To Win the Generation Z, Branding and E-Commerce Needs a Partnership

The marketing traits of the time are changing and it's time you get updated about the latest marketing lessons. Earlier the generation was attracted by a word discounts. It was a marketing gimmick that always worked. But experts suggest that the term should be avoided as the generation today is not looking for discounts. You cannot attract them with the lowest rates and they will soon start comparing them. The generation Z wants to look for quality at it topmost priority. This is especially applicable for the e-commerce business.

The generation Z is waiting for the brand to provide some meaning. The initiatives that they take to portray themselves as a brand. Here the social media presence is really important for the brands. The users look at how your social media presence is and to be honest starts judging you over the look and presence.

In a study, it has been found out that the users of the generation are 2 to 3 times more likely to get influenced by the social media setup if compared with discounts. Here the task of brand marketers are a lot more and they need to find out something out of the box every time to give that required push to the audience. The cacophonous sea of social media is always buzzing and to stand strong amidst the competition can be really tough at times.

Though sometimes brands need to move forward, concentrate on the bottom line of the sales figure and start doing the affiliate marketing. Here again, the loop of questions continues to jitter your brains over the right techniques. You must trust the experts when they are loud and clear that the wrong strategies of affiliate marketing are going to ruin the image of the brand.

Affiliate marketing is a must for those short-term profits

This is no news as the experts always say that affiliate marketing is like those special days of your life. Birthdays and anniversaries. You might look for it but those are some notable occasions which cannot be enjoyed every day. Experts say that it is true that there is hardly any business that has not tried out affiliate marketing using the regular coupon sites. And if you are an e-commerce site then the possibility is simply 100%.

The experts who have seen both the sides of marketing that is branding and e-commerce say that there is a need to balance between the both if you need to succeed as a B2C company. True is the fact that the advice is easier to provide rather than actually doing it. On a lighter note, here the real conflict is worth a watch. Set your cushions straight with a popcorn in your hand and see the argument happening between the brand manager and the e-commerce manager. On one hand, the brand manager tries the best to elevate the position of the brand as an aspirational one to the most influential customers. The e-commerce managers are struggling on the other hand to meet the quarterly numbers. And sometimes the paths are meant to divert and here the true challenge is balancing. In this case, to hit those lofty revenue goals, you as an e-commerce manager have to take up the affiliate marketing ways.

When the e-commerce manager uses those coupon sites to offer those discounts the brand is appearing on the coupon site. Now you are not there with your offers. The user straight gets the view of the related brands and those are obviously your competitors. Now, here all the efforts of branding to present your brand as unique and the best goes in vain as the competitors are right there served on a platter to check the comparison.

Re-think to balance

Money is the ultimate requirement for any business. So you cannot simply ignore the bottom line whatever it takes. You need partners to promote your offers.

Here the idea is to trash the arguments in the bin and hit the brainstorming area with a cup of coffee or two. Experts say that the idea is to present the old wine in a new bottle. That is the key to balancing. Spin the regular terms and use it in a new way. Don’t use the word 'discount'. When the new generation is not speaking your language, spin it with the spice that will be taken as a gala. Don’t call it a sale, call it a VIP event. You wish to give a discount to push the sales with the discount offered. Go on but just say this is as customer appreciation week. The idea is simple, all you need is some new covers over those old furnishings to welcome some new age guests.

Experts admit the fact that the generation is hard to impress. Though they spend a hefty amount of time over the social media and internet platforms they are not easy to communicate. They see everything and choose only a few or they never choose anything. Marketers have all agreed upon the fact and termed them a hard to engage generation.

This is the main reason why the e-commerce and branding need to go like the bestie friends. In the case of affiliate marketing, you need to keep a check on the partners with whom you are partnering with.

On the brand side, there's no focus on target messaging or creating imaginative and superbly brilliant posts that will connect with your most influential purchasers. On the business perspective, there's a perpetual and urgent need to meet improbable KPIs to the detriment of different departments in the organization.

Solutions suggested removing the divide between brand and bottom line of sales while being appealing to Gen Z

True the divide must be removed but now you will ask the very basic question and that is, HOW?

Some experts simply nullify the use of the affiliate marketing platforms. They believe that a good way of doing it is through student affinity platforms. These can also be in the form of apps. Experts say that in a study it has been found out that the members of the network are actually interested in engaging with the brands if they get the right vibe. The closed network dealing with members of similar interest are there which needs to be targeted. Here you will know that the community is already interested and all you need to do is boost the influential consumers by providing details and making your brand approachable. This becomes easy for the marketers as well. They do not have to think if the audience is segmented and the message is reaching to the wrong audience. You are not merchandising anywhere that your brand is not suiting. Furthermore, as a web-based business director, you do not require to worry about being not able to draw in your gathering of people at the scale that will make those important and huge quarterly benefits that you needed to.

The eight-second attention span is your target. Finding the right affiliate partner is thus important if you want to hit the bull’s eye. Once you find that your target will change and you will be counting the minutes the probable customers stick to your brand.