Marketing Report
[Column] Vivian Kowalski: Gen Z continues to shake up the marketing world column

[Column] Vivian Kowalski: Gen Z continues to shake up the marketing world

For decades, marketers have been fixated on the concept of the traditional marketing funnel, believing that consumer behavior follows a linear path: Awareness, Interest, Desire, Action (or some variation of it). The goal of this model is simple: reach as many people as possible and guide them through this funnel until they make a purchase. But hey, sorry, marketers! That playbook doesn't quite cut it with Gen Z.

This generation views consumerism through a different lens altogether. They're not swayed by traditional ads anymore. Instead, platforms like TikTok, YouTube, and Instagram are where they turn to discover new brands, products, and trends. They're a savvy bunch who research extensively before making a purchase.

They're all about building communities around the brands they genuinely love, and they're quick to dismiss anything that doesn't resonate with them. It's safe to say they're the toughest crowd marketers have ever faced, and they're not falling for the same old tricks of the trade.

Gen Z touchpoints are scattered in unconventional places - think private group chats with friends, interactions with influencers, and connections with like-minded individuals. Loyalty? It's not about the brand; it's about feeling like they belong to a community. And that's precisely what the traditional funnel fails to address.

Curious about reaching Gen Z effectively? Look no further. Somention, one of the top social media agencies in the Netherlands, is hosting the Somention Academy on Thursday, April 11th. Through engaging breakout sessions (Data Deepdive, Content College, and Trends & Future), we'll inspire you and leave you with the insights you need to successfully connect with this generation.

Ready to dive in? Register and find event info here

 Vivian Kowalski  is the Executive Creative Director at Somention

 

 

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