Marketing trends are constantly evolving.
Change is the one “trend” you can count on in digital marketing. As technology continues to evolve at lightning speed, so do the preferences and behaviors of consumers.
Enter Gen Z, the digital natives born between the mid-1990s and early 2010s, who are reshaping the landscape of digital marketing and tech in general. In this blog post, we'll explore why SaaS companies need to start marketing to Gen Z and how they can do it most effectively. We reached out for a little help from our friends over at Lucent Creative Co., a woman-owned marketing agency.
Well, let's start with the basics.
Gen Z is the first generation to grow up entirely in the digital age.
They've never known a world without smartphones, social media, or on-demand streaming services.
Fun Fact: Remember the whole thing where you mailed DVDs back and forth to Netflix? Yeah, you just blew the mind of a Gen Z.
One of the key reasons SaaS companies should start marketing to Gen Z is their sheer purchasing power. Gen Z represents a lucrative market opportunity that cannot be ignored. But it's not just about their wallets; it's also about their influence.
Cue the term influencer.
Gen Z wields significant influence over household spending decisions, often playing a pivotal role in shaping the purchasing behaviors of their parents and peers. They are trendsetters, early adopters, and champions of brands that align with their values and resonate with their digital-centric lifestyles. For SaaS companies looking to gain a competitive edge, winning over Gen Z could be the key to long-term success.
Let's delve into some key insights with Kendall Walker, CEO of Lucent Creative Co.
We asked Kendall for her insight on what makes Gen Z tick, and she shared the five attributes SaaS companies should present to make a splash in the Gen Z marketing pool.
Gen Z craves authenticity above all else.
“The Gen Z demographic has little patience for brands that try to be something they're not. Honesty and authenticity are the keys to engaging Gen Z.”, Kendall shares.
SaaS companies must prioritize transparency, honesty, and genuine connection in their marketing efforts. Whether it's through user-generated content, influencer partnerships, or behind-the-scenes glimpses into company culture, authenticity should permeate every aspect of the brand's messaging.
Pro Tip: Give your email campaign a makeover for further reach. Learn more.
For Gen Z, the smartphone is their lifeline to the world—communicating, researching, shopping, and even social activism. They spend an average of over four hours per day on their mobile devices, consuming content, communicating with friends, and making purchasing decisions on the go.
“SaaS companies need to optimize their websites, apps, and marketing materials for mobile-friendly use. Failing to do that is a huge waste of time and money for SaaS companies—any business, really.”, says Lucent Creative’s CEO.
“I see a lot of resistance to keeping up with trends in marketing. The truth is, that resistance is costing businesses sales potential. You don’t have to fully align with a trend, but effort is a major way forward with Gen Z.”, Kendall shares.
Gen Z is a visual generation, raised on a steady diet of Instagram stories, TikTok videos, and Snapchat snaps.
They prefer bite-sized, visually appealing content that grabs their attention and communicates a message quickly and succinctly. SaaS companies can leverage visual storytelling techniques such as videos, infographics, and interactive multimedia to convey their value proposition compellingly and memorably. By prioritizing visual content that is both informative and entertaining, brands can effectively cut through the digital clutter and capture Gen Z's interest.
“A company aligned with a social cause is a step ahead of the competition when it comes to Gen Z. There has to be authenticity in supporting the cause. So, don’t just tie your company to a cause for the sake of clicks (remember, Gen Z can pick up on that!). Something I love most about Gen Z is their desire to make the world handed down to them a better place.”
Kendall Walker, CEO of Lucent Creative
Gen Z is acutely aware of social and environmental issues and expects the brands they support to share their values. SaaS companies should take a stand on issues that matter to Gen Z, whether it's sustainability, diversity and inclusion, or ethical business practices.
By aligning their brand with causes that resonate with Gen Z, SaaS companies can foster deeper connections and inspire loyalty among this socially conscious demographic.
Traditional sales tactics fall flat with Gen Z. They don't want to be sold to; they want to be engaged and empowered. SaaS companies should focus on building meaningful relationships with Gen Z through personalized, interactive experiences.
Whether it's hosting live Q&A sessions, facilitating user-generated content campaigns, or gamifying the customer journey, the key is to involve Gen Z in the conversation and make them feel like valued participants rather than passive consumers.
“One of my favorite aspects of marketing is helping my clients to find fun, authentic ways to engage with their audiences. It doesn’t have to be trending or even a “cookie-cutter” strategy to work. Remember, your voice as a company matters—tapping into it is just as important as your product/service.”, says Kendall.
Now is the time for SaaS companies to start marketing to Gen Z. With their unprecedented purchasing power, influence, and digital savvy, Gen Z represents a formidable force in the marketplace. By understanding their unique preferences, behaviors, and values, SaaS companies can tailor their marketing strategies to engage this dynamic demographic effectively and secure a competitive advantage in the ever-evolving digital landscape.
So, if you’re a SaaS company looking to future-proof your business and unlock new growth opportunities, it's time to shift your focus to Gen Z. Embrace authenticity, prioritize mobile experiences, leverage visual storytelling, champion social causes, and above all, engage with Gen Z on their terms.
The future of your brand depends on it.
You know we don’t leave things on such an ominous tone! Reach out to Kendall at Lucent Creative to get a hand with your marketing efforts!
