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This desk study presents marketing strategies tailored to Gen Z, highlighting their unique consumer behavior and tactics to capture their attention. Information was collected and analyzed from various academic and commercial sources, including case studies and articles on digital marketing, sustainability, and real-time personalization. The objective was to identify how brands can adapt their strategies to align with the preferences of this generation, characterized by their attachment to technology, demand for transparency and sustainability, and their preference for personalized content. The methodology used was a desk-based one, based on the review of existing literature on marketing aimed at Gen Z. The review included academic articles, reports from marketing firms, and analysis of recognized marketing campaigns, to have an informed view of the topic. The results show that the marketing strategies that work best with Gen Z include the use of advanced technologies such as artificial intelligence, to personalize experiences in real time, and the creation of campaigns that highlight values such as sustainability and authenticity. In conclusion, brands must develop marketing strategies that capture the attention of Generation Z and align with their core values, using technology to offer personalized and relevant experiences in diverse market contexts.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
