Digital Marketing Trends and Their Effectiveness in Reaching Gen Z Consumers

PA Andiena Nindya Putri; Yenni Kurnia Gusti; Loso Judijanto; Renny Lubis; Bekti Utomo

doi:10.38035/dijemss.v6i1.3338

Authors

PA Andiena Nindya Putri ITB Stikom Bali, Indonesia
Yenni Kurnia Gusti STIE Widya Wiwaha, Yogyakarta, Indonesia
Loso Judijanto IPOSS Jakarta, Jakarta, Indonesia
Renny Lubis Universitas Amir Hamzah, Medan, Indonesia
Bekti Utomo Universitas Sebelas Maret, Surakarta, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v6i1.3338

Keywords:

Gen Z, Digital Marketing Trends, Social Media Marketing, Influencer Collaborations, Personalized Content

Abstract

In the evolving landscape of digital marketing, understanding the preferences and behaviors of Generation Z (Gen Z) is crucial for businesses aiming to engage this tech-savvy demographic. This article conducts a comprehensive literature review to explore current digital marketing trends and assess their effectiveness in reaching Gen Z consumers. Drawing from a wide array of sources, the study examines key trends such as social media marketing, influencer collaborations, personalized content, and interactive experiences. The review highlights that Gen Z values authenticity, immediacy, and interactivity, with platforms like TikTok, Instagram, and YouTube playing pivotal roles in their digital consumption. Additionally, the article discusses the importance of mobile optimization and the growing influence of ephemeral content in capturing Gen Z's short attention span. The findings suggest that marketers must adopt a multi-faceted approach, leveraging data analytics and real-time engagement strategies to resonate with this dynamic cohort. This review provides valuable insights for marketers seeking to refine their digital strategies and build meaningful connections with Gen Z consumers.

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