Most Influential Marketing Personnel to Know November2024

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The way of business solutions VOL: 11 ISSUE: 15 2024

Most

to Know

Becca Valle

How Creativity and Strategy Direct Consumer Connections

,

There is no LIMIT to what we, as WOMEN, can ACCOMPLISH. - Michelle Obama

Editor’s VIEW

The Marketing Toolbox

A

s the saying goes, "Good things come to those who wait." However, in the world of marketing, patience is not always the best strategy.

Marketing personnel play a crucial role in promoting products and services, ensuring that businesses connect with their target audiences effectively.

Their work involves understanding customer needs and preferences, which is essential for creating successful marketing campaigns.

There are a number of tools and techniques that marketing professionals use to communicate their brand to potential customers. Some examples are social media, email campaigns, and traditional advertising. Each of these methods has its own strengths and can be modified for specific target markets. For example, younger consumers may respond better to online advertisements, or some might respond better to print media.

Creativity is the heart of marketing. Very catchy slogans, interesting content, and catchy designs make all the difference in how a product looks at a sales level.

Marketing professionals must always think out of the box to succeed in such a saturated marketplace. Marketing professionals also need to analyze data, so they know what works and what does not so that they have opportunities to learn over time.

A strong clientele relationship is also one of the prime constituents of a marketing function. Through the solicitation of feedback and responses to queries, the marketing team can build loyalty and confidence. As consumer options are unlimited in this modern era, a human element can help establish a brand. With their dynamic role, marketing personnel thus play an integral part in achieving the success of business through growth and innovation within a rapidly changing domain.

The latest edition of Insights Success, titled "Most Influential Marketing Personnel to Know," features leaders who are not only shaping the marketing landscape but also setting trends that define the future of the industry. These professionals exemplify creativity, strategic thinking, and a deep understanding of consumer behavior, making them invaluable assets to their organizations. www.X.com/insightssuccess

Have a great read ahead!

-Alaya Brown

Contents FEATURING

08.

Becca Valle How Creativity and Strategy Direct Consumer Connections

ARTICLES

14.

Building Brand Loyalty in an Era of Consumer Distrust

18.

Winning Over Gen Z: Marketing to the Next Generation of Consumers

Creds

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November, 2024 Corporate Ofce Insights Success Media Tech LLC 555 Metro Place North, Suite 100, Dublin, OH 43017, United States Phone - (614)-859-2600 Email: info@insightssuccess.com For Subscription: www.insightssuccess.com

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Featuring

Company

Descrip on

Becca Valle

NA

Becca Valle is an innova ve leader, driving crea ve strategies to enhance brand visibility and engagement in the digital landscape.

Claudia Papa CEO

1GS Digital Agency 1gslab.com

Claudia leads with a vision for transforma ve digital experiences, emphasizing collabora on and innova on to elevate client success in the marke ng realm.

Danny Sibai President and CEO

Link2CITY Digital Marke ng Agency link2city.com

Danny is dedicated to fostering meaningful connec ons through effec ve digital marke ng strategies, enhancing brand presence and customer engagement.

Emma Vollrath Founder

Emma Lou the label emmalouthelabel.com

Emma emphasizes sustainability and crea vity in her fashion brand, aiming to inspire conscious consumerism while delivering stylish products.

Kevin McGrew Founder and Chief Strategist

Everzocial everzocial.com

Kevin excels in cra ing impac ul digital marke ng solu ons, focusing on strategic growth and audience engagement for diverse clients.

Kirk Lee Owner and CEO

Trendi Marke ng Agency TrendiMarke ng.com

Kirk champions crea ve marke ng solu ons, leveraging his exper se to drive business growth and enhance client rela onships in a compe ve landscape.

Masha Kupets Navarre Founder & Crea ve Director

PLASTIC PALMTREE plas cpalmtree.net

Masha Navarre infuses crea vity into branding, developing unique concepts that resonate with audiences and elevate brand iden ty.

Natalie Kathleen Founder

Jibs wearejibs.com

Natalie is passionate about crea ng innova ve solu ons that connect brands with their audience, driving engagement through authen c storytelling.

Rachel Hun ngton Founder & CEO

Bonjour Fête bonjourfete.com

Rachel focuses on cura ng memorable experiences, blending crea vity with strategy to deliver excep onal event planning and marke ng services.

