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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 require a personalised CX? Gen Z is the first generation to grow up in the digital era, and they a re 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:
1. 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.
2. 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.
3. 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 .
4. 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.
How brands can deliver personalised customer experience for Gen-Z Personalised customer experience comes in many different flavours. There are lots of options that you can choose when it comes to personalised CX for Gen-Z. Here are some examples of personalisation that you can implement:
1. User-Generated Personalisation User-generated personalisation involves leveraging input and preferences directly provided by users to tailor their individual experiences. For example, when a user visits your ecommerce website, you can ask them what products they are looking for and they can select several options. This information is then employed to customise various aspects of the user experience, including product recommendations, content suggestions, or interface personalisation.
User-generated personalisation is a collaborative method, relying on active user participation to enhance the relevance and individualisation of services or products. This approach not only respects user autonomy but also fosters a sense of empowerment and ownership, as users contribute directly to the shaping of their own experience within a platform or service.
2. Personalised Chatbots A personalised chatbot is an intelligent software application designed to engage users in conversations while tailoring interactions based on individual preferences and behaviours. Unlike generic chatbots, which provide standardised responses, personalised chatbots leverage data such as user history, preferences, and past interactions to deliver more relevant and individualised experiences.
By adapting responses and suggestions according to the user's profile, preferences, and context, personalised chatbots enhance the conversational experience, making it more meaningful and efficient. This approach aims to create a more human-like and personalised interaction, improving user satisfaction and the overall effectiveness of the chatbot in addressing user queries or facilitating tasks.
3. Personalised Communication Personalised communication involves tailoring messages and interactions to the specific needs, preferences, and characteristics of individual recipients. This approach moves beyond generic, mass communication to deliver content that resonates with each person on a more personal level.
Personalised communication leverages data such as past interactions, purchase history, and demographic information to craft messages that are relevant and engaging. This could include personalised emails, targeted advertisements, or customised content recommendations. The goal is to enhance the customer experience, build stronger connections, and increase the likelihood of desired outcomes, whether it's a purchase, engagement, or another specific action.
In essence, personalised customer experience acknowledges and responds to the uniqueness of each individual, fostering a more meaningful and effective exchange of information.
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.
Frequently Asked Questions (FAQs) about New Age Marketing Strategies Why is personalisation important to Gen Z? Personalisation is crucial to Generation Z as it aligns with their expectations for a tailored and individualised experience. Gen Z, having grown up in the era of advanced technology and information personalisation, values brands and services that recognise their uniqueness. They appreciate personalised content, recommendations, and interactions that cater to their specific preferences. This generation tends to be discerning consumers, and personalisation plays a significant role in capturing and maintaining their attention.
What branding does Gen Z like? Gen Z tends to appreciate authentic and socially conscious branding. This generation values transparency, inclusivity, and a genuine commitment to social and environmental causes. They are drawn to brands that not only deliver quality products or services but also align with their values and beliefs. Gen Z favours brands that engage in meaningful conversations, actively listen to their audience, and embrace diversity.
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