Engage Gen Z with year-round marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 23, 2021, 3:46 AM UTC

Brands looking to market to Gen Z should provide personalised benefits to build long-term relationships.

Marketers are still grappling with the facts around Gen Z, while the cohort is fast becoming a powerful group of customers. While Gen Z anticipates spending more in the next 12 months, 76% of Gen Z considers discounts to be a crucial factor for purchasing decisions.

Amid the pandemic, brands should spread their marketing efforts throughout the year, rather than just focusing on the Freshers week. Marketers must collaborate with Gen Z on platforms like TikTok, and Twitch to better engage them and build brand affinity.

Moreover, with third-party cookies being eliminated selecting the right channels with relevant content can help target Gen Z. Businesses should pick the performance channels with high consumer purchase intent and treat Gen Z as active partners to effectively sell to them.

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