Tenisha Griggs Founder & CEO

37X Digital Marke ng Agency 37xdigital.com

Tenisha combines her extensive marke ng experience with a passion for AI-driven strategies, empowering brands to achieve significant growth through data-driven insights.

Becca Valle

HE Manal Ataya Museums Advisor Sharjah Museums Authority

Becca advises aspiring marketers to adopt a mindset of Always Be Curious (ABC), emphasizing the importance of staying ahead of emerging trends through constant learning.

Lessons from a Leader in Brand Strategy to Transform Advertising into Compelling Narratives!

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arketing is an unpredictable field where strategy and creativity come together, and those who succeed in it have a long-lasting influence on consumers and brands. In this field, those who combine creative thinking with a keen awareness of the demands of their audience are not only leaders; they are trailblazers who influence the way that companies interact with consumers in the future. Their capacity to fascinate and motivate turns marketing from the obvious tropes of advertising into effective storytelling for emotional connection.

At an early age, Becca Valle was drawn to the marketing industry by Nike and their enduring Michael Jordan advertisements from the Chicago Bulls era. At just 10 years old, she expressed her dream of creating commercials for Nike, believing that wearing their soccer cleats would enhance her performance on the field. This early fascination with the psychology behind Nike’s marketing and its ability to inspire individuals to strive for excellence set the foundation for her career in marketing.

As she progressed into the marketing world, she had the opportunity to work with renowned brands such as IBM, the New York Knicks, American Express, Meta, and Visa.

Her experience extends to early-stage startups like Aescape and Growl, where she played a pivotal role in establishing brand narratives and visions from the ground up.

This transformative work not only fueled her passion but also solidified her position as a Marketing Executive. Her story exemplifies how early inspiration and a strong belief in brand values can shape a successful career in marketing.

Ÿ Audience First: Becca emphasizes the importance of understanding consumers—recognizing their motivations, barriers, and aspirations. By adopting an audience-first approach, she ensures that consumers feel seen and inspired by the brand, building meaningful connections that drive engagement and loyalty. Ÿ Hire Great People and Let Them Shine: Inspired by David Ogilvy’s philosophy, she believes in surrounding herself with exceptional talent and empowering them to excel. She prioritizes building high-performing teams and creating a collaborative environment where innovation thrives, contributing to collective success. Ÿ Invite Inspiration Through Collaboration: Becca recognizes that great ideas can emerge from diverse perspectives. By fostering a culture of openness and curiosity, she encourages collaboration across all areas of the business, leading to innovative solutions that resonate with audiences and enrich the creative process. Ÿ Embrace Vulnerability: She admires Brené Brown’s insights on vulnerability as a strength. By acknowledging her uncertainties and seeking alternative perspectives, she builds trust within her team and peers and navigates challenges effectively. Ÿ Seek Inspiration Through Travel: She finds that exploring new cultures broadens her perspective and enhances her marketing strategies, providing fresh insights that ultimately improve campaign effectiveness.

Becca recognizes that great ideas can emerge from diverse perspec ves. By fostering a culture of openness and curiosity, she encourages collabora on across all areas of the business, leading to innova ve solu ons that resonate with audiences and enrich the crea ve process.

Let’s know more about her journey: Approach to Staying Updated in Marketing Key Marketing Strategies for Growth Becca implements several key marketing strategies that align with her leadership philosophies, significantly shaping her growth across blue-chip brands and startups.

Becca remains an engaged consumer of media and entertainment, which helps her stay informed about emerging trends and culturally relevant moments. For instance, a Vogue article on Beyoncé’s team inspired her to

Most Influen al Marke ng Personnel To Know

enhance in-game theme nights for the New York Knicks, strengthening connections with diverse fan communities.

She actively participates in professional networks like Reality Sports and Execore to discover new trends and companies, such as Buzzer, a mobile streaming platform founded by Bo Hahn that has transitioned into a sports tech provider.

While working in the wellness and fitness space, she leveraged social media to stay updated on product developments, signing up for waitlists to be among the first to trial new offerings like Therabody's Reset. This hands-on approach keeps her informed about market trends and how consumers interact with innovative products.

