Gen Z broke the marketing funnel
By Maggie Koebele
Gen Z broke the marketing funnel. For social media marketers, this shift is no surprise. Vogue Business’ latest article reveals how Gen Z is reshaping the consumer path to purchase. Let’s delve into it.
Gone are the days of the old funnel. We marketers are familiar with its stages: awareness, interest, desire, and action. However, this model was designed for a bygone era. It no longer aligns with targeting today’s consumers. Priorities have shifted, and the primary marketplace for this generation is social media.
The Loyalty Loop
Instead of a funnel, we now observe a loyalty loop.
The four key areas this loop focuses on are:
Inspiration
Exploration
Community
Loyalty
Gen Z holds distinct expectations for the brands they engage with. Firstly, they seek inspiration. This can be achieved through high-quality content shared at optimal times or through the influence of marketing personalities.
During their exploration phase, Gen Z looks for a seamless experience with brands. They expect to effortlessly access product information during their research, heavily relying on reviews and comments before making a purchase decision.
Merely offering a solid product is insufficient in today’s market. Gen Z anticipates feeling part of a community by exploring various touchpoints offered by a brand. However, building community engagement isn't a short-term endeavor; it requires a long-term commitment.
This leads us to loyalty. While previous strategies focused on encouraging repeat purchases, Gen Z desires a more reciprocal relationship with brands. They expect benefits, even before becoming customers.
Bid farewell to the old paradigm where brands occupied the center of the consumer journey, and welcome a new era where people take center stage.