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

Digital Breadcrumbs: Picking Up The Pieces Your Competitors Leave Online
  • Opinion

Digital Breadcrumbs: Picking Up The Pieces Your Competitors Leave Online

In this guest column, Meltwater’s area director, David Hickey (pictured below), says a quick glance at the mountains of data your competitors are producing can fast prove a boon for your business too… It’s time for businesses to start paying attention and embrace the new digital reality we’re living in. We are currently in the […]

Opinion

by David Hickey

David Hickey
“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign
  • Campaigns

“The Rock” Leads a Flotilla Of Athletes In Huge Under Armour Campaign

US sportswear giant Under Armour has enlisted Dwayne “The Rock” Johnson to front a series of inspirational new ads featuring a host of sport stars and fitness icons. Created by Droga 5 the campaign is called “Will finds a way” and includes eight ads in all. Johnson aside, the spots include actress and martial arts star, Zoe Zhang. Fellow […]

by B&T Magazine

B&T Magazine
Facebook founder and CEO Mark Zuckerberg arrives to testify during a Senate Commerce, Science and Transportation Committee and Senate Judiciary Committee joint hearing about Facebook on Capitol Hill in Washington, DC, April 10, 2018. / AFP PHOTO / SAUL LOEB        (Photo credit should read SAUL LOEB/AFP/Getty Images)
  • Media

Free TV Calls For ACCC Oversight Of Facebook & Google

In a submission lodged with the ACCC inquiry into digital platforms, industry body Free TV today called for greater regulatory oversight of Facebook and Google. The FreeTV submission identifies a number of key areas of concern: Heavy regulation on traditional media providers and almost none on Facebook and Google Questionable claims about the reach, viewability, […]

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]

Women In Media Profile: Olivia Warren
  • Media

Women In Media Profile: Olivia Warren

It's the latest in our Women In Media profiles, and this one is so good you'll possibly get a nervous twitch somewhere.

by B&T Magazine

B&T Magazine
LIDA Delivers Series Of Animated Info Bites For Busy Marketers
  • Marketing
  • Media

LIDA Delivers Series Of Animated Info Bites For Busy Marketers

M&C Saatchi Group’s customer engagement specialist agency, LIDA, has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game. ‘60 Second Gets’ draws on LIDA’s wealth of experience to unpack the latest industry tools, tech and thinking. Launching today, the first video, ‘Success in 6 Seconds’, […]

Naked And Gidget Foundation Want Australians To Start Talking
  • Campaigns

Naked And Gidget Foundation Want Australians To Start Talking

Today Naked launches its ‘Start Talking’ campaign for Gidget Foundation Australia; a not-for-profit that provides support for families who are affected by perinatal depression and anxiety (PNDA). The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program […]

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums
  • Marketing
  • Technology

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums

For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and MKTG. By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from […]

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering
  • Marketing

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering

Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites. This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience. The iconic Westfield logo will continue to lead brand communications, supported with a new […]

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year
  • Marketing
  • Opinion

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year

In this guest post, Keep Left’s head of consumer engagement, Johanna Murray (pictured below), explains the merits of experiential marketing, as well as sharing some tips on how to do it – and do it well. Humans love to label things – especially intangible things, like time. We like eras and ages and eons because they […]

Opinion

by B&T Magazine

B&T Magazine
The Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

The Top Social Media Marketing Trends For 2018

This trends report is a must-read for all marketers, although it contains no news on the return of the bubble perm.

by B&T Magazine

B&T Magazine
How To Give And Take Feedback At Work
  • Opinion

How To Give And Take Feedback At Work

Georgia Murch (pictured below) is an expert in creating feedback cultures and author of Feedback Flow; The Ultimate Illustrated Guide to Embed Change in 90 Days. In this guest post, Murch offers her tips on giving (and receiving) feedback from colleagues without botching it up… We all know that feedback matters.  Most of us want the good, the bad and the […]

Opinion

by B&T Magazine

B&T Magazine
Dentsu X Expands Operations To Sydney
  • Advertising
  • Media

Dentsu X Expands Operations To Sydney

Have you completely forgotten what Sydney looks like? Well, thankfully this story comes with a handy pictorial reminder.

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV
  • Media

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV

SBS Radio has announced two new digital radio stations – SBS PopAsia, SBS PopDesi and a refresh of SBS Radio 3 – is now available on digital TV. SBS Radio 3 will broadcast world news and current affairs from the BBC World Service (previously airing on SBS Radio 4 on digital radio) and special events […]

Aussies Invited To ‘Money With Sunny’ In New Suncorp Campaign
  • Advertising
  • Campaigns

Aussies Invited To ‘Money With Sunny’ In New Suncorp Campaign

At a time when more than two thirds of Australians are feeling confused and concerned about their finances, Suncorp has unveiled a new creative platform focused on making the complex simple. In a move that expands the brand beyond the sunshine state, Suncorp’s strategic approach is all about helping Australians focus on what they do […]

