Okay, so I stumbled upon this article, “Vogue Business: Gen Z Broke the Marketing Funnel,” and I was like, “Whoa, this sounds interesting.” So I decided to dig in and see if I could actually understand what’s going on and figure how marketing to Gen Z works.
First thing I did was, obviously, read the article. Multiple times. The first time, I was just skimming, trying to get the gist. Then I went back and really tried to absorb the details. Highlighted some key points and I searched some keywords on Google what I don’t know, like “what is marketing funnel?”, for better understanding.
Then, I was thinking, how can I put this into practice? I started by listing out some of the main points from the article about Gen Z’s behavior. Things like:
- They don’t follow the traditional “awareness-interest-consideration-purchase” funnel.
- They jump around, discover brands through social media, friends, and influencers.
- Authenticity and community are super important.
- They value experiences and peer reviews.
After listing them all, I decided to analyze some Gen Z-focused marketing campaigns. Looked at what brands like, say, those trendy beauty or fashion ones are doing. What kind of content are they posting? What platforms are they using? How are they engaging with their audience?
And I also looked for examples of campaigns that bombed. It’s just as important to learn from mistakes, right? I searched for articles or forum discussions where people were criticizing campaigns for being “out of touch” or “cringey.”
Finally I checked my friends’ social media activities. We’re all Gen Z, you know, following the trends and post the latest news on social media. I tried to think how I can use these trends and adapt it into marketing stuff.
So, yeah, that’s basically what I did. It was more of a “learning and exploring” process than a strict “experiment.” But by doing all of this, I feel like I have a much better grasp of how to think about marketing to my generation. I feel like now I can understand my generation and apply this to my daily life, like selling my unused t-shirts on social media.
