Gen Z is gaining purchasing power as we speak and brands must pivot their strategies to meet this influential generation’s high expectations. Social platforms are a great way to ignite and foster relationships with this new generation, setting brands up for long-term success.
By building CRM data, utilizing dynamic ads and always remaining focused on the customer experience, can help set brands apart in the social space and in turn capture this new generation of savvy buyers.
CRM Data is Solid GOLD
In the age of ever-changing online privacy guidelines, CRM data is becoming increasingly important. By collecting, organizing, and storing CRM data properly a brand can accomplish two things: (1) the brand to communicate with different segments of your customer base in different ways and (2) protect a brand’s targeting from being limited by changes in regulation.
Individuality is important to Gen Z, which means this generation expects messaging to be tailored specifically to them. It is a lot easier to segment out key groups of customers when brands have organized data. A great example of this is being able to segment a customer base by their affinity towards certain product groups. If Jill has only bought t-shirts from the brand in the past, she is much more likely to convert on an ad highlighting the new line of t-shirts rather than an ad highlighting new boots.
CRM data also helps to protect brands from online privacy regulations. For example, when Facebook removed 3rd party targeting options, brands that had strong CRM data saw much lower impacts on campaign performance.
Dynamic Product Ads are Your Friend
Dynamic Product Ads (DPAs) allow brands to retarget customers based on their interaction on site. For example, if Jill looks at a red shirt then the brand can serve her an ad with that same red shirt plus other similar products.
This tactic benefits both the customer and the brand. Jill has a great experience with the brand because she is served an ad that is relevant to her. On the flipside, the brand has the opportunity to up or cross-sell product to Jill. It’s a win-win!
Don’t Forget Customers Are People Too
At the end of the day customers are still people. As simple as this may seem, it is easy to forget when constantly viewing customers as numbers. Challenge yourself to periodically take a step back and ask yourself, “Is there a way to improve the customer experience?” This could be something as simple as changing the landing page of an ad or as complex as updating how the site is structured.
Gen Z expects the process to be seamless and easy. Don’t lose out on a customer because your checkout page doesn’t integrate with Chrome’s autofill features.
By focusing on CRM data, dynamic ads, and the customer experience, brands can make incremental shifts to a Gen Z-friendly strategy that will drive incremental results now and lay the foundation for the future.