The Role of Data Analytics in Marketing Decisions Data analytics plays a crucial role in Becca's marketing decisions, forming the backbone of her strategies. While leading marketing for the New York Knicks, she initiated weekly data scrums with various teams to assess performance and identify trends across multiple touchpoints. This constant attention to analytics enabled real-time optimizations that significantly improved marketing outcomes, especially in the fast-paced areas of ticket sales and social engagement.

Ÿ Technical Proficiency: Familiarity with the marketing tech stack is necessary for data analysis and campaign management. Ÿ Presentation and Communication: Strong communication skills are vital for inspiring and influencing stakeholders, including investors and partners.

These skills enable marketing professionals to adapt to rapid changes and contribute significantly to their organizations’ success.

Becca an cipates that the trends of today, specifically AI and digital automa on, will persevere and significantly shape the future of marke ng in the coming years.

Building Strong Relationships in Marketing By setting ambitious goals and evaluating progress daily, her team achieved remarkable results, including selling 6,000 individual tickets per game, an NBA record at the time, and increasing their social media followers by over 14 million. This showcased the power of data-driven decisionmaking in achieving marketing success.

Essential Skills for Today’s Marketing Professionals In the current marketing landscape, professionals must possess a diverse skill set to drive tangible business outcomes. Becca emphasizes six critical skills for success: Ÿ Omnichannel Marketing: Reaching consumers where they are and ensuring a consistent brand experience, whether digital or physical. Ÿ Performance Media & Marketing: Mastery in maximizing ROI through targeted channels is essential. Ÿ Product Marketing: The ability to effectively communicate product value to meet customer needs is crucial. Ÿ Data-Driven Decision Making: Proficiency in digital analytics and CRM systems allows marketers to develop insight-driven strategies.

Becca emphasizes the importance of building strong personal relationships in marketing, drawing from her 12 years of agency experience. She believes that clients, stakeholders, partners, and investors prefer collaborating with individuals who share their values and aspirations. She approaches relationship-building by actively listening and asking questions to uncover motivations often not stated in project briefs.

While delivering results is essential, nurturing relationships through ongoing communication is equally important.

Transitioning to a client role, she adopted short-term contracts with agencies to ensure mutual investment in success. This strategy fosters trust and respect, ultimately leading to lasting partnerships committed to achieving shared goals.

Philosophy on Brand Storytelling Becca’s approach to brand storytelling is significantly influenced by Nike, a leader in creating emotional connections with consumers. She believes that effective

Balancing Creativity and Decision-Making in Marketing Becca emphasizes the critical balance between creativity and data-driven decision-making in effective marketing strategies. Data enhances creative ideas, ensuring they resonate with target audiences and foster meaningful connections. storytelling fosters an emotional bond, making consumers feel aligned with the brand’s values. This, in turn, enhances loyalty and influences purchasing decisions.

At Aescape, she focused on demystifying advanced technology through relatable narratives that resonated with busy individuals, such as entrepreneurs and new parents.

One notable example was an anthem video showcasing onthe-go individuals seeking recovery, which established a strong emotional connection and deepened audience engagement. By integrating storytelling into all marketing aspects, she created compelling experiences that resonated with audiences and drove brand loyalty.

At Aescape, her team regularly tested creative elements both qualitatively and quantitatively to inform audience segments, value propositions, and imagery. This culture of continual testing allowed for real-time strategy and creative adaptations based on performance metrics.

Similarly, with the Knicks, creative messaging was constantly adjusted based on social listening insights regarding player and team sentiment. This data-driven approach significantly improved ad performance and drove measurable business results.

The Knicks x Kith City Edition Campaign Becca led one of the most ambitious and innovative campaigns for the New York Knicks, collaborating with local streetwear icon Kith to create the City Edition uniforms. This initiative, introduced by the NBA and Nike, aimed to honor each team’s unique history and culture, while fostering a competitive spirit among teams. The campaign allowed the Knicks to enhance fandom while achieving aggressive sales goals.

By tapping into local culture through Kith, the Knicks were able to resonate with younger fans via streetwear influences. The multi-touch launch featured a custom Hip Hop track by Dipset, notable Knicks fans. The Knicks x Kith uniforms were strategically worn on high-profile game nights for maximum exposure.

The results were remarkable: the apparel line sold out in 24 hours and generated millions of engagements across social media platforms. The campaign captured extensive media coverage, with over 66 million impressions, and set a league-wide precedent for collaborations.

