How to Engage Tech Savvy, Gen C Consumers
As technology continues to impact consumer decision-making more than ever before, successful marketers have discovered new and effective ways to interact with the diverse consumer base that is tech-savvy, connected 24/7 and rarely makes a purchase without reaching for their mobile devices. Known as Gen C, these connected customers are not defined by age, income or ethnicity, but rather by their heavy smartphone use and preference for consumer-generated content.
Whether you’re a member of Gen X, Y, Z or a Baby Boomer, if you pull up your airline boarding pass via smartphone, deposit money through mobile apps, use Uber for a ride or, turn to Yelp for restaurant reviews, you likely are a member of Gen C, and marketers are using targeted tactics to connect with you.
Pairing Smart Data with a Marketing Strategy
Simply put, great marketers pair smart data with a well-planned marketing strategy. A tactical strategy connects the right consumers with the right product through a message that appeals to their needs and lifestyle. This is not an easy task. Brands now have access to substantial amounts of data and there isn’t a one-size-fits-all marketing solution, which is particularly challenging when dealing with savvy Gen C consumers.
A reputable database includes information that tells brands where, when and how to make the consumer connection. Competent marketing companies develop this large trove of data by tracking consumers through current and past pay-per-click, social media, and search engine marketing campaigns. With access to hundreds of millions of consumers and their information, they target specific audiences based on their preferred browsing device, shopping preferences, behavioral patterns and spending habits.
It is important to note that not all databases are created equal. Brands should select database companies that:
- maintain large opt-in databases
- update their datatbases frequently
- coordinate marketing strategies across a variety of channels
Finding the Best Ways to Connect
While data is king, all the data in the world won’t matter if you aren’t able to connect with consumers in a meaningful way and close the deal. Here are the top five omnichannel strategies that brands should consider when marketing to Gen C consumers on the road to a purchase:
Alex Radetich is one of two managing partners and founders of Take 5 Media Group, a leader in e-mail and omnichannel marketing and a nationally recognized compiler of double opt-in consumer participation. Radetich is responsible for managing the company’s day-to-day operations across South Florida, New York and Atlanta and for growing Take 5’s strategic expansion into new data products and services. Radetich brings more than 25 years of experience in direct marketing, database management and audience segmentation to Take 5 Media Group. He can be reached at firstname.lastname@example.org.