Social Marketing to Generation Z

As a social marketing professional, I learn from past successes, work to be effective with current tools, and anticipate engaging with newer audiences.

An infographic was released today on Generation Z by Marketo, exploring their aspirations, preferences, online behaviors and how companies can reach them.

GenZers were raised during the 2000s, amidst the most profound changes in at least a century, and will represent more than a quarter of the U.S. population.

So what are some Key(s) to Success in Reaching a GenZer?

• Connectivity of social media: They're learning from YouTube videos, engaging with classmates online, and grew up in a world in which one could be in conversation with anyone anywhere any time.
• Be fast moving and discreet: They have an average of 8 seconds for an attention span, 5 screens competing for their attention, and a preference for incognito media platforms. (I had never heard of Whisper or Secret...but perhaps that's the point?) The takeaway: Use visuals rather than text!
• Educate and build expertise: They're entrepreneurial at heart, mature, self-directed, and resourceful. High intensity working relationships allow for human connection, and they're less likely to resist authority under teaching-style leadership. Feeding their curiosity is a MUST.

One thing is for sure - Gen Z is part of a generation that is global, social, visual and technological. They're sophisticated and influential beyond their years. It'll be interesting to see social marketing professionals shift strategies to communicate and market to them. It makes me look forward to the future, almost as much as they do.

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Colors Connect with Consumers

Without thinking twice you can tell me what color is used for the Target logo or McDonald's infamous arches. These are just two examples of companies/brands that strategically use color to appeal to customers.

Colors influence how consumers view the "personality" of a brand. According to a study called Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone. Take a look at the Emotion Guide to the right  and the overall feeling associated with each color.

The psychology behind colors in branding is based on things like color coordination, stark visual contrasts, and on color preferences by gender. My favorite example for this is the ruggedness associated with the Harley-Davidson brand. It obviously wouldn't attract the same audience if the logo had pink and glittery! There's a reason for that - men prefer bight colors and for Harley-Davidson, men make up a larger percentage of their ideal buyers.

I especially enjoyed Marketo's True Colors Infographic as it detailed consumer reactions to different colors and for which industry those colors were most popular. There isn't an easy, clear-cut set of guidelines for choosing your brand's colors, but the colors used in your logo, website landing pages, and product are definitely worth your consideration.

Can you think of another brand or product where color helped it achieve its biggest impact? Leave a comment below!

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