Gen Z Marketing: 5 Practical Examples for eCommerce Brands in 2020
5 Minute Read
Looking to target the next generation of consumers with Gen Z marketing?
Over recent years, a great deal of the eCommerce marketing focus has been aimed towards a Millennial audience. Now, efforts are shifting in the direction of Gen Z Marketing. Those who are expected to account for 40% of the consumption market by 2020.
The marketers who are looking into the future of the eCommerce industry are looking for the opportunity of sustainable growth through Gen Z marketing. The ideal is to become an essential brand for the emerging workforce – those who hold the buying power of the future.
A key factor to Gen Z Marketing is technology. There hasn’t been a time in this demographic’s life without Instagram or Online Retail. And because of this, Gen Z are very selective about the brands they endorse.
Typically, Gen Z consumers will select the brands that resonate with their social identity. The brands that convey the values that they see within themselves. For example, Lush is a brand that is embraced by a Gen Z audience because it holds a conscious voice about environmental issues. Much like millennials, they can see through the bulls***. Gen Z marketing should be about engagement between brand and market – not cold advertising.
The good news is, these guys love to shop online (as well as leave reviews). So if you target them properly, your eCommerce store will be onto a winner.
Here are 5 Practical Examples of Gen Z Marketing…
1. Tailored Shopping Experience
As the eCommerce landscape becomes more saturated by retailers, offering Gen Z visitors a more tailored shopping experience will help you provide value above competitors.
eCommerce Personalization has further evolved to meet the demands of Gen Z visitors. A recent study suggested that 44% of Gen Z guests would abandon your website if it did not hold relevant offers, discounts or items which suited their preference. There’s some brilliant Personalization tools on the market that can help you achieve this, without blowing the budget.
Personalize uses A.I. to tailor any part of your website, content or messaging to create a more enjoyable and simplistic customer experience whilst also boosting sales conversions.
Personalization established a more enjoyable shopping experience based on your visitors historical preferences. Small incentives add up to make a considerable difference, reducing bounce-rates and increasing cart volume massively. Take a look at the product recommendations above for example. Some key features include:
- Relevant Product Recommendations
- Personalised Email Offers
- Behavioural Targeting
- Urgency Messaging
- Split Testing
Personalize can be adapted to meet the needs of any website visitor. Consider checking it out for your Gen Z Marketing targeting.
2. Shoppable Content
Gen Z marketing is not always as simple as sponsoring a post on a news feed or adding an affiliate link to an influencer’s picture. Chances are, your target audience will scroll right past it before realising who your brand are.
Shoppable content provides far more value. What was once only seen in magazines, catwalks and look books can now be found all over our social media networks in posts from brands and celebrities. Shoppable content is when handy links are added to this content to make the transition from social media to checkout far more simplistic and natural.
Combining the social browsing experience with handy product links makes shoppable content a great way to market to Gen Z whilst providing value. A recent study found that 7/10 respondents would increase their online shopping if all social media posts included shoppable links.
Social media is likely where your target audience hang out anyway, so why not add links to the images that they’re already looking at?
This approach has also been know to work great with re-targeting. Reminding your visitors about the products they took interest in whilst leading them back to your checkout page is a smooth, yet powerful way to drive traffic back to your site.
If you want your brand to be embraced by this audience, you need to provide value to them in your Gen Z marketing efforts.
Shopcast is a live streaming tool that allows influencers or in-house experts to live stream video directly from your eCommerce website.
Designed to create a more engaging and humanistic way to conduct Gen Z marketing, Shopcast allows eCommerce brands to speak directly to their target demographic. Rather than streaming on Instagram of Facebook, live-streaming directly from your website means that the traffic belongs to you – and viewers are a lot closer to the checkout!
Being able to vote on products, ask questions in real-time and engage in time-sensitive discount codes proves to be resonating very well with a Gen Z market. Some retailers are seeing conversion-rate lifts of up to 400%.
4. Email Marketing
Despite some scepticism, Email Marketing is a brilliant way to engage your audience in your Gen Z marketing attempts.
In fact, 85% of Gen Z prefer email as their main form of communication with brands. This is good news because email marketing provides a huge opportunity to personalize content towards your target market, reaching the correct people at the best time. It give you a great chance to send out relevant offers and discounts, promote new product ranges or even follow up on an abandoned cart.
A tool like Mailchimp will also provide you with a great source of analytics. Tracking opens, reads and clicks is the perfect way to test just how effective your Gen Z marketing efforts are being. The only obvious downside however, is that Gen Z are a very likely demographic to hit the unsubscribe button. So be careful what content you provide and learn from your mistakes.
5. Social Media
Social Media plays a huge influence in the daily lives of the Gen Z market – especially shopping. One study found that 80% of Gen Z purchasing is influenced by the social media presence of the brands they purchase from. Particularly Instagram. Interestingly, fewer Gen Z’s are spending time on Facebook, seeing it as more of a platform for their parents.
Gen Z are far more likely to interact with content, rather than just scrolling past. This opens up a great opportunity for your brand to engage with its niche audience.
Some great ways to encourage this engagement are through:
- Live Streaming
- Shoppable Posts
- Influencers and Micro-Influencers
Again, targeting the next generation of consumers through social media is all about values, responsibility and relationship building.
Generation Z are your next wave of consumers.
Typically spending a lot of time online, it’s important to maintain a close eye on the latest trends and places where they hang out. Social media is the platform of focus right now, but who knows where we will be in the next 10 years?
One thing is for certain however, quality will always last. So create a tailored and relevant experience for your Gen Z visitors and they’ll likely stick about for a while.
Oh and make sure to check out Shopcast – get in touch if you have any questions!