Gen Z to Give Marketers a Run for their Money

Marketers will be busy in 2017. At the top of their to-do list will be gaining a rapid understanding of the needs, aspirations and behaviours of Generation Z, also referred to as post-millennials or centennials. To be accepted by this key group, now 27% of the world’s population, marketers must develop mobile-led creative content that appeals to their imagination and passions for design and music.

Marketers will also innovate to build better brand experiences and connected consumer journeys. They will focus on developing more engaging content and using more sophisticated, brand-infused programmatic targeting and less intrusive media approaches to play their part in discouraging ad blocking.

Finally, they will take advantage of new technologies which enable cross media placements that work together to drive synergies and deliver enhanced ROI. Marketers who most enthusiastically tackle these challenges and embrace these opportunities will be leading the way in #gettingmediaright.