17 ‘P’s Digital Marketing Mix : A Guide to Reaching Gen Z
Marketing has evolved significantly from traditional media to the new digital landscape, driven by the industrial revolution. For marketers to effectively reach and convince Gen Z (born between 1997 to 2012) to purchase their products and services, a new approach is necessary. Gen Z is a generation known for its ethical values, seriousness, and digital savviness. They demand authenticity, honesty, and a strong alignment with their values from the brands they choose to engage with.
As Gen Z becomes the largest cohort of consumers, brands seeking to capture their attention must understand their unique tendencies and digital expectations. With this in mind, it’s crucial to reinvent the traditional 7 Ps marketing mix strategies and expand them with additional elements to meet the needs of this generation.
The Original 7 P’s
1. Price
Definition: Price is the cost the consumer pays for a product. Setting a price that reflects market trends, is affordable, and remains profitable is crucial. Pricing can fluctuate based on supply and demand, product lifecycle, and positioning.
Gen Z Consideration: Price should consider Gen Z’s tendency to seek value for money, with flexible options like discounts, tiered pricing, and transparent pricing models.
2. Product
Definition: Price is the cost the consumer pays for a product. Setting a price that reflects market trends, is affordable, and remains profitable is crucial. Pricing can fluctuate based on supply and demand, product lifecycle, and positioning.
Gen Z Consideration: Price should consider Gen Z’s tendency to seek value for money, with flexible options like discounts, tiered pricing, and transparent pricing models.
3. Place
Definition: This is where and how the product is purchased, including physical locations and digital platforms. The transformation of sales channels through e-commerce, small local shops, and global marketplaces has redefined place in marketing.
Gen Z Consideration: Emphasize online and mobile-friendly platforms, alongside omnichannelOmnichannel Definition: A marketing approach that provides a seamless and integrated customer experience across multiple channels and touchpoints, including online, offline, mobile, and social media. Omnichannel aims to create a consistent and personalized brand experience regardless of how or where a customer interacts with a company. Process: Channel Integration: Unifying various channels, such as websites, mobile apps, social media, brick-and-mortar... experiences that allow seamless transitions between physical and digital shopping.
4. Promotion
Definition: Promotion involves communicating the right message to the right audience at the right time. It’s about showing why consumers need a product and why they should choose it over others.
Gen Z Consideration: Promotion strategies should focus on authentic content, social media engagementEngagement Definition: A metric used in digital marketing to measure the level of interaction and involvement a user has with content or an advertisement. Engagement encompasses various actions such as clicks, likes, shares, comments, video views, and time spent on a page. It is a valuable indicator of how effectively content resonates with the audience and captures their attention. Process:..., influencerInfluencer Definition: An individual who has established credibility and a significant following within a specific niche or industry, and who can leverage their influence to impact the opinions, behaviors, and purchasing decisions of their audience. Influencers often collaborate with brands to promote products or services through sponsored content, endorsements, and other forms of marketing. Process: Content Creation and Sharing: Influencers... collaborations, and digital-first campaigns that resonate with Gen Z’s values and online behaviors.
5. People
Definition: The employees who deliver services and interact with customers are a critical aspect of marketing. Hiring and training staff who believe in the product and company values ensures high-quality service delivery.
Gen Z Consideration: Engage employees who understand and can connect with Gen Z’s values, and leverage their insights to enhance customer interactions.
6. Process
Definition: A well-structured and regularly reviewed business process is essential for minimizing mistakes and maximizing efficiency. Tightening up processes enhances customer experiences.
Gen Z Consideration: Utilize marketing automation and digital tools to streamline processes, ensuring quick, seamless interactions that meet Gen Z’s expectation for efficiency.
7. Physical Evidence
Definition: In service industries, physical evidence refers to tangible proof that a service was delivered, such as branding or signage.
Gen Z Consideration: Invest in strong online presence, clear branding, and digital footprints across social media platforms, ensuring that every interaction reinforces the brand’s identity.
Expanding to 12 Ps for Digital Economy
8. Promise
Definition: A brandBranding is an essential aspect of marketing that transcends the physical attributes of a product, service, or organization. It involves the creation of a distinct image, name, logo, or symbol that identifies and differentiates a product, service, or company from others in the marketplace. Branding goes beyond the mere recognition of a logo or name. It encapsulates the overall perception... promise is the value or experience a company guarantees its customers. Consistently delivering on this promise strengthens brandBranding is an essential aspect of marketing that transcends the physical attributes of a product, service, or organization. It involves the creation of a distinct image, name, logo, or symbol that identifies and differentiates a product, service, or company from others in the marketplace. Branding goes beyond the mere recognition of a logo or name. It encapsulates the overall perception... value.
