Millennials are 56 Percent More Likely to Discover Marketing Content on Social Networks | Be Korea-savvy

Millennials are 56 Percent More Likely to Discover Marketing Content on Social Networks


Millennial consumers orchestrate their own brand experiences, across multiple channels and devices –often as many as four devices in one day. (image: DaveLawler/Flickr)

Millennial consumers orchestrate their own brand experiences, across multiple channels and devices –often as many as four devices in one day. (image: DaveLawler/Flickr)

WAKEFIELD, Mass., Mar 20, 2014 (Korea Bizwire) – The average Millennial checks their smartphone 45 times a day, and is 56  percent more likely to discover brand content on social networks than  via search engine or traditional email, according to a new study by SDL  (SDL.L).

The study was conducted as part of a new SDL series titled “Five Truths  for Future Marketers,” which details five key ways that marketers must  adapt to engage the next generation of highly connected and informed  consumers whose digital preferences are vastly different and may not  respond to traditional marketing tactics. The Five Truths for Future  Marketers are:

1. Campaigns are Extinct

2. Your Data Trumps Big Data

3. Channels are Irrelevant

4. There is Only One Language

5. Content Finds the Consumer

Campaigns are Extinct

The first report in the “Five Truths for Future Marketers” series is  titled “Campaigns are Extinct,” and examines the need for marketers to  advance beyond traditional marketing campaign approaches, particularly  when marketing to millennials. The report and infographic can be  downloaded here.  SDL will release reports and new survey data on the other four truths  over the coming months.

Millennial consumers orchestrate their own brand experiences, across  multiple channels and devices –often as many as four devices in one day.  Email is one of their last choices of preference, and they share content  with peers and trusted brands. In order to win their trust, brands must  create a consistent experience across all channels. With the average  millennial touching their smartphone 45 times a day and 56 percent more  likely to discover content on social networks than on email or using a  traditional search engine, push marketing tactics are less effective.  Millennials want content that finds them.

In this study, SDL found:

  • Millennials embrace brands on social media: Five out of six  millennials connect with companies on social media networks.
  • Social networks and customizable news feeds dominate content  discovery: The top three channels where millennials discover  online information are Facebook, Twitter and YouTube with customizable  news feed sites surpassing traditional news sites and email for  content discovery.
  • Customers want the inside track to freebies: The top two  reasons for engagement are discounts (60 percent) and free perks (55  percent). The freebies are more important than a long-term  relationship.
  • Growing a customer relationship isn’t always about getting a sale:  60 percent of consumers like it when they receive a touchpoint that’s  not related to selling a product (i.e., holiday or birthday card).

“There is an important transformation taking place in the minds of the  current and next wave of consumers regarding how they choose to interact  with brands,” said Paige O’Neill, CMO of SDL. “The traditional marketing  funnel is now irrelevant, making traditional campaigns extinct. Brands  must break through millennials’ personal junk filter with relevant,  valuable and non-promotional interactions, for a longer-term view of  building brand advocacy. It won’t happen immediately, but brands who  shift their focus from a campaign approach to one focused on the  customer experience will see the most success.”

The study sampled more than 300 millennials in the U.S. (ages 18-36)  that were college educated and employed full-time. It was conducted  between January 23 and February 7, 2014. This is the first data set from  an ongoing study that will examine the way millennials across the globe  interact with brands.

To learn why “Campaigns are Extinct,” download our report and  infographic here.  And, to view additional study findings on SlideShare, visit http://www.slideshare.net/SDLonline/understanding-the-millennials-summary-of-findings-march2014.

About SDL

SDL (SDL.L) allows companies to optimize their customers’ experience  across the entire buyer journey. Through its web content management,  analytics, social intelligence, campaign management and translation  services, SDL helps organizations leverage data-driven insights to  understand what their customers want, orchestrate relevant content and  communications, and deliver engaging and contextual experiences across  languages, cultures, channels and devices.

SDL has over 1,500 enterprise customers, over 400 partners and a global  infrastructure of 70 offices in 38 countries. We also work with 72 of  the top 100 brands. For more information, please visit www.sdl.com.

Source: SDL

 

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>