Digital Marketing to Gen Z- Best Digital Marketing Practices
By: Mackenzie Henke
What Is Digital Marketing?
Digital marketing has become one of the most popular forms of marketing in recent years. As technology and electronic methods have seen continuous growth, digital approaches have become the new mainstream way of life. Digital marketing incorporates the use of the internet and online methods in order to promote a brand’s products and services to the public. Instead of using traditional marketing, such as newspaper advertisements, print advertisements, traditional billboards, mail advertisements; digital marketing promotes through the use of computers, mobile phones, social media platforms, etc.
Especially with Generation Z (birth years ranging from mid/late 1990’s to early 2010’s), digital ways of living has been more apparent than ever. According to an article by CourseEra, “Over 60 percent of the global population is online, and more people are joining them every day” (“What Is Digital Marketing?”, 2024). It has been noted that many companies are now increasing their digital marketing budgets by double-digits, in an attempt to replace traditional marketing methods. A big reason why digital marketing has skyrocketed and been implemented into many companies is due to data. By tracking data and marketing analytics digitally, valuable information can be collected in order to target specific audiences and tailor content specifically to a customer’s preferred digital channels (“What Is Digital Marketing?”, 2024).
Gen Z’s Most Popular Platforms
In order to understand how to digitally market to Gen Z to obtain the best results, it is important to have knowledge on that demographic and their digital habits. Analyzing their most frequently used platforms helps visualize when/where a company should be implementing marketing techniques in order to reach the intended target audience.
A recent study conducted by Statista shows the most used digital platforms for young adults between the ages of 18-24. It was revealed that YouTube was the most popular platform, with 96% of people investing their time. TikTok came in second with 72% of users, Instagram in third with 69%, Snapchat in fourth with 56%, Reddit in fifth with 55%, and so on.
Doing research on this type of information is very important for marketing aspects, as it generates information on the best digital platforms to be posting to. If a companies main demographic is Gen Z, obtaining these statistics is crucial so they do not waste their time or money posting to platforms where there is little to no engagement.
Creating a Digital Marketing Strategy
Before a company decides to implement digital marketing into their everyday operations, it is important to create a plan and get a strategy put in place in order to achieve their goals. According to an article by Forbes, there are 10 steps needed in order to put together a strategy beneficial to reaching the company’s target audience.
1) Write a Persona Profile
This is done in order to put together an ideal customer (someone who is most likely to invest time/money into the companies products). This is based off of someone’s preferences, behaviors, and pain points.
2) Identify Company Goals
Tools such as google analytics can be used to measure and track the success. These goals should be clear and measurable so that it can easily be determined whether or not they are being reached.
3) Develop Correct Content
Content should be created in order to meet the desired objectives of a company.
4) Analyze Existing Digital Media Channels
Evaluate the current operations of the company and review whether or not the desired success is being achieved. In accordance, existing campaigns should be adjusted or eliminated altogether.
5) Implement Automations to Streamline Work
Assess campaigns and understand the steps the consumer has to go through to look at, purchase, or buy products. Eliminate anything that causes extra time/energy.
6) Be Optimized for Mobile
With today’s society mainly using smartphones, it is essential that a company’s digital campaigns are fit to mobile phones. It should be easy for consumers to access content through their mobile device.
7) Make It Easy for Customers to Connect
Companies need to be responsive on social media, ads, etc. in order to address the needs and questions of the audience. Being engaged enforces a better reputation for a company.
8) Implement the Correct Technology
Technology is there to help and reduce the workload. When used correctly, it will help boost digital marketing efforts and support a company’s campaign.
9) Decide What Makes the Company Unique
Each business should have a unique aspect to them that brings in a specific target audience and attracts the customer they have looking for. Unique Selling Propositions should be implemented.
10) Track Progress
A crucial part of a campaign is tracking progress to see if goals are being met. A system should be put into place that easily tracks this progress.
Overall, Digital Marketing is a very effective form of marketing when utilized correctly. With the new operations amongst society, Digital Marketing is looking to replace traditional media. Therefore, it is important for businesses to understand the implementation process of using this type of marketing; and it is essential for companies to market in a way that matches up with the wants/needs of the target audience.