One of the biggest ongoing marketing trends is cross-channel advertising – by synergising your advertising campaign across multiple channels you can build brand engagement by appealing to your target audience in different areas of their lives. Using cross-channel marketing software, you can build data profiles of individual users, enabling you to understand their behaviour across multiple platforms, whether that be TikTok or good old-fashioned website marketing, and their relationship with your brand.
Cross-channel marketing is a smart strategy for targeting Gen Z because these individuals consume a huge amount of media from a variety of different sources. Here’s our guide to the 3 most important advertising channels to consider if you want to reach young people.
3 platforms you can use for cross-channel advertising
98% of 16-24s own a smartphone, and one survey found that people spend an average of 3 hours 15 minutes a day on their phones – yhat’s a lot of screen time! With the iPhone being the most popular device, iOS apps are a prime location for mobile advertising. Tablets, such as iPads, are also popular with young consumers who may not be able to afford their own laptop. Mobile advertising offers a range of formats, including banners, interstitials and video, which means it can be tailored to any brand or advertising objective.
Display is the most common and traditional form of online advertising, but that doesn’t mean it’s only effective for an older audience. One key benefit of display advertising is raising brand awareness, which is especially valuable when you’re targeting a young audience, who are fiercly loyal to those brands that earn their trust and respect. Display ads typically appear on editorial and entertainment sites, such as Buzzfeed or Capital FM. Formats include banners, pop-ups and rich media ads.
Social media has replaced email, phone calls and text messages for many teens, becoming the default mode of communication. In our UK Youth Trends Report 2021*, we shared that 71% of Gen Zers use Instagram and 69% use YouTube at least once a day, whilst a huge 87% use TikTok. This makes platforms such as these the most powerful and direct advertising channels for your youth audiences, and also gives you the opportunity to make your content/products accessible and fun. Not only can brands place ads through services such as Facebook and TikTok Ad Manager, but there’s also the opportunity to buy your way into users’ timelines by working with social media influencers to create sponsored content, as well as that all-important UGC.
So what are you waiting for? Take your advertising to all three of these channels and watch your user engagement and popularity amongst Gen Z skyrocket! You can thank us later…
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