Are You Optimizing Your Millennial Marketing Tactics?

  • May 1, 2014 at 12:01 PM EDT
  • By Retail TouchPoints Team
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By Alicia Fiorletta, Senior Editor

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Did you know that on average, Millennials touch their smartphones 45 times per day? That’s what new research from SDL indicates, and, as a Millennial, I have to agree with these findings. 

Anyone who knows me knows that where I go, my phone isn’t far behind. In fact, I have my smartphone right next to me on my desk…yes, even during the work day!

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“But how does that impact me and my business?” you may be asking. 

In a lot of ways, honestly. 

SDL has unveiled 5 Truths For Future Marketers, which taps into feedback from a 300-person sample of its North American Millennial community. 

Top behaviors of these Millennials include: 

  • Two thirds of Millennials touch two different devices every day. 
  • 56% are more likely to discover content on social networks than email and search. 
  • 26% are more likely to discover content on newsfeed sites than email and search.

Millennial consumers’ overall expectations of brands and retailers align with their media consumption habits. 

  • More than 80% of Millennials connect with companies on social networks.
     
  • Most Millennials connect with brands to get discounts (62%), while others prefer free perks (56%). 

Above all else, Millennials expect a customized experience. In fact, they’re willing to give brands and retailers all the information they need to offer more personalized offers and messages. More than half (54%) of respondents said they are willing to give brands more information if they get a better experience in return. 

So how do Millennials think retailers are doing so far? Not so great. Two thirds of respondents said they have little or no confidence that companies can market to them effectively. 

To help retailers get the most out of their Millennial marketing tactics, SDL offered the following tips, or, the 5 truths: 

1. Campaigns Are Extinct: Millennial consumers do things on their time, across channels and devices with brands that they trust. Campaigns are no longer linear, nor do they follow standard practices. It’s time to think beyond traditional campaigns. 

2. Your Data Trumps Big Data: Brands need to garner consumer trust to encourage them to share their personal information. I see personalization as a two-way relationship. If retailers present value, consumers will be willing to share information. It’s a cycle. 

3. There’s Only One Language: Consumers don’t care where your headquarters are; they expect all experiences, across all channels, to be localized to their language, currency and preferences. 

4. Content Finds the Customer: Yes, content matters! Consumers are more willing to share helpful information and resources with their friends on social media. Yes, that includes images and videos!

5. Channels Are Irrelevant: Not much more to say here. Consumers don’t see channels. They see brands and shopping. Create your campaigns using this principle. 

Stay tuned for more results from the SDL survey as they are released! 

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