Gen Z ?? E-Comm – What's Working in Marketing?
Charlie Grinnell ??
Insights Nerd — Follow me to learn how you can use audience & competitor insights to 10x the impact of your digital strategy. Building RightMetric, a strategic insights firm used by Red Bull, lululemon, and Meta.
Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,?follow me on LinkedIn ?or create a?FREE Insight Library account , our team is publishing tons of free research that you won't want to miss.
This week we're breaking down:
GEN Z MEETS DTC
Understanding and following the trends and interests of the Gen Z community has been a constant development for marketers over the past few years. E-commerce analytics brand Tydo hosted a seminar to break down what leaders in the Gen Z brand space have to say about their wins in the space.?
?Here's my breakdown of the key points from this report:
1. It's All About the Vibes
Beyond answering the usual question of 'what does your company represent?', it's also time to address what your company looks like and sounds like. This can come from a founder taking over the company TikTok or outsourcing that to a content creator you believe is a good fit for the brand. This gives viewers the chance to resonate and get familiar with you.??
2. Let's Get Functional
Gen Z is all about whether products serve a specific function for them. They want functional products that also are built on strong morals in their production lines with Gen Z being "73% more likely to pay 10% or more for sustainable goods".
However, while they preach that, it's hard to ignore the rise of fast fashion brands like SHEIN, H&M and more. At the end of the day, communicating the way a product solves pain points and can fit into a person's routine is the best way to grab the attention of this generation.?
3. Ur Community = Ur Influencers
Lean into your community. Sometimes it's not all about the metrics. Brands are starting to lean back to a model that supports engaging community members who may not be massive mega-influencers but real people who use and like the brand. This lowers costs while getting it in the hands of passionate consumers who are likely to share their experiences in a range of methods.?
?This can be leveraged through community-building platforms like Discord, Geneva, Facebook Groups, or reddit.?
?4. Retail has a Reputation?
Retail can be a sticky path for small businesses that have never experienced it before. Whether starting their own retail space or landing deals in distribution conglomerates like Urban Outfitters or Walmart, deciding whether it's the right move comes down to a few elements.
Accessibility is one, allowing customers who are younger and may not have access to a credit card to be in the retail space opens new doors for brands. Marketing is another element that plays a huge role. Intentional placement and representation of a brand IRL can be a massive way to generate UGC and brand awareness. When Gen Z's were asked what contributed to them not supporting a brand anymore, 23% of them said it amounted to poor shopping experiences. Currently, 73% of Gen Z use in-store opportunities for brand discovery.?
领英推荐
On this episode, Brandon discusses his early days in the agency world to launching some of the most talked about social media campaigns on the internet during his time with Wendy's . He shares actionable tips for marketing and social media managers looking to climb the ladder towards a c-suite role.
Here are three Tweets you should check out this week:
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It's full of strategy tear-downs and examples from fast-growing brands that have already helped thousands of marketers?identify?content opportunities,?focus?on the right whitespace channels,?improve?their media strategies, and?benchmark?against competitors.
?? Thank You! ??
That's all for this week, I hope that you enjoyed it. If you found this valuable, I'd really appreciate it if you tagged someone who should read this in the comments.
I'll catch you next week. ???