As a group born after 1995, they have been living in a digital world since their childhood, and their sophisticated use of electronic devices has brought about a huge difference in their lifestyles compared with the previous generations: they no longer check their email, get used to shopping online while ignoring offline business.

Why do they matter?

Although some brands suspect that Gen Z are too young to be recognised, this group of young people could keep affecting global marketing multifariously.

Industries from finance, culture, technology and economy are impacted by their influence.

As digital natives, they quickly connect and learn about the world at lightning speed, which means that they are shrewd enough to be attuned to marketing strategies and brand initiatives.

Gen Z is generally not a bookworm generation and they crave fresh and fun experiences.

Statistics show that in 2020, 40 percent of all customers are formed by Generation Z.

Even though most of them are not yet financially independent, Generation Z has become an important part of the consumer base. And when they start their career, their purchasing power will be further enhanced. Therefore, learning how to market to Generation Z is an integral part for all brands right now.

How should you go about it?

1. Show Clear Values & Mission

Generation Z has grown up with mobile devices, the Internet and social media, these digital natives tend to favour brands that have clear values and are more inclusive.

They believe that brand values somehow reflect their own values and will express their recognition of values through buying the brand’s product. Some open values are tend to be popular among the generation, such as the support to LGBT groups, the racial diversity of society and the social responsibilities taken by the brands.

They are a group of people who believe brands has a role to improve society and will only pay for the company they consider ethical.

2. Diversify your sales funnel to accommodate the rising of social media channels

Generation Z often feels confident about buying a desirable product after seeing it on social media.

Many of Generation Z use social media as a place to gather information before going for actual shopping. You need to make sure that your enterprise’s social account pages provide enough purchase information so that visitors can find the link to your site directly from your social media account and making the purchase on your website, They can even go through the purchasing process without even leaving their phones.

It is also important for you to build strong connections with Gen Z, simply by frequent interactions with them via social media. Brands gain approval by replying the questions and feedback from them.

76% of teenagers frequently search reviews or feedback of a products they want and compare them each other. What a brand should do is to build, reply and answer their reviews and questions – generally, be there to hear them and be heard.

3. Be Transparent & Accountable

Being transparent and accountable is something a company must obey at all times, especially when dealing with Generation Z.

Given their familiarity with the Internet, they can easily browse your brand’s website and social media accounts before shopping, and read other viewer’s comments about your brand, via social media.

When choosing their preferred brand, the trust in the brand is usually the most important other than price of the product. A sudden drop in sales of a brand is often because Generation Z believes that they have not adhered to the standards they have always expressed and thus the brand’s value is no longer resonating with them.

4. Sell experiences, not products

Generation Z will not be impressed by hardcore advertising, and their extensive Internet experience makes them immune to direct marketing campaigns.

They don’t need to know why your product is great, they want to know how it benefits them, specifically, what they experience when using this product.

Picture this: every time you buy a product, one quarter is for the product itself, and the other three quarters is for the intangible feeling and unique experience using the product.

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1. Create a Mother’s Day Package

Drop a lovely box of Mother’s Day gifts to parenting influencers who will share your products with their followers and drum up engagement for your brand. Choose influencers wisely – there are thousands of influencers and microinfluencers out there but which will give you the best brand awareness? Whether it is food, lifestyle, fashion or design, make sure that the influencer is aligned with your brand values and can carry your products authentically.

2. Add Product Recommendations

Whether personalised, generic or category-specific, product recommendations remind your customers what your brand can offer them. They may wind up with some surprising finds that they will add to their list of must-haves. Optimise product recommendations using search engines and digital marketing to maximise your reach with the right target audience.

3. Hold Flash-y Online Mother’s Day Sales

Ecommerce stores should consider saving a few promotionsf or the actual weekend of Mother’s Day. Flash sales or one-day only events could be the motivator for procrastinators to whip out their credit cards and make that purchase for Mum. With so many promotions and products available, choosing to go simple may be a surprising and refreshing tactic. Offer a free greeting card for customers to pen down their appreciation for mum – the simplest yet most profound way of showing love this Mother’s Day.

4. Give Customers the Choice to Opt-Out

By offering an opportunity for shoppers to opt-out of marketing messages related to the holiday, you make them feel understood and gain some insight into their preferences for future marketing campaigns. Customers will be refreshed by your brand’s empathy in this world of hard-sell, relentless marketing.

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Tactics that have worked well recently often cease to work after a short period of time; a tactic against one competitor can also fail against another. Because the best marketing strategies are constantly changing, you will inevitably make some choices in your marketing strategy that are not the best for your business.

Here are some common marketing mistakes to avoid:

1. Only considering macro-influencers

In recent years, influencer marketing that is based on social media has been growing rapidly in the marketing field.

In a recent survey done by eMarketer, more than 80 percent of marketers say they plan to launch an influencer marketing program within the next 12 months.

However, like many new concepts in business, influencer marketing can easily get caught up in the hype.

When choosing influencers for campaigns, it is not necessary to spend a large budget to match those influencers with millions of followers. Instead, it is wiser to spend the budget on a wider range of influencers, as your brand may resonate more with micro-influencers. Although each of them has lesser impact, by doing that, your business can reach a wider audience across the web more effectively in an organic way. And of course, all of these decisions should be made based on your own experience and data.

