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The Gen Z Frequency

The Gen Z Frequency

Autorzy
Wydawnictwo Kogan Page
Data wydania 01/09/2018
Wydanie Pierwsze
Liczba stron 256
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla szkół wyższych i kształcenia podyplomowego
Język angielski
ISBN 9780749482480
Kategorie Reklama, Badania marketingowe
102.00 PLN (z VAT)
$26.51 / €24.02 / £20.25 /
Produkt dostępny
Dostawa 14 dni
Ilość
Do schowka

Opis książki

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 (Brazil, Russia, India, China), according to other sources. 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. Staying tuned-in to this demographic's impatience, confidence and constantly evolving trends can be daunting for any marketer trying to keep up. The Gen Z Frequency offers a comprehensive guide for any brand or organization trying to reach this demographic, covering fundamental truths, content creation, engagement strategies and tactics such as social media, experiential, emerging technologies, and much more. It is woven with fascinating case studies and real-world stories from the trenches, plus key insights from leading youth brands and Gen Z themselves. Whether you are new to marketing or a seasoned expert, The Gen Z Frequency is the ultimate resource for tuning in to Generation Z. "Finally, a book that not only understands the complexity and vivaciousness of my generation, but also gives practical insights into how brands connect, market and build community with us. It provides an insider's view into our mindset and teaches brands how to build trust with a generation notorious for scepticism."--Natalie Riso, Content Marketing Strategist, Studio71, and two-time LinkedIn Top Voice at age 21 "Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation."--Stefan Heinrich, Head of Global Marketing, ByteDance (TikTok - formerly musical.ly - and Vigo Video) "An essential read for business leaders due to the fact that Gen Z sets the benchmark for every other generation now in regard to trending consumer behaviour. Witt and Baird not only do a great job laying out every area that brands need to focus on when it comes to Gen Z: transparency, culture, media, marketing, community and influence, but the layout of the book itself makes

The Gen Z Frequency

Spis treści

Chapter - 00: Introduction: are you tuned in to Gen Z?;
Chapter - 01: A true story of finding youth culture relevance;
Chapter - 02: Gen Z: a sociological perspective;
Chapter - 03: The five foundational truths of youth marketing;
Chapter - 04: Aligning with youth culture in an era of individuality;
Chapter - 05: Reveal insights and fuel ideation with Gen Z;
Chapter - 06: The youth culture engagement playbook;
Chapter - 07: Social strategies and tactical considerations;
Chapter - 08: Content strategies and tactical considerations;
Chapter - 09: Building community with Gen Z;
Chapter - 10: A primer on social and influence media valuation;
Chapter - 11: Conclusion: tune in to the frequency of Gen Z;
Chapter - 12: Epilogue: stories from the youth marketing trenches;
Chapter - 13: Glossary;

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