They are known as Generation Z, the ‘internet generation’ – connected and engaged 24/7 on Instagram, Whatsapp and Facebook, playing video games or shopping. Yet for marketers, their behaviour is most unpredictable among all online demographic groups.
As Pico’s Chairman relates in his Headline Finance column, it is possible to market toward Generation Z when the basis of their behaviour is understood. When online, they can choose where to engage solely according to what is relevant to them, right now. Content has to be attractive enough to catch and hold their attention – on their ever-changing terms.
The video-sharing website bilibili is an example of how strong interactive features like live video commentary can successfully tap into Generation Z’s eagerness to communicate instantly.
However, marketers attempting to predict patterns in Generation Z behaviour are doing so in vain. Marketers must simply keep a keen eye on the trends and, above all, be quick to react.
*The above is a summary of the original Chinese article.