iGB Affiliate 62 Apr/May | Page 56

INSIGHT CREATING CONTENT FOR THE GEN C The precise date boundaries of Gen X, Y or Z can be very hard to determine, so perhaps it’s time to focus your marketing strategies on Generation C, an audience which is determined by culture, behaviour and attitude rather than simply age. Lee-Ann Johnstone of Income Access elaborates. RECENTLY I’VE BEEN reading a lot about Generation C – an emerging consumer segment which is creating a culture that thrives on creation, curation, connection and a sense of online community. Gen C is becoming an important part of your target audience, and learning how to actively engage and communicate effectively with these individuals should be at the forefront of your affiliate marketing strategy. What is Gen C? The term was coined in 2010 by Nielsen and Booz Allen and describes a highly- connected consumer generation: any media-savvy person who spends most of their time comfortably interacting online. Typically born after the 1980s (Millennials), this growing group of consumers engage with brands online via multiple devices. Today, the Gen C culture defines people across several generations who are intimately familiar with digital communication. They spend upwards of six hours a day researching and learning to discover and purchase goods and services online. their transactions online. They care deeply about creation, both in terms of content and in terms of sharing ideas, products and services within their communities. They tend to favour visual content – 80% of Gen C watches YouTube regularly, and are twice as likely to consume content on this channel compared to the general population. They are socially-driven when discovering new brands and products. A Brian Solis article about Gen C culture reveals that 66% of the cohort will look up a store or brand if they see a friend “check-in” there online. Gen C consumers are great advocates for brand sharing. Their characteristics are highly conducive with brands in the online gaming sector, which rely strongly on engaging an audience in a live, social and entertainment-driven setting to secure additional player conversion. When communicating your brand or product messaging, you need to ensure that Gen C is given the opportunity to ignore, engage or explore further when they encounter your content. They are typically savvy, ad-blocking types, so curating content with which they can identify and engage, as well as share within their communities, is vital for getting maximum interaction and attention. Understanding that your content and advertising should be less invasive is the first step to adjusting your marketing messaging. You should seek to engage by adding value to the online discovery and promotion of the brands you support on- site rather than applying a push marketing approach to get your target audience’s attention. It’s time to stop pushing standard bonuses or games-based offers. Start engaging your “Gen C consumers are great advocates for brand sharing. Their characteristics are highly conducive with brands in the online gaming sector, which rely strongly on engaging an audience in a live, social and entertainment-driven setting to secure additional player conversion” Why are they so important? It’s estimated that by 2020, this segment of consumers will make up around 10% of the world’s population – the largest global online consumer group, according to PwC. These passionate brand advocates don’t just passively consume information – many of them create content at least once a month to share with others too. Google research indicates that Gen C customers are 3.6 times more likely to purchase and share 52 iGB Affiliate Issue 62 APR/MAY 2017 Communicating with Gen C Ever heard of the ‘Fear of Missing Out’ (FoMO)? Gen C consumers frequently suffer from FoMO syndrome and want to feel constantly connected to the world. This means they use multiple content platforms and devices. Gen C craves instant access to information, exactly when they want to consume it. Traditional paid media just doesn’t cut it for these guys. audience with the true benefits of what makes your website (or brand) truly unique and a business that the customer wants to be associated with socially. Understanding where you can bring value, engage or entertain a customer prior to their conversion is the key to generating success. Ideally, they will engage with brands that understand their curation requirements in terms of sharing content