Reaching Gen Y and Gen Z with an Omnichannel Approach
It used to be that Millennials were the golden target that everyone wanted to reach in marketing but as they’ve started to mature Gen Z has quickly become the new object of affection. Reaching both is easy if you take an omnichannel approach.
Millennials vs. Gen Z – What’s the difference?
Millennials aren’t that young anymore. Born between 1981 and 1996, the 72.1 million who make up the Gen Y population in the U.S. are currently between 25 and 40 years old. Many have started families, businesses, and own homes. Taking their place is Gen Z. Born between 1997 and 2015, this group is either still in school or just reaching the job market. They make up about 68 million people in the U.S. but still hold considerable sway with a buying power of over $143 billion.
Millennials love print. In fact, a USPS study shows that 40% of them prefer to thoroughly read through their mail which is more than twice the average of those not of their generation. Millennials are strongly swayed by influencers. Customer testimonials, reviews, and product demos carry weight when it comes to their decision making.
Gen Z is completely immersed in social media because they are the first generation to have grown up entirely in its existence. Social activism is high on their list of interests so brands should be authentic when it comes to the environment, race and gender equality. Gen Z often identifies as independent, hardworking and entrepreneurial in spirit.
Omnichannel, multi-channel or cross-channel
Multi-channel marketing offers several options like email, print, and social media for customers to reach you that work independently toward meet your sales goals. Cross-channel marketing takes the same options working interactively to meet your goals. Omnichannel marketing takes the approach one step further and integrates these channels so that all are working together feeding into each other to meet goals.
Importance of omnichannel marketing
Like most Americans, you probably switch between multiple devices and platforms in a single day from phone to tablet to computer to catalog and back again. You check your mailbox at home in the morning, then see what’s in your Gmail and work email throughout the day, visit LinkedIn at lunch, and maybe scroll through Instagram before bed. Each is an opportunity and companies with omni-channel strategies have a 91% greater retention rate because studies show that 90% of customers want more consistency across channels.
How to make it work
Starting an omnichannel marketing strategy is more than just flipping a switch. You’ll want to start by taking a look at your company’s messaging, marketing and customer service channels. Remember that in order for omnichannel to be success everyone must work together so messaging should be cohesive and consistent with no one department operating in a silo.
Next, you’ll want to create a user experience map that outlines how customers are reaching you. Determine if you are collecting sufficient data from each access point – print, digital, and customer service. Don’t forget your follow up! Is your thank you messaging enough to retain the customer and drive repeat business?
No need for the kitchen sink
Don’t feel the need to use every channel at your disposal. Be selective and utilize the channels that best suit your target audience and sales goals. Millennials are drawn to Instagram while Gen Z is heavily involved in TikTok. Add or subtract channels as needed and be sure to diversify across digital and physical channels.
Analytics will reveal if your campaign has resonated with your given audience and allow you to make adjustments moving forward. When in doubt, test a sample of your database and try more than one strategy with campaigns tied to unique landing pages.
If you’re unsure of where to start or need access to a fresh list with Millennial or Gen Z leads, give us a call. Lawton can help you hone in your omnichannel marketing campaign with fresh new content.