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Unlocking Gen Z’s Market Potential

Understanding Generation Z

Generation Z, or Gen Z or Zennials, follows Millennials and precedes Generation Alpha; this cohort includes people born between 1997 and 2012. Like all age groups before, experiences profoundly influence Gen Z. Generation Z has encountered events such as pandemic lockdowns, economic instability, and internet presence.

Notably, they are the first generation to have the internet integrated into their daily lives from a young age, known as internet natives. However, growing up with the internet can be a double-edged sword. While it allows for constant connection and communication, it can also create a false image of people’s lives, leaving viewers unsatisfied or even depressed about their own lives.

Generation Z relies on the internet for entertainment, work, shopping, dating, making friends, and finding information and is rapidly emerging as a dominant force in the market. Here are three ways your business can best market to this age group: by knowing who they are, what they value, and how to gain their attention.

Know what Generation Z values. What does Gen Z like?


According to a McKinsey study, 73% of Generation Z reported trying to purchase from companies they consider ethical. Nine of ten Zennials believe companies are responsible for addressing environmental and social issues.

Zennials value:

  • Authenticity
  • Ethical values
  • Experiences
  • Health and wellness
  • Self-development
  • Sense of connection to a brand
  • Transparency/trust
  • Independence

Businesses achieve value by interacting with consumers, sharing behind-the-scenes content, and hosting engaging polls and competitions on social media. Gen Z wants to feel involved in the brand, almost like a personal connection.

Knowing Generation Z by comparing them with Millennials

Numerous similarities exist between the age groups, primarily attributed to the significant rise of social media and the internet during their lifetimes. However, there are also distinct differences.

What Are the Core Characteristics of Generation Z? - The Annie E. Casey Foundation

Studies indicate that capturing the attention of Millennials is significantly more challenging than it was with previous generations. Millennials perceive life as an ongoing learning journey, so creating content that is informative and relevant to their interests may sustain their attention over extended periods. Additionally, this generation embraces multitasking as it enhances efficiency.

n contrast, Gen Z prefers consuming content in shorter bursts. With constant exposure to various media, brands must stand out quickly for any chance of capturing their attention. While not necessarily prioritizing formal learning, this age group is interested in self-improvement, although only sometimes aligned with traditional educational pursuits like the Millennials.

How to get Generation Z’s attention. How can your business gain it?

Before we can understand how to capture the attention of this cohort, we need to dive deeper into the different kinds of attention.

Most of us have likely experienced driving to work while listening to music. In this scenario, our focus alternates between the music and driving, demonstrating a low level of selective attention to both tasks.

Caucasian guy using mobile phone while watching TV at home Stock Photo | Adobe Stock

Another common example is scrolling through social media while a game or TV show plays in the background. Occasionally, we tune into a specific play or scene, displaying selective attention to one thing while primarily focusing on another.

Therefore, it’s not necessarily that our attention spans are getting shorter, but rather that our attention is being pulled in more directions than in previous generations. This can make it quite challenging for businesses to compete for consumers’ focus.

As a business aiming to reach consumers with a message or product, you must encourage consumers to shift their attention from what they are intentionally focusing on to unintentionally paying attention to you.

So, what are some ways you can shift their attention?

  • Relatability
  • Video Content
  • Storytelling
  • Staying current with trends
  • Developing a brand personality
  • Incorporating influencers

Take your marketing to the next Generation with our help.

With Generation Z’s up-and-coming buying power, they will soon wield more influence than any other age group, making it essential for businesses to adapt their marketing strategies accordingly. The three ways your business can best market to Gen Z areto know who they are, what they value, and how to grab their attention.

Call us if you need assistance learning the best marketing strategies for your business!

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Website Solutions For ADA Compliance

Making the Internet Accessible.

We know just the word “compliance” is probably a bad idea to place in an introductory sentence, but please hear us out. If your website is not accessible to people with disabilities, it is not compliant with the law. 

Everyone knows about accessibility in physical public places and ensuring accommodations for everyone. A few years ago, The Americans with Disabilities Act said accessibility also applied to the digital realm, or more specifically, your website. 

It is estimated that over 250,000 digital accessibility-related demand letters are sent to businesses each year. E-commerce businesses saw the highest amount of cases filed. The majority of these result in settlements, which can cost you. Those that aren’t resolved can escalate into full-blown lawsuits. We feel it’s our duty to let you know.

What are the ADA Accessibility Guidelines? 

