Marketing had evolved from the traditional media to the new digital media for the new industrial revolution. For marketers to reach the new Gen Z and convince them to purchase your products and services is a new challenge.
They are ethical, morally serious generation, Gen Z (born between 1997 to 2012) are mobile, wily, thrifty, and up for the challenge. They demand their brands to speak to them with the level of seriousness and honesty they bring to their interactions with the world, digital or otherwise. These qualities are important ones for marketers to understand.
Gen Z will soon become the largest cohort of consumers—and brands who want a piece of this opportunity will need to understand their tendencies and digital expectations.
With this in mind, we need to reinvent the traditional 7 Ps marketing mix strategies and include 5 additionals Ps to the new digital marketing mix.
1. Price
Depends on packaging (including sizes), discounts, timing, location, shipping and other offer-related elements
2. Product
Depends on usage, design, packaging, quality, features, colours, size and other variations when possible
3. Place
Distributions channels include retailers, agents, wholesalers, e-shops, online marketplace and integrated distribution channels (Omni-Channel)
4. Promotion
Consist of content, communications and messaging to persuade Gen Z to buy.
5. People
Include the right skills staff to execute your business for the Gen Z.
6. Process
Focus on business processes to improve customer experience using marketing automation technology tools.
7. Physical Evidence
Your company outdoor signage, website, social media channels, physical store/office and online marketplace or community.
8. Promise
Keeping to your promise of delivery and service quality.
9. Picture
Having a nice picture/video of your products and services encourage follow-through actions.
10. Proof
Providing a channel for the potential customers to read/write reviews of your products and services.
11. Pitch
A marketing pitch that solves customers pain points or emotions.
12. Personalization
It consists of tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals. It also includes the communications personalisation.
