FNL MCMGenZ May2019 PDF

WEBINAR
CONNECTING8WITH88
GEN8Z8WITH8EFFECTIVE8
EMAIL8MARKETING
Greg8Zakowicz,8Sr.8Commerce8Marketing8Analyst,8Oracle8Bronto
Host:8Commerce8Marketer8Podcast
May,82019
Copyright © 2019, Oracle and/or8its8affiliates.8All8rights8reserved. 1

Presenter
Greg)Zakowicz
Sr.8Commerce8Marketing8Analyst
Host:8The8Commerce8Marketer8Podcast
Twitter:8@WhatsGregDoing
Info@bronto.com
www.Bronto.com
@Bronto

Safe9Harbor9Statement
The9following9is9intended9to9outline9our9general9product9direction.9It9is9
intended9for9information9purposes9only,9and9may9not9be9incorporated9into9
any9contract.9It9is9not9a9commitment9to9deliver9any9material,9code,9or9
functionality,9and9should9not9be9relied9upon9in9making9purchasing9decisions.9
The9development,9release,9and9timing9of9any9features9or9functionality9
described9for9Oracle’s9products9remains9at9the9sole9discretion9of9Oracle.

Agenda
1 “Defining”9Gen9Z
2 Email9Marketing9Strategies
4 Copyright © 2019, Oracle and/or9its9affiliates.9All9rights9reserved. 4

“Defining”)Gen)Z
• It’s9fluid,9but9… Generation#and#Ages#in#2019
Born91997F2010
(ages98F22)
• 19979F 2010 Born91981F96

(ages924F38)
• This9year,989F 229years9old
Born91965F80
• Roughly925%9of9U.S.9population (ages939F54)
• Up9to9$449billion9in9spending9power Born)1946364
(ages955F73)
1940 1960 1980 2000 2020
Sources:9Pew9Research9Center,92019.
NeoPost9Shipping,9“Great9Expectations:9Shipping,9CX9&9Gen9Z”,92018

US#Stat#source:#Move#Over#Millennials:#Genera#on#Z#Is#The#Retail#Industry’s#Next#Big#Buying#Group..
Key$Characteristics
1. True9digital9natives
2. Social9media9matters
3. Being9real
4. Stand9for9something
5. The9way9they9shop9and9what9matters

1.#TRUE#DIGITAL#NATIVES#

A"World"Without?

Smartphones,Required
Frequency#of#Smartphone#Usage
50%
41%
40%
30%
35%
28%
35%
32%
28%
33% 31%
26%
22%
are#uncomfortable#
20%
being#away#from#
10% their#phones#for#30#
2% 2% 2% minutes#or#less.
0%
>1#hour#per#day 1-4#hours#per#day 5-9#hours#per#day 10+#hours#per#day
Gen#Z Females Males
Source:8The8Center8for8Generational8Kinetics,8“20188State8of8Gen8Z ”,82018

Smartphones,Required
Smartphone%activities%on%which%13D17%yearDolds%
spend%3+%hours%per%day
Online%Video
(e.g.%TV,%movies,%videos)
71% 31%
Messaging%Apps 52% are%distracted%when%
watching%TV%(i.e.%looking%
Social%Networking 51% at%nonDshow%related%
content)
Play%Games 42%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source:8CivicScience,8The8New8Generational8Divide:8Generation8Z8vs.8Millennials

2.#SOCIAL#MEDIA#IS LIFE

Gen$Z$And$Social$Media
72%
Visit%YouTube%daily
Source:8Google:8“Generation8Z,8New8Insights8into8the8mobileIfirst8mindset8of8teens.”

Gen$Z$& Social$Media$And$Brands
Preferred-Way-to-Follow-Brands 64%
Of9Millennials9follow9at9
least9one9brand9on9social9
41% media.99
20%
73%
16% Of9Gen9Z9follow9at9least9
38% one9brand9on9social9media.9
0% 10% 20% 30% 40% 50%

52%
Gen,Z Millennials Of9Gen9Z9follow9109or9
more.
Source:9The9Center9for9Generational9Kinetics,9“20189State9of9Gen9Z ”,92018

Social'Media
69%
Will9visit9a9store9
based9on9a9retailer’s9
social9media9post.
85%
Will9learn9about9new9
products9through9
social9media.
Source:(MediaKix 2018

Social’s)Influence)On)Purchases
70% Will9post9pictures9of9apparel9they9like9on9social9media9in9order9
to9get9the9opinions9of9friends9and9family9before9buying.
Will9decide9whether9they’ll9complete9their9checkout9based9
on9the9feedback9of9their9friends9on9social9networks. 41%
Source:9Retail9TouchPoints,92018
HRC9Retail9Advisory,92018

Influencers*Over*Celebrities
19%
Said9an9online9
influencer9is9more9
likely9to9persuade9
them9to9try9a9new9
brand.
46%
Follow910+9
influencers9on9
social9media.
Source:9eMarketer,9“Gen9Zers Comb9Through9Product9Reviews9Before9Buying”,920189

Social$Media$For$Customer$Service
Gen$Z$ranks$#1:
Preference9for9using9social9media9
channels9to9connect9with9
customer9service.
36% 26%
Simple'queries Complex'queries
Source:9eMarketer9,“Customer9Service9Expectations9Are9Evolving.”

