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Marketers Give Millennials Content that Finds them

June 09, 2014

It’s fairly well known that more than 30 percent of Americans aged 14 own three devices, a laptop, smartphone and a tablet and that millennials are leading the charge. Millennial consumers orchestrate their own brand experiences, across multiple channels and devices –something that marketers need to recognize and exploit -notes SDL, the company which believes that managing customer experience is not just a one-off initiative.


"Today's customers are accessing a wide range of on- and off-line channels to start, stop, rejoin and jump engagement levels, carving out highly individualized paths to purchase," said Paige O'Neill, CMO, SDL.

In SDL's third report of the "Five Truths for Future Marketers" series titled "Content Finds the Customer," SDL helps marketers discover what content has the most impact and how to best present it to their target audience.

According to a SDL Global Study, European consumers and their U.S. counterparts (between ages 18-36) check their smartphones 36 and 43 times respectively and millennials turn to social networks for content discovery. European millennials use fewer channels for content discovery than their U.S. counterparts – all this must be kept in mind while marketers drive content to this digital savvy audience.

For European millennials, social networks dominate content discovery with Facebook, YouTube and twitter being favored channels. Social media is stated to be the de facto channel for sharing content, possibly because speed of response is important when they engage or communicate with companies.

Since millennials appear to favor social channels over online and customizable news feeds, this is the platform on which marketers should engage consumers, but marketers need to be on their toes, ready to shift gears when the customer demands.

Although millennials are constantly consuming content and then discerning and sharing what they find relevant with their friends and family, the survey cautions marketers against going overboard with content. More than volume, it’s the quality of content that matters and marketers need to create the right content and deliver it at the right time, regardless of where customers are.

Hyper-targeting then is the new norm and millennials have great expectations: they expect personalized content delivered to them across the channels that they prefer, and brands must create a consistent experience across all channels in order to win trust.

SDL’s vision of “creating compelling, profitable, global customer experiences,” could well come to pass by creating and targeting content in context, ensuring that right content finds the right customer. 





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