So why is it that many consumers, especially Gen Z, are now shifting from the typical Awareness > Interest > Desire > Action funnel?
As Vogue Business writes, the consumer funnel as we know it “was built in the old world—and Gen Z doesn’t live there anymore.” And before we start panicking—no, that doesn’t mean the structural principles of marketing as we know it are outdated. Those have worked out for us veterans for a reason, but the nature of digital marketing means being adaptable and conscientious of our audiences’ growing needs.
#GenZ’s priorities, influences, and technology have changed. Marketing teams are challenged to adapt or even forge new paths toward taking action to capture their audience. They’ve got us running large-scale campaigns on TikTok for our schools, engaging in the dance trends they enjoy, helping them connect to other students, and learning how to better participate in the causes that are close to their hearts.
Let’s face it: Gen Z’ers are skeptical. They know not to believe everything they see and are willing to do their own research before buying into a brand. They want to know exactly where a brand or institution stands on certain issues and look for those signals in digital and physical spaces. Are you invested in providing spaces for underrepresented voices? Does your marketing collateral reflect that investment? Are you consistently investing in what matters to them?
cThru Media is proud to say that our higher education clients are doing a fantastic job at embracing their diverse student populations and creating a unique support system that sets their students up for success. Among our San Diego community colleges, this can look like Filipino Heritage Month celebrations, a PowWow to celebrate indigenous communties, student-focused food pantries, and even a Taco Tuesday event on campus.
Creative student outreach expands beyond the campus. Higher education institutions should be actively meeting prospective students where they’re at digitally, and that looks significantly different amongst generations. According to a Vogue Business survey, Gen Z’ers turn to YouTube (57%) and TikTok (53%) to learn more about brands, products, services, and experiences while Millennials prefer YouTube (50%) and Google Search (44%).
Because of digital habits like these, we’re seeing an increase in video-first marketing strategies amongst higher education institutions. Many of these institutions have already invested in developing beautiful video content and photography, but what really sets them apart is a dedicated distribution strategy. How does a college best utilize their vast library of content to create a converting ad? What digital advertising channels should schools be on? How much of their marketing budget should they invest in TikTok?
These are questions cThru Media answers on a daily basis because we are committed to providing transparency, education, and results to our higher education clients. We do the research into what it takes to reach your target and send them your message. Our unique media partner relationships gives us access to exclusive media inventory that is designed to elevate your institution, university, community college, and more.
Finding creative ways to conduct outreach in an authentic, impactful manner allows your brand to shine brighter, and ultimately, boost enrollment numbers. Reach out to us today for a free digital marketing assessment or learn more about our higher education services here.