3.#AUTHENTICITY#&#UNIQUENESS

Authentic,&,Unique
79% Real8people,8like8me8 84%

and8you!
Trust8a8company8 Trust8a8company8
more8if8the8images8 more8if8they8use8
they8use8are8not8 Well,8maybe8not8us. actual8customers8in8
Photoshopped. their8ads.
Source:(WP(Engine,(“Reality(Bytes:(The(Digital(Experience(is(the(Human(Experience”,(2019

Authentic)&)Unique
Which8type8of8media8has8the8most8influence8on8
purchases?
29% 18% 53%

Ads$on$TV Ads$on$the$ Comments$on$
Internet social$media
Source:8CivicScience,8“The8New8Generational8Divide:8Generation8Z8vs.8Millennials”8

Authentic)&)Unique
67%
Prefers&seeing&”real&
people”&in&ads.
Source:&MediaKix,&2018

4.#CAUSES

NFL$Kneeling$Protest
Gen1Z 61%
Do9you9 38%
approve/disapprove9of9
Millennials 62%
players9choosing9to9kneel9 36%
during9the9national9 44%
Gen1X
53%
anthem9as9a9form9of9
protest? Boomer 37%
61%
0% 10% 20% 30% 40% 50% 60% 70%

Approve Disapprove
Source:9PEW9Research9Center,92018

Causes

Showcasing+Your+Values
69%
More%likely%to%buy%from%a%
company%that%contributes%
to%social%causes
Source:%WP%Engine,%“Reality%Bytes:%The%Digital%Experience%is%the%Human%Experience”,%2019

Showcasing+Your+Values
80%
More%often%buy%a%
product%that%has%a%social%
or%environmental%
impact.
Source:%HuffPost,92017

5.#SHOPPING#IS#A#COMPLETE#
EXPERIENCE

Why$Shop$Online?
Main$Reason$Gen$Z$Shops$Online
Other
67%
Free$ 6%
Shipping
9%
Cheaper$Online
Better$ 33%
Selection
Prefers8to8shop8in?store. 19%
On3Demand$Shopping
33%
Source:(NeoPost(Shipping,(“Great(Expectations:(Shipping,(CX(&(Gen(Z”,(2018,(
IBM,(“Uniquely(Generation(Z”,(2017

Brand&Loyalty
Characteristics&that&Make&US&Teens&Loyal&to&Brands&or&Retailers
Great&price 66%
High&quality 59%
Gives&exclusive&benefits&to&loyal&customers 30%
Lets&me&enjoy&exclusive&membership&benefits 28%
Actively&engages&with&customers&on&social&media
Gives&back&to&the&local&community
20%
19% 93%
Protects&the&environment 17% Regularly&purchase&
Innovates&new&business&ideas 16% from&Amazon
Endorsed&by&favorite&celebrity 11%
Other 2% Source:9Inmar,9“Unveil9the9Power9of9Teen9Shoppers,”9Dec.92017,9
NeoPost,&“Great&Expectations:&Shipping,&CX&&&Gen&Z”,&2018

They%Do%Their%Research
Number-of-Reviews-Read-Before-Making-First-Purchase
0 14%
1*2 20%
3*4 27%
5*6 21%
7*8 4%
67%
9+ 16%
0% 5% 10% 15% 20% 25% 30%

Source:9The9Center9for9Generations9Kinetics,9“The9State9of9Gen9Z92018”,92018

Ship%Matters
Comment-on-Shipping-in-Reviews 71%
30% 28% More-likely-to-shop-with-
25% 24% the-retailer-again-when-
25%
the-shipping-experience-is-
20% favorable.
15%
15%
10% 7%
56%
Less-likely-to-shop-with-the-
5% retailer-again-when-the-
shipping-experience-is-
0%
negative.
All*the*Time Most*of*the Occasionally No Don't*Leave
Time Reviews
Source:-“Great-Expectations:-Shipping,-CX-&-Gen-Z”,-2018

Recapping)Gen)Z
1. True9digital9natives
2. Social9media9matters
3. Authenticity9is9expected
4. Stand9for9something
5. MultiGchannel9shoppers9with9high9expectations

EMAIL
ENGAGEMENT
STRATEGIES
Copyright © 2019, Oracle and/or:its:affiliates.:All:rights:reserved. 34

83%
RELEVANCE Of:Gen:Z:expect:to:
increase:or:maintain:
their:email:usage:over:
the:next:5:years.
24.2%, 20%
2018:Cyber:Monday: 2018:holiday:website:
online:sales. referral:traffic.
Sources::Multichannel:Merchant,:2019,:Adobe,:“Retail:Unwrapped,”:Feb.:2019.

