I-Selligent Marketing Cloud, inkundla yokumaketha yama-omnichannel kanye nesipiliyoni samakhasimende, ishicilele umbiko mayelana nokuziphatha okufanele amabhrendi akulandele ukuze axhumane ngempumelelo no-Gen Z. Eminyakeni yamuva nje, amabhrendi agxile endleleni yokufinyelela ezinkulungwaneni zeminyaka; kodwa phakathi kwalokhu no-Gen Z, akukhona kuphela ukuhluka kwesizukulwane.
Isizukulwane esisha siyavela emakethe yabathengi. I-Generation Z (labo abazalwa phakathi kuka-1997 no-2010) bakhule ngokufinyelela okukhulu kwezobuchwepheshe kunanoma yisiphi isizukulwane sangaphambilini. Nokho, lokho akusho ukuthi ngandlela-thile ugxile kakhulu noma unomdlandla kunalowo owayelapho ngaphambili. Ubuchwepheshe, obutholakala ngobuningi kusukela kwazalwa (kusuka ku-Instagram kuye ku-Apple Pay), abumeleli kangako into ecwebezelayo njengendlela yokuphila engokoqobo. Ubudlelwano enabo kudatha buhlukile, nokho, njengoba ubumfihlo buyinto ebaluleke kakhulu kulabo abayingxenye yakho njengoba bunjalo kwezinye izizukulwane. Eqinisweni, ingxenye yabantu bakwa-Gen Z bazizwa benamandla okulawula idatha yabo yomuntu siqu. Bekuvele kubalulekile ukuthi abakhangisi babelane ngokuqukethwe okufanelekile nezizukulwane ezedlule, kodwa lo mbono uba obaluleke kakhulu ku-Gen Z ngezinga lokwenza kube ngokwakho abangalilindela… Futhi abakhangisi bangathembela kuzixazululo ze-AI-powered ukuletha lokhu okuhlangenwe nakho komuntu siqu. Ngamafuphi, lesi isizukulwane esisha sabathengi okumele abathengisi bafunde ukuxhumana nabo. Ukuze uqondise amasu abo emithombo yezindaba nawokumaketha eminyakeni ezayo, amabhrendi adinga imininingwane emisha mayelana nomehluko wesizukulwane olungisa kabusha indawo yawo, ikakhulukazi mayelana nethonya elikhulayo le-Gen Z.
Kubathengisi, ukuba khona eziteshini zedijithali nezomzimba akusanele ukufinyelela isizukulwane esisha sabathengi. I-Generation Z ilindele ukuthi ubuchwepheshe buthuthukise ukuzizwisa kwabo ngokomzimba kunokukumiselela.
Kuyathakazelisa ukuthi leli qembu lobudala libonisa izintandokazi ezicacile zokuthenga esitolo ngaphezu kwezinkulungwane zeminyaka emikhakheni embalwa, okuhlanganisa okogesi (43% vs 37%) kanye nezingubo (43% vs 40%). I-Generation Z iphinde ivakashele izitolo ezibonakalayo izikhathi eziningi kunanoma yiliphi elinye iqembu lobudala - 59% bavakashela isitolo okungenani kanye ngeviki.
Ngakho-ke abathengisi kufanele basungule kabusha ulwazi lokuthenga ngokunikeza i-phygital, okungukuthi ukusetshenziswa, ngamabhrendi, kwesu elingokoqobo (lokuthengisa) kanye ne-inthanethi (iwebhu / yedijithali), kuyilapho besebenzisa imikhuba emihle ekhangayo kulesi sizukulwane. Igama livame ukuhambisana "nokufakwa kwedijithali kwezitolo": ukuhlanganiswa kwe-eCommerce nezitolo ezibonakalayo.
Esikhundleni sokukhomba imikhiqizo yemidiya yendabuko, u-Gen Z cishe uzofuna ulwazi kusethi ehlukile yezinkundla zokuxhumana kunezizukulwane ezedlule. Eqinisweni, u-49% uthi maningi amathuba okuthi bathenge ngemva kokuthunyelwe noma isikhangiso esibukwe ezinkundleni zokuxhumana kunakwezinye iziteshi (i-SMS, iwebhusayithi noma i-imeyili). Ukusesha ulwazi, lesi sizukulwane esisafufusa siphendukela kubagqugquzeli ezinkundleni ezifana ne-TikTok (23%, ephindwe kabili kuneyezinye izizukulwane) noma i-YouTube (49% uma kuqhathaniswa nama-37% ezinkulungwane zeminyaka).
“Lesi sizukulwane sifundiswe ngezinkundla zokuxhumana ngakho-ke singakwazi ukuzivumelanisa nezinhlobo nezinhlobo zokuqukethwe. Ngenxa yalesi sizathu, izinkampani zinethuba eliyingqayizivele lokuhlanganisa amasu okukhangisa nokuqukethwe kwalaba balaleli, kanye nokudala futhi bahlanganise izindawo zokuthintwa eziningi nabathengi bazo, ”kusho u-Anne Jarry, uMqondisi Wezokukhangisa eYurophu naseNyakatho Melika kwaSelligent. “Ezindaweni ezethenjwayo, ukuletha imilayezo ebaluleke kakhulu, njengamavidiyo omuntu siqu ashumekwe ephephandabeni noma umcimbi obukhoma osakazwa ku-TikTok, kumnandi kakhulu ku-Gen Z kunezinye izizukulwane. Lesi sizukulwane sinikeza indlela entsha namathuba emikhiqizo okufanele ithathwe. "
Abakhangisi abangawaguquli amasu abo okuxhumana nalesi sizukulwane esisha basemuva kwezikhathi. I-Gen Z ihlukile ezizukulwaneni ezedlule: ayidli ulwazi ngendlela efanayo, ixhumana ngendlela ehlukile ezinkundleni zokuxhumana futhi ukuthenga sekuyinto entsha. Ngakho-ke abathengisi kufanele bazivumelanise nezimo! Lesi sizukulwane sizwa isidingo sokulawula ngaphezu kwabanye, ngakho-ke amabhrendi kufanele abeke amandla ezandleni zabasebenzisi ukuze bakhombe abakuthandayo. Khona-ke kuyoba lula kakhulu definish okuqukethwe okufanele kulaba bathengi abasha ngosizo lwedatha yabo enguziro neyomuntu wokuqala, kanye nezibalo ze-AI. Ukwenza kube ngokwakho kuyindlela engcono kakhulu yokufinyelela ku-Gen Z.
Ngezindawo eziningi e-Europe nase-United States kanye nenethiwekhi yomhlaba wonke yozakwethu, i-Selligent Marketing Cloud ihlose ukuyisa ukumaketha komuntu siqu ezingeni elilandelayo. Imikhiqizo engaphezu kuka-700 emhlabeni wonke emikhakheni yokudayisa, ezokuvakasha nezokungenisa izihambi, abezindaba, ezokuzijabulisa, ezokushicilela kanye nezinsizakalo zezezimali zikhethe i-Selligent ukuthi ikwazi ukusebenzisa amasu abo.
Ukuze ufunde kabanzi, vakashela ku-http://www.selligent.com noma ulandele amaqembu ku-Twitter, i-LinkedIn kanye nebhulogi ye-Selligent.
Katie Pfister
Iqembu le-CM
908-227-7267
kpfister@campaignmonitor.com
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