Marketing has come a long way from the traditional methods of advertising to the modern-day strategies of the digital world. Brands are now shifting their focus towards providing a personalised customer experience (CX) to attract and retain their customers, especially Gen Z. This blog aims to discuss New Age Marketing and how brands can focus on personalised CX for Gen Z.
What is New Age Marketing?
New Age Marketing refers to a set of marketing strategies and techniques that are focused on leveraging digital technologies and social media platforms to engage with customers in a more personalised and interactive way. New Age Marketing also emphasises building relationships and fostering trust with customers by providing them with valuable content and experiences, rather than just promoting products or services.
Why Gen Z requires a personalised CX?
Gen Z is the first generation to grow up in the digital era, and they are known for their high digital fluency and demanding attitudes. Gen Zs are looking for a personalised and seamless customer experience, and they are willing to switch to a competitor if their expectations are not met. In a survey conducted in North America, customisation is considered essential by 77% of Gen Z when it comes to business interactions, while 76% are seeking personalised digital communications from companies that can be tailored to their specific preferences. Brands need to understand that Gen Zs value authenticity and expect brands to be transparent, socially responsible, and empathetic.
How should brands focus on personalised CX for Gen Z?
To effectively cater to Gen Z's desire for personalised customer experiences, brands need to focus on several key areas:
- Data-driven insights
Brands should be knowledgeable in creating content that resonates with Gen Zs. This includes using personalised messages, images, and videos that are tailored to their interests and preferences. In order to do this, brands need to leverage data to understand customer behaviour and preferences. They should use data analytics tools to collect and analyse customer data, such as their browsing behaviour, purchase history, and social media interactions, to provide a personalised marketing approach. Netflix is a good example of a brand that utilises data-driven insights, as the data takes into account a customer’s interaction with their service, such as their viewing history, as well as information regarding the title of the show or movie, such as the genre, actors, etc. With this information, Netflix can make a personalised recommendation of shows or movies for the customer to watch which might match their preference and taste.
- Omnichannel experience
Brands need to create a seamless omnichannel experience that allows Gen Z to interact with them through their preferred channels. This includes social media, mobile apps, and other digital platforms. Beauty brand Sephora has been at the forefront of innovating and providing an omnichannel experience to their customers, such as using artificial intelligence and augmented reality so that customers can watch makeup tutorials using their own image and other unique features.
- Social responsibility
Gen Zs are socially conscious and expect brands to be socially responsible. Brands should align themselves with social causes such as diversity and sustainability, among others, and demonstrate a genuine commitment to these sorts of issues. One such company that demonstrates this commitment is Revolent, a cloud talent creation company whose senior leadership is two-thirds female and consists of tech professionals from multiple ethnicities.
- Empathetic customer support
Brands need to provide empathetic and personalised customer support. This includes offering 24/7 support and addressing customer complaints promptly in an empathetic manner. A study has shown that 96% of consumers believe that demonstrating empathy during a customer service interaction is important, expressing the importance of brands providing personalised experiences for their customers through their customer support system.
Taking customer experience to the next level
New Age Marketing is all about creating a personalised and engaging customer experience that resonates with Gen Z. Brands need to leverage modern technology to provide a seamless and personalised marketing approach that meets their expectations. By engaging with Gen Zs through conversation platforms, you can deliver personalised customer experience, build long-lasting relationships, and drive customer loyalty.