Distinguishing between attitudes of Gen Z and Millennials can help brands effectively market them

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 11, 2019, 4:57 PM UTC

Millennials will pay attention to content for 12 seconds, while Gen Z will stay focused on it for eight seconds.

This piece argues marketers should consider the attitudes of Gen Z and Millennials separately, to effectively address their campaigns to each age-groups. Though 56% of consumers thought the two generations could be marketed in the same way, nearly half disagreed.

Marketing campaigns on platforms like TikTok and Snapchat are much more effective with Gen Z, as they have a shorter attention span. However, millennials have a longer attention span and can be effectively targeted with long-form content like podcasts.

Creating mobile videos or other phone-based experiences can help marketers attract the attention of both Gen Z and millennials. Moreover, the author suggests that marketers should clearly explain their product value in their campaigns and focus on each generation’s preferred form of content.

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