14 • Design, branding & marketing Get marketing savvy
Te marketing landscape is changing, and businesses need to be aware of how to navigate it. Here’s how to ensure your strategy is gen-Z proof, according to the experts. Words by Layla Turner
T
hose in the industry will tell you how much the marketing landscape has changed in
recent years, largely due to the influence of generation-Z — the post-millennial generation spanning ages eight to 23. Pay later shopping provider
Clearpay reported that millennials and gen-Z account for 25% of the UK’s total retail spend — a figure predicted to grow this year. With this in mind, here’s how can companies ensure they remain relevant among the younger generation.
THE BRANDS PAVING THE WAY A 2021 study by Statista found that gen-Zers are spending more time on social media than any other generation, with an average screen time of three hours per day. This alone should demonstrate the importance of establishing a solid online presence for brands. If you ask a gen-Zer what their
favourite TikTok account is, it’s likely they’ll say Duolingo or Ryanair — boasting 5.5 million and 1.9 million followers respectively. Both
brands have successfully catered their tone of voice to fit in with gen- Z’s lingo, and consistently react to trending topics in creative ways. Another brand that has,
successfully managed to set itself apart from competitors is Spotify. The streaming platform has created a sense of community among listeners with campaigns such as Spotify Wrapped, which gives users statistics on listening habits that are made shareable across social media.
HOW TO ADOPT A SUCCESSFUL STRATEGY TikTok executive Millie Henderson says her number one piece of advice is to start thinking outside the box. “You’re speaking to a generation that grew up on social media, and who essentially have their own language. Having a gen-Z member of staff in your marketing team who can communicate in an authentic way is invaluable to a successful strategy.” Another key factor, says Millie, is
diversity. According to a 2020 study by Pew Research Centre, gen-Z is the most racially diverse generation
in history, meaning that brands need to ensure their marketing strategy doesn’t alienate consumers. “If a brand isn’t inclusive, it’ll get cancelled. We’ve seen it with makeup brands that offer limited shades and fashion labels with a lack of representation — if a product isn’t made available to everyone, gen-Z doesn’t want to know.”
WHY TIKTOK IS WORTH A SHOT Sophie Miller, founder of Pretty Little Marketer, has one piece of advice. “Ask yourself: does this align with my target demographic? If you’re posting on Facebook, the content will look very different to something you’d post on TikTok.” For those grappling with the decision to launch a TikTok account for their business, Sophie says she’s yet to see a company that doesn’t work on the app. “What’s unique about TikTok is there’s a niche for everyone. People who are still of the mindset that it’s just for silly dances are missing out. It’s the number one path to consumer purchasing, and the results will speak for themselves.”
Business Guide - brought to you by APL Media • Wednesday 15 February 2023
DUOLINGO REMAINS A GEN-Z FAVOURITE ON TIKTOK/DREAMSTIME
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