Marketing to Gen Z According to Campaign Monitor

 

Generation Z, a generation we all need to get to grips with, have been surveyed with the hope of helping us decide how best to market our businesses to appeal to them. Thanks to Campaign Monitor, businesses can get a glimpse into the minds of Generation Z and help boost their own products through the medium of online marketing.

Marketing to Gen Z According to Campaign Monitor

Different generations are always going to need different forms of advertising, from billboards to email marketing, a lot of what you like depends on your age (even though I don’t want to admit it haha!). Before reading this interesting infographic I would have presumed that Gen Z would have been the kind of age group that would be best targeted through email and online marketing, including social media communications and anything and everything linked to technology…

And it turns out that I was pretty spot on! Not only that, but I could actually relate to a lot of the results, and I’m an oldie at 37 years old! But I do tend to use social platforms in exactly the same way as the majority of the people in this Gen Z survey!

Read on to find out more…

 

‘We surveyed over 300 Gen Z respondents to learn exactly how they engage with their favorite brands, from email to social media.

Our respondents ranged from 14 to 26 years of age, with 96.39% of them between the ages of 18 and 24.

Here’s everything you need to know about Gen Z to better connect with these consumers:

 

Source: The Ultimate Guide to Marketing to Gen Z by Campaign Monitor

Fun facts:

• Gen Z allegedly has the attention span of about 8 seconds, compared to the millennials’ 12. (Source: Forbes)
• Actually, Gen Zers possess a sophisticated 8 second filter derived from growing up with massive amounts of information. (Source: Fast Company)
• By 2020, Gen Z is expected to account for 40% of all consumers, with $44 billion in buying power. (Sources: Fast Company and Inc.com)
• That number expands to $600 billion when you include their parents’ spending. (Source: Inc.com)
• 65% of marketers planned to increase their spending on marketing to Gen Z during 2018. (Source: Statista)

Online habits:

How often are they online?

45% of teens say they’re online “almost constantly” and 44% say they’re online multiple times a day. (Source: Criteo)

Social media use:

Gen Z uses each social media channel differently:

They use Instagram to exhibit their aspirational lives.

They use Snapchat to share their daily lives.

They use Twitter to get the news.

They use Facebook for information. (Source: Response Media)

Gen Z’s favorite platforms:

YouTube: 85% use the platform, 32% use it most

Instagram: 72% use the platform, 15% use it most

Snapchat: 69% use the platform, 35% use it most (Source: Pew Research Institute)

Email use:

How often do they check their email?

58% check their email multiple times a day

23% check their email at least once a day

12.1% check their email a couple times a week

5.2% check their email only once a week

0.98% never check their email

How many emails are they receiving?

29.5% receive 1-5 emails a day

37.4% receive 6-20 emails a day

18% receive 21-50 emails a day

9.1% receive 51-100 emails a day

5% receive 100+ emails a day

How frequently should you email them?

31.8% like to hear from brands a couple times a week

27.5% like to hear from brands once a day

19% like to hear from brands once a week

18.4% like to hear from brands once a month

Why do they use email?

64.9% use email for personal communication

14.4% use email for work

19.3% use email for school

What factors influence whether or not they open their emails?

68% open emails for sales or offers

60% open emails for relevant content

36.1% open emails because of the personalized subject line

35.1% open emails because of the graphics, images, or branding

Buying habits:

How many times in the past month have they purchased something as a direct result of an email?

36.4% did not make a purchase last month

28.5% made 2-5 purchases last month

27.9% made 1 purchase last month

5.9% made 6-10 purchases last month

1% made 11+ purchases last month

How many times in the past month have they purchased something as a direct result of seeing it on social media?

33% made 1 purchase last month

29.8% did not make a purchase

29.5% made 2-5 purchases

5.2% made 6-10 purchases

1.6% made 11+ purchases

Engagement:

Which method do they prefer to engage with a brand?

1st: social media (1,591 votes)

2nd: (1,515 votes)

3rd: in-person (1,453 votes)

4th: ads (1,268 votes)

5th: chat (1,159 votes)

6th: blog (970 votes)

Are they loyal to brands?

42% claim to be brand conscious

55% claim they’ll stick to a brand they like (Source: Statista)

What kind of content does Gen Z like to receive?

82.3% want promos and special discounts

44.3% want product recommendations

26.6% want company updates

20.3% want links to blogs or resources

How many newsletters are you subscribed to?

39% subscribe to 1-5 email newsletters

37.5%, subscribe to 0 newsletters

17.4% subscribe to 6-20 newsletters

3.9% subscribe to 21-50 newsletters

1.6% subscribe to 51-100 newsletters

<1% subscribe to 100+ newsletters

Takeaways:

Gen Z wants to connect with your company and your products. To engage this audience, be sure you:

• Include video and stimulating images where you can
• Foster a cult following by connecting with your Gen Z customers on a human level
• Use next-level data tracking to deliver personalized experiences

Tap into this audience and you’ll cultivate a following of brand ambassadors who will be loyal to your brand for life.