Millennials vs. Gen Z – The Importance of Generational Marketing

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We used to think of Millennials and Gen Z-ers as, well, the young people in our lives, but in recent months the difference between the two generations has become a viral topic. Open any social media platform and you’ll see one generation mocking the other about clothing and hairstyle choices, but the differences between the two groups goes far beyond an opinion around skinny jeans. When it comes to marketing, the Millennial and Gen Z generations are often conflated as a target audience, however, understanding their similarities and differences can help your business develop a more strategically focused plan to uniquely reach both groups. 

Understanding the Demographics

Millennials are classified as those born between the years of 1981 and 1996, making them the 25-40 year olds in 2021. Gen Z-ers, on the other hand, were born between 1997 and 2015, landing them in the 24 and younger crowd. At a glance, sure – the similarities between a 20 year old and a 27 year old outweigh their differences – however, it is identifying these differences that will determine the strength of a targeted marketing campaign. 

Communications professionals are well aware that when creating a marketing campaign, the target audience is one of the most important factors to consider. When your campaign needs to target several audiences – in this case, Millennials and Gen Z – a strategic marketing campaign with different messaging funnels is vital. We’ve distinguished the age ranges between the generations, but the differences go far beyond what’s written on a birth certificate.

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How Millennials and Gen Z-ers Are Different

It’s safe to say that as consumers, both generations are addicted to media. While the younger Gen Z-ers weren’t even alive during a time without the World Wide Web, even the older Millennials have lived most of their adult lives behind a computer screen and with a cell phone in hand. 

However, Millennials are much more likely to spend their free time at a computer versus a Gen Z-er that tends to rely more heavily on their scrolling thumbs. Because of this, Facebook and email marketing are key when approaching the 25+ crowd. 

Meanwhile, Gen Z is more likely to spend their time on their phone, looking at TikTok and Snapchat, so when determining budgets, it’s important to include those platforms to better reach this generation. 

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The big difference, however, between the two generations is related to a tried and true method – influencer marketing. Millennials were raised in the high-days of celebrity news, finding tabloids with their favorite celebrity at every local grocer newsstand. Because of this, millennials have grown to inherently trust the opinions of macro-influencers such as Jennifer Aniston, Tyra Banks and Justin Timberlake. When developing an influencer campaign strategy for this audience, it’s important to note the bigger the better. 

Gen Z on the other hand has been raised in the age of the ephemeral internet influencer. In the lives of this generation, especially when taking into consideration the rise of cancel culture and the nature of viral videos creating a following overnight, the idea of a ‘big celebrity’ backing a campaign is of much less value. Utilizing micro-influencers, those with a smaller following that seem more ‘authentic’, are much more effective with this group. 

The Similarities of Millennials and Gen Z-ers

These two groups actually have a major thing in common – their love of video storytelling and their love of Instagram. Alongside Instagram, YouTube is a major source of entertainment for both generations. These platforms are huge producers of influence beyond traditional advertising through the ‘real-ness’ of micro and macro influencers promoting brands via how-tos, reviews, step-by-steps, etc. 

Both groups, in part due to the reliance on technology for both work and play, have a very short attention span in comparison to those of older generations. Consuming media all day long from different platforms via different forms of technology makes for a consumer that is not at all interested in reading a pamphlet selling a service and instead always waiting for the ‘Skip Ad’ button to appear.  

The biggest takeaway here is that putting your marketing dollars behind digital campaigns versus traditional print advertising is going to be much more effective with either group. If you’re wanting to ensure you target both groups simultaneously, look at Instagram and YouTube for advertising and make sure your brand has a strong social media presence to back up what you’re selling. Utilizing multi-generational influencers that appeal to both groups will also add value to your campaign strategy and act as an effective way to extend your reach. 

Are you intrigued by the idea of influencer marketing but are not sure how to get started? Ghidotti Communications can connect you with top influencers in your industry and help you increase brand awareness and engage your target audience – no matter their age.

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

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  5. Summer Fridays

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  6. Volunteer Time Off (VTO)

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Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.