The Gen Z Frequency: How Brands Tune in and Build Credibility

ISBN-13: 9780749482480 / Angielski / Miękka / 2018 / 256 str.

Gregg L. Witt; Derek E. Baird

Opis

Connect your marketing with youth culture and resonate with Generation Z using this expert guide, packed with proven strategies and usable frameworks for effective youth marketing.

Recenzje

"Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation." Stefan Heinrich, Head of Global Marketing, ByteDance (TikTok - formerly musical.ly - and Vigo Video)

Spis treści

• • Chapter - 00: Introduction: are you tuned in to Gen Z?;
  • Chapter - 01: A true story of finding youth culture relevance;
  • Chapter - 02: Gen Z: a sociological perspective;
  • Chapter - 03: The five foundational truths of youth marketing;
  • Chapter - 04: Aligning with youth culture in an era of individuality;
  • Chapter - 05: Reveal insights and fuel ideation with Gen Z;
  • Chapter - 06: The youth culture engagement playbook;
  • Chapter - 07: Social strategies and tactical considerations;
  • Chapter - 08: Content strategies and tactical considerations;
  • Chapter - 09: Building community with Gen Z;
  • Chapter - 10: A primer on social and influence media valuation;
  • Chapter - 11: Conclusion: tune in to the frequency of Gen Z;
  • Chapter - 12: Epilogue: stories from the youth marketing trenches;
  • Chapter - 13: Glossary;

O autorze

Gregg L. Witt is a renowned youth marketing strategist, proven brand builder, and a generational expert. His unique ability to help brands tune into youth culture, stay ahead of trends, and build credibility is what drives value for his clients. Since 2000, Gregg L. Witt has helped global corporations including Autodesk Education, The College Board, Glaceau Vitamin Water, Procter & Gamble, Qualcomm and Walt Disney World, develop innovative strategies that successfully connect with tweens, teens and young adults. He was recently named a "Top 5 youth marketer to follow" by Inc. Magazine, awarded "Best Speaker" at the 2017 Marketing to Gen Z Conference, and is a frequent consumer trends analyst for national and international publications. Derek E. Baird is a youth digital strategist and educational technologist who has worked with leading youth brands and non-profits around the world. He's published in numerous international journals and led digital youth initiatives for leading media brands including Yahoo!, Facebook, and The Walt Disney Company, where he received the Disney Inventor Award.