In Bangladesh, where Gen Z has a growing influence on digital culture, brands are rethinking their marketing strategies to connect meaningfully with this tech-savvy demographic. The young generation, mostly students, has already demonstrated its hold over contemporary topics, viral content, and engagement across channels in the post-July Revolution in Bangladesh. Gen Z, with its demand for authenticity, real-time engagement, and innovation, is shaping the future of brand communication as well.
In this dynamic landscape, artificial intelligence (AI) has become a game-changer, empowering brands to transform viral trends into valuable, actionable insights through omnichannel marketing strategies that speak to Gen Z’s demands. Leveraging artificial intelligence (AI) allows brands to go beyond surface-level virality and turn trends into actionable insights that inform an omnichannel marketing approach, making interactions with Gen Z both relevant and engaging across platforms.
The Power of AI in Omnichannel Marketing
Artificial intelligence is revolutionising omnichannel marketing by providing insights into consumer behavior, preferences, and engagement patterns, especially for brands that target Gen Z. AI helps brands analyse viral content to understand why and how a trend comes into view, enabling them to take on relevant strategies across multiple platforms. Gen Z, frequently switching between smartphones, laptops, and in-store experiences, values a seamless connection across digital and physical touchpoints. Companies like Apple and Starbucks excel in this area, integrating mobile apps, social media, and in-store experiences—a model also embraced by Bangladeshi footwear brand Apex, which ensures consistent engagement across channels.
Turning Viral into Vital: Insights from AI
In a country where platforms like TikTok, Facebook, and Instagram dominate social media engagement, viral content can act as an entry point for brands to connect with Gen Z. However, virality alone doesn’t guarantee long-term impact. With AI, brands can move beyond momentary trends to gather deep insights from viral content.
AI enables brands to analyze large volumes of data from social media, blogs, and forums in real-time, identifying emerging trends that capture Gen Z’s interest. AI algorithms can recognize patterns in engagement, helping brands pinpoint what is trending and why. Through sentiment analysis, brands can assess the emotional tone of these discussions, which offers a clearer view of how Gen Z feels about particular topics, products, or campaigns. For brands in Bangladesh, this capability ensures that messaging aligns closely with local values and sentiments, creating more targeted, relevant interactions.
By examining Gen Z’s online interactions and preferences, brands can craft personalized recommendations that speak directly to individual tastes. For instance, if a specific trend around eco-consciousness is popular, brands can use AI to emphasize sustainability in their messaging and product recommendations. AI can also automate dynamic content creation, generating visuals, captions, or even short videos that resonate with current trends, allowing brands to remain agile and responsive to Gen Z’s fast-evolving interests.
As stated earlier, Gen Z’s digital journey is not limited to a single platform or device; they expect a seamless brand experience across social media, websites, and physical touchpoints. AI facilitates this by unifying customer data across channels and constantly messaging all the touchpoints they engage with. For Bangladeshi brands, this means that whether a consumer is interacting on Facebook, viewing the website, or visiting in-store, the experience is cohesive and reinforces the brand’s message. AI-driven campaign optimization in real-time further supports a synchronized approach, allowing marketers to make data-informed adjustments that enhance engagement.
Gen Z expects brands to communicate with them in real time, and AI-powered chatbots, in this case, provide an effective solution. These virtual assistants offer immediate customer service on social media and websites, catering to Gen Z’s need for quick responses. For example, by curating personalised communications or gamification to drive purchase behavior. AI can also analyse user-generated content (UGC), identifying impactful contributions that can be incorporated into campaigns, thereby fostering a sense of community and authenticity. This approach strengthens brand loyalty, as Gen Z feels recognised and valued.
AI’s capability to monitor campaign performance in real-time creates a continuous feedback loop. By tracking what content resonates and what doesn’t, brands can refine their strategies, making each campaign more effective. In a fast-paced environment like Bangladesh, where Gen Z’s preferences can shift rapidly, this adaptability is invaluable. AI-driven insights enable brands to stay attuned to Gen Z’s evolving values and preferences across multiple channels, ensuring that marketing efforts remain relevant.
In Bangladesh’s fast-paced digital landscape, where Gen Z dominates social media and demands authenticity, AI provides the tools needed for brands to turn viral content into meaningful engagement. By understanding trends, personalising interactions, and creating a seamless experience across channels with the help of AI, brands can build an omnichannel strategy that goes beyond fleeting engagement.
Author: Md. Raihan Kabir
