Expert Mode: Balancing Brand and Demand in the Age of AI-Driven Marketing
This article was based on the interview with Smita Wadhawan, CMO at Constant Contact by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Marketing to Gen Z can feel like navigating a constantly shifting landscape. Trends explode onto the scene and disappear just as quickly. For enterprise marketing leaders, the challenge is to engage this demographic authentically without appearing like they’re desperately trying to recapture their youth. It’s a delicate balance, but one worth pursuing. This audience wields significant influence and purchasing power. By understanding their values and preferences, brands can build lasting relationships that translate into tangible business results. However, blindly following trends can make a brand appear out of touch and damage credibility. The key is to find the sweet spot where a brand’s identity intersects with Gen Z’s cultural sensibilities.
This requires a deep understanding of the platforms Gen Z inhabits, the type of content they consume, and the values that resonate with them. Authenticity is paramount, as this generation is quick to spot inauthenticity. They value genuine connection and co-creation. It’s no longer enough to simply broadcast messages; brands must engage in conversations, solicit feedback, and build communities around their products and services. This means embracing a platform-first approach, creating original content tailored to each specific platform, and actively involving the audience in the creative process. It’s about moving beyond polished, corporate messaging and embracing a more raw, human approach that resonates with Gen Z’s desire for authenticity and transparency.
Platform-First Content Creation
Vadawan highlights the importance of a platform-first approach: “They are thinking platform first. They are thinking about who their core audience is, who are they reaching, and they are talking in a very human first engaging style.” This means understanding the nuances of each platform—TikTok, Instagram, YouTube Shorts—and tailoring content specifically to the format and audience expectations of each. It’s not simply repurposing the same content across all channels; it’s about understanding what works where and why. This tailored approach leads to more engaging content that feels native to each platform.
Embracing the Unvarnished and Authentic
Unlike the meticulously crafted campaigns of the past, Gen Z content thrives on its unpolished, real-world feel. “There is definitely the unvarnished approach, which makes it really human,” says Vadawan. This resonates with Gen Z’s preference for authenticity over perfection. Embracing this approach might mean incorporating user-generated content, behind-the-scenes glimpses, or even embracing imperfections. It’s about showcasing the human side of the brand and connecting with audiences on a more personal level.
Co-creation and Audience Engagement
Another key aspect of Gen Z marketing is the emphasis on co-creation and active audience involvement. Vadawan points out, “They involve the audience a lot more…They are seeking feedback from the audiences.” This might take the form of polls, Q&A sessions, or even incorporating audience suggestions into product development. This collaborative approach not only generates valuable insights but also strengthens the bond between the brand and its audience.
Measurement Beyond Vanity Metrics
While likes and views can provide a surface-level indication of engagement, true ROI lies in understanding the impact of campaigns on long-term business goals. Vadawan emphasizes, “Just because somebody engages with your brand does not mean that they will take action and buy from you.” This requires looking beyond vanity metrics and focusing on KPIs that align with overall business objectives, such as conversions, customer lifetime value, and brand loyalty. While acknowledging the inherent challenges in perfect attribution, she advises, “get comfortable…the data will never be 100% and measurement will never be 100%.” The key is to strive for a holistic view that encompasses both short-term engagement metrics and long-term business outcomes.
In conclusion, engaging Gen Z requires a shift in mindset. It’s about embracing authenticity, prioritizing value, and fostering a sense of community. It’s not about chasing every fleeting trend but rather understanding what resonates with this demographic and finding authentic ways to connect with them. This requires a combination of platform-savvy content creation, a willingness to experiment, and a commitment to continuous learning.
By adopting a platform-first approach, embracing unvarnished authenticity, involving the audience in the creative process, and measuring beyond vanity metrics, brands can create impactful campaigns that resonate with Gen Z and drive meaningful business results. It’s not about trying to be something you’re not; it’s about finding the common ground where your brand’s values intersect with Gen Z’s cultural sensibilities. It’s about building genuine connections that foster loyalty and advocacy, and that, after all, is what marketing is all about.
