What exactly do you need to consider when it comes to your marketing campaign? The answer to this question may have a variety of responses, but one remains the same: a deep audience analysis. Once you have a better understanding of your target market, it will be easier to develop your marketing plan.
One factor that businesses are likely to consider is the market demographic. In this case, it would be Millennials and Generation Z. Millennials were born between 1981-1996, while those in Generation Z were born between 1997-2012. Both generation groups are digitally connected. Vitelar estimates that Generation Z may likely spend approximately 4.5 hours accessing social media for entertainment and engaging with online communities. Most importantly, both groups use their time on the internet to view products that respond to the industry’s trends.
At an early age, Generation Z has been introduced to the internet and social networks, especially Instagram and Tik Tok. In fact, Generation Z spends more time on social media than Millennials do. According to a group study done by Sprout Social, millennials are using social media to connect with their friends and the world around them. Gen Z, on the other hand, is more likely to interact with brands while scrolling through their social media feeds. It is also important to note that Gen Z mobilizes themselves for a variety of causes and invests their efforts in understanding trends and responding to them effectively.
There are a variety of methods to target Millenials and Gen Z. For Millennials, it is important to keep in mind their current stage in life. They are focused on their family and their profession. Sprout Social mentions that the way brands can reach this generation is through online communities. Through these groups, millennials are able to share family advice, home tips, career guides, etc. This could be done on platforms such as Facebook or Whatsapp. In order to target Generation Z, you have to ensure that your interactions are meaningful. This means communicating in a personal and relatable manner. For instance, responding to comments on time, resharing the content that they may tag you in, etc. Another important aspect of targeting Generation Z is to be able to meet them where they are. This generation grew up using technology so they are aware of the digital world and know how to easily use it. Make sure that you are giving them the opportunity to shop on Instagram, view product photos through Facebook, and interact with you as much as possible.
