Why Marketing Varies Between Gen Z & Millennials
When someone mentions a change in the generation, the mind is instantly filled with all the differences that both generations have faced. Marketing is so dynamic in nature. Hence, it is inevitable for it to change with the generation. The marketing world has witnessed a great amount of change from the era of traditional marketing to the one in digital today.
The epidemic has boosted digital use more than ever before, and the way we absorb information to make purchasing decisions has shifted dramatically. To assess and interpret efficiency, it becomes crucial for marketers to understand consumer behaviour and audience views before planning any campaigns for their brands.
The key areas where the change takes place consists of -
The gap between generations
While Gen Z basically grows up with constantly empowering technologies, millennials were not even exposed to it for a very long time. The connection to the world was not as ‘mobile’ to the former generation as compared to easy access to the latter. Due to this, Gen Z has adapted to the changing nature of the digital world and can hence change their choices with ease. However, due to this, more brand loyalty is expected from the millennials when it comes to marketing a product to them.
The brands market the campaigns differently to both generations by keeping in mind their purchasing patterns. Since the millennials are more inclined towards having a saving and spending carefully, their purchasing power increases during the holidays and hence brands focus on marketing products through seasonal campaigns. When it comes to Gen Z, brands understand their ease to purchase with the constant use of devices and social media platforms. This is why brands market products via coupons and discounts to them.
Brands have understood the difference in content consumption by their target audience. This is why different forms of marketing techniques have been adopted to cater to such needs. Depending on the concentration power, brands market their products to Gen Z via creative short posts over the networking platforms and opt for descriptive marketing over emails and other such methods for millennials.
A marketer must think carefully about a generations ideals and how they wish to live their lives in order to find the key differences in marketing products to them both.