Mobile'First,
Is,A,Must

CONTENT,'INFLUENCE,'
AND'EMAIL

Social'Media
Social9media9is9a9form9of9trust.
Use9it9to9build9relationships,9not9
to9talk9at#people.

Promote'Engagement

Use$The$Content$As$Social$Proof

Top$Rated$– Social$Proof

Reviews'( Social'Proof
30%
Said%a%real%customer%
is%more%likely%to%
persuade%them%to%
try%a%new%brand.
Source::The:Center:for:Generations:Kinetics,:“The:State:of:Gen:Z:2018”,:2018

Employee(“Faves”(/ Social(Proof

Social'Media'Proof
Source::The:Center:for:Generational:Kinetics,:“2018:State:of:Gen:Z ”,:2018

Influencer,Proof
19%
Said:an:online:
influencer:is:more:
likely:to:persuade:
them:to:try:a:new:
brand.
Source::eMarketer,:“Gen:Zers Comb:Through:Product:Reviews:Before:Buying”,:2018:

Video&And&Email

Video&And&Email
82%
More(likely(to(purchase(
from(a(company(that(
provides(consistent(
relevant(content.
Source:(WP(Engine,(“Reality(Bytes:(The(Digital(Experience(is(the(Human(Experience”,(2019

Incentive9– value9conscious
Social9proof9– Customer9review
Video9
Unique9– selfH
expression
Useful9content9

VALUES'AND'
AUTHENTICITY

Show%You%Care

Show%You%Care

Do#Something#Nice

Be#Yourself
• Look:at:your:core:brand:equity:– does:it:matter:
to:your:key:demographic?
• Use:brand:voice
• Do:you:walk:the:walk?

LIFECYCLE'–
POST-PURCHASE

Keep$It$Going

Help%Customers

Make%Reviews%Do%More
67%
Read%3+%reviews%
before%making%a%
first5time%purchase.
Source::The:Center:for:Generations:Kinetics,:“The:State:of:Gen:Z:2018”,:2018

Re@order9reminder9message9
(helpful)
Reinforcing9social9good
Social9proof9to9help9decide
Focus9on9free9shipping9
value@add

LIFECYCLE'–
WELCOME'MESSAGING

Welcome'Experience
Preferences'x'2
12'days

Welcome'Messaging
Understand9
the9
Differences

Welcome'Messaging'– Using'Information

Welcome,Messaging,– Using,Information
Jumpsuits
Men’s,Tshirts

Welcome'Messaging'Strategy
Personalized'message'lift'
over'standard'version:
• Open9Rate:9+134%
• Click9Rate:9+254%
• Conv9Rate:9+267%
• RPE:9+7,980
• 3%'of'email'sends
• +140%'in'revenue

Email&Marketing&And&Gen&Z
• Is:it:relevant:and:…
−based:on:data?
−defined:by:them?
• Does:it:continue:engagement?
• Is:it:helpful?
• Does:it:integrate:social:media:and:social:proof?
• Does:it:showcase:values:and:authenticity?

WHAT’S'GOOD'FOR'
THE'GOOSE

THANK YOU
Greg%Zakowicz
Sr.9Commerce9Marketing9Analyst
Host:9The9Commerce9Marketer9Podcast
Info@Bronto.com
www.Bronto.com

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Copyright © 2019, Oracle and/or8its8affiliates.8All8rights8reserved. 1

Copyright © 2019, Oracle and/or8its8affiliates.8All8rights8reserved. 2

Copyright © 2019, Oracle and/or9its9affiliates.9All9rights9reserved. 3

4 Copyright © 2019, Oracle and/or9its9affiliates.9All9rights9reserved. 4

• 19979F 2010 Born91981F96

1940 1960 1980 2000 2020

Copyright © 2019, Oracle and/or9its9affiliates.9All9rights9reserved. 5

Copyright © 2019, Oracle and/or9its9affiliates.9All9rights9reserved. 6

Copyright © 2019, Oracle and/or9its9affiliates.9All9rights9reserved. 7

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Copyright © 2019, Oracle and/or8its8affiliates.8All8rights8reserved. 9

0% 10% 20% 30% 40% 50% 60% 70% 80%

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0% 10% 20% 30% 40% 50%

Copyright © 2019, Oracle and/or9its9affiliates.9All9rights9reserved. 13

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79% Real8people,8like8me8 84%

Copyright © 2019, Oracle and/or8its8affiliates.8All8rights8reserved. 19

29% 18% 53%

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0% 10% 20% 30% 40% 50% 60% 70%

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