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Navigating the Next Normal: a How-To for Marketers

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Navigating the Next Normal: a How-To for Marketers

by Wishu
23 February 2021

What is the New Normal?

Social Influencers Illustration
The way in which the pandemic pushed us to reinvent and update the way we connect, shop, sell and work.
While (we hope) the pandemic won’t last forever, the New Normal on the other hand, is here to stay.
The challenge for marketers, however, is having to identify which trends will make a lasting impression and which are disposable once lockdown ends.
Gen Z make up 40% of global digital consumers, thus it is essential that no matter how large your brand is, that you reach out to this new generation.
This article outlines the key statistics and analyses to bear in mind when targeting Gen Z. These are the trends to hold on to – the ones that will bring revenue and won’t disappear once lockdown phases out.

 

 

  • Make it Mobile
    54% of total e-commerce sales are expected to be made via mobile by 2021.
    During the pandemic, the average mobile phone user spent more than four hours a day on their mobile phone.

 

  • Personalise shopping with AR
    AR-powered commerce found a new momentum as national lockdowns reduced offline shopping drastically. Examples are filters that allow you to place products in selfies or in images around the home. Furthermore, studies have shown that 63% of all virtual audiences (not just Gen Z) are interested in virtually trying on clothes.

 

  • Sell experiences, not products
    25% of what you sell is your product. The additional 75% is the intangible feeling that comes with said product. Alas, the social media presence of what you sell is key. If you sell coats, for example, don’t sell the coat, sell the romanticized idea of weekend in Paris at Christmas – where you wear that coat to shop, socialise and take pictures.

 

  • Optimise Video
    A Google Survey revealed that YouTube is the first platform Generation Z turn to when they want to be cheered up or entertained. Red Bull are a great pioneer in this field and with over 8 million subscribers on its YouTube channel, they boast several playlists, including a series called Red Bull Travel Vlogs.

 

  • Go for Micro over Macro
    Micro-influencers drive 60% higher engagement levels and 22.2% more weekly conversions than macro-influencers. Micro-influencers are those with 1,000 – 100,000 followers. While millennials bought into the perfectly placed lattes and poses by aesthetically-pleasing walls, Gen Z are ditching brands that showcase this in favour of a more unfiltered, messier approach.


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