The Gen Zs Are Coming! And Here’s How Marketers Can Take Them On
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.
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:
- 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.
- 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.
- 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.
- 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
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
Disney's Tim Farmer shifts over to rideshare company DiDi. Taking with him his Donald Duck coffee mug & mouse ears.
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
The question remains: what will we see first? The end of cookies, alien invasion or Jesus's second coming?
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
It's a Fast 10 with Scoundrel's Tim Bullock. Make it sound even faster by sucking on helium while reading it.
Outbrain Snatches Chris Oxley From Foxtel Media
Foxtel's Chris Oxley shifts over to Outbrain, but not before having his press photo taken in the wilds of the Daintree.
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
Like to quell the road rage with super cute pics of fluffy marsupials? This outdoor's just the ticket.
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media calls on the government to add super payments to carers' payments. Remains silent on AUKUS, however.
In A Fragmented World, Engagement Is King
Today, B&T TV's talking fragmentation & engagement. But not in a down-on-one-knee sense of the word.
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Kyle & Jackie O finally arrive on Melbourne radio. As yet, no sign of the monotonous and bitter AFL-NRL debate.
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.