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Understanding Gen Z: A Shift in the Consumer Journey
As marketers endeavor to win over Gen Z, they face a unique challenge unlike that of previous generations. At the recent POSSIBLE conference, experts illustrated that Gen Z hasn't merely broken the traditional marketing funnel; they have transformed it completely. According to Krystal Hauserman, CMO of NOYZ consulting, the customary linear path of awareness, consideration, purchase, and retention has been remixed by this new generation, as they seek more personal and interactive experiences with brands.
Reimagination of the Marketing Funnel
Brands like Delta Air Lines have adapted to this new consumer behavior by fostering deeper relationships with their audience. Nathan Smith, Delta’s GM of Brand Marketing, noted that the focus has shifted from merely promoting a service to emphasizing the lifestyle and values that resonate with potential customers. Instead of trying to increase awareness for a well-known brand, they aim to deepen their existing relationship, asking consumers to consider why they would want Delta in their lives, rather than just why they should buy a ticket.
Authenticity: The Key to Gen Z Engagement
Authenticity is crucial for connecting with Gen Z, who are known for their media savvy and innate ability to recognize insincerity. They expect brands to skip the generic messages and dive straight into engaging and personalized experiences. Whether it’s through collaborations with non-aviation brands or grassroots campaigns that speak to real-life experiences, brands must create value for this audience. Content creator Davis Burleson cautioned against jumping on fleeting trends, emphasizing that relevance is far more important than timing if brands want to connect meaningfully.
Creating Community and Fostering Engagement
For Gen Z, feeling part of a community with a brand is essential. This new generation thrives on values and connections that resonate with their ideals. Senior Manager of Brand Research at Pinterest, Sydney Stanback, advises brands to focus less on chasing the latest trends and more on delivering true value and inspiration to their consumers. This approach not only builds brand loyalty but turns customers into advocates who share their experiences with friends and family.
Implementing Nonlinear Strategies for Success
As the marketing landscape continues to evolve, understanding and adapting to Gen Z’s preferences will be pivotal for brands, particularly in the automotive industry. Dealership Principals, GMs, and Fixed Ops Directors must prioritize personalizing their marketing strategies to reflect the diverse perspectives of this generation. By embracing a nonlinear approach and integrating authentic communication methods, businesses can build a deeper connection with Gen Z.
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