MARKETING TO MILLENNIALS AND GEN Z: A Consumer Behavior Guide
Penulis :
Adi Mursalin, S.E., M.M., CPHCM., CHRMP
Windi Pratiwi, S.M., M.M
ISBN: 978-623-145-554-3
Desain Sampul dan Tata Letak: Abu Syahla Khairun
Penerbit : Mitra Ilmu
Ukuran :
23 x 15 cm (Standar UNESCO)
Kantor:
Jl. Talak Salapang (Dekat Kampus UNISMUH Makassar)
Hp. 081340021801/ 0852-9947-3675/ 0821-9649-6667
Email : mitrailmua@gmail.com
Website : www.mitrailmumakassar.com
Anggota IKAPI Nomor: 041/SSL/2022
Cetakan pertama: Juni 2024
SINOPSIS
This paper explores the marketing strategies needed to
reach Millennials and Gen Z, two powerful consumer
groups heavily influenced by the digital world. Key
Points: Millennials (1981-1996) and Gen Z (1997-2012)
are digital natives who value experiences and
authenticity. Marketers need to understand their unique
traits to create effective strategies. Engagement is key:
Utilize social media platforms like Instagram, TikTok,
and YouTube with compelling content. Transparency
and social responsibility are crucial. Brands must
communicate their values authentically. Personalization
is key: Leverage data to tailor messaging and offerings
to individual preferences. Encourage user-generated
content: Build brand advocacy by empowering
consumers to share their experiences. Optimize for
mobile: Ensure a seamless mobile experience with fast
loading times and intuitive navigation. Integrate
interactive technologies: AR/VR, chatbots, and AI can
enhance engagement. Conduct continuous market
research: Stay informed about evolving preferences and
adapt strategies accordingly. Preface: Millennials and
Gen Z are a significant and influential demographic
shaping the consumer landscape. This guide provides
insights into their behavior and characteristics to help
businesses develop targeted marketing strategies and
connect with these young consumers. Structure:
Generational Profiles: Understanding Millennials and
Gen Z's defining traits and how they influence
consumption. Purchasing Decisions and Influencers:
Exploring the factors that shape their choices, including
digital media, social influence, and brand purpose.
Emerging Trends and Shifts: Identifying trends and
market shifts driven by Millennials and Gen Z,
highlighting opportunities for businesses. Strategies for
Effective Engagement: Providing actionable insights and
best practices to engage and build relationships with
these consumers. By understanding Millennial and Gen
Z consumer behavior, businesses can navigate the youth
market and unlock new avenues for success.
