Page 24 - PIC Magazine Winter Issue 14
P. 24

 Is your communication strategy ready for
Gen Z?
                                                   Rob Macfarlane, Director of Marketing Performance at mmadigital provides guidance on how to prepare for the future by developing a customer journey accessible to all generations.
As people enter different stages of life, they will have been affected by various social and historical factors as well as access to certain technologies. The generations are split by birthdates rather than age groups as “People grow older, birthdays stay the same” Kasasa 2019.
Each generation can be defined in the following way:
Baby Boomers (c.1944-1964) aged 55-75
Majority exiting or exited the workforce and managing retirement.
Highest consumers of traditional media i.e. television, radio, magazines and newspapers.
Events: Post-WWII, the cold war, 1960s movements.
Uses technology to stay in touch with family and find old friends.
     Gen X (c.1965-1979) aged 40-54
Preparing to exit the workforce, still raising children and taking care of elderly parents.
High consumers of TV and Facebook.
Events: Cold war and rise of personal computers – referred to as ‘MTV Generation’.
    Millennials or Gen Y (c.1980-1994) aged 25-39
Expected to represent 35% of the global workforce by 2020 and represent a 5th of the UK population (YouGov Report, UK Millennials, Shopping and Money 2019).
Buying housing and starting families later than Gen X and Baby Boomers due to lower incomes and higher house prices.
Less brand loyalty and prefer to shop around using digital tools.
Events: The Recession, 9/11, student loans increase and rise of the internet & social media.
Prefer streaming service such as Netflix to traditional media services.
      Gen Z (c.1995-2015) aged 4-24
Entering the workforce and choosing between further education.
Accessed internet and mobile devices at a young age (average age to own a mobile device 10.3 years old).
Looking to avoid debt and prefer to use debit cards and mobile banking to manage finances.
Events: Rise of smartphones and social media, seeing Gen X and Millennials struggle with money, a world at war and Brexit.
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                s Generation Z, the latest generation to be named, enters the legal market both as a consumer and an employee, you may
The Benefits of Profiling Your Target Consumers by Generation
By identifying consumers
using generational groups, you can perform targeted marketing campaigns and identify preferred methods of communication or interests - creating a customer journey which maximises your reach. According to the Legal Services Consumer Panel 2019 survey, younger consumers (18-34 years) are 14% more likely to shop around for
 need to update your customer journey and communications strategy. A key objective being to effectively communicate
with future consumers, while reducing the possibility of alienating the older generation or current consumers; providing access to justice and legal services for all generations. Easier said than done, I know!
legal services compared to
the older generation (55+ years). Therefore, consider a wide range of communication options as well as messages to be visible to each generation
of consumers say
- increasing your ability to capture an active enquiry.
the experience a
company provides is
For instance, if you are targeting over 55s for a Personal Injury campaign,
they may prefer to receive
a letter in the post or a telephone call during the
day, unlike those aged 18-
24 who would respond to a message or advert on social media. According to the Office of National Statistics, 2019 Internet Access Report, 17% of adults aged 55+ in Great Britain have not accessed the internet in the past 3 months; therefore, it is important that you have a mix of both online and offline methods to reach these consumers.
as important as its
products and services
(Salesforce, State of the Connected Customer 2019)
An effective customer experience is about providing the same consistent standard of service across each stage of their journey. Use your consumers to drive your customer journey from their first interaction to sale point and beyond, boosting your conversion rates, improving customer satisfaction and the reputation of your business.
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