The Gen Z frequency : how brands tune in and build credibility / Gregg L. Witt, Derek E. Baird.
Material type:
TextPublisher: London : KoganPage, 2018Description: 240 pages ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780749482480 (pbk.) :Subject(s): Young adult consumers -- Attitudes | Target marketing | Consumer behavior | Business and Management | Business and ManagementDDC classification: 658.8'34'0842 Summary: Generation Z, ranging from tweens to young adults, has enormous spending power; yet it is one of the most challenging generational cohorts for brands to reach. It is projected to be the largest consumer demographic in history, driving a forecast from the HRC Retail Advisory of 40% of all US consumer spending, and another 40% of all consumers in the US, Europe and BRIC by 2020. Embodying an unrelenting relationship with information and mobile technology from a young age, Generation Z's ecosystem is infinitely more complex and varied than any generation before. This book offers a comprehensive guide for any brand or organisation trying to reach this demographic, covering fundamental truths, content creation, engagement strategies and tactics such as social media, experiential, emerging technologies, and much more.
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Paul Hamlyn Library | Paul Hamlyn Library | Floor 3 | 658.827 WIT (Browse shelf(Opens below)) | Available | 06758940 | |||
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Paul Hamlyn Library | Paul Hamlyn Library | Floor 3 | 658.827 WIT (Browse shelf(Opens below)) | Available | 06639658 |
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Generation Z, ranging from tweens to young adults, has enormous spending power; yet it is one of the most challenging generational cohorts for brands to reach. It is projected to be the largest consumer demographic in history, driving a forecast from the HRC Retail Advisory of 40% of all US consumer spending, and another 40% of all consumers in the US, Europe and BRIC by 2020. Embodying an unrelenting relationship with information and mobile technology from a young age, Generation Z's ecosystem is infinitely more complex and varied than any generation before. This book offers a comprehensive guide for any brand or organisation trying to reach this demographic, covering fundamental truths, content creation, engagement strategies and tactics such as social media, experiential, emerging technologies, and much more.
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