Marketing Trends 2023 for your new target audience - Gen Z

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Daria Tcvetkova
marketing trends 2023
Updated Jul 30, 2023 | Published Jul 30, 2023 | 15 Min. Read

Attention is the New Currency: 2023 Marketing Trends to Incorporate into Your Marketing Campaign

This guide provides an overview of 2023 marketing trends for Generation Z and how they impact the market. In the current competitive market, it is essential that marketers integrate new trends into the overall marketing strategy of any organization. Developing a solid marketing strategy can drive success. Consumer needs and expectations are not nearly as high as they were five years ago. Digital marketing trends constantly evolve and require businesses to adapt to these changes. Unfortunately, most firms don't respond quickly to this change.

We decided to dive into the latest marketing trends and provide useful tips for incorporating them into your strategy. Utilizing the latest technology, strategies, and trends is crucial to staying ahead of the competition and remaining competitive in today's market. By following these guidelines, marketers will be able to increase their brand awareness, drive better ROI, engage with customers more effectively, and grow their business.

It is important to note that a successful social media marketing campaign and strategy requires an effective combination of creative ideas, data-driven insights, and analytics. A thorough understanding of the customer journey and how online behaviour translates into actual results is essential for creating an effective strategy. Additionally, it's important to have a clear vision of what your brand stands

Gen Z marketing

Every year marketing professionals and companies struggle to find new progressive ways to target their audience. Especially in today's world when we need to switch marketing strategies and campaigns to target the new generation. Gen Z marketing is completely different from marketing to millennials. It has its strategies and special trends. You need to be active on your social media channels and collaborate with YouTube stars, Tik Tok stars and follow trends on social media.

In this article, we will talk about who is gen Z and how are they different from millennials in life and marketing. We will also show you the main points you should consider when creating the next marketing campaign and strategy for Gen Z. In addition, you will get an idea of how to make the best campaigns and marketing channel for Generation Z.

Who is Gen Z

It is not a secret that Generation Z - Gen Z is different from millennials. People who belong to Gen Z were born in the late 90s (1997) - early two thousand. But it's not possible to have a clear line between generations it all depends on a variety of factors. This generation is completely different. Gen Z has been developing with technologies and they have been affected by the Great Recession. Besides, they still must deal with covid nineteen pandemic and climate change. iGeneration (another way to say Gen Z) is the most diverse generation of all. Because of that, it is difficult to target and market this generation. Generation Z is the first one to be digital. They spend more time online on different gadgets than in-person events.

How Gen Z is different from millennials?

For quite a long-time marketing team did not differentiate millennials and Gen Z for their advertising campaigns. Let's look at some facts about these two generations:

  • As it was mentioned before, Gen Z is more diverse racially and ethnically

  • More people who belong to Gen Z have post-secondary education. More Gen Z is concerned about the price of this education

  • Gen Z is more liberal-leaning than millennials

  • Gen Z has different life goals and values. For example, flexibility and freedom of action, speech, etc.

Conversational Marketing: The Modern Bridge to Gen Z Engagement

In the ever-evolving digital landscape, the importance of fostering genuine connections remains constant. While many marketers chase after the latest marketing campaign examples, the emergence of conversational marketing stands out, proving especially potent in engaging the elusive Gen Z. Unlike traditional email marketing campaign approaches or singularly focused product launch campaigns, conversational marketing transcends mere promotion. It actively invites the target audience into a two-way dialogue, paving the way for a richer customer experience. Using digital channels, especially prevalent social media platforms, conversational marketing taps into Gen Z's affinity for real-time interactions. Incorporating artificial intelligence, such as chatbots, has further amplified its reach, offering immediate responses to potential customers' queries and guiding them down the sales funnel. Not to be overlooked, the seamless integration of search engines and third-party data ensures that these interactions are informed and personalized. The end goal? To not just create brand awareness, but to cultivate brand loyalty, transforming casual browsers into invested brand advocates. For sales and marketing teams, this isn't just a passing trend—it's a pivotal shift in marketing strategy, leveraging the way Gen Z naturally consumes media.

Key types of successful marketing campaign

There's a wide variety of marketing tools and media available. A successful marketing campaign could utilize multiple media or just one. It's important to choose media that appeals to a particular audience. Here are a few examples of different advertising and marketing campaigns that could be used to target millennials and Generation Z:

Social media and marketing campaigns
Utilizing digital marketing channels and popular social media platforms like Facebook, Twitter, Instagram and Snapchat can be effective in targeting both generations.

