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Guest Post: Event Marketing In 2020: What Gen Z Really Wants

The wind is changing in the world of marketing.

While Millennials are currently receiving a good share of business’ attention, there is a new kid on the block— kids, to be exact.

The so-called generation Z is here. And you would be a fool if you think you should ignore them.

Generally defined as those born during the late 1990s to late 200s, Gen Z is expected to have a direct spending power of at least $143 billion in the United States alone. And attracting them to your brand events can mean a whole new set of strategies to be successful.

1. Mobile-First

Gen Z won’t be able to recall a time with technology. As a matter of fact, a survey found out that 97% of nearly 80,000 respondents indicated that they own a smartphone and 64% say that they are constantly online with more than half being more insecure without their mobile devices versus their wallets.

Take a moment to let that sink in.

So, you need to up your event marketing game, optimizing for mobile devices. Make your specific event websites mobile-friendly or develop specific event mobile apps that they can download on their smartphones. You also need to create content with mobile devices in mind, for instance using vertical videos.

2. They Love Influencers

In 2018, it was expected that brands would spend up to $1.8 billion on Instagram influencers with over 14.5 million sponsored posts.

Sponsored posts can cost your business, depending on who you collaborate with. If you have no budget to collaborate with top celebrities, you can go down the influencer route. Choosing micro-influencers, defined as anyone with at least 1,000 – 100,000followers on social media, they are actually more loved by the Gen Z kids since they can relate to them, generating more engagement.

As a matter of fact, micro-influencers drive 60 percent higher engagement levels with 22.2 percent more weekly conversion. Plus, they are at least 6.7 times more cost-efficient.

3. Focus on Snapchat

Although they still love Facebook, 34% of US teens think that the site if for “old people”. As a matter of fact, Facebook lost more than 25% of users between the ages of 17 and 13 in just a period of 3 years.

Regardless, Facebook is still a legitimate and reliable way to reach Generation Z. However, if you are looking to up your event marketing game, then you need to focus on other social media platforms, particularly Snapchat and Instagram.

According to a survey, Snapchat is the favorite platform of US teens at 45% with Instagram following in second place.  In addition, 71% of Gen Z uses Snapchat every day with 51% of the group using it at least 11 times a day.

So, when thinking about what social media platform you’re going to market your event, forget about Facebook and start designing for Snapchat and Instagram.

4. Email Marketing, Too

While most people think that email marketing is for those hard-working adults, email marketing is also a must event marketing strategy for the Gen Z population. Since the majority of marketers will target Gen Z via social media, their inboxes have less competition.

And with less noise means more space for your emails to grab their attention, passing the short8-second attention span of Gen Z, and engage your audience.

As a direct line of communication that does not rely on algorithms in order to get your message in front of your audience, email still continues to be a powerful tool in order to invite, connect and engage with your audience.

And yes, even your Gen Z audience.

 

Maxwell Donovan is the writer of this article. He works for a Conference startup. His assignment is to discover the correct representatives and specialists for the meetings and different business occasions. These gatherings are profoundly sought after are a decent method to produce business leads. In the event that your organization additionally needs to arrange a gathering or a b2b meeting for your customers, it would be ideal if you be in contact with him.

Guest Post: How to Pick the Right Platform for Your Social Media Advertising

There’s a reason plenty of businesses have embraced social media marketing wholeheartedly: it gives them the chance to reach a wide range of potential customers. Facebook alone had approximately 2.19 billion active monthly users in the first quarter of 2018. Additionally, surveys indicate that people tend to access social media platforms multiple times a day. This gives marketers many opportunities to reach their audience.

Of course, marketers still need to abide by key best practices in order to leverage social media to its full potential. Partnering with experts at a YouTube or Facebook marketing agency can be a great way to learn these practices. This guide will also help you better understand each major platform, and how you can advertise effectively on them.

Facebook

Facebook is one of the most useful social media platforms for marketers, not only because it boasts a high number of users, but also because it offers tools to enhance and monitor a campaign.

Facebook allows marketers to target specific types of people when they run ads, using factors like geography, interests, and demographics to define an audience. Facebook also lets marketers track a wide range of metrics to assess how a campaign is performing.

It’s worth noting that Facebook is helpful because it allows marketers to post several different types of ads, including video ads, carousels, and individual images with text. To start using this platform, create a Facebook Business account.

Instagram

Did you know that 80% of Instagram users say they follow at least one business on the platform? That may be because Instagram lets marketers run visually compelling ads that don’t feel like they’re cluttering a user’s feed.

On a platform like Facebook, where posts can take several different forms, an ad doesn’t always blend into the newsfeed naturally. On Instagram, where the vast majority of posts are pictures or images, ads are more seamless. Brands can also leverage hashtags to attract customers interested in similar products or services.

YouTube

Content marketing is effective because it offers customers genuine value. Video content marketing is helpful because, as long as a potential customer watches a video through to completion, this type of ad lets you maintain engagement for an extended period of time.

Brands can publish videos on YouTube that tell a deeper story or offer more information than a basic image and text ad could. Companies can also monetize their channels with ads from other businesses.

LinkedIn

According to some experts, LinkedIn remains the most effective social media platform for marketing a B2B business. That’s because the user base typically consists of professionals who use the platform to post or find jobs and network with others in their industry.

LinkedIn is unique because you can generally be confident a person using it is willing to interact with a business. In fact, that’s what the platform is designed for. This isn’t the case with other social media sites, where users may typically rely on to stay in touch with family members or friends.

Snapchat

Because Snapchat is particularly attractive to Millennial users, it’s a helpful marketing tool for brands that serve younger customers.

Of course, Snapchat content is designed to disappear after a set amount of time. Instead of using it to publish evergreen marketing content, marketers can use Snapchat for more spontaneous and exclusive advertising tactics. For example, you could publish a short video of a behind-the-scenes event related to your brand. Customers will appreciate the innovative form of advertising you publish on this unique platform.

Deciding which of these platforms to focus on involves evaluating what kind of business you run. If you tend to serve other brands, LinkedIn is essential. If you market to Millennials, you need to be on Snapchat. Facebook, on the other hand, can be useful to companies in a wide range of industries.

As always, it’s important to experiment. The more you play around with different social media marketing tactics and platforms, the easier it is to find out what does and does not work.

 

About the Author: Rae Steinbach is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing (of course)

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