Marketing to Gen Z - by Jeff Fromm & Angie Read (Hardcover)
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<p/><br></br><p><b> About the Book </b></p></br></br>Larger and more diverse and empowered than any other generation, Gen Z (born 1996- 2010) is turning business models and marketing departments upside down. Learn how to capture the hearts of young people who hate conspicuous ads with this guide to the new rules of marketing.<p/><br></br><p><b> Book Synopsis </b></p></br></br>You've only just begun to understand Millennials and know how to market most effectively to them. However, their successors are already right around the corner and promising even bigger challenges for the marketplace. But with bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers.Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. Businesses will have to learn how to: - Get past the 8-second filter- Avoid blatant advertising and tap influencer marketing- Understand their language and off-beat humor- Offer the shopping experiences they expectMarketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. The time to learn who they are and what they want is NOW.<p/><br></br><p><b> From the Back Cover </b></p></br></br><b>Advance Praise for <i>Marketing to Gen Z: </i></b> </p> </p> "At Forrester we've been talking about empowered customers transforming the way companies go to market. <i>Marketing to Gen Z</i> perfectly captures the emerging mindset and is a must-read." <b>- Victor Milligan, Chief Marketing Officer, Forrester Research </b> </p> </p> "It's not enough to put Gen Z on your radar; it's time to make them an immediate priority before their brand preferences are etched in stone. Get the details and case studies in <i>Marketing to Gen Z.</i>" <i><b>- Jenny Rooney, Editor of the CMO Network, Forbes </b></i> </p> </p> "Think you know today's youngest consumers? Think again. <i>Marketing to Gen Z</i> showcases how Gen Z is redefining the rules for brands. They don't want to be 'marketed' or 'sold' to; Gen Z wants to be heard and engaged in authentic conversations." <b>- David R. Bell, author of <i>Location Is (Still) Everything</i>, and Marketing Professor, The Wharton School </b> </p> </p> "As a service provider who aspires to capture this critical segment, we will use this book and its insights as our field manual for attracting and engaging this incredibly influential group." <b>- John Heffner, CEO, Drybar </b> </p> </p> "We understand the power of today's youngest consumers. <i>Marketing to Gen Z</i> is a thorough look into the 'why' and 'how to' every marketer needs to engage this group of savvy, socially conscious consumers." -<b> Debbie Sterling, GoldieBlox Founder and Chief Officer of Fun </b> </p><p/><br></br><p><b> About the Author </b></p></br></br><b>Jeff Fromm</b> is president of FutureCast, a trends consultancy, as well as contributing writer at <i>Forbes</i> and co-author of <i>Marketing to Millennials</i>. </p> </p> <b>Angie Read </b>is vice president for growth insight for the advertising agency Barkley, and is known as "Gen Z Mom" based on her blog of the same name. </p>
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