Content marketing
Creating multiple content formats for multiple channels that would appeal to the potential customers of either generation such as videos, blog posts, infographics or podcasts is another way to reach both audiences.

Influencer marketing
Leveraging influencers to spread the word about a product or service can be an effective way of reaching millennials and Generation Z.

Search engine optimization
Proper SEO techniques will ensure that your content is seen by those looking for it when searching on search engines like Google. This type of marketing campaign activity requires careful keyword selection and content optimization to ensure proper ranking.

Native advertising
Native advertising allows brands to place ads in the formats of websites and applications that are already popular among millennials and Generation Z. This tactic is a great way to reach both audiences while avoiding ad blockers.

The power of interactive content in engaging Gen Z

In today's fast-paced digital era, grabbing and sustaining Gen Z's attention can be a challenging endeavor. One key avenue that has shown immense promise is interactive content. This is not just about comments or likes; it's about creating content that actively involves the audience, demanding their interaction and engagement. Think of polls, quizzes, interactive infographics, and most notably, augmented reality (AR) experiences. Brands like Nike and Gucci have already delved into AR, letting users "try on" products virtually. These interactive content strategies align with Gen Z's desire for personalization and instant gratification. By tapping into this trend, marketers can create a two-way dialogue, deepening the connection between the brand and its Gen Z audience. The key takeaway? To genuinely resonate with Gen Z, offer them an immersive experience where they don't just consume content passively but become an integral part of the narrative.

Harnessing user-generated content: The authentic voice of Gen Z

In the pursuit of building genuine connections with Gen Z, authenticity remains paramount. Enter user-generated content (UGC): the unsung hero in today's digital marketing landscape. It's not just about crafting messages anymore; it's about letting your audience tell the story for you. UGC, be it in the form of reviews, photos, or even TikTok challenges, serves as a testimonial of real-life experiences with a brand, making it incredibly influential. For Generation Z, who are savvy digital navigators often skeptical of overt advertising, UGC offers a genuine peek into the brand's real-world impact. Brands that encourage and showcase user-generated content not only enjoy increased trust and credibility but also foster a community where their audience feels valued and heard. In essence, by championing UGC, brands can transform their Gen Z customers from mere consumers to genuine brand advocates.

Embracing sustainability: Gen Z's non-negotiable demand

The rallying cry for sustainability isn't just a passing trend for Gen Z; it's deeply ingrained in their ethos. As the most environmentally conscious generation, they aren't just looking for brands that sell quality products or services; they're actively seeking out businesses that prioritize eco-friendliness and ethical practices. This demand goes beyond merely using recyclable packaging or showcasing a green logo. Gen Z expects transparent supply chains, ethically sourced materials, and genuine corporate social responsibility initiatives. Brands that merely pay lip service to these principles or engage in 'greenwashing' can expect swift backlash from this discerning demographic. But for those that truly embed sustainability into their business model and value proposition, the rewards are immense. By aligning with Gen Z's passion for a greener planet, brands can foster loyalty, drive engagement, and carve out a significant competitive advantage in today's saturated market.

Crafting the digital tapestry: The nuanced fusion of strategies for Gen Z engagement

In a world where Gen Z thrives on digital immersion, crafting the perfect marketing strategy is akin to weaving an intricate tapestry. The backbone of this approach? Understanding and judiciously utilizing the vast array of marketing campaign activities at our disposal. One of the most notable shifts many marketers are leaning into is the rise of inbound marketing. Unlike traditional methods that aggressively push products or services, inbound marketing gently pulls the target audience in by offering them value. Key performance indicators show a strong affinity of Gen Z towards brands that prioritize this method, merging information with engagement.

Furthermore, the ecosystem of social media platforms has diversified. Short-form video content on platforms like TikTok underscores the changing ways Gen Z consume media, but we can't sideline the power of third-party websites or the efficiency of paid search in reaching this demographic. And while sales and marketing teams constantly grapple with the challenge of making their brand voice heard, there's no denying the importance of paid advertising. Yet, as with all marketing strategies, the essence lies not just in reaching the audience but resonating with them. By integrating the voice of Gen Z into the very fabric of a campaign—be it through conversational insights or leveraging third-party data—the end result is a cohesive and authentic strategy that truly speaks their language.

Content marketing trends

Content marketers are less likely to implement an overall content strategy. It is an unfortunate situation in the present-day content-hungry culture. Content marketers are applying more tactics to specific scenarios.

