Every Second Counts in the Attention Economy

Recent years have seen marketers make great efforts to reach out and engage with Millennials. Whilst this demographic is central to many brand’s marketing and customer engagement strategy, companies are swiftly focusing their attention on Generation Z: a new digital-savvy, visual-first audience that increasingly favour interacting through technology rather than face-to-face encounters.

Gen Z is the newest generation to be named and comprises of individuals born between the mid-1990s and mid-2010s: they are the generation of true digital and social media natives, seamlessly able to adapt and switch between the latest platforms, apps and instigate a tsunami of social media trends, often overnight. Gen Z are also, arguably, the most socially conscious and responsible, emphasising the importance of individuality and personal identity in all that they do.

45% of teens are online “almost constantly” (Campaign Monitor)

Gen Z who will make up 40% of all consumers by 2020 (Nielsen) have a high expectation of how brands should act and engage with their audience. Brand response times, clear concise messaging and hyper-personalisation is paramount to brands successfully engaging with Gen Z.

The attention span of Gen Z is currently measured at 8 seconds, compared to 12 seconds for millennials (Hootsuite)

Generic messages and laboured response times will severely inhibit trust and loyalty, in an age where brands are expected to make instant connections and fight for every second in the attention economy. Having the right content platforms, access to branded assets and content as well as instigating AI led chatbots to provide instant, personalised content is transforming the relationship between brands and their future audience.

76% of Gen Z view responsiveness as a metric of a brand’s authenticity (IBM).

Rising Above the Content Clutter

When making purchases, 74% of Gen Z consumers are more likely to purchase from a company that provides consistent and relevant content (tech radar). So whatever channel brands are choosing to engage with, whether it be YouTube, Websites, Twitter or Instagram, brand consistency is paramount to success. In a world of “content clutter” a consistent message will provide swift uptake and Gen Z engagement.

BrandMaster have recently supported Careem, a pioneer of the ride-hailing economy, connecting passengers and local drivers, to centralise and share their brand guidelines to deliver a consistent brand experience across 15 countries, 120 cities and 30 million customers that they now service. To find out more on this case study and others, click here.

If you’d like more information on how BrandMaster supports the likes of Mercedes Benz, Careem, Helly Hansen and BMW with their global brand and campaign consistency please contact us below.

By Anil Noorani, Managing Partner, TKM Consultants

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