“Zeta” refers to the money a lot better. They often make impulsive purchases, easily part with money and spend more than you can afford. To make money they have not yet learned. Their savings they are willing to invest in new experiences, for example in their education or travel.
Attitude to money
Significant differences of generations Y and Z are related to their attitude toward money and ability to pay. The generation Y feel the imprint of historical events which witnesses they became – y in Russia I remember how hard it is before got the goods and know how hard earned money.
Therefore, the representatives of generation Y relate to money are very rational – they tend not every year to buy a new model phone, but ready to make large investments, such as real estate. One of the consumer habits of ys is the desire to buy goods “as friends”. Also among the ys common thrift. That is why this category of consumers like various promotions and discounts, as well as actively use cashback services. Companies should consider this in their marketing strategy.
Attitudes towards brands
Generation Y responsible consumers. Their habits and needs has been formed, and so they clearly know what they want and is most focused on achieving their own goals. A recent study that the company “Amway” was conducted among their customers revealed that the audience of 25-35 years preferred products of well known brands. From brands that have long been present in the market and are not shy to talk about their history, there are more chances to get Millennials as loyal customers.
Millennials thorough approach to the choice of the product: before buying I like to read reviews online and are ready to write them yourself. So you need to watch what information about the brand is posted by users and, if necessary, to work with the negative.
Unlike Millennials, generation Z wants to always be visible. They are constantly looking for something new and are more willing to buy a stranger a wide audience of brands that can offer them something unique. Therefore, companies must not only continuously refresh its product portfolio, but also to try to personalize the offer for “Zeta”.
The choice of “Zeta” guided by information from the official communities and, even more, from thought leaders, popular bloggers and experts. Therefore, cooperation with bloggers can greatly improve the brand loyalty. Now most effective not to cooperate with bloggers-one million and microinfusion (the number of subscribers to 100 000 people), who managed to collect a loyal niche audience.
As active users of social networks, Zeta love, when they notice, for example, will repost the user content in its official accounts. Also Zeta love to write brands directly and share with them its own experience of interaction with products. Generation Z appreciate when companies give them feedback, answer their questions. Dialogue with consumers is the key to success.
The main challenge in working with generation Z – to hold their interest. Their preferences change every day. The most difficult is to understand what they will need tomorrow. Therefore, it is important for companies to be able to focus “Zeta” brand, and constantly develop new products and offer interesting activities. To attract the attention of the “Zetas” can be, properly played up the news agenda or using to promote products popular memes. This will show that the brand is aware of the most discussed topics and events. To be visible, companies need to position yourself as an industry expert and generate your own unique newsworthy.
The attitude of advertising content
Generation Y managed to catch ad-free Internet, so now they feel uncomfortable in a crowded advertising information space. According to the international network for native advertising Sharethrough, 60% y install adblocker for your browser to avoid Intrusive pop-UPS or banners. The same applies to mobile advertising.
But it is the representatives of Y more often than other generations forward commercials that caught their attention, my friends. If the video is really interesting and unusual, they perceive it not as advertising, but rather as a clip or a short film. To communicate with the “y” we need in the most concise visual form – nobody will spend more than 30 seconds to study the information about the product. So the business moves to a new content format – a short 10-15 second video that are easy to share on social networks.
If you want to like “y”, move away from point solutions. They appreciate the comprehensive approach, when the buyer offer several products to obtain the desired effect: for example, for “best results, use only shampoo but and conditioner from this line”.
Generation Z refers to is quite tolerant. Unlike Millennials, they are not so much irritated by the large number of advertising banners on the websites – they do not notice them.
For communication with the “Zetas” are working effectively short informative and promotional videos to keep the attention on a single object, they can an average of just 8 seconds. If you manage to interest them in this time, they want to see the full version. The key to the success of your ads will also be humor and unpredictable plot – Zeta watch these videos more often. And in order not to cause negative reactions in generation Z, don’t forget to add the ability to skip your ad after a few seconds of viewing.
Don’t forget about other forms of content. Zeta love interaktiv (tests, quizzes), pictures (memes, or selections of photos), ready to pay attention to an interesting infographic. If you correctly embed the advertising in such content, there is a chance to get generation Z ranks his clients. Zeta almost do not part with their phones. Most of the time they spend in social media messages, watching online videos, playing games and flipping through tapes of social networks. To attract attention, brands important to be present on these platforms.
A guide to action
The conclusion is simple. If you want to attract members of generation Z, work with them in the format of the test: launch new activity and evaluate the reaction of the audience. Constantly upgrade the product offering and create a unique activation, focusing on the actual needs of consumers.
If your target is Millennials, then communicate with them with simple, but catchy visual content. Offer them complete solutions that adapt websites for mobile version and follow the user reviews about your products.
It is also worth remembering that generations Y and Z live in a world of new technologies and constant innovation, so they are attracted by brands that are trendsetters in the virtual space. To interact with the young audience of the company should be aware of the most relevant digital trends and use them in practice. Because of the right choice of tools will depend on the efficiency of the entire communication.