Interview: Marketer Jaslin Goh on how to market to Gen Z the right way

MARKETING-INTERACTIVE is proud to present Content 360 – Hong Kong: Stories for a new era, a conference about content marketing, content trends, content narratives, and storytelling in a post-pandemic era. Taking place on 20 June at Hotel ICON, our 26 speakers will share with us their insights and experiences on content strategy for crisis, sustainability, engaging with Gen Z, influencer marketing and how AI will impact consumer intelligence.

Joining us on the panel on how to tweak content to engage with Gen Z consumers is  Jaslin Goh, chief marketing officer of PayMe by HSBC, who leads the marketing, user design and customer experience functions of PayMe. She has spearheaded the commercialisation of payment applications, designed engaging in-apps user journeys, fostered strong partnership collaborations and raised the profile of the brand to lead the growth of customer base and usage programmes.

In a conversation with MARKETING-INTERACTIVE, Goh said Gen Z consumers want to be respected and engaged as part of the conversation, therefore brands that are able to create good conversations tends to be well loved, examples of such brands include PayMe’s in the first metaverse, NFT, Chinese new year laisee grabbing campaign, Calvin Klein’s leveraging the endorsement of Jennie Kim from Black pink, Celine’s choice of Blackpink’s Lisa, Koran actor Park Bo-gum and BTS’s Kim Tae Hyung.

This creates new waves of interests for Gen Z and renewed their taste for luxury in a redefined way.

She also believed that brands should incorporate tech elements, social and viral engagement, diversity and inclusion to better engage with the Gen Z consumers. 

MARKETING-INTERACTIVE: What element do you think a brand should incorporate in its content to communicate better with GenZ consumers? 

Interestingly Gen Z loves good talking points around three elements: Tech elements – First new innovations always attract their eyeballs and interest, whether its Metaverse, NFT, AI, ChatGPT, robotics, they would love to see fresh ways into utilising these new tech newbies; social and viral engagement – they’ve never preferred on way conversation and can’t wait to add their point of view. Creating social conversations allow them to exchange their thoughts, involve in the engagement with the brand, and interact woth other like-minded people; c) Diversity and inclusion – Within this topic, LGBT always attract eyeballs and keenness to share a embracing mindset towards the underdogs and sidelined communities. They thrive on coming together as a GenZ community to give a voice to whoever needs it

MARKETING-INTERACTIVE: What do you think Gen Z consumers are looking for nowadays?

They want to be centre of attention and also share the attention with their social community, to be co-discussing, co-creating, co-playing with the brands they love. Brands that are able to create good conversations tends to be well loved, examples of such brands are of course PayMe in our first metaverse, NFT, Chinese new year laisee grabbing campaign.

They want to talk about the KOLs they love and they want to be talked about by wearing those endorsed brands on their own social platform .

MARKETING-INTERACTIVE: Do you agree that every brand should utilise social media such as TikTok and Instagram Reels to drive more engagement with Gen Z consumers?

Short video-based stories help engage better, captures attention and entertains. The best part is the entertaining engagement and driving them to share for a good laugh, awe, inspiration, encouragement or gossips even.

Shareable content is very important to drive more efficient awareness building and drives to higher involvement and action such as purchase.

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