How to reach Generation Z

Online, Generation Z is a hot topic. The consensus seems that they are the hardest target group to reach, immune to marketing and above all, they are an opinionated generation. But can they really not be reached?

They are for sure unique, but not unreachable. The question is how do you reach them in the best way? Website tells us how:

What Generation Z looks like
Generation Z is a generation of digital natives: a group that has grown up in an era where internet and mobile phones are a common good. They have always had technology within reach and have known its possibilities from a very young age. They are born between 1995 and 2010 and are well cultivated and street smart. However, they are also cautious and alert: they have a good sense for fake news, because they were and are raised in a world full of insecurities, with terrorist attacks and economic crises being shown to them on a daily basis.

What does not work with Generation Z?
In a world full of marketing, Generation Z has built up a filter. You cannot reach them just by setting up flashy campaigns. In addition, traditional media such as radio and television are less popular amongst them. So, if you want to reach them, you must do it via an online platform. And keep your message short, because the Generation Z has a concentration arc of about eight seconds.

But what does work?
Generation Z has its own approach to the world, but that does not necessarily mean that it’s difficult to reach this group. If you choose a short but powerful form of communication to connect with this group, with a focus on visuals, you can reach them. Tell authentic stories, be honest in what you say and make sure your stories cannot be considered fake. Generation Z appreciates experiences, so respond to that with your message. In addition, it is important to show that you thought well about your product or service and show that you thought about the way you communicate in general.

How to reach Generation Z?
As you can see, Generation Z is not that unreachable. Show them that you appreciate them and don’t underestimate them. Approach Generation Z on the online platforms and choose honest and genuine communication. Keep your message short and respond to their needs with visual communication to make an impact.

Why we need stories

In uncertain times, stories are of more importance than ever. They cause social cohesion and help us understand each other better. Next to that, they also help to entertain us and take our minds off our worries. They bring people together to make sure a candidate becomes the next president or not. But also within companies stories seem to be like glue and they are essential for brands not to disappear, according to the website

In the eighties scientists at the University of Parma did a research of the hand movements of apes. With MRI scans the hand movements were followed when the apes were eating nuts. During the investigation a scientist also started to eat the nuts, while the apes were not. They registered the exact same brain activity with the apes. To the apes, the experience of watching someone eating nuts was the same as eating the nuts themselves, due to the mirror neurons.

A story gets its power from the person who is telling it: the writer, the brand, the film director. People are touched by a story because of the human connection they can make with the narrator. The imperfections make a story human and therefore recognizable to people. The mirror neurons not only activate when we experience something ourselves, but also when someone else experiences it. Now that we are finding ourselves at home more than ever, and we only have our daily or weekly zoom meetings, to discuss what we did in the weekend is just as important as discussing budgets, targets and content plans. In this way, we can connect with our colleagues and it gives us the feeling that our colleagues hear us.

The crisis also changed the position that brands hold, according to the website A brand consists of one or multiple stories and the possibility to tell those stories offline have become very limited. Therefore it’s important to tell those stories in a different way. Otherwise you would simply disappear. Online became a popular way for brands to tell their stories and now that our online connection with the outside world has become so important we must try to make it as human as possible.

It’s getting personal with personalized marketing

Marketing experts know that personalized marketing is getting more and more important. A lot of people like getting personal with the brand, so they feel comfortable and trust the brand. In content-marketing we follow the strategy “Think like the client! Try to find out what they want and listen to their needs.”


In this article you can find out what mistakes you should avoid and how you can use personalized marketing in the right way.


First of all: Users like it personal! The personal aspect, like a personal greeting in an e-mail, is what we expect nowadays. Just like the recommendation of a product you might like, based on products you bought before. A study from 2019 says that 72% of the questioned people only pay attention to content if it’s personalized and based on their interests. 86% are concerned about the data protection though.


If you use the first name, make sure the information about the person is correct and the name is spelled right. For B2B it’s more important than for B2C because if you have huge clients with a lot of responsibility, you can’t be wrong with the name or job description here.


Next to that it’s important to know your target group. Some buyer personas are more likely to convince than others. For example, younger people think it’s normal to get personalized ads via Instagram or Facebook, while older users might react different to that.


You know your target group, so find out if they like the personal touch and how you should use it. But keep in mind: If there’s nothing to personalize, then don’t!

Writing copy: Do’s and Don’t’s

We all know someone who can write a nice text, but not everyone can write great copy. These ten tips will help you and your customers write better texts that really catch the eye.


Don’t 1 – Too much jargon

Of course you understand everything about the sector you work in, but you cannot expect your visitors to have the same kind of knowledge. Avoid using jargon in webtexts, blogs, social media posts or marketing messages. Make sure you use language that is understandable for everyone.


Don’t 2 – Avoid clichés

Standard texts will not make you stand out from the crowd. Avoid things such as stating how long your company’s been on the market for, or sentences like “your partner in…”. These sentences do not make you stand out, in fact, consumers don’t understand why they have to pick you specifically.


Don’t 3 – Keyword stuffing

Using the right keywords in webtexts or blogs is a good idea, but do make sure you don’t go overboard with it. Using too many of them, or using the same word to often isn’t just annoying for your readers, it actually isn’t good for your Google results either.


Don’t 4 – Using too much text

Visitors will scan your texts to find out whether they think it is interesting. They only spend a couple of seconds on this, so you can imagine them giving up when they see a large amount of text. It just doesn’t invite you to read more. Whether it’s a web text or a blog, make sure you keep it short and simple.


