How to Engage Millennials and Gen Z When Advertising?

Posted by: Barbara Gretsch, CEO

As we all know, Millennial and Gen Z generations are crucial demographics to understand as marketers. Some people don’t get them, others excuse them, but to successfully engage with them, the best thing to do is to understand who they are and what they want. But how do you engage Millennials and Gen Z when looking to advertise to them?

Who are Millennials and Gen Z-ers? Millennials usually refer to the generation born between 1980 and 1994, while Gen Z refers to the generation born between 1995 and 2010. Based on this information alone, some of the first words that come to mind when we think of these generations are digitally savvy.

Since Millennials and Gen Z were born during the advent of digital marketing, they are digital natives. These generations are very active on all social media platforms and are on top of digital trends. To effectively attract their attention, marketers need to understand the digital marketing ecosphere and identify what content is driving these generations to action.

Below we have outlined some tips we find helpful when looking to engage these digitally native individuals.

TIPS FOR ENGAGING MILLENNIALS AND GEN Z WHEN ADVERTISING

BE DIGITAL

You may wonder, what is the best platform to advertise to these younger generations? The answer is there are many, and they are digital platforms. Millennials and Gen Z are consistently on the lookout for anything digital that will make their lives easier. Therefore, promoting your brand or business via the Google Advertising Network or Social Media platforms is a must. And, for this reason, in the last five years, digital advertising agencies have been mastering their knowledge of the digital marketing space, and so should you.

OFFER DISCOUNTS AND PROMOTIONS

Coupons? They are the best friends of the older generations. However, the younger generations love them too. Over half of all Millennials look for a coupon before making a purchase. What is most surprising is that 88% say that finding a promotion or discount for a brand would encourage them to buy it. So if it was not evident before we hope it is evident now, sales and promotions attract buyers. Having good discounts will improve your visibility amongst this audience while driving sales purchases.

PROVIDE EXPERIENCES OVER THINGS

Millennials and Gen Z-ers look for moments that they can share and discover. They prefer buying experiences over products. These generations say that experiences make them connect better with their friends.

An example of one effective way to attract Millennials and Gen Z is by inviting them to an event (possibly with free food or giveaways). For example, with Social Advertising platforms, you can start building a community of followers to promote your events. By cultivating audiences on these social platforms through event participation offering free food or giveaways, these generations will likely become brand evangelists. As a marketer, there is almost nothing better than fans spreading the brand word for you.

USE PEER-TO-PEER MARKETING

Millennials and Gen Z are interested in authenticity, not salesmanship. They prefer insights from people whose lives are like theirs – not from the ones that are “too cool” to be true. These characteristics open up the opportunity for Influencer Marketing. With Social Platforms such as Facebook being the most used platform for Millennials (74%), Gen X (68%)   Influencer Marketing is quickly becoming the marketing channel of choice for brands looking to target these audiences successfully.

SUPPORT A GOOD CAUSE

Supporting a good cause is the perfect way to incentivize Millennials and Gen-Zers. Showing that you care about making the world a better place is something these audiences can get behind.

General practices such as supporting a cause and using creative advertising methods will certainly help. For example, climate change has increasingly become a critical topic that many Millennials and Gen Zers take seriously. Align your messaging with a good cause, and you are sure to win out.

MSSmedia has been creating a real difference in the digital and social space for over 15 years. Click here to learn more about how we engage with Millennial and Gen Z students where they live, study, and play.

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