Marketing as a concept began to take shape in the late 19th century. That was the era of mass production, and companies were looking for ways to sell their products to a wider audience. They began using advertising, which is still a major part of marketing today. In the early 20th century, marketing became more scientific with the introduction of market research. This allowed companies to study consumers and figure out what they wanted. This information is still used today to create effective marketing campaigns. During the mid-20th century, television and radio became popular forms of advertising which enabled companies to reach and influence more people. But the world of marketing is continuously changing because of innovation in technology. And these changes are also reflected in the strategies and techniques that companies employ to spread their message in a world where technology is progressively gaining prominence and taking the lead.
Today, digital marketing is becoming increasingly important as more people use the internet and social media. There are different strategies that are employed when it comes to marketing in the current environment, of which the two most important types are aggressive and discrete marketing strategies.
Aggressive marketing promotes its products or services through high-pressure sales tactics. Examples of aggressive marketing include advertisements on television and radio, pop-up windows on the internet, and video advertisements on websites and YouTube. This marketing strategy constantly aims to be eye-catching and attention-grabbing. You don’t always know who has consumed your marketing efforts, and hence measuring impact is nearly impossible.
The goal of discrete marketing is not only to get the consumer to buy the product. Discrete marketing aims to impact consumer thought, behavior, and purchase decisions. This is done by engaging consumers with hyper-personalized material in non-traditional social networks. A classic example of this is content-push and notifications based on a user’s shopping habits and interest.
Aggressive Marketing Vs. Discrete Marketing
The key benefit of aggressive marketing is large-scale brand building and visibility. The key benefit of discrete marketing is to target niche markets and demographics while preventing from squandering money on potential customers. Here are some key differences between the two:
So, which of these marketing strategies work when marketing to Gen Zers?
Who are Generation Z?
Millennials and Gen Z could appear to be extremely similar at first glance. The small variations between the two generations can be seen if dig a little deeper. These differences are crucial for choosing marketing tactics.
All members of Generation Z were born between 1997 and 2012. Business Insider reports that this age group, which accounts for 40% of global consumers, is overtaking Millennials to become the largest living generation. The necessity for Generation Z marketing tactics grows as a result of Gen Z’s expanding population and $143 billion in purchasing power, which makes it one of the most significant consumer forces in the market today. Unlike millennials, they are technologically aware, have grown up with smartphones and iPads, and can’t recall a period without the internet at their beck and call.
A Gen Zer has an attention span of only eight seconds, which is four seconds shorter than that of a millennial. Therefore, initial impressions are crucial. In that brief amount of time, one has to catch their attention or risk to be forgotten forever. The rules of engagement have altered for Gen Zers since the digital world has its own language. In order to be relevant in the future, brands must be prepared to listen to Gen Z consumers, comprehend their preferences, and communicate with them on the channels and languages they choose. When marketing to Gen Zers, it’s important to focus on boosting engagement and fostering brand loyalty.
The generation Z marketing tactics include
Selling experiences, not products
Hard selling does not appeal to Gen Zers. They are resistant to overt marketing tactics because they were raised online. They want to know how the product will help them, not why it is such a fantastic product. What kind of experience, particularly the product would provide for them? To 25% of everything you sell, according to Mention1, is your own goods. The intangible emotion that comes with the said goods makes up the additional 75%.
Videos are important to Gen Z
On an average, Gen Z views 68 videos every day. A company can reach thousands of young consumers who are continuously surfing and looking for fun, pertinent films by producing videos to highlight the content of their brand. Videos are wonderful for YouTube channels, but they can also be used for websites, social media platforms, and email marketing campaigns.
Authenticity is more important than influencers for Gen Z
While millennials were sold on the idea of precisely positioned lattes and poses in front of aesthetically beautiful walls, Gen Z is turning away from companies that promote this in favour of a less polished, messier approach. The Gen Z generation places a high value on brand integrity and seeks out individualized content that makes consumers feel as though the companies are speaking directly to them. They need sincere, two-way communication from businesses that can relate to them on a personal level, comprehend their requirements, and share their values. In order to customize brand messages, brands need to successfully communicate fundamental values, and develop client relationships. They need to concentrate on incorporating a human element into their digital marketing plan.
Gen Z values engagement
Reviews are critical in establishing brand confidence, but if Generation Z is the target market, reviews are extremely essential. In fact, 76% of Gen Zers2 said they expect firms to respond to customer input and they use this responsiveness to judge a brand’s credibility. Because Gen Z expects to be appreciated, brands must develop fresh strategies to draw them in. A brand must establish a true relationship with this audience if it hopes to engage them. Brands should increase the number of reviews they have because 41% of this generation reads at least five internet reviews before making a purchase and shares twice as many good evaluations as bad ones.
Privacy is important for Generation Z
According to N-Gen research, 88% of Gen Zers3 believed that protecting their privacy was vital to them. According to an IBM survey4, fewer than one-third of teenagers feel comfortable revealing personal information online other than their contact information and purchase history. However, according to the same poll, 61% of respondents indicated they would feel more comfortable giving their personal information if they knew the business would preserve it securely.
Marketing strategies that aim to gather information must do so openly and transparently, emphasizing their commitment to ensure that the data is secure.
The above marketing tactics are the hallmark of discrete marketing strategy. Generation Z is a volatile demographic with short attention spans which needs a lot of strategic nurturing to influence. They are smart and tech savvy which makes them both a marketer’s delight and a nightmare.