Marketing To Gen Y and Z: Is Your Brand Ready?
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Never before has a generation had so much purchase influence. But how do we find them, engage them and acquire them as long term customers? Are you ready for this challenge?
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Marketing To Gen Y and Z: Is Your Brand Ready?
- 2. WHO ARE GENY AND Z? GenerationY GenerationZ BORN BETWEEN1980 – MID/LATE 1990’s BORN LATE 1990’s – TODAY TODAY1970 Therehasneverbeena generationwithmore influenceboth insideand outside thefamilyandthis has changedthe dynamicof the modern family. They’reinfluencing their parentson everythingfrom whatcar to buy to where to go on vacation to everythingin between. Source: The ZenoGroup The Human Project 2016
- 3. IMPORTANT? WHY IS THIS GENERATION ONE OF THE LARGEST GENERATIONS IN HISTORY IS MOVINGINTO ITS PRIME SPENDINGYEARS TODAYTHEY REPRESENT 37% OF THE CANADIAN POPULATION
- 4. Source: business2community.com/author/ryan-jenkins GENERATION Y GENERATION Z FREEDOMAND FLEXIBILITY OPTIMISTIC TEXT BASED COMMUNICATION (TWITTER, EM, IM) GROUPMENTALITY PASSION STABILITY REALISTIC FACETO FACESOCIALIZING (SKYPE,FACETIME, SNAPCHAT) INDIVIDUALISTIC DETERMINATION TRUEDIGITALNATIVES, THEYHAVENEVER KNOWN A WORLDWITHOUT INTERNET WHAT CHARACTERIZES THEM?
- 5. TRANSPARENCY AUTHENTICITY RELEVANCE WHAT ARE THE KEYS TO ENGAGING THIS DEMOGRAPHIC? Source: Adage
- 6. HOW DO THEY ENGAGE WITH BRANDS ONSOCIAL MEDIA? BRAND RELATEDACTIVITIESCONDUCTED IN PASTMONTH MONTHLY BEHAVIOR 15-34YRS 60% 55% 54% 36% 22% 18% 12% PERSONALLY BENEFICIAL ENTERED ABRAND OR ORGANIZATION’S CONTEST OR GIVEAWAY CLICKED ON ASALE, DISCOUNT OR COUPON BEINGSHARED BY A BRAND ORORGANIZATION TO GAIN INFORMATION OR FOSTER INTEREST VISITED ABRAND’S SOCIAL MEDIA PAGE INTERACTED (READ, SHARED, COMMENTED) WITHAPOST FROM A BRAND OR ORGANIZATION DIRECTLY ENGAGE WITHBRANDS USED A HASHTAG RELATED TO ABRAND OR ORGANIZATION UPLOADED A PICTURE ORVIDEO, AND TAGGED A BRANDOR ORGANIZATION TWEETED DIRECTLY TO ABRAND ORORGANIZATION LIKELY THE SPECTATOR OR JOINERS LIKELY THE CRITICS OR CREATORS Source: corporate.yconic.com
- 7. RETAILSALES MILLENNIALS2020 30% BY 202030%OF ALL RETAIL SALESWILL BE TO MILLENNIALS. WHY ARE THEY IMPORTANT TO YOU?
- 8. HOW DO YOU CREATE LOYAL GEN Y AND Z CUSTOMERS?
- 9. YOU TRULY NEED TO UNDERSTAND THIS CUSTOMERBASE WHATISTHEIRIMPRESSION OF YOURBRAND? HOW ANDWHYWOULDTHEY USEYOURPRODUCT/SERVICE? ISA COMPETITORBETTER? HOW?WHY? DOESYOURMARKETINGRESONATE,REACH THEMINTHE RIGHT CHANNEL WITHTHERIGHT MESSAGE? WHATISTHEIREXPERIENCE WITH YOURBRAND/PRODUCT?
- 10. STORIES HELP BRANDS CONNECT WITH MILLENNIALS CULTURAL BRAND MESSAGE 64% HELPFUL BRAND MESSAGE 62% 64% WOULDRESPOND MOREPOSITIVELYTO BRAND MESSAGESTHATARETAILOREDTOTHEIR CULTURAL INTERESTS. 62% WOULD RESPONDMORE POSITIVELYTOBRAND MESSAGESTHATAREUSEFUL AND HELP THEM SOLVE THEIR UNIQUE EVERYDAYPROBLEMS. Source: Marketing Insider Group
- 11. ACQUIRE NEW CUSTOMERS AUTHENTICALLY Source: Marketing Insider Group
- 12. HOW DO YOU IMPROVE YOUR RESULTS UNDERSTAND ACQUIRE ENGAGE WITH THIS GROUP? 360,000 PANEL MEMBERS 400,000+ CONTACTABLE MEMBERS 1.4M ENGAGED ACROSS PLATFORMS
- 13. JANET BOYLE, VICE PRESIDENT, UNSECURED LENDING, SCOTIABANK “YCONIC HASBEEN CENTRAL TOOURYOUTH ANDSTUDENT STRATEGYBECAUSE OF THEIR ABILITY TO CONTINUALLY OUTPERFORM OUROTHER MARKETING INITIATIVES TARGETINGTHIS DEMOGRAPHIC.” SCOTIABANK RECOGNIZES THEFUTURE VALUEOFTHIS DEMOGRAPHIC. YCONICPROVIDES KEY INSIGHTSAND ANALYSIS YOY ENABLING SCOTIABANK TO EVOLVE STRATEGIES AND TACTICSTO UNDERSTAND,ENGAGEAND ACQUIRE YOUNGCANADIANS.
- 14. YOURYOUTHMARKETINGPARTNER. Tolearnhow yconiccan help you achieve your marketing goals contact Angelo Esquerra Angelo.Esguerra@yconic.com Corporate.yconic.com