Read more tips about influencer marketing here to help your business grow.

2. Hiring In-House

 You might consider hiring an in-house marketing team for your own business. However, the benefits of having your own marketing team are likely to be overshadowed by the increased costs, both tangible and intangible.

Conversely, if you hire an inexperienced marketing team or ask people from another department to do the marketing in order to save costs, your marketing will probably yield any returns and cost you both time and money.

This is why many small and mid-sized companies opt for outsourcing solutions to get strong marketing support without the cost of hiring a professional team. In some cases, renting a marketing team is also a cost-effective option.

You need to communicate effectively with the outsourcing team to get them to achieve what you want. These are the experts in this complex field who make business decisions based on their expertise and practical experience. Working and communicating well with them and guarantee successful marketing campaigns!

3. Lack of Reliable Tracking

Experian conducted a survey that found that the average company lost up to twelve percent of its annual revenue to misinterpreting or relying on inaccurate data.

Companies often fail to properly aggregate consumer data, or the information they collect is so fragmented that it is difficult for them to find any opportunity to take meaningful action, and they lose money on consumer data as a result.

While you may easily ignore an information system upgrade, your company will also be in great trouble because of the unreliable data collected.

Having up-to-date collection systems and data is critical, and no matter what data analytics service you choose, remember to evaluate any data. From looking at the data analytics tab to seeing who constitutes your core audience, keeping an eye on your analytics will ensure you make the most informed decision.

4. Tone-deaf Marketing

Both large multinationals and small companies need to target their marketing content precisely to sensitive target markets, especially on social media platforms.

For example, many businesses are now looking to open up, but even when the right tone of optimism and excitement has been found, people are still afraid to go out and show up in the crowd because of the deadly virus.

To tackle these issues, businesses should address their potential customers’ real concerns by posting messages and sharing the actions they are taking to ensure the safety of their employees and customers.

When a brand launches an inappropriate advertisement, the brand is often scrutinised under public attention and blamed, losing its market in both short and long run. So it is important for brands and distributors to stay abreast of what’s happening around the world and think carefully about how to respond.

5. Not Creating Evergreen Content

The rapid growth of the digital world has led many entrepreneurs to misunderstand content creation where they hurry to create immediate content rather than creating content with overall value.

The more valuable the content you create, the more likely visitors will take the time to read it, comment on it and share it.

If your content is evergreen, that means it will remain relevant for a long time, and therefore have more opportunities to attract potential customers and sales to your business.

Articles that chase short-term fads will only attract traffic for a short period of time, after which you’ll be back in the hunt for popular topics. Instead, evergreen content gives you evergreen engagement!

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We recommend taking the time and budget to invest in a festive marketing campaign for your business, it will be well-worth the returns. It doesn’t have to be big and splashy, it could be as simple as launching a holiday-themed email or blog campaign or producing short festive-related video clips for your social media channels.

In the meantime, these are 5 of our favourite festive marketing campaigns from last year! Other than being brilliantly scripted, we think these go right to the heart of the festive season and tugs all the right heartstrings with customers, minus the overt hard-selling. Have a look!

1) John Lewis

Featuring an adorable boxer named Buster, a whole cast of wild animals, and a little girl, this ad bounced right to the top of YouTube’s most watched and shared videos in the festive period of 2016. John Lewis is a major player in the field of Christmas marketing and advertisements, as they are well-known for producing some of the season’s most loved ads, year after year. The retailer also estimates that its year-round sales have increased by 35% in the last 5 years due to the success of its Christmas ads!

2) Marks & Spencer

Their Christmas With Love Christmas campaign last year reached all the right notes with customers. With a heart-warming story that centres around Mrs. Claus fulfilling the last minute request of a 7-year-old boy who wants a new pair of sneakers for his older sister, the ad conveys a strong dose of festive love and empathy woven in a humorous and heart-warming story. M&S products are sprinkled throughout the ad subtly, such as Mrs. Claus’s striking red trenchcoat and the mince pies on the mantle that she surreptitiously eats – serving as little reminders to customers of M&S core products.

3) H&M

Starring Academy Award winner Adrien Brody and directed by Wes Anderson, H&M’s offering last Christmas was a stylish short film that hit all the right emotional notes. Adrien Brody says about the ad: “This story may resonate more than ever at a time in the world where we could all do with giving a stranger a hug.” And it is this call to charity and warmth that speaks to so many people, especially during Christmas time, that made the ad so well-received.

4) Burberry

This ad is so well-executed in making the viewer care about the personal history of the brand, there’s much to learn from it! Starring acting heavyweights Dominic West, Sienna Miller, Lily James, and Domhnall Gleeson as the titular Burberry, it narrates the fictionalised and dramatised life of founder Thomas Burberry and the company’s key milestones early in its 160-year history. The cast of the short film are attired in Burberry, although the iconic checked pattern of the brand is notably missing. This is in-line with the more subtle approach to Christmas marketing and advertising these days, where products are not blatantly promoted but instead seeks to forge an emotional connection between viewer and brand.

