New strategies to target Genzers

Genzers are people born in the late 90’s and early 20’s who are soon going to be big spenders in the market and brands need to recognize this shift in buying power. Genzers are well aware of what is going on around them and hence a brand needs to be well informed and precise with its communication.  In the age of social media a great communication can skyrocket your brand or a poor communication can lead to negative PR and hence result in downfall of your brand. Brand managers need to add purpose to their brand no matter where your brand is catering its services or products. 

Be personal and be direct. Genzers are more emotional and like to be approached rather than them making the first move. Your communication message should make them think and you need to be firm on principles and values. Sometimes giving a message with added humour can go a long way. Showing signs of success is imminent, this group of individuals thrive on face value and success. 

According to reports, Genzers spend nearly 5-6 hours a day on Mobile. Brands need to make a separate strategy for mobile marketing that can be in an app format, social media pages, mobile friendly website, etc. Brands should evaluate search, buying and content patterns of the genzers. Create a communication on topics that are trending. One good example is Durex, it has a strong Social Media following and talks about current issues with a twist of humour. This strategy saw their social media following sky rocket and further resulted in sales. 

Video is a first priority. If you are targeting genzers then you need to add Video in your strategy. Genzers spend nearly 4 hours everyday surfing and binge watching OTT shows. Brands should know which shows to associate themselves with and what is right for your brand. This can give your brand an extra mileage.