This partnership not only revitalized fan engagement but also established a new standard for innovative brand collaborations in the NBA. Building on its initial success, the Knicks x Kith partnership evolved into a multi-year engagement, continuing to achieve impressive results year after year.

Hire Great People and Let Them Shine: Inspired by David Ogilvy’s philosophy, she believes in surrounding herself with excep onal talent and empowering them to excel.

Advice for Aspiring Marketers Becca advises aspiring marketers to adopt a mindset of Always Be Curious (ABC), emphasizing the importance of staying ahead of emerging trends through constant learning.

She encourages embracing marketing technologies, particularly AI, to gain a competitive edge in the industry.

She also highlights the necessity of ruthless prioritization, urging marketers to focus on initiatives that align closely with core business goals amidst overwhelming requests.

Additionally, she advocates for a non-linear career path, encouraging individuals to embrace diverse experiences and

unexpected opportunities. This approach fosters creativity, versatility, and resilience, essential traits for success in a dynamic marketing landscape.

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While delivering results is essen al, nurturing rela onships through ongoing communica on is equally important.

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Measuring Marketing Campaign Success Becca emphasizes that measuring the success of marketing campaigns requires metrics tailored to specific objectives and target audiences, whether B2B or B2C. For B2C campaigns, key metrics include: Ÿ Revenue: Monitoring product and subscription sales directly attributed to campaign efforts. Ÿ Audience Growth: Tracking new customer acquisition, social media following, and unique web visitors to gauge engagement and customer loyalty. Ÿ Customer Acquisition Cost (CAC): Evaluating the costeffectiveness of acquiring new customers to maximize ROI. Ÿ Audience Engagement: Measuring increases in social media engagement, website traffic, and email open rates.

For B2B campaigns, she focuses on: Ÿ Lead Generation: Assessing the number of marketing qualified leads and their conversion rates. Ÿ Pipeline Contribution: Tracking marketing-attributed lead progression through the sales pipeline to identify bottlenecks. Ÿ Customer Lifetime Value (CLV): Estimating total revenue from a single partnership to prioritize valuable accounts.

These metrics collectively provide a comprehensive view of campaign success, guiding future strategies and maximizing impact.

Future Marketing Trends Becca anticipates that the trends of today, specifically AI and digital automation, will persevere and significantly shape the future of marketing in the coming years. While AI often faces skepticism regarding its potential to replace marketers, she views it as a powerful tool to enhance effectiveness, speed, and productivity. She believes that AI will relieve creative teams from repetitive tasks, allowing them to focus on innovation and high-impact ideas.

Additionally, she emphasizes that digital automation is essential for engaging customers and delivering personalized experiences at scale. As consumers increasingly expect timely and personalized communication, automation tools will enable marketers to execute campaigns efficiently and maintain relevance in a digital-first landscape.

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Building Brand Loyalty in an Era of Consumer Distrust

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owadays, Brands have to fight for customers to ensure customer loyalty in today's high-skeptic market. Consumers have been fueled by their concerns over data privacy, transparency about what products, and ethical business practices. This necessitates that companies transcend the traditional ways to gain trust as well as inspire loyalty. Businesses can't just look at their offerings; they must establish a real connection with an audience that appeals to one's values and needs.

Let’s discover how trust-building strategies boost customer loyalty and create more significant relationships!

Understanding Consumer Distrust The first step in addressing consumer distrust is to understand the causes of it. Because information is so readily accessible, consumers are more aware now than ever before of the actions, policies, and values of the brand.

Consumers lack the expectation of transparency, honesty, and ethics, they are less likely to commit to the brand.

The issues related to data breaches, admissible advertisements, and unethical sources have given a sense of mass distrust in companies. Companies must be aware of these facts and work actively on a plan to solve these issues if security is to be achieved.

Transparency Above All Authenticity Today, consumers will come to demand more authentic and transparent brands. Authenticity means that what a brand says must be congruent with what it does. Brands should openly communicate with consumers about their products, values, and business practices, make consumers feel informed and respected, and build trust. Transparency refers to success stories and failure stories because honesty value is much more important than perfection. By openly sharing practices, sourcing details, or environmental impacts, brands can establish respect and trust that will make consumers loyal advocates.

