Optimizing Your Adobe Marketing Cloud Tactics to Meet the Gen Z Marketing Challenge
Gen Z is forcing marketers to rethink many of the assumptions that have guided customer engagement for the last two decades. The challenge is not simply that this audience is younger. It is that they behave differently. They discover brands differently, trust information from different sources, consume content differently, and expect experiences that feel far more relevant and individualized than previous generations. As these behaviors become mainstream, brands need technology platforms capable of understanding customer intent, adapting to change in real time and delivering personalized experiences at scale. One of the most significant changes is the shift away from demographic targeting toward behavioral understanding. A customer's age, location, income level and education no longer provide enough information to predict purchasing intent or engagement preferences. Gen Z consumers are increasingly defined by what they watch, who they follow, the communities they participate in, ...
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