AUTHENTICITY: Marketing to Generation Z (People born between 1997 to 2012)- Hardback

As a marketing and sales professional, I see this transition as an amazing opportunity to learn about Generation Z’s needs, update marketing tactics, and engage this generation—as hard-working and dedicated a group as any—who are entering an influential part of their lives.

In this book, we will review the demographics of Generation Z, explore successful marketing campaigns that were explicitly directed at Generation Z, and dive into developing a marketing plan and web presence targeted to Generation Z for both Business to Business (B2B) and Business to Consumer (B2C) campaigns.

Generation Z is ushering in a whole new landscape in the world of business. This generation is the most diverse and digitally savvy generation the world has yet seen, which is why we need to begin our journey by analyzing and better understanding how Generation Z affects the economy and the business environment.

This clear review of the Generation, their goals and triggers covers the following actionable topics.

1. INTRODUCTION: THIS IS GENERATION Z
2. THE DIGITAL REVOLUTION CONTINUES
3. THE CASE FOR THE SOCIAL CEO
4. SOCIAL MEDIA EMPLOYEE ADVOCACY
5. VALUES-DRIVEN MARKETING
6. THE E-COMMERCE MANDATE
7. GENERATION Z DEMOGRAPHICS AND PSYCHOGRAPHICS
8. MARKETING SUCCESSFULLY TO GENERATION
9. GET INTO MARKETING ACTION

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