Is Machine Learning the Key to Unlocking Gen Z Engagement? A discussion with Jonathan Jadali from Ascend

The jury is still out on what drives Gen Z, but while research is still ongoing, there is plenty of evidence to suggest that a marketing strategy using machine learning is exponentially more effective with the next generation.

One thing is perfectly clear to every trader worthy of the name; Gen Z customers are effective “at the ninja level” at eliminating regular ads and pop-ups. They are highly immune to hard sales and obvious marketing content.

Despite all the difficulties marketers face in reaching large Gen Z audiences, Jonathan Jadali, CEO and Founder of Ascension Agency has found great success in leading Gen Z-focused startups to victory in this marketing struggle.

So what drives the typical Gen Z customer and how can businesses and startups create a brand they are interested in, using cutting edge technology?

Jadali shares how he used a data and machine learning strategy to move many of his customers from obscurity to Gen Z market dominance.

Train your AI to be a little messy sometimes

Content, as they say, is king, but the wrong type of content isn’t even worthy of being a pawn in this game. To point startups in the right direction, Jonathan often helps his Ascend Agency clients to create the right kind of content for the right kind of customer.

While most brands focus on delivering well-organized video and image content in an effort to drive engagement on their social media platforms, Jadali says that might not be the best way to go. track if Gen Z is your target audience.

The ideal Gen Z customer feeds on spontaneous and “messy” content. As Jadali states, “Gen Z customers want to be real first and foremost… they connect well with unfiltered, unedited content because it tends to feel less sellable than others. “

For example, a makeup brand is better off posting a video of a makeup shoot, in front of a cluttered dressing table, than a photoshoot with a perfectly makeup face.

This is important to keep in mind when implementing any machine learning into your marketing strategy. Whether you’re building a chatbot or a data-driven marketing campaign, it’s important that your system learns to be flawed.

When AI or machine learning is used in marketing, it can sometimes feel robotic. Gen Z will be an important time for machine learning marketing, as it will help us move closer to contextual AI – machines that more accurately predict and mirror human behavior.

Gen Z wants to see the mess of life and its process reflected in your content. The brands that do this are the brands that attract them and for which they often gain loyalty.

Don’t sell them products

What does it look like? How effective is it? Is your service satisfactory? These are all valid marketing questions and things that in the past were asked by your millennial customer base.

According to Jadali, these questions don’t matter as much to a Gen Z audience.

“Obviously customers want products that work and companies that deliver, but with a Gen Z audience, that doesn’t seem like the right way to lead them in marketing. “

Having worked with both Fortune 500 companies and small startups for the past 3 years since Ascend Agency launched, Jadali is pretty sure that Gen Z clients are much more attracted to what your business is. makes them feel.

This is where machine learning can really come in handy. Understanding the moods and habits of your customers can help you discover what makes them feel good about themselves and the products in their lives.

Gen Z customers are tired of hearing how amazing your product is, businesses have been advertising their products for as long as businesses have been around, and Gen Z haven’t. In Jonathan’s words: “Sell experiences, not products, and your products will also come out of your house. “

According to the mention, 25% of what you sell is your product. The extra 75% is the intangible feeling that accompanies said product.

“What dominant sentiment do you want to evoke with your content? ” One question that is commonly asked in the Ascend agency office is one that has helped brands build consistency in their content style and delivery, and has attracted Gen Z customers in droves.

This question can be answered with aggregated customer data that helps you better understand the emotions of the brands they also interact with.

Red Bull is a great example of a brand that uses data and machine learning in this way. Their video content covers high-risk sports, like skydiving, bungee jumping, etc. From the customer data processed by predictive analytics and machine learning systems, the dominant sentiment that Red Bull has chosen to evoke is that of courage and strength.

What is yours, happiness, reflection or prestige? The sooner you can answer them, the sooner you can get your Gen Z audience to really care. Machine learning can help you answer this question faster and more accurately.

Use AI to research and create engagement

Did you know that once an influencer subscriber count exceeds 100,000, their engagement drops dramatically? When was the last time you received an Instagram response from Selena Gomez or Christiano Ronaldo? I never assume. I will come back to this point a bit.

While guest posting and proper ad placement can still work quite well for millennials, social media is clearly the main frontier for millennials. This is why influencer marketing has taken hold in the world. over the past 6 years.

However, nothing is more important to this generation than to be seen and heard. That’s why Gen Z customers rate a brand’s authenticity based on how brands engage with them online.

“If a customer posts a tweet asking for information or files a complaint, the first thing to do is respond publicly before heading to their inbox instead of just responding privately. If they do send a review, reply and thank them. Call them by name, engage with them personally in a way that doesn’t seem like it is repeated, ”Jadali explains.

It goes without saying that brands should be more intentional in personally engaging their Gen Z audience. However, this is difficult to scale.

Machine learning helps brands go beyond the typical automated response we often see in DM and SMS responses. As this technology becomes more advanced, you will be able to engage with hundreds of thousands of customers at a time on a deeply personal level.

Micro-influencers generate 60% higher engagement levels and 22.2% more weekly conversions, coupled with being considerably cheaper. However, their secret sauce is the fact that they are still able to engage directly with their supporters far more than celebrities like Cristiano Ronaldo or Selena Gomez ever can.

Soon, machine learning will enable this kind of personal engagement at scale. It will also allow small brands and businesses to engage in authentic dialogue with customers without having to spend hours of their day responding and commenting.

As Jadali explains, “Gen Z audiences are sensitive, intuitive and versatile, reaching them isn’t rocket science, it’s not science at all, it’s an art. It is something that anyone can master, handle and use.

Gen Z will help push machine learning to become more human, more perfectly flawed in its responses, and bring us closer to contextual AI in online marketing and content.

About Linda Jackson

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