How to Leverage Digital to Reach Gen Z and Millennials

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With many in-person marketing opportunities absent during this pandemic, performance marketers are trying to find new ways to reach Gen Zers and millennials. Modified experiential marketing, as well as content, social and video marketing, can step up to fill the void.The loss of simpler in-person experiential marketing opportunities may be hard for performance marketers to digest because this was a successful tactic as far back as 2016. In the pre-Covid-19 world, performance marketers learned first with millennials, then with Gen Zers, that younger generations valued experiences over things. They would not only pay for travel, fashion and unique experiences, but also respond well to having the products and services marketed to them that way. When pandemic restrictions took hold in March and many Americans began working from home and social distancing, some marketers successfully modified experiential marketing with drive-in events. But even those events aren’t always possible when coronavirus spikes cause lockdowns, such as the one beginning in Philadelphia today.Content marketing to Gen ZFor purpose-driven Gen Z, helping others is a core belief. As a whole, this generation is sacrificing a lot to prevent spreading Covid-19—from missing in-person graduations to foregoing professional internships, according to Lisa Bowman, …

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