Marketers need to shift their focus now to understand the need, aspirations, and behavior of Generation Z, who are also called ‘Post-millennial’ or ‘Centennials’ those are born between the years 1997 to 2011, according to a new report.
According to a global research agency, Kantar Millward Brown, to get accepted by Gen Z, brands need to be more creative with content and emotions of Gen Z as the target group is staggering two billion people worldwide, approximately 27% of world population.
Duncan Southgate, global brand director of media & digital at Kantar Millward Brown, said: “Gen Z will not only change how brands communicate but also create challenges in how brands demonstrate authenticity and transparency in digital.
Centennials who responds much more to emotional, musical narrative than millennials must be targeted with digital marketing strategies which appeal to imagination via technologies such as augmented reality and virtual reality.
Marketers need to focus more on the right balance between programmatic targeting and what consumers feel to target the customer according to a greater mix of audience targeting data based on brand affinity, interest, and appropriate demographics.
The major interest of marketers should be in the coming year to take positive action to prevent the ad blocking. The advertisements shown these days, lack creativity which demonstrates their lack of authenticity which needs to change into proactively engaging ad formats which connect with the Centennials.
