DIGITAL MARKETING
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websites have become a critical part of Gen Z’s decision-making process, closely followed by the opinions of their family, peers, and influencers. Brands should consider spending more on their website and doing thorough research before working with potential influencers to ensure their main point of contact with their youngest audience is as good as it can be and that any content they produce is highly relevant. Gen Z have been born into a world of
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app for Gen Z with 87 per cent of respondents using it daily: 55 per cent of respondents in the survey agreed that they are "more likely to share content via a messaging app than on my newsfeed". Marketers have no concrete way of
understanding how content is being shared or consumed on popular platforms such as Snapchat or encrypted messaging services like WhatsApp. When faced with this issue, focus on improving measures you can see, as they are likely to be echoed on dark social and utilise your known metrics for share and brand noise to glean insight. And remember, don’t be scared of it. Dark social should be part of your earned reach ROI and will help inform decisions on how much organic content is worthy of investment.
How important is online privacy to Gen Z?
The introduction of GDPR is going to revolutionise how everyone manages their personal data online, however, Gen Z are already self-regulating their digital footprint. They are much savvier about
the importance and value of their data and privacy online, with 87 per cent of respondents to the survey considering their data security more important than online popularity. Additionally 60 per cent of respondents actively wouldn’t share their location with their favourite brands. Although, if the value exchange and proposition to Gen Z is right, then the willingness to share data is apparent. Going forward, brands will need to
consider the relevance of location and data to the experience they are able to offer digitally. Mutual benefit is the validator here and Gen Z are savvy as to how they can opt in and toggle out however they may wish. It’s not all doom and gloom, as in the long run GDPR is an opportunity to govern and protect the integrity of brand marketing, and the health of brand-consumer relationships.
What really influences Gen Z’s decisions and does digital etiquette affect it?
Gen Z’s behaviour and opinions are both actively and passively influenced by brand activity, especially as brand
instant technology gratification. The way in which they socially govern themselves and judge the social presence of brands continues to evolve as a new generation of attitudes gain influential power. It is paramount for brands to maintain good digital etiquette, by understanding what moments they can capitalise on for the biggest gain, as making content relevant in the moment is as important as the content’s relevancy in the feed. The key to targeted success is to accurately define the state of mind of your audience, their moment, and their motivation to increase relevancy.
What’s next for Gen Z? Nine questions brands want to ask about Gen Z - answered
Nine Questions brands want to ask about Gen Z - answered
1 For the
remainder of Jaywing’s Gen Z report, you can
download it for free at jaywing. com/genz.
The emergence of smart watches and VR headsets haven’t had as big of an impact on Gen Z as most would think, with 60 per cent of respondents saying they have no plan to ever purchase a smart watch. The penetration, purchasing intent, and disposable income simply isn’t there yet for this maturing audience. At least for now, Gen Z seems to be perfectly content with high-quality smartphones that act as a key enabler of orchestrating collective digital and social experiences between themselves and brands. The next big thing for Gen Z, whether they are vocalising their need for it or not, will most likely be Augmented Reality. With the inclusion of AR features within Android and Apple iOS, its newfound mainstream accessibility will give Gen Z a taste of this new technology from the comfort of their own devices.
jaywing.com
59 issue 31 spring 2018
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