Don’t 5 – Using multiple ‘titles’

This one doesn’t go for English as much as it does for Dutch and German texts, but make sure to be consistent in the way in which you address your audience. Will you go for a ‘formal you’ (u, Sie) or the ‘informal you’ (je/jij, du). Both can be fine, as long as you pick one and use it consistently throughout the text or publication.


Do 1 – Know your audience

A good text is not written for everyone, it is written for those you want to reach. So it is important to know who your writing for, what their problems are or what they’re looking for.


Do 2 – Break up your text

Use different paragraphs. As mentioned before, using too much text isn’t comfortable to read. Using paragraphs makes it easier to scan a text and makes it look more interesting. This allows you to hold your reader’s attention.


Do 3 – Use catchy (sub)headers

Readers like a good (sub)header. If you start every paragraph with a catchy one, this immediately captures the attention of your readers. It is also good for your SEO.


Communication during a crisis

Jonathan Andersson 13/07/2020 0

As the days and weeks pass by we accept the crisis and living with the virus more and more. That is good, but companies can also use the crisis as a unique opportunity to take market shares. Hereby some good tips:

1. Don’t stop communicating. 
The show must go on – no matter if you are struggling with bad days or problems. People spend way more time with consuming news online and offline, Instagram, Facebook etc. than usual, so you have better chances to reach them and to interact with your taget group.

2. Adapt your communication and offer solutions.
Knowing the problems your clients and/or target groups are suffering from is fundamental for effective communication. You should be able to offer them solutions and help them through hard times. If that is not possible due to different reasons, it’s more important than ever to stay communicative and give them the feeling that they are not alone in this.

3. Be flexible.
Everyone who checks the news often notices that everything – the law, rules, economy and everything around us changes very often. Therefore the communication should also be flexible. It’s important to respond to the changes. Worst case would be to spread old information or unconfirmed rumours!

4. Stay focused. 
Stay true to your usual communication language and choose of words.
Your communication has to be trustworthy, and be careful in choosing the right channels to spread your message in, especially during a crisis.

The pros and cons of influencer marketing

Influencer marketing is one of the latest trends in the marketing field. Companies are using this trend to attract more attention and generate higher sales. many people think that influencers are always directly associated with “sponsored posts”, such as a picture with a product presentation on Instagram. But this is not the case: especially in the area of content marketing, companies take advantage of integrating influencers into their story and having this common content shared by the influencer. The difficulty is to find the right expert for the specific topic. It does not always have to be a very well-known and successful influencer with millions of followers. Especially micro-influencers with a smaller range often have a more clearly defined target group and a focus on a certain topic. This comes with a high level of competence and credibility.

Pros and cons of influencer marketing


  • Increasing brand awareness: The Influencer makes your brand more familiar with its values in social media.
  • Increasing reach: In addition to your own followers, you can extend your reach to the expert audience (very strongly) and thus easily and quickly expand your target group.
  • Basis of trust: Through the recommendation of the influencer, companies benefit from the strong basis of trust between the target group and the influencer, and thus automatically strengthen the trust in the brand and the company.
  • Expert status: Influencers enjoy a good reputation in their field. Shared content therefore also has a positive effect on the expert status of the company.
  • Not expensive: Since the expert also benefits from the jointly created content and the fact that they can show their expert status, they often won’t charge a fee.


  • Time factor: Finding the right expert that fits the topic best, will take time and a lot of research. But in the end the result should be positive.
  • Risk of credibility: If the influencer does not fit the theme, this can damage customer confidence in the brand.
  • Chain reaction in terms of image: If there are problems or controversies with the influencer, the image of the company may also be damaged.
  • Complicated measurement of success: Although sales goals are easy to understand through links, goals such as brand awareness, credibility etc. are often difficult to measure.

Consumer trends in the Netherlands

In the Netherlands, an interesting ‘whitepaper’ was published from the national consumer guide in cooperation with PostNL. In the research conducted the big question was do consumers find it important to be approached in a personal way by companies?

Companies are trying to approach us in a personal way, but is that still personal? The whitepaper tells us that nowadays people get information all the time. We spend a lot of our time on the internet and our phones and therefore the information load is non-stop. Just listening is for many people the solution, rather than reading another ad. Another problem that we face in the digital world is that we make contact easily, however the contact becomes more impersonal. We are connected with the world, but in reality, we feel lonelier than ever. Companies miss the ‘personal touch’ in their contact with their clients, because they strive for quick and efficient growth. Therefore, direct and personal messages with the client should be the norm again via email or mailbox.

Print is hot

“The most interesting trend right now is that print media is going against all mega trends, where it has long been counted out.”

“Over a year ago CMA published a report into the future of print, a report that a decade or so ago no one expected they would be reading in 2018. The bald facts about print’s decline are well documented. For example, in 2011 Britons bought over 800 million magazines. That figure has shrunk to half that size in just six years.” However, even though a lot of people have been predicting the death of print for quite some time, we must confess that print is still hugely popular with consumers. Whereas mainstream magazines have either been shuttered or merged into digital titles, print thrives in two key sectors: independent media and content marketing. “And in some ways, it is the synergy between these two areas that is keeping print forefront of mind for brands.” Another key trend that is here to stay also in 2020 is the concept of print being part of a mix of platforms used by brands and agencies.  

The greatest Content Marketing campaign ever made 

Let’s talk about the most important trends that we should follow when it comes to advertising and marketing campaigns. Some oft hem are already followed by us, some may be new for some of you – but it’s always good to remind and educate yourself about the possibilities.

Content Marketing is about education

Let’s talk about the most important trends that we should follow when it comes to advertising and marketing campaigns. Some oft hem are already followed by us, some may be new for some of you – but it’s always good to remind and educate yourself about the possibilities.