The Gen Zs Are Coming! And Here’s How Marketers Can Take Them On

The Gen Zs Are Coming! And Here’s How Marketers Can Take Them On
SHARE
THIS



In this guest post, InMobi commercial director Brendan Watmore (pictured below) shares some words of wisdom on marketing to the mobile app-consuming giants that are Generation Z.

Brendan Watmore

While presenting at the Millennials Marketing Conference in Melbourne a few weeks ago, I was surprised to see that brands are still hesitant to enter the mobile marketing space. Just about every publisher or technology business discussed the important role of smartphones to Millennials.

Mobile is the preferred digital platform for Australians browsing online, with 69 per cent of users preferring to use the smaller hand-held device over a tablet or desktop. This data is not startling by any means, as mobile consumption has been steadily increasing over the past decade, but many marketers have been slow to realise that there is no plateau in sight, with Gen Z hot on the heels of Millennials.

Many may think Millennials are still one of the biggest consumers of mobile, but the truth is more Gen Zs use smartphones more often than any generation that has come before them, with the youngest members of Gen Z starting to enter the purchase funnel as independent consumers.

Additionally, with mobile devices becoming more morally acceptable during social and professional gatherings, more Gen Zs use their mobile during downtime, including in the bathroom and whilst eating, as well as in meetings and classrooms. Although as many Gen Zs use their mobile whilst watching TV as Millennials, the way the two generations use  their smartphones differs, with Gen Zs using their second screens to text, play games or listen to music. While this behaviour could be considered normal for the age group that needs constant stimulation and peer communication, it does showcase that this generation is far more engrossed with mobile apps than their predecessors – Millennials.

With apps continuing to dominate mobile usage (90 per cent of time spent in-app compared to 10 per cent in mobile web), many marketers would easily jump to the conclusion here that they need an app to connect with the super mobile users that Gen Zs are. However, this is not true. You don’t need to create an app to be in-app. Brands and companies spend hundreds of thousands of dollars to create an app just to say they are progressive, but the clincher is that unless you are offering a valuable and unique user experience that drives a large amount of organic engagement, it’s a waste of money. You can just as easily create an in-app mobile experience with a far more cost effective and scalable solution – in-app mobile ads.

Furthermore, 60 per cent of Gen Z smartphone users have noticed in-app advertising and 72 per cent have agreed that it has helped them discover something new. This is considerably different to Millennials, with only 47 per cent noticing advertising in-app and 66 per cent stating it has introduced them to something new, showing that Gen Z are more aware and accepting of mobile app advertising. This opens up doors for marketers looking to target upcoming Gen Z consumers, with new mobile ad formats, such as vertical videos and 360 games, driving high engagement.

For marketers looking to target Millennials and the upcoming Gen Zs on mobile, the time to take action is now. However, before you dive in, digest these four tips to make sure you are ready to take on these mobile app-consuming giants:

  1. Think about winning attention… and keeping it

Consumers use apps to fill downtime. They are more often than not filling that downtime with entertainment experiences. The opportunity for advertisers is to create an experience which will win the attention of the consumer from the silly game they are playing, drawing them into your brand message. To achieve this, consider placing an entertaining ad, like a short game or prize draw, during a natural break in the game.

  1. Mobile is all about UX

As consumers’ preference for apps has grown, so has the opportunity for challenger brands to capitalise on this new consumer behaviour by creating compelling mobile experiences. Uber is a good example of an app whose UX is actually a competitive advantage over the customer connection points of the taxi industry. Your customers are mobile – make sure they can easily connect with you via their preferred device.

  1. Know your audience better with mobile data

Data has never played a bigger role in marketing and communication. While there are many sources of consumer data available, the data that mobile apps generate is rich and granular. Data gleaned from mobile apps gives brands a dual advantage: deeper understanding of users’ mobile behavior, as well as improved targeting using finely segmented audience personas. These benefits directly translate into increased campaign effectiveness and ROI for advertisers.

  1. Think mobile-first

From a user perspective, desktop behavior and mobile behavior are vastly different, as are the engagement opportunities that the respective environments create. Therefore, it’s imperative to pursue a mobile-first strategy rather than go mobile-also. It is likely more of your customers see your business through their smartphone than in any other form, so when was the last time you took a good look at your business and your competitors through the smartphone lens? By taking this approach, it’s likely that you may unlock new opportunities that you don’t currently see or indeed unearth a competitive threat you are not aware of. Think mobile-first – it will pay off!

Latest News

oOh!media Acquires Here, There & Everywhere-Owned Adshel For $570M
  • Media

oOh!media Acquires Here, There & Everywhere-Owned Adshel For $570M

oOh!media has acquired Here, There & Everywhere-owned Adshel for $570 million. The move follows a bidding war between oOh!media and APN Outdoor for the outdoor street furniture business. In April, Here, There & Everywhere (HT&E) received a revised offer of $470 million from oOh!media for Adshel, however, HT&E claimed it wasn’t the “most attractive” one […]

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]