Here is a list of the main Accessibility guidelines: 

  • All text on the website must be readable by screen readers. 
  • The website must provide text for images and videos. 
  • The website must allow users to turn off media. 
  • The website must prohibit users from using seizure-causing content. 
  • The website must be consistent with navigating tools. 
  • The website must help users with explanations and instructions.
  • The website must be completely accessible by computer.

The main complaint many small businesses had about this new ADA addition was that website updates such as these are very costly and a significant time investment. Many companies have not been able to afford the changes, but not complying with the guidelines puts them at risk of a lawsuit. What should you do?

What is the AccessiBE widget all about? 

When this addition to the Americans with Disability act first came into play, there was no efficient way to make these changes. Everything needed to be changed manually. Nowadays, we have great resources like AccessiBE, which is relatively inexpensive and extremely well-designed. 

It’s highly advanced software that automatically scans your website to ensure inclusion practices and opens it to a whole new area of potential consumers. Every 24 hours, AccessiBE will scan your website and fix any potential issues. The first scan can take up to 48 hours. After that, your website will be completely ADA-compliant. 

There are several different price points, the most affordable starting at $49 a month, which is what VIA uses and the most popular. It’s straightforward to set up, and only requires a singular line of code, which is impressive considering the level of technology involved. AccessiBE works side-by-side with people with disabilities so they can ensure their products exceed your expectations.

Open your website to everybody, no matter their ability.

AccessiBE is an excellent resource and we found it to be a worthy investment. Twenty-five percent of the population has a disability holding them back from fully using the internet.

 

Separate yourself from your competition by showing how diversity, equity, and inclusion are valued.  

You can also earn an ADA Federal tax credit up to $5,000. Your business must employ less than 30 full time employees and have an income of less than $1,000,000. See details on form 8826 page 2. 

To be sure you are ADA Compliant, contact our team to help you install this time-saving, cost-efficient software.

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Advertising with Precision: Maximizing Results with Paid Digital Ads

When it comes to advertising, you have numerous options, ranging from traditional to owned and paid digital media. Traditional media, especially billboards, generate countless impressions but many of those impressions may stray from your target audience. That is where the benefits of using paid digital ads come in handy—you can specifically target your desired audience. 

Digital Advertising Benefits:  

  • Measurable outcomes.  
  • Cost efficiency.  
  • Fitting any budget.  
  • Amplifying your reach.  
  • High return on investment.

Your goal drives your message 

Creating a paid digital ad involves considering numerous factors. First, you need to understand or create the goal for your ad. 
 

Are you trying to:  

  • Create or increase brand awareness?  
  • Generate revenue? 
  • Drive traffic to your owned media (website)?  
  • Manage brand reputation/public relations? 


Depending on the goal you aim to achieve, your ads will vary significantly.

Brand Awareness. Managing brand reputation may involve highlighting your company’s care for the community. The ad above shows a commitment to the community. This effort improves people’s trust and distinguishes them from less personal large corporations.  

Drives traffic. This ad increases brand awareness and drives traffic to the website. Repetition (sometimes referred to as frequency) and budgeting to achieve a strong reach are the most crucial factors for generating enough impressions to run an effective campaign.

Define your audience 

How do you find your target audience? It helps to define your audience by:  

  • Demographics, such as age, gender, and location.  
  • Psychographics, such as understanding consumer behavior.  
  • Interests include what kind of content the user consumes or engages with online. 

Your audience might not consist of just one group, so you should create more than one ad. For instance, we developed two ads: one targeting families and another targeting women. The distinct differences in each ad make it more appealing to their respective groups. We incorporated different visuals and text to capture attention effectively.

Choose the right platform 

Choosing the right platform to reach your audience is critical. While it is true that your target demographic might have accounts across multiple platforms, understanding which ones they frequent the most is essential. This understanding not only helps you better grasp your target audience but also enables you to target them more efficiently. Each platform provides unique features that can aid in connecting with potential customers.

For further insights on determining the ideal platform for your audience, refer to PEW Research, a great resource: PEW Research

Increased exposure of your product or company in consumers’ minds will enhance the likelihood of future purchases. Maintaining a consistent presence is key to reinforcing your brand identity. 

How can your business unlock digital ad success?
Interested in learning more about the world of digital ads? Reach out to us today. Our team specializes in crafting unique marketing strategies tailored to your needs. If you believe your marketing efforts could use a boost, let’s discuss over coffee.