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Marketing to Gen Z: The Rules for Reaching This Vast--and Very Different--Generation of Influencers Hardcover – Special Edition, March 8, 2018
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"Neverworld Wake" by Marisha Pessl
Read the absorbing new psychological suspense thriller from acclaimed New York Times bestselling author Marisha Pessl. Learn more
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Today’s teens are a force to be reckoned with.
Businesses focused on Millennials . . . beware! Their successors are right around the corner—promising bigger challenges, but much greater opportunities.
Drawn from original quantitative research and interviews, Marketing to Gen Z paints a fascinating portrait of the newest buyers now entering the scene. Having internalized the lessons of the Great Recession, this pivotal generation blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially-conscious cohort requires real change, not just tweaks to the Millennial plan.
Marketing to Gen Z offers dozens of examples and insights for connecting and conversing, including how to:
Get past the 8-second filter • Avoid blatant advertising and tap influencer marketing • Reflect their values • Understand their language and off-beat humor • Adapt content and social media strategies • Offer the shopping experiences they expect • And more
By 2020, Generation Z is expected to comprise 40 percent of all consumers. The time to learn who they are and what they want is NOW.
From the Inside Flap
In size and influence, Gen Z has arrived. This 1996–2010 cohort will comprise 40 percent of consumers by 2020, dominating markets and eclipsing other age groups. Hardworking, socially conscious, and skeptical of marketing hype, they’re carving out an identity that’s both distinct from their predecessors and more demanding.
Marketing to Gen Z reveals who these new buyers are, what they value, how they make decisions, and ways to authentically connect with them. Based on original research and in-depth interviews, the book walks you through the new rules of marketing, explaining how to capture the hearts of young people who hate conspicuous ads. You’ll learn how to:
• Adapt your messages to resonate with this socially liberal yet traditionally pragmatic and goal-oriented group
• Make technology invisible and optimized for mobile
• Break through 8-second attention spans
• Use social media for conversations instead of marketing
• Focus on experiences
• Prepare for formidable on-demand expectations
• Adjust social strategies to fit different platforms
• Communicate with symbols, videos, GIFs, and emojis
• Tap social influencers to get and keep attention
• Partner with Gen Z on their journey to discover “Brand Me”
• Offer standout shopping experiences, both online and at the mall
• Earn loyalty by having a strong “proof of purpose”
The book’s abundant insights and tips are backed up with examples, including how Boxed Water aligns its brand with youthful ideals by promising to plant trees . . . how Taco Bell turned a Snapchat filter into a record-breaking campaign attracting 224 million viewers . . . how BuzzFeed’s Tasty brand creates the ultimate snackable content with minute-long cooking videos . . . how American Eagle captures the teen market by embracing individualism, diversity, and self-expression.
Larger and more diverse and empowered than any other generation, Gen Z is turning business models and marketing departments upside down. Like no other book, Marketing to Gen Z uncovers their unique ideas, tastes, and aspirations. And it prepares you to stay relevant in the challenging, fast-paced, and opportunity-rich years to come.
Jeff Fromm is president of FutureCast, a division of the advertising agency Barkley, as well as contributing writer at Forbes and coauthor of Marketing to Millennials and Millennials with Kids. A graduate of The Wharton School, he has also spoken around the world about consumer trends and innovation.
Angie Read is vice president of growth insight at Barkley, and is known as “Gen Z Mom” based on her blog of the same name.
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GenZ was an excellent read. Fromm has created a book that is both relevant and necessary. Everyone in America must come to grips with this generation. GenZ or "Pivotals" are making and changing our world as furiously as they are socializing on their mobile phones. Pivotals process information faster. It is both thrilling and sobering to get an inside peek at what is ahead with this compelling demographic of 8 to 22 year-olds.
Pivotals will be driving the economy for the next 60 years.
- Mobile First. It is the one screen that trumps them all. They want their fun, their data, relationships, and experiences "at hand" - first last and always mobile
- Presentation as a person - how others perceive them is massively important. They "curate" their image via social media - life long endeavor
- Browsing before purchases is centrally aspirational
- Not buying to acquire, they are buying to participate, collaborate, and to co-experience.
- Some things can and will come back because they are special, unique, and novel - like direct mail.
- Compelling desire to stand out and to be different, but yet driven to be greatly accepted and perceived as cool and unique.
- Rebels with conformity
- Technology should be invisible
- Location doesn't matter - Virtual is the place to be
- One to one marketing goes upscale to one to one with authenticity
- brands = values
- Not just a WHAT generation, it is a WHY generation
- See themselves as a pat of the world - the planet - not just a neighborhood or a place
I highly recommend this book for anyone needing to calibrate themselves for what is coming. Although the author wrote a good business book it is loaded with terrific cultural insights that did a lot to give me a better "education" of just how very young people see themselves and their world. Lots of books might be a must read - GenZ for me and people want to get a clue about the future, it is a double MUST READ. Loved it.