5) Apple

Delivering a hard-hitting dose of the feels, Apple’s Christmas ad in 2016, “Frankie’s Holiday”, really plays into the emotions of the holiday season. The ad centres on a lonely Frankenstein, who tries to spread some holiday cheer by singing “There’s No Place Like Home” in the town square, with fairy lights plugged into his neck-bolts. When one of the lights fizzes out and he sputters while singing, a little girl steps out from the frightened crowd to adjust his lights and everyone joins in the singing with full festive gusto. Ending with a heartfelt message of inclusion: “Open your heart to everyone”, Apple’s message surely hits home this festive season!

With this list of inspiring campaigns, we’re excited to apply some of the ideas we’ve picked up on your own sparkling Christmas campaign! We’re full of ideas ourselves for Christmas! Ask us what they are at prominence@encemarketing.com!

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Will 2018 be the year that everyone abandons the desktop for their mobile devices in their bid to capture and share those micro-moments? Or will 2018 be the year that everyone is an “influencer”?

Marketing has never been a more exciting and dynamic time than ever than in this last half decade! And as 2018 zooms round the corner, we are excited for what the new year has in store for us and you!

These are our predictions of the Top 3 Marketing Trends for 2018 you have to know for your business to huat huat for the new year and beyond!

• Content Marketing

Everyone’s producing content these days. However, businesses are veering away from branded content that aims to directly drive sales. That means overt selling of your business or products in your blog posts are a thing of the past.

Content marketing in 2018 will be about building personal relationships with your customers. Content has to be engaging and interesting to draw attention and interaction organically.

Videos have become ever-more important in content marketing, as studies consistently show that short, originally produced videos that are entertaining are well-received by people. You don’t have to invest in state-of-the-art video equipment to produce this kind of video content – in fact, the rawness of the video would be a large part of its appeal, as customers now crave authenticity more than ever.

• Influencer Marketing

Influencers are social media natives, and have a huge following on the various social media platforms such as Instagram, SnapChat, and Facebook. Their fans frequently connect with them, leaving comments on their carefully posed shots.

Influencer marketing is the hottest thing to hit the marketing world after the introduction of content marketing. Customers love influencer campaigns because of the friendly relationship they think they have with these influencers, who are perceived to be relatable and thought-leaders in their respective industries.

In some ways, this is a super-hyped version of word-of-mouth, which is what draws trust from the customer when an influencer takes a photo of herself using the product.

One tip: not all influencers’ numbers are real. Some of these “influencers” may look like they have a huge following, boasting numbers of an upward of 10,000 followers on Instagram, for instance – but their low engagement rate tells another story. Be sure that you (or your marketing agency) do your homework and check out the influencers you wish to approach for your campaigns with them, to ensure compatibility and authenticity.

• Live Events

With all the attention on digital marketing, this may come as a surprise: 2018 will be the year that Live Events make their big return in the marketing scene. While events never really disappeared, they seemed to recede in importance in the last few years as businesses really spearheaded their digital efforts.

Last year, big brands like Apple, Airbnb and Google splashed out on flagship annual events that drew huge crowds. In a climate where everyone is going all out on digital strategy, such Live Events are a breath of fresh air and people are hyped up about them for a few reasons: chief among which is the personal touch.

For marketers, events remain an invaluable source of new leads and giving customers a first-hand, multi-sensory experience of the brand. The future bodes well for event marketing!

2018 is certainly shaping up to be an exciting year for marketing! As marketers, we are stoked to share these trends and to come up with marketing strategies that will place YOU in the very front of the new year

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1. Not having a marketing plan

This sounds almost like a no-brainer, but many businesses just jump right into their marketing activities without coming up with a plan beforehand. This could be ultimately counterproductive, as piecemeal marketing efforts may end up in you carrying out marketing activities that don’t complement each other, or worse, activities that contradict each other. ENCE offers our clients a comprehensive, 3, 6 or 12 month marketing plan, and we help our clients strategise their marketing efforts across various channels, for maximum returns on their investment in marketing.

2. Not knowing the competition

Tracking your competition is a great opportunity for you to learn from them as real-life case-studies, to understand what works and what doesn’t. You may think you lack the time to get your own business in order, much less know what your competitors are up to – but being aware of what your competitors are up to is crucial for your own business. Having a good grasp of the competition out there also helps you crystallise your own business’s unique selling point and it strengthens your position to market yourself better. At ENCE, our team does prioritise our time to familiarise ourselves with our client’s competition, so we can advise our clients even better. This helps us be aware of our client’s strong points and we emphasise this in our marketing efforts.

3. Underestimating the importance of a website

The website is an aspect that many businesses neglect, instead believing that their strong social media presence is more than enough to make up for a poorly designed website. This is a mistake we advise our clients to avoid. Social media efforts are important, but they should always direct customers back to the business’s website. And for customers to stay on the website and make a transaction, the website has to be well-designed across platforms – whether it is on a laptop, tablet or mobile phone. The ENCE Group is well-aware of this and we offer website design by a strong team of designers and developers, as part of our complete suite of marketing services.as part of our complete suite of marketing services.

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