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive
  • Campaigns
  • Marketing

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive

For its first Australian campaign, Champion has partnered with creative and content agency Emotive to launch a music program titled ‘Revealed’. The program champions emerging Australian artists by intimately telling their story through video, and providing funding and creative support to create world class music videos for new release music. The first Revealed artist is […]

Finalists (And Host) Announced For Siren Awards 2018
  • Media

Finalists (And Host) Announced For Siren Awards 2018

Finalists for the best radio ad for 2018 have been announced, with 10 of Australia’s leading agencies from Sydney, Melbourne and Perth competing for the coveted Gold Siren. The finalists include The Monkeys, Clemenger BBDO, Marketforce, J. Walter Thompson, Ogilvy, BMF, McCann, YR, Fenton Stephens, and The Brand Agency. One half of last year’s winning […]

Delacon Launches Call Analytics In India
  • Marketing

Delacon Launches Call Analytics In India

Australian-owned call analytics provider Delacon has continued its international expansion, opening an innovation centre in India to service local and global partners, and develop the next generation of call tracking and analytics solutions. The office in Chennai is the eighth for the Sydney-headquartered business, which enables brands and agencies to optimise marketing campaigns by accurately […]

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It
  • Marketing

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It

Sydney brand and digital agency Protein has been appointed to handle the retail and digital roll-out of recycling company Return-It, which has just been announced as the container collection network for the ACT. Return-It awarded the work to the 17-year strong agency, following Protein’s tender support and brand development of the retail concept. The public-facing […]

Why We Need To Talk More About Failure
  • Opinion

Why We Need To Talk More About Failure

This is an excellent article about celebrating failure. Although, admittedly, we failed to get to the very end of it.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Kimmie Neidhardt
  • Media

Women In Media Profile: Kimmie Neidhardt

Kimmie Neidhardt doesn't just have a very cool name, as you'll read here. There's a good head on those shoulders, too.

by B&T Magazine

B&T Magazine
SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney
  • Advertising
  • Media

SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney

Southern Cross Austereo (SCA) has announced the promotion of Nathan Soulsby to head of TV sales for Sydney. The announcement comes after Kristen Budd’s move to general manager of SCA’s Central Coast office. Caretaking the role during Budd’s maternity leave, Soulsby has been a key contributor to the consistent share and revenue growth that has […]

Columbus, A Merkle Company Announces Client Wins & Senior Appointments
  • Marketing

Columbus, A Merkle Company Announces Client Wins & Senior Appointments

Following the launch of Merkle in the Australian market in March, Columbus, a Merkle Company has secured nine new clients in three months, including Macquarie University, Event Hospitality & Entertainment Limited and Hipages. Columbus has also appointed two group business directors in the Victorian market, with Leonie Dawkins (pictured above, left) and Guy McGechan (pictured […]

Black woman in handcuffs
  • Media

Adland Industry Leaders To Be Locked Up In Prison To Help Aussie Youth

Over sixty senior leaders from the media, marketing, tech and creative industry will spend the night in jail as part of UnLtd’s Adland Bail Out, to raise funds for Whitelion. The ‘inmates’ will be handing over their mobile phones and putting on their prison overalls to brave a night in the chilling cells of Yasmar […]

JCDecaux Partners With Seedooh To Verify OOH Campaigns
  • Advertising
  • Media

JCDecaux Partners With Seedooh To Verify OOH Campaigns

Global out-of-home (OOH) advertising giant JCDecaux has announced a partnership with independent tech platform Seedooh to offer advertisers greater transparency for campaigns. Under the agreement, Seedooh’s reporting and verification platform will be integrated into JCDecaux’s system to create an independent campaign delivery reporting function that works seamlessly within the end-to-end campaign delivery processes. It will […]

Innovation: The Foundation Of Marketing & Sales Collaboration
  • Marketing
  • Opinion

Innovation: The Foundation Of Marketing & Sales Collaboration

In this opinion piece, Seismic’s managing director for Australia and New Zealand, Andy Pattinson (pictured below), explains how marketers can work smarter and why collaboration is vital in delivering return on investment. Demand for marketing roles is growing, as marketers continue to learn more about what customers want. The marketing agenda is increasingly being tied in […]

Opinion

by B&T Magazine

B&T Magazine
Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push
  • Marketing

Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push

Aussie food franchise Roll’d has announced it has signed on Melbourne digital marketing agency Impress!ve Digital to support its digital marketing. The partnership has already begun, with Impress!ve Digital aiming to significantly boost the company’s revenue through digital marketing strategies that are directly linked to return on investment and franchise acquisition. Impress!ve Digital has been […]

Yippee! More Photos from the 30 Under 30 Awards!
  • Advertising
  • Marketing
  • Media
  • Technology

Yippee! More Photos from the 30 Under 30 Awards!

If you think B&T simply runs these photo gallery stories so you can gawk at young, attractive people, you'd be right.

by B&T Magazine

B&T Magazine