Gregg L. Witt, Derek E. Baird

The Gen Z Frequency (eBook, ePUB)

How Brands Tune In and Build Credibility

• Format: ePub

Produktbeschreibung

Generation Z has enormous spending power yet is one of the most challenging cohorts to reach. Ensure your brand stays tuned-in to the demographic's impatience, confidence and evolving trends.

Generation Z is projected to be the largest consumer demographic in history, driving a forecast from the HRC Retail Advisory of 40% of all US consumer spending, and another 40% of all consumers in the US, Europe and BRIC by 2020 (Brazil, Russia, India, China), according to other sources. Embodying an unrelenting relationship with information and mobile technology from a young age, Generation Z's ecosystem is infinitely more complex and varied than any generation before, which can be daunting for any marketer trying to keep up.

The Gen Z Frequency offers a comprehensive guide for any brand or organization trying to reach this demographic, covering fundamental truths, content creation, engagement strategies and tactics such as social media, experiential, emerging technologies, and much more. It is woven with fascinating case studies and real-world stories from the trenches, plus key insights from leading youth brands and Gen Z themselves. Whether you are new to marketing or a seasoned expert, The Gen Z Frequency is the ultimate resource for tuning in to Generation Z.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 256
• Erscheinungstermin: 3. September 2018
• Englisch
• ISBN-13: 9780749482497
• Artikelnr.: 53714524

Autorenporträt

Gregg L. Witt is a renowned youth marketing strategist and generational expert, working with brands including Procter & Gamble, Qualcomm and The Walt Disney Company, to develop innovative strategies that connect with Gen Z. He was named a "Top 5 Youth Marketer to Follow" by Inc. Magazine in 2016.

Derek E. Baird is a youth digital strategist and educational technologist, working with leading youth brands and non-profits around the world. He has led digital youth initiatives for high profile media brands including Yahoo!, Facebook, and The Walt Disney Company, where he received the Disney Inventor Award.

Inhaltsangabe

• • Chapter - 00: Introduction: are you tuned in to Gen Z?;
  • Chapter - 01: A true story of finding youth culture relevance;
  • Chapter - 02: Gen Z: a sociological perspective;
  • Chapter - 03: The five foundational truths of youth marketing;
  • Chapter - 04: Aligning with youth culture in an era of individuality;
  • Chapter - 05: Reveal insights and fuel ideation with Gen Z;
  • Chapter - 06: The youth culture engagement playbook;
  • Chapter - 07: Social strategies and tactical considerations;
  • Chapter - 08: Content strategies and tactical considerations;
  • Chapter - 09: Building community with Gen Z;
  • Chapter - 10: A primer on social and influence media valuation;
  • Chapter - 11: Conclusion: tune in to the frequency of Gen Z;
  • Chapter - 12: Epilogue: stories from the youth marketing trenches;
  • Chapter - 13: Glossary;

Rezensionen

"Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation." Stefan Heinrich, Head of Global Marketing, ByteDance (TikTok - formerly musical.ly - and Vigo Video)