Whilst millennials have experienced the digital revolution and unique experiences, there is an argument to be made that Gen Z will be experience the best which is yet to come. 2022 has been a year where consumer experience have changed indefinitely. 

As consumer habits (Gen Z in particular) are changing by the day, brands are being challenged to keep on top of the latest marketing trends to provide the best customer experience. The current generation has essentially grown up online and whether it’s push notifications, the ease of social commerce, influencer marketing hitting the mainstream or Chatbots and AI, being aware of the target audience is more important now than ever. 

Influencer marketing 2.0

An increasing number of brands are investing in influencers to drive brand awareness and engagement – by why is this? 

65% have purchased something based on an influencer’s recommendations.

As traditional marketing faces distrust from Gen Z, social media influencers have filled in the void, providing recommendations and reviews of in-demand products. Gen Z consumers are likely to buy products based on recommendations and reviews and with platforms such as YouTube, TikTok and Instagram the preference for content creators, brands are being forced to follow suit in order to drive awareness and sales.

A five minute video from a popular influencer demonstrating a product is likely to receive higher levels of engagement, than a product being advertised on a website alone. As TikTok continues to a leader amongst current social media platforms, it won’t be surprising to see consumers buying from the app in the future. 

Social Commerce 

Speaking of in-app buying, the popularity of social commerce over the past year has skyrocketed. Where do Gen Z spend most of their time? Well the unsurprising answer to that question will be either online streaming or…social media! 

According to Statista and eMarketer, one in three users will make a purchase on Facebook in 2022.

That’s the reason why brands have stepped up their advertising efforts on social media. Traditionally, consumers would be brought back to the website when they identify a product they intend to buy on social media. However, thanks to social commerce functionalities, brands are not only able to advertise products for immediate in-app purchase, but consumers are able to shop within social media apps and purchase items with one single click. 

TikTok had rapidly released new features to drive more in-app buying. These include mini storefronts, product links, and the ability to integrate product catalogs into select ad formats and livestreaming.

Interactive Content 

Maintaining a strong presence on social media is a key stand for any digital marketing strategy in 2022 and beyond. 

One of the key trends in social media, which continues to rise is interactive content. Personalisation is the heart to engagement, and what better way to personalise experience for users than communicating with them directly? 

Live video in particular have been leading the way in terms of driving return on investments of all social media formats. Gen Z have access to all types of content each and every day; but what content stands out? Authentic content. 

By live streaming, this is an effective way to demonstrate the vision of the business. Interactivity is a strategy which brands can’t fail to ignore. Whether you’re marketing on Facebook, Twitter, Instagram or TikTok – Gen Z love video content. 

Conversational Marketing 

Just like personalisation, conversational marketing makes it “personal”. Generic messaging no longer cuts it in 2022 and consumers are after natural conversations. This is probably the reason why chatbots have been a successful implementation for a number of businesses; especially when dealing with customer service. Whilst providing the human touch is the most effective solution, that’s not always possible; hence the reason why chatbots are now the solution. 

For brands that work around the clock or perhaps have a more global presence, this saves time and resources whilst giving consumers the answers they need. 

Virtual assistants play Google’s role, but just with a human voice. Not only are consumers getting the instant responses they seek, they’re actually speaking to someone as apposed to waiting ‘2-3 working days for an email response. 

Adding the personal touch to marketing is key. It’s what drives engagement and brings consumers along as part of the journey. 

Responsible Consumerism 

There’s no doubt that sustainability ranks high on leading brands’ lists – names such as The Body Shop and Lush. Not only is it a priority for brands, but also for Gen Z consumers globally.  

According to a cited Kantar report in 2020, Gen Z in the UK were 1.4 times likely to pay a premium for eco-friendly products. 

Gaining loyalty and trust from consumers is just as important as the marketing behind the message. It’s not just the product or service that matters now, but also the ethical decisions businesses make. Diversity, sustainability and inclusion are all major conversations Gen Z are having. 

Mobile Payments 

Almost every major brand now has a mobile app. As well as mobile apps, ensuring your website is optimised for mobile is a huge advantage. Mobile apps convert 157% more than a mobile web session. This shows Gen Z consumers are happy to browse on mobile website, they are more comfortable completing an action via a mobile app.

Understanding and meeting your Gen Z consumers where they are, is crucial to getting your brand noticed. This is where personalisation and apps go hand-in-hand. Personalised features give your app more chance of keeping users, building loyalty on for longer and driving engagement. Push notifications help brands reach their audiences anywhere, anytime. 

Not just being able to log into a mobile app and retrieve the data or complete tasks, but the increasing popularity of mobile wallets such as Apple Pay and Android pay have been a convenient trend for Gen Z.