Is your CRM strategy future-proof for Gen Z? [3 tips]
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In the marketing world, it’s no secret that a strong CRM strategy helps future-proof your business. After all, you’re in the business of retaining your customers and increasing their value and loyalty. But are you, as a CRM marketer, well-prepared to handle Generation Z?
In order to adapt a CRM strategy to Generation Z, it is important to understand this target group better. In this article, a number of characteristics of Gen Z are briefly explained, after which practical tips are given to make your CRM strategy future-proof.
Hurry up: 35% of consumers are already Generation Z
Generation Z is a much-discussed target group in the marketing world. This generation was born between 1997 and 2012, although the definition sometimes differs per study. They are different from previous generations and therefore also require a different approach from the CRM angle. As a very experienced marketer, it strikes me that we know a lot about this target group, but our CRM strategy is not yet ready for it. That means hurrying up, because 35% of the Dutch population belongs to this generation and most of them are already consumers (read: 18 years or older).
Growing up in a digital world
Generation Z has grown up in a completely digital world and they are used to having access to the internet and digital media at all times. They are also called the ‘mobile first’ generation . This generation is surrounded by software, apps and social media. It is difficult for them to imagine what it would be like without having access to the internet and multiple digital channels at all times.
Where we used to have mainly radio, TV, print and internet, you now encounter countless digital channels. You also see that the ‘traditional’ social media are used more often by the older generations. However, a new channel is not certain of a long existence, because the competition does not lag behind. Generation Z attaches little value to a specific channel, but does to the number of channels.
They want to be available at all times list of nicaragua consumer email and keep up with the latest developments. Were you still on Facebook, Vine or Snapchat years ago? Nowadays, the popular channels are TikTok, Instagram, X, Pinterest and many more. As a CRM marketer, you cannot afford to lag behind and it is worthwhile to experiment with new channels in an agile way. I will go into this in more detail later.
Gen Z is surrounded by the digital world source: GaudiLab / Shutterstock
Not a mass product but authentic
Generation Z attaches importance to authenticity and less to possessions. They do not want to belong to the masses, but rather be recognized for their individuality. They therefore expect a personal approach that suits them. This personal approach is not only important in online communication, but also in offline communication.
A brand experience increasingly flows from online to the impact of color on customer behavior: lessons from bol, starbucks & mcdonald’s offline. This is also the generation that likes personal contact, where, for example, a physical store or contact with customer service increasingly adds value to the brand experience.
Make your CRM strategy future-proof by ensuring america email list that all your (new) channels are connected to each other, so that this personal approach and experience is reflected everywhere. And, more importantly, fully connected. As if you are having a conversation with your target group.
Conscious consumption
Because Generation Z grew up digitally and combines different media, they also have an