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 an Agency Administrator! 

Agency Administrator Job Description: 

This is a part-time role providing overall administrative support to our CEO and Account Supervisor, and assisting with basic human resources and monthly accounting responsibilities. 

For this role, you’ll need to work in our downtown Little Rock office and be required to submit between 25-30 hours a week within the operating hours of 8:30 AM to 5 PM. On occasion, there is a need to work additional hours on evenings and weekends during a client launch or other events throughout the year.

While repetitive daily/monthly tasks are certainly part of this position, additional tasks assigned can vary from week to week based on the CEO’s needs and the needs of the agency. The most important responsibility of the Agency Administrator is to ensure that administrative tasks and projects are completed with a high level of efficiency, confidentiality, accuracy, flexibility and positivity.

REQUIREMENTS: 

  • Bachelor’s degree preferred. 
  • Minimum of 2-5 years experience in the related field, dealing with financial information.
  • Must be able to use Microsoft Word, Microsoft Excel, Quickbooks and Google Suite.
  • Must be able to multi-task and possess excellent organizational, communication and interpersonal skills.
  • Basic knowledge of bookkeeping.
  • Must be able to use office equipment (copy/fax machine).
  • Effective verbal and written communication skills.
  • Detail-oriented and willing to tackle various ongoing projects in a fast-paced environment.
  • Excellent multitasking skills, with the ability to perform duties outside of the scope of work when necessary.
  • Must work well within a cross-functional team environment as well as independently.

Main Responsibilities

Human Resources

  • Provide support for hiring and onboarding of new employees 
  • Run bi-monthly payroll reports for intern/contractor payment
  • Coordinate new hire benefits and HR paperwork (health insurance, simple IRA, etc.) and enter into the payroll system. Plan yearly renewal meetings and update all payroll items.
  • Provide general responses to employee questions and requests on HR procedures, policies and information.
  • Process miscellaneous billings for payment & vendor management.
  • Responsible for keeping the Employee Handbook, HR policies and other HR information current and updated with the team. 

Accounting

  • Manage obligations to suppliers, customers and third-party vendors
  • Process bank deposits
  • Reconcile financial statements
  • Prepare, send and store invoices
  • Weekly expense reporting and time entry on behalf of the CEO
  • Contact clients and send reminders to ensure timely payments; Identify and address discrepancies
  • Report on the status of accounts payable and receivables twice a month
  • Update internal accounting databases and spreadsheets

Office Management/Leadership Support

  • Assist with presentation and client meeting set up; working with vendors 
  • Collect and prepare information for use in discussions/meetings of the agency leadership team and outside individuals. 
  • Assist CEO with volunteer activities – making calls, organizing catering and meetings in partnership with vendors. 
  • Management of client contracts/retainers – working with the account supervisor to ensure annual planning and timely renewal of contracts. 
  • Varying personal and professional administrative tasks including, but not limited to, booking appointments, research projects, coordinating travel, maintaining breakroom daily, maintaining storage organization and ordering office supplies, etc. 

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

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position