INDUSTRY INSIGHT multiple ways of communicating them authentically. With this in mind, marketeers should test multiple fresh variations on a product truth to engage users – gradually changing minds and shaping opinions. It’ s about meeting fluidity with fluidity.
• Work hard on the end-to-end user journey: Great State found that 60 % of Gen Z have stopped using or buying a brand just because of a bad experience when interacting with them online. That plays right into the hands of Deinfluencers – who are more than happy to tell followers to stay away. Meanwhile, 86 % of Gen Z say a good online experience is important to them – so that’ s where your energy should go. Are you making it simple, are you being up front with conditions and costs, are you giving people options tailored to their needs? So often I see brands focus all their attention on driving interest, and not enough on ensuring the experience that follows it is strong enough. Almost every business can improve in this area and although it’ s not as exciting as jumping on a trend, it’ s far better for loyalty and advocacy.
• Make your customers feel like VIPs: Rather than going through the motions with standard updates and notifications, we need to ask ourselves,‘ How could I make a customer feel special, cared for and important?’ So, whether it’ s personalised notifications or exclusive invitations to events, now’ s the time to start seeing customer comms as the new creative opportunity space in the wake of deinfluencing. Doing so will really resonate with next gen consumers, counter negativity that leads to de-influence and lead to a feeling of quality. And one thing we know is that people will pay for quality.
• Resist the urge to jump on trends: Older demographics may not even be aware of a fleeting trend, and only 24 % of Gen Z readily identify with trends anyway. It’ s an insincere way of talking to consumers and doesn’ t get the kudos it once would have.
One final take away – my argument here is not about encouraging brands to ignore influence, instead it’ s about preparing for an evolution. We’ re on the edge of change and your marketing strategy should be as much about avoiding the wrath of a de-influencer as it is about courting the next viral plug. But most importantly, it’ s about understanding that brand loyalty has shifted. Brands need to earn loyalty and do this by delivering authentic, value-driven digital experiences that give Gen Z something more concrete( than a Labubu) to hold onto. x www. intelligentcxo. com
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