Marketers Must Be Mobile-first to Reach Gen Z With Back-to-School Deals

Hal Conick
Marketing News
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Key Takeaways

​What? It’s back-to-school time; marketers looking to target Generation Z need to go mobile first.

So what? Deep Patel, author of A Paperboy’s Fable: The 11 Principles of Success, says this generation spends 74% of its free time on social media. 

Now what? "[I]f you are hoping to drive Gen Zers back to a company website, you must make sure that website works perfectly on mobile,” Patel says.

​Aug. 10, 2017

Back-to-school marketing to Generation Z must be a mobile-first practice

 

Marketers looking to target Generation Z—who currently make up everyone from preschoolers to recent college graduates—without considering social media are likely fighting a lost battle. How can marketers of a different time market to a younger generation?

Deep Patel, author of A Paperboy’s Fable: The 11 Principles of Success, writes on Forbes that Generation Z spends 74% of their free time online.​ To reach this generation, you must reach them where they are. 

One of Patel’s most important points might be to think mobile-first. As noted above, Generation Z spends much of their free time on devices and use five screens on average, per Patel. This means the content produced must be optimized for the platform it is being posted on. 

“This also means that, if you are hoping to drive Gen Zers back to a company website, you must make sure that website works perfectly on mobile,” Patel writes. “Remember that Gen Zers are used to receiving a flawless mobile experience, thanks to big e-commerce bran​ds like Amazon and social media platforms like Instagram or Snapchat that are accessible only on mobile.”



Patel offered 10 tips for connecting with this generation. Patel’s tips include:

  1. Master Snapchat.

  2. Use Instagram stories.

  3. Go mobile-first.

  4. Embrace multiculturalism.

  5. Celebrate the entrepreneurial spirit.

  6. Know Generation Z influencers.

  7. Use YouTube to share content.

  8. Know what brands Generation Z loves.

  9. Know what’s “cool.”

  10. Interview the people of the generation.

The full list is worth a read, as even the oldest marketer is sure to learn something new about the young generation that already has $44 billion in buying power. “That number will only get larger with time as members of Gen Z move into the workforce,” Patel says. ​​​​

 

 Jamie Gutfreund: Realism and Idealism: Understanding Gen Z

 


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Author Bio:

https://auth.ama.org/PublishingImages/hal-staff-photo.jpg
Hal Conick
Hal Conick is a staff writer for the AMA’s magazines and e-newsletters. He can be reached at hconick@ama.org or on Twitter at @HalConick.
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