For example, micro-influencers have gained popularity in the last year due to their highly engaged niche audiences. On top of that, tools like AI and voice search optimization have become essential components of content marketing campaigns.

Voice search is predicted to continue its growth, allowing content marketers to be seen and heard by users searching for specific information. Content marketing campaigns must be optimized to stand out among the competition and reach your target audience.

Additionally, content marketing is expanding beyond SEO and blog posts. Now, marketers are creating video content, podcasts, infographics, case studies, quizzes—and more! These types of content are great for engaging with the target.
Here are some tips for marketing teams on creating effective marketing campaigns:

Use a lot of visual content and collaborate with influencers
Working with influencers for social media marketing campaigns is the best way to channel information about your product or service. Influencers are people their followers trust and ask for an opinion. And visual content such as videos or pictures is a simple and great way to market your campaign.

Create the content on the most useful platforms by Gen Z
This point is close to the first one. With Gen Z it is important to analyze popular marketing channels:

  • Youtube

  • Instagram

  • Tik Tok

  • Snapchat etc.

On those social media platforms, analyze the type of online content. With the rise of Tik Tok, the most popular type of content is short-form video. They're a great marketing tool used to target Gen Z in social media. Compare different distribution channels and find the one that best suits your audience.

Have a great story and values
It is important for a company to create and build brand awareness and have a good story, values and mission. Especially when advertising for Gen Z - it needs to be close to Generation Z values. Your brand should be transparent and trustworthy because Gen Z is interested in the brand and purchasing its products.
Let's take a new cosmetic brand targeting Gen Z as an example. This brand should prioritize paying attention to details and being transparent. It is crucial for them to disclose information about labour practices, animal testing, and manufacturing locations.

Stay informative but entertain at the same time
It's no secret that young people love entertainment. Gen Z follows creators whose can create content that is both informative and entertaining. If user-generated content lacks interest, humour, or excitement, it is unlikely to receive many views.

Try to be exclusive
Make your Gen Z customer feel like they get an exclusive deal. Create sales and discounts for them that will be only available if a certain action is done. It will help them to pay more attention to the brand and they will most likely buy a product with a discount.

Speak the same language
With the internet these days, Gen Z frequently comes up with new words and phrases. So, in order to connect with them, make sure to stay updated and use their vocabulary. This way, you can easily build trust and be on the same wavelength. Don't forget to slay!

How to create successful marketing campaigns for Gen Z: Recap

  • Be creative. Use references to different movies, news, and events when generating marketing campaigns for Gen Z.

  • Use online platforms for your campaigns. It was already mentioned in this article that Gen Z spends a lot of time online. Online social media platforms and websites are great places to create an exceptional customer experience for your users.

  • Do not be afraid to involve people in marketing. Listen to what they have to say and learn from industry experts. With gaining more followers and supporters for your brand you willl gain trust and fame.

  • Collaborate with the people who Generation Z loves. Find their favourite artists, singers, Tic-Tokers, and Instagram stars. Find the best suitable person for your marketing campaign and go for it. This way you will certainly generate interest in your brand.

  • And of course, if you want to be as close as possible to Gen Z and understand them - hire a Gen Z marketer. It is the best decision since they know all the trends and platforms where most Gen Z are. These young talents have a lot of knowledge in marketing. They interact with them every day hundreds of times due to spending time on the internet.

Gen Z will continue to influence marketing more than Millennials

Generation Z is a generation of people born in the dominant era of the internet. In other words, their decisions are different from the ones made by the millennials. Marketing for Generation Z is not only about understanding what people want. It involves understanding societal attitudes. Brands who want to engage Generation Z can leverage influencers in their marketing strategy, or incorporate social causes in their strategy. In a savvy, tech-driven society, companies can stay ahead in their market and increase their profitability. By understanding Gen Z’s needs, companies can tap into the potential held by this generation.

Generation Z is driving a new wave of digital activism. They are more likely to support causes and social movements online than their predecessors. Marketers need to pay attention to what these young people are passionate about when creating campaigns or products. By taking these issues into account, companies can create a stronger connection with Gen Z, ultimately benefiting their bottom line.

The rise of social media has also allowed Generation Z to express themselves in ways never before seen. Brands should take advantage of this new digital platform by encouraging meaningful conversations and allowing young people’s voices to be heard.

Save your time and money on marketing campaigns for Gen Z. Find the best marketers to help you reach your goals and let us handle your Generation Z marketing activities.

Book a call with Martekings now!