Gen Z Marketing: bye bye traditional funnel!

Out with the old, in with the Gen Z way. The traditional marketing funnel must make way for the unique approach of Gen Z. Recent research by Archrival shows that this generation approaches the purchasing process completely differently. The old strategy of one message for a large audience? That time is over.

Gen Z grew up with technology and social media. For them, online shopping is part of their daily digital experience. But social media isn't just a place to shop, this generation also uses it to learn, share and be inspired. This means that the Gen Z customer journey looks completely different. It starts with inspiration and ends with loyalty.

Inspiration

Gen Z mainly finds their inspiration on social media such as YouTube, TikTok and Instagram. They like to be influenced by influencers and rely on algorithms to find fun content. Although online shopping is popular, people still like to go to physical stores to try out products before purchasing. Surprisingly, they're not all that hyped about the emerging virtual world of the metaverse. In short, Gen Z is always looking for inspiration and values both online and offline shopping experiences.

Discovery

For Gen Z, it's all about details when it comes to products - from price to materials. Despite what marketers thought, they are not impulsive buyers. They're more likely to use social media as a research tool, reading product reviews and scrolling through TikTok to learn more. Trust plays a major role in this; they only trust a brand after they have done their own research.

Community

The power of community plays a crucial role in winning the loyalty of Gen Z. It's not just about selling a product – it's about creating a world where they feel they belong. More than half of Gen Zers appreciate brands that create a sense of connection and believe loyalty goes beyond just purchasing. So to build a strong community among Gen Z, they need to be involved in many ways – not just in the purchasing process, but in the entire experience.

Loyalty

For Gen Z, brand loyalty is a completely different concept than the traditional idea of repeat purchases. They desire relationships with brands that feel mutual and inclusive. Loyalty is not just about buying products; it's about sharing brand love with friends, being active on social media and feeling connected to the community. User-generated content (UGC) plays a crucial role in this process as it makes them feel part of the brand's story even after the purchase.

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In this ever-changing environment, it is essential that brands adapt and evolve to align with the expectations of Gen Z. By gaining a deep understanding of their preferences and behaviors, brands can build valuable connections and differentiate themselves as leaders within this important demographics.

Here are some tips to make your marketing strategy completely Gen Z-proof:

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