The Gen Z Frequency

How Brands Tune In and Build Credibility

Gregg L. Witt, Derek E. Baird

• Publisher: Kogan Page
• Year: 2018
• Print ISBN:
  9780749482480
• Edition: 1
• eBook ISBN:
  9780749482497
• Topic: Business
• Subtopic: Advertising
• Index: Business

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.

INDEX

Note: Numbers in headings, ‘Mc’ and @ are filed as spelt out in full; acronyms are filed as written. Locators in italics denote information within a Figure/Table.

above-the-fold hashtags 147

abuse, reporting of 188

accessibility 78, 97

actionable segments 78

activities

engagement 133–34

segmentation filters 67, 75, 76

Acura 130, 132

adaptation 60–61

Adidas 120

adult behaviours 20

adult-washed survey responses 92

advocacy 24, 130, 178–79, 189

AI (artificial intelligence) 133, 152

Air Jordan I 11

Air Jordan III ‘Tinker’ launch 135

Alexa 152

All-Star Slam Dunk Contest 135

AMAZE.org 160–61

Amazon 94, 149, 152

amusement parks 220–21

analysis

segmentation needs 69–72

sentiment 198–200, 201, 202, 203, 204, 205, 206

analytics, native 201–02, 203, 204, 205, 206

Anderson, Brian 15

Andraka, Jack 27, 36

Apple 21, 149, 150, 152

application programming interface (API) 167, 222

a...

Table of contents

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