With a lot of personal marketing opportunities missing during this pandemic, performance marketers are trying to find new ways to reach out to Gen Zers and Millennials. Modified experience marketing as well as content, social and video marketing can fill the gap.
Losing easier personal marketing opportunities can be hard to digest for performance marketers as it was a successful tactic back in 2016. In the pre-Covid-19 world, performance marketers learned from Millennials first, then Gen Zers, that younger generations value experiences about things. Not only would you pay for travel, fashion, and unique experiences, but you would respond well to having the products and services marketed that way.
When pandemic restrictions went into effect in March and many Americans began to distance themselves from home and socially, some marketers successfully modified experience marketing with drive-in events. But even these events aren't always possible when coronavirus spikes result in lockdowns like the one beginning in Philadelphia today.
Content Marketing to Gen Z.
For the purpose-driven Generation Z, helping others is a core belief. Overall, this generation sacrifices a lot to prevent the spread of Covid-19 – from a lack of personal qualifications to not doing internships, says Lisa Bowman, chief mojo officer of marketing consultancy MarketingMojo.
Content marketers speaking to this loss can create meaningful memories with these consumers that can deliver high lifetime values.
“You don't want just one purpose. They actually ask for it, ”said Bowman. "It's non-negotiable for Gen Z. [Need to] figure out what to do in an area like social justice, or how to take more aggressive steps to fight climate change?" Engage Gen Z. Get help creating. You are your future customers – secure your loyalty now. "
Jessica Hawthorne-Castro, CEO of Hawthorne Advertising agency, added that marketers need to know the pandemic in order to cement Gen Z's determination to express their values through their purchases.
"The connectivity of their time and media preferences has also increased as they increasingly rely on mobile social networks, CTV, OTT, and video sharing like TikTok," she said.
Content Marketing for Millennials
Convenience appeals to the millennial consumer, especially now, said Hawthorne-Castro.
"A millennial consumer can be targeted and will primarily be responsive to product innovation and demand a service experience that is quality and convenience," she said.
To this end, CarMax ads emphasize online shopping and roadside pickup. Content marketing for Domino is promoting contactless delivery and Target is announcing the contactless self-checkout process, which customers can access through the proprietary app.
According to Hawthorne-Castro, millennials who are happy with their pandemic brand experiences are even creating content for them. Industries like fitness, educational services, and virtual happy hours are seeing instant revenue due to their increasing popularity in user-generated content.
Social Media Marketing and Zoom
Content marketing can happen across many channels, but many eyeballs remain on screens.
"Given the challenges Covid-19 poses, social media is an opportunity to deliver an experience through engagement with the brand," Bowman said. "Digital engagement is a great way to provide exclusive access and then an experience."
Zoom's invite-only character plays with the exclusivity that political campaigns have used and data-driven to deliver personalized marketing. Bowman said charities used the conference app to read scripts live.
Bowman said that generations are consuming more and more content just to feel part of something. So sometimes these brand experiences happen organically.