Gen Z Consideration: Maintain transparency and integrity in fulfilling brandBranding is an essential aspect of marketing that transcends the physical attributes of a product, service, or organization. It involves the creation of a distinct image, name, logo, or symbol that identifies and differentiates a product, service, or company from others in the marketplace. Branding goes beyond the mere recognition of a logo or name. It encapsulates the overall perception... promises, as Gen Z places high value on trust and reliability.
9. Picture
Definition: Visual content is critical for engagementEngagement Definition: A metric used in digital marketing to measure the level of interaction and involvement a user has with content or an advertisement. Engagement encompasses various actions such as clicks, likes, shares, comments, video views, and time spent on a page. It is a valuable indicator of how effectively content resonates with the audience and captures their attention. Process:.... Images and videos drive interaction and shareability.
Gen Z Consideration: Focus on high-quality, relatable, and visually appealing content that speaks directly to Gen Z’s visual-oriented preferences.
10. Proof
Definition: Social proofPsychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior., including reviews and recommendations, plays a crucial role in influencing purchasing decisions.
Gen Z Consideration: Encourage user-generated content, testimonials, and social sharing to build trust and demonstrate authenticity.
11. Personalization
Definition: PersonalizationUsing user data to deliver more relevant content. involves tailoring products, services, and communications to meet individual customer needs and preferences.
Gen Z Consideration: Leverage data to deliver personalized experiences that resonate with Gen Z’s desire for relevance and individual recognition.
12. Pitch
Definition: A pitch is how a company communicates its solutions to target customers, addressing pain points and emotional needs.
Gen Z Consideration: Craft pitches that are concise, authentic, and aligned with Gen Z’s values, focusing on how the product or service improves their lives.
Adding 5 more P’s for Gen Z.
13. Purpose
Definition: Purpose reflects a brand’s commitment to social, environmental, and ethical causes.
Application: Align your brandBranding is an essential aspect of marketing that transcends the physical attributes of a product, service, or organization. It involves the creation of a distinct image, name, logo, or symbol that identifies and differentiates a product, service, or company from others in the marketplace. Branding goes beyond the mere recognition of a logo or name. It encapsulates the overall perception... with causes that matter to Gen Z, demonstrating genuine efforts toward sustainability, social justice, or community engagementEngagement Definition: A metric used in digital marketing to measure the level of interaction and involvement a user has with content or an advertisement. Engagement encompasses various actions such as clicks, likes, shares, comments, video views, and time spent on a page. It is a valuable indicator of how effectively content resonates with the audience and captures their attention. Process:....
14. Participation
Definition: Participation emphasizes involving Gen Z in the brand’s journey, encouraging them to be active contributors.
Application: Create opportunities for user-generated content, interactive campaigns, and co-creation, allowing Gen Z to have a say in product developmentStrategy to introduce new products to an existing market. or brandBranding is an essential aspect of marketing that transcends the physical attributes of a product, service, or organization. It involves the creation of a distinct image, name, logo, or symbol that identifies and differentiates a product, service, or company from others in the marketplace. Branding goes beyond the mere recognition of a logo or name. It encapsulates the overall perception... activities.
15. Pace
Definition: Pace refers to the speed at which a brandBranding is an essential aspect of marketing that transcends the physical attributes of a product, service, or organization. It involves the creation of a distinct image, name, logo, or symbol that identifies and differentiates a product, service, or company from others in the marketplace. Branding goes beyond the mere recognition of a logo or name. It encapsulates the overall perception... responds and interacts with consumers.
Application: Ensure quick responses, fast service delivery, and timely updates to meet Gen Z’s expectation for immediacy in a fast-paced digital environment.
16. Privacy
Definition: Privacy addresses Gen Z’s concerns about data security and how their personal information is used.
Application: Be transparent about data practices, offer secure transaction options, and respect Gen Z’s need for control over their personal information.
17. Proximity
Definition: Proximity refers to the closeness and relevance of a brand’s message and offerings to the consumer’s life, both locally and globally.
Application: Utilize geotargeting, localized content, and culturally relevant messaging to create a sense of community and relevance that resonates with Gen Z.
