understanding and engaging gen y (millennials) & gen z

Understanding and Engaging

Gen Y (Millennials) & Gen Z

by Phillip Newson - Burnthebook

GENERATION GENERATION

1981 -1995 1995 - 2009

Forget the Millennials,

think Gen ZFor longer-term business success

5

40% PopulationWith each birth, the segment is growing

A different backdrop to previous generations

Born into social &

economic instability

Highly entrepreneurialGen Z’s want to start their own business

72%

Generation Z engage in eRelationships with

people they have never physically met!

eRelationships

We are Prism!Entrepreneurial activities differ substantially depending on the type of

organization and creativity involved. Entrepreneurship ranges in scale

from solo, part-time projects to large-scale undertakings

Highly concerned about humanity’s

impact on the planet

…with ambitions to save the world

No loyalty to any particular brand!

Brand agnostic

Gen Z spend a ton of time online!41% of their time is spent on their computers or smartphones

15

13

11

0 4 8 12 16 20

Hours Per Week

Smartphone Televsion Laptop

Operate from at least five screensCompared to Generation Y, who use two

Multitask across multiple devicesTV, phone, laptop, desktop, tablet …plus wearable technology

S m a r t p h o n e L a p t o p T VD e s k t o pT a b l e t

Avid users of social mediaAcross multiple social channels

Mate you’re cruising around

the social networking

channels tonight.”— Imogen

Use social mediaThis makes Gen Z the largest

socially connected generation ever!

81%

8 second attention span!

Marketing to Gen ZFuture-proof your marketing

Create an immersive brand experienceA fully responsive website is essential

Via images, videos and emojis

Visual engagement

V I D E O S E M O J I S

😋I M A G E S

LETS TALK EM😝JISpeak in their language

👍🌅☕️😊Good morning

Bite sized content is easier to digest

Snackable content

Too Long;

Didn’t ReadKeep it simple

TL;DR

If you’re not real-time you’re not relevant

Speed is currency!

R E P L Y E N G A G E R E P U T A T I O N

A joined-up approach is essentialInteract and engage with Gen Z across multiple platforms.

S O C I A L M E D I A P U B L I C I T Y S M A R T P H O N E D E S K T O P

Higher rankings & Long term results

Benefits of a joined-up approach

H I G H E R R A N K I N G L O N G T E R M R E S U L T S

S O C I A L T E X T

B L O G E M A I L

Engage & capture attentionPulling people back to your website is essential

Quick, simple and effective way to

reach a growing market of smartphone

addicts

Text Marketing

Relevance cannot be boughtIt’s not about who can shout the loudest

Wearable TechnologyFashion meets tech

Embrace ChangeTools of traditional marketing are no longer effective

Accept Don’t accept

Who are you talking to, and why?Understand your market before identifying your channels

Strategy!Consider your overall goals and objectives before your start!

G O A L S &

O B J E C T I V E S

Set your goals and objectives

before embarking on any

marketing activity

G E T T O W O R K

Once the goals and objectives

have been agreed, get to work

on implementing them

S T I C K T O I T

Once you have started

something stick to it!

Be realisticDon’t start something you can’t finish

Google Analytics

Its FREE and gives you the ability to

track all visitors

01Social Media

Measure social media success in terms

of likes, shares, re-tweets and click

through rates

02Insights

Use heat map software or screen

recording software to understand

your audience

03

Measuring your successEssential for your on-going marketing strategy

4.3

2.5

3.5

4.5

2.4

4.4

1.8

2.8

2 2

3

5

0.0

1.3

2.5

3.8

5.0

6.3

0 1 2 3 4 5

🏃💥🔉▶️📝🔊

Think Different!

Think GZ

www.burnthebook.co.uk/insights/marketing-for-generation-z