What is the Impact to the Marketing Funnel Thanks to Socials and Gen Z
The shocking truth is that marketing, as we know it, has reached a dead end. Traditionally, brands have focused on driving traffic and converting sales, which is still a necessary part of productivity. However, the steps to get there have drastically changed since the Gen Z social media phenomenon.
Gen Zers, born between the mid-90s and 2012, want more than standard product descriptions and promotions. They want a personalised experience where they can easily access information using their favourite online platforms and entertainment hubs, and that’s where social media comes in.
While most of these modern digital strategies are aimed at large corporations, small businesses are facing the impact of outdated advertising campaigns. This hurts the standard marketing funnel, which needs more interactiveness and influence offered by social media.
How the Marketing Funnel Has Been Reshaped
To determine the impact of social media and Gen Z on the marketing funnel, it’s important to understand what this type of advertising entails. The traditional marketing funnel focuses on four stages including consumer awareness, consideration, conversion, and loyalty. This general form of advertising aims to reach as many customers as possible, but thanks to social media, it no longer carries the weight and reach that it used to, especially when it comes to Gen Z consumers.
The problem is that Gen Zers have been raised in a world of technology. Nearly every aspect of their lives is run online and on the go, from their computers to their smartphones. This generation relies on social media for their entertainment, news, and recommended places to shop.
This means that traditional ways of marketing simply don’t appeal to a generation where social media is their main source of information. A generalised banner to launch a new product is less impactful than an influencer demonstrating how a product or service works.
The traditional marketing funnel is not an approach that today’s businesses and brands can rely on to expand their bottom line and build a trusted online reputation. And with Gen Zers representing one-third of the world’s population, there’s no better time than the present to move to social media marketing.
The Importance of Social Media Marketing
Trying to build a business without using social media means a significant loss of earnings and value. Incorporating platforms such as YouTube, Instagram and X can increase your brand awareness and relevance by hundreds of new customers when done correctly.
In fact, social technologies are said to contribute to around $1.3 trillion in yearly value for sectors including retail and manufacturing.
Around 90% of Gen Zers use social media because they want to discover how brands can address their needs through entertaining, informative, and creative content. This generation might not make impulse purchases online, but they’re using social media to research products and services they find interesting.
The interactive nature of social media is another important reason that Gen Z and millennials are drawn to these online platforms. Engagement makes them feel like they’re part of a community, increasing the likelihood of showing loyalty to your brand.
Key Takeaways
The time of linear marketing has long gone. Thanks to social media and Gen Z the marketing funnel has become tightly squeezed. Modern consumers want personalised content over generalised advertising. They don’t want to feel pressured into buying something but want to make informed decisions based on reviews and engaging, trendy content.
To reap the benefits of social media, you must be open to understanding and connecting with your Gen Z consumer market. The shift is from the marketing funnel, which is a one-way street, to creating customised content that respects the input of customers and ultimately builds trust.
