GIFs, and emojis
• Tap social influencers to get and keep attention
• Partner with Gen Z on their journey to discover “Brand Me”
• Offer standout shopping experiences, both online and at the mall
• Earn loyalty by having a strong “proof of purpose”
The book’s abundant insights and tips are backed up with examples, including how Boxed Water aligns its brand with youthful ideals by promising to plant trees . . . how Taco Bell turned a Snapchat filter into a record-breaking campaign attracting 224 million viewers . . . how BuzzFeed’s Tasty brand creates the ultimate snackable content with minute-long cooking videos . . . how American Eagle captures the teen market by embracing individualism, diversity, and self-expression.
Larger and more diverse and empowered than any other generation, Gen Z is turning business models and marketing departments upside down. Like no other book, Marketing to Gen Z uncovers their unique ideas, tastes, and aspirations. And it prepares you to stay relevant in the challenging, fast-paced, and opportunity-rich years to come.
Jeff Fromm is president of FutureCast, a division of the advertising agency Barkley, as well as contributing writer at Forbes and coauthor of Marketing to Millennials and Millennials with Kids. A graduate of The Wharton School, he has also spoken around the world about consumer trends and innovation.
Angie Read is vice president of growth insight at Barkley, and is known as “Gen Z Mom” based on her blog of the same name.
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