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Building Emotional Connections Emotional connections form one of the inspirational ways of loyalty towards customers. Emotional bonds are established when a brand strikes the value, aspirations, or challenges of its target audience. When a brand presents these elements in a manner relevant to the customer, it goes beyond transactions and forms meaningful connections. Storytelling plays a huge role in this regard celebrating stories which exhibit the journey of their customers, brands create that feeling of sharing the same experience. Creating emotional bonds makes the customers feel understood and appreciated and keeps them loyal to a brand that matches their identity.

Uniformity Across All Points of Contact Consistency is the foundation for building and maintaining trust.

Uniformity in their message, service quality, or the general customer experience is what consumers expect regardless of where they are engaging with the brand on the company website, within their stores, or through customer service. Whenever consumers feel secure with their decision, and trust in the brand, consistency proves handy. Bad service, service quality, or lack of consistency in message can very quickly cause evaporation of trust. All website content, engagement on social media, and customer interactions must represent the brand's values and promises.

Implementing Ethical and Sustainable Practices More and more consumers want to see brands that share their ethical and environmental considerations. Brands would then be able to differentiate and maintain loyalty from conscious consumers through sustainable practices. Such practices in ethical business might be fair labor and environmentally friendly sourcing, or carbon emission reduction.

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A brand dedicated to these practices says everything to conscious customers who pay attention to the bottom lines environmental and social. Brands that communicate their practices will resonate with and keep customers who will hold onto such attributes.

Engagement Through Personalized Experiences Personalization enriches the customer experience and makes every contact unique and relevant. The brands are strategic because they make the consumer feel noticed and heard since customized marketing messages, offers, and recommendations are based on their needs and preferences.

Advanced technology equips companies to gather insights and deliver experiences that resonate with every customer. However, there is still a caution, as consumers also fear that companies are collecting too much information. Transparency over how customer information is used will dissipate many fears, and personalization becomes a strength in brand loyalty instead of a weakness.

Value beyond the product Lastly, as companies pursue brand loyalty, they must take a serious look at ways to provide value to customers beyond their products. Brands that deliver value beyond purchases create memorable customer interactions through educational content, communities, or exclusive offers.

These other types of involvement will enable customers to have more reasons to keep connected with a brand.

Helpful in offering resources or community events, it has helped one form a deep sense of belonging. A brand will be a means through which value is derived, which further strengthens the relevance it posits in consumers' lives and avoids quickly decaying loyalty.

seriousness in attempts to improve and also gives respect to the consumer's voice. By allowing their customers to form opinions through surveys, reviews or social media, brands can realize their potential and weaknesses for improvement. Brands that show they give action based on feedback are demonstrating consumers' suggestions matter to them, from this, trust and loyalty do build. Businesses must understand that feedback is a good learning tool that deepens their relationship with customers by continually refining their offerings and approach to marketing better to their audience.

Building Loyalty in the Age of Consumer Caution In an increasingly free and untrusting world, it is only through careful consideration of the principles of honesty, value, and relationship that loyalty is gained.

Authenticity; constant experiences; respect for consumers' and care for ethics in business practice in a nutshell, trustworthiness makes the difference between brands and other business ventures. The more companies understand this, the purchase will no longer become just secured but instead, a lifelong relationship built on mutual respect and values.

Feedback and Continuous Improvement End A brand that makes seeking feedback an active concern is a mark of

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Success consists of going from failure to failure without loss of enthusiasm.

- Winston Churchill

Winning Over Gen Z: Marketing to the Next Generation of Consumers

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arketing to Gen Z has been a thrilling development for brands who wish to attract this new generation. Since this generation was born between the mid1990s and early 2010, they grew up with smartphones and social media at their fingertips and instant access to information. Their preferences and expectations were shaped in this environment. Businesses must understand what drives their choices and adjust their strategies to reflect these insights to succeed with the group. This article explores strategies that can help inform meaningful connections with Gen Z consumers.

Authenticity Matters

Let’s get to know what it takes to engage the next generation!

Real-world relevance should be prized far above flashy promises to attract

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Authenticity is one of the most important values for Gen Z consumers.

They don’t like old-fashioned advertising. They value honesty and transparency from brands more than they care about brands that try to sell them something. They want real stories, meaningful engagements and campaigns that adhere to authentic values rather than the perfect polish.

Gen Z is totally up to every trend; insincere marketing gimmicks will immediately pop out as a trick and make this generation turn against the brand.

