ESSAYS
PAIGE O’NEILL, CMO AT SDL
Marketers need to take note of this and work out the best way to engage with their different audiences.”
DISCOVERY CHANNELS Social media is where the bulk of millennials’ content discovery takes place. “As many as fi ve out of six millennials are happy to connect with companies on social networks,” says O’Neill. “These channels dramatically outpace online and customisable newsfeeds, email and search engines. Facebook is the most popular platform for content discovery in the UK. Marketers really need to know their millennial customers and ensure that social is integrated as a core component in their campaigns. Any content that’s going onto social channels needs to be personalised to this tricky demographic’s needs so that marketers can build up much needed customer trust and loyalty.” Loyalty, of course, has
always been a key plank in marketing strategy. But for logged-in, linked up, hyper-enabled young consumers, a better offer may just be a swipe away. That means brands need to work much harder to gain and maintain consumer loyalty, particularly given current anxieties about privacy and the exploitation of data. “A way for brands to start
NOT ONLY
DOES CONTENT HAVE TO BE PERSONALISED, IT HAS TO REACH USERS IN THE RIGHT WAY”
establishing a loyal customer base of millennials is to demonstrate greater transparency in their marketing,” says O’Neill. “Showing consumers how data is being handled and using it to offer them more can help drive loyalty. This is particularly true of US consumers, with 60 per cent of millennials happy to provide more personal data to a
company they trust. However, marketers need to be mindful of how millennials across the globe react to their data being used and adapt their marketing strategies in accordance with this. Data privacy matters more to millennials in Europe than those in the US and this should infl uence how brands collect personal information to improve experience. Our research shows that the region most sensitive to the sharing of personal information is the Netherlands, with only 26 per cent of millennials willing to share their data.”
EVERYTHING, NOW One of the consequences of constant connectedness is the rise of a generation primed for instant gratifi cation. In the blink- and-you’ll-miss-it world of digital communication, it’s a sprint for brands to keep up with consumers.
“This generation is constantly
consuming content and sharing what they fi nd on social channels,” says O’Neill. “Marketers need to ensure content fi nds users on the right social
platform and is appropriate to the way they want to engage. Millennials spot content almost instantaneously. For these consumers, speed of response is very important when trying to engage or communicate with brands. Our research shows that instant gratifi cation approaches - such as online technical support via chat - work well and brands need the tools to facilitate this. “Capturing millennials’ attention can
be a challenge. Marketers need to understand where consumers’ attention is directed. Since social media is often the fi rst port of call for millennials, marketers need to look at creating content for these platforms around topics that resonate.” By 2020, the youngest members of this generation will have entered adulthood, while the oldest will be approaching optimal spending power. For them, traditional distinctions between channels – and even between online and offl ine media - may no longer be meaningful. Welcome to a world where users simply engage with the content they’re interested in, where and when it suits them, on their own terms, for as long as it remains relevant.
sdl.com
48 issue 22 october 2014
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68
