FIGARODIGITAL.CO.UK
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Millennials are the generation who’ve grown up online and their attitudes and behaviour are reshaping the way brands and businesses engage with consumers. Figaro Digital talks to Paige O’Neill, CMO at SDL, about targeting, loyalty and instant reward
Lead Generatıon
activity. The demographic currently comprises around 20 per cent of the UK’s adult population. Since the future lies in their hands (and wallets), marketers are desperate to understand millennials’ attitudes and aspirations. So how can brands reach these tech-savvy, highly aware and very desirable consumers? “Millennials expect a seamless and
consistent customer experience across any device at any time,” says Paige O’Neill, CMO at SDL, which recently released a report entitled ‘Five Truths for Future Marketers’. “They also want any content delivered to them to be tailored to their needs, whether it’s personalised social networks, customised news feeds or music streams that constantly adjust to their changing tastes.” That’s evident in SDL’s fi nding that 71
per cent of respondents are most likely to listen to hyper-targeted music streaming services like Spotify rather than non-targeted channels like local radio.
“Not only does content have to be
personalised,” says O’Neill, “it has to reach them in the right way, which often means on social platforms. Another thing we found is that channel preferences on social
very post-war generation has been shaped by – and helped shape – new technology. But the demographic labelled ‘millennial’ - those born between 1980 and 2000 – can claim with some
authority to be living in a world dramatically different from that in which their baby boomer and generation-x antecedents grew up.
CONNECT TO NETWORK This is the fi rst generation never to have known life without the internet, social media, mobile devices or instant sharing,
and with new technology comes new behaviour. As millennials begin to wield greater purchase power, access to products and services takes precedence over ownership. Social media has made the line between the public and the private less distinct – and sometimes less discrete. This is a group with high expectations – of brands and employers, as well as for themselves. Most signifi cant of all is their constant
connectedness: millennials are defi ned by their online networks and virtual
46 issue 22 october 2014 media differ according to which generation a brand is trying to reach. The baby boomer
generation tend to prefer face-to-face meetings or a helpline, whereas generation-x like to make contact with brands via online chat. The millennial generation is more disparate. Younger millennials like to engage on visual channels such as Pinterest, Vine and Instagram. They have a short attention span and want to watch snappy videos and have quick chats – long detailed exchanges don’t work for them.
☞ ARTICLE JON FORTGANG
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