We are not skipping class anymore; we skipped your ads! 💁‍♀️

Yes, that is my personal opinion, but I believe some of you (read: GenZ) might be related. I don’t think there are many young people who skipped their class even in this study from the home period. We know what we valued the most, we know what matters to us, and we know that being educated is a trend now. LoL.

What happens when we discuss school and education, but as usual, I will talk about marketing, especially from a GenZ point of view. We don’t want to see your Ads! If there are options to “skip ad,” we are definitely will click that (except for cool Ads). First key takeaway: if you want to use Ads, make sure it is not just Ads. Create a good communication strategy within the content. How can you know which one is cool and not? No one knows, haha. Second takeaway: GenZ likes to get a surprise, surprise us. (p.s. we won’t give you a perfect hint)

That’s us…

“Gen-Z trains algorithms (not dogs) to get what they want in their feed. Nearly half (46%) of college students polled claim that they purposefully like, comment on, or share content to “train the algorithms” to give them the content that they’re after. One thing to think about: Gen-Z is very information-savvy.”

-Forbes, 2021

If we have options, we will definitely consider every possibility on each option. We might skip it, we might report it, we might choose the “not interested” button, we might watch/read it until the end. We consciously know what we want, especially after seeing your Ads.

So if your product is targeting us, what should you do? Well, you do, but I will give you some of the insights that might help.

“SEDUCE THEM BEAUTIFULLY”

How?

We buy something because we want it, not because we need it.

The reason we buy it is because of the feeling that we felt after we buy it.

1. Understand your customer (in this case, it is Gen Z)

• Their Behaviour on buying something?

Gen Zers are tech-dependent; they want to experience new adventures, not just buy things; and they’re less loyal to brands. *Make sure you are smart like them.

• Their Values?

Gen Z refuses to fit into neat little boxes. * don’t push them, please; they need reflection and encouragement.

2. Market Understanding

• Why?

As you are already aware, who is the one who will buy your product? Gen-Z might share the same values and behavior, but sometimes their demand is different based on some segmentation.

• What?

Defining and choose on which product will be your champion based on customer insights. Yes, to get customer insights, you need to research and analytics.

• How?

Do Segment, Targeting, Positioning (STP)

3. Customize your strategy

• Make them feel heard.

Put in mind that you are not a psychic, but you can still try to understand what are your market’s demand and what will be the unique selling point of your products that makes them powerful.

• Make them feel special?

Gen-Z really cares about the experience of buying something, ensuring that they feel special on the thing we sell. Make them feel like this is only for them.

• How?

Don’t push them; pull them.

It must be…. CAMPAIGN! | Basically, they need a platform that will help them to understand your product, not to buy it!

Lastly, 4. Positioning

Some of us are currently busy pushing our customers to buy our product.

The ideal and smart way to deliver your product is by pulling them to buy your product. Don’t Sell! But do positioning

Here I give you the current journey of buying products as Gen Z or even just a general society.

Where will you go when you want to buy shoes?

It might be through an offline store or online store.

But before that, where do you usually get the information?

It might be through a friend’s referral, article, but mostly through social media.

What do you do as a seller on social media?

We are selling product of course.

But, let’s take a look at the most famous and successful brand.

*Image from Instagram

Here we have Nike with their “just do it”.

If you get through their Instagram account, they are really good at:

• organizational branding

They use social media to activate their brand so people understand what they valued. In the end, a customer who has like-minded beliefs will be a loyal follower.

• soft-selling

They sell their product through emotional-selling content.

• conversation

They use their social media to create a meaningful conversation from business to the customer to make them feel heard.

So the best advice to approach Gen Z with your Marketing strategy is…

YOU DON’T DO SELL ON SOCIAL MEDIA.

YOU SPEAK UP!

YOU GIVE VALUE!

YOU CREATE A COMMUNITY!

MARKETING?

It is the art of understanding your audience; it is not about pushing them to buy your product.

Ensure they feel it.