Gen Z. For this generation, authenticity comes in the form of unfiltered content such as customer reviews and brand stories relayed firsthand through employees or long-time customers. In an age where "keeping it real" comes into play as a guiding principle, authenticity may be the key to connection with Gen Z. Values Over Products The young generation is interested in values and social responsibility. Most of the time, such values decide purchase choices as they are very concerned about whether a brand adheres to the issues that concern them. These values include social justice, environmental sustainability,

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mental health awareness, and inclusiveness. Brands need to commit to causes Gen Z cares about more rather than product features and brand history.

Purpose-driven approaches with the right actions enhance the appeal of the brand. The Gen Z consumer is researching companies and is not simply impressed by the ideas behind the brands but expects responsibility from brands to back up their claims.

Commitment to sustainability, ethical practice, or community initiatives may determine whether a particular brand is an option. Brand marketing and business dealings can establish trust with the conscious consumer of the Gen Z generation if a business embraces the values it supports.

Engage Using Biting, Bite-Sized Content Born in the era of short-form media, Gen Z's attention is famously short.

Marketing messages must focus more on concisely delivering impactful content to capture the viewer's mind.

Platforms like TikTok, Instagram, and YouTube Shorts resonate well with this generation because they allow fastpaced and visually engaging storytelling. Brands that adapt to short, catchy content in these formats may better snap Gen Z's eyeballs.

Snackable content is informative which is delivered in a way that is not overwhelming to the viewer. These include short videos, quick tips, or relatable humour. Interactive content is one of the most effective ways to get users to participate. As this type of content suits trending formats and the types of influencers with whom brands collaborate, it can also amplify brand messages within the aesthetic and digital habits of Gen Z. Personalized Experiences Win Gen Z desires personalization. They have grown up with the self-same streamed services, on which recommendations are built on what

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users stream, and social platforms with feeds created based on their preferences about what one should see.

They expect brands to calibrate interactions with them that respond to their personal preferences.

Personalization, from receiving personalized product recommendations to serving targeted ads based on a month's browsing history a deep echo within Gen Z as if they are being seen as a customer.

Gen Z is concerned about the privacy of their data and needs transparency as to how brands collect and use their data. Companies will have to find the right balance between making data secure and keeping transparent about how personal data makes the overall experience more valuable. Proper personalization with respect for individual privacy can lift customer engagement and loyalty toward Gen Z remarkably.

Interaction and Community Building

smartphones were the primary browsing, shopping, and interacting tool. Therefore, for brands, it translates into meaningful seamlessness in mobile experience to make an attraction to this target audience.

Websites, applications, and ecommerce sites should always be mobile-optimized to ensure rapid load times, intuitive interfaces, and easy navigation. Every online interaction needs to be fluid and frustration-free according to Gen Z. But among the other innovations, the incorporation of AR features can serve as another for brands to give their shoppers a more immersive experience. For example, virtual tryons in fashion or makeup products mean that Gen Z shoppers can get in touch with brands in an interactive and state-of-the-art way. When this company prioritizes a seamless, mobile-first experience, it will make it easier for Gen Z to access their offering.

Be Socially Responsible

For Gen Z, community is a trait of brand loyalty. There are brands that will engage them in discussion and care about their view. Gen Z customers like interactive aspects of marketing like polls and Q&A, live streams, and comment sections where they can directly interact with brand representatives. It all creates a community where brands can develop stronger relationships with Gen Z consumers.

Gen Z is deeply socially responsibleminded, so a brand dedicated to something meaningful to this audience will resonate with it. This generation will not only listen to words but also gather efforts and motions that make a change. Companies that contribute to making a better world start from the sustainable packaging of their products up to fair labour practices under which they operate.

Brands that encourage Gen Z to collaborate to create user-generated content, host online communities, or engage the generation in the product development process can lay the groundwork for a loyal fan culture. A two-way communication channel proves to Gen Z that their voices matter and builds trust and a deeper emotional bond with the brand.

Hence, to conquer Gen Z, there is a huge need to be informed about what they like, how they communicate, and even their digital preferences. This would be authenticity, value-driven messages, and engaging content for these new consumers. Brands using these tactics could forever influence Gen Z and stay in the moving consumer landscape.

Mobile-First Seamless Experience Gen Z has never known a different world than a mobile-first one

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