Expert advice on how to reach Generation Z

A higher ed marketer shares her expertise about targeting this digital generation

Higher ed leaders: You have the opportunity to be at the forefront. Most companies are focused on millennials, but they should pay attention to Generation Z (Gen Z).

Gen Z, the oldest of whom are 23, are accustomed to scrolling, clicking, and monitoring social media for their news and to help them make decisions. When competing to earn the attention of these prospective students, you’ll need to execute strategies that set you apart from the crowd across social channels. Lynn Morton, strategy director at digital marketing agency R2i, specializes in working with higher education marketing teams. eCampus News talked with Morton about how to best target Gen Z.

Fact: Gen Z is a true digital generation.
“Gen Z has grown up in a post-9/11 world with unlimited digital access,” says Morton. “Recent data shows that they have an 8-second attention span, which is 3 seconds less than previous generations.”

What this means for higher ed: Because this generation is so digitally involved, you have to think mobile first: phones and TVs—not laptops and desktops. If the actions you want them to take aren’t easily accessible on mobile, they will leave. Everything from filling out forms to registering for classes needs to be quick and easy. Break larger tasks down into bite-size chunks and don’t deliver all the information at once.

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