Company News • 12.06.2014

Content finds the customer

SDL Global Study Finds Social Media Drives Content Discovery with Millennials

Content finds the customer
Source: SDL

Marketers have come to realize that churning out mountains of content is not a sustainable or effective way to target its millennial customers. Fortunately, volume doesn’t matter but creating the right content and delivering it consistently – wherever your customers are – does. Millennials turn to social networks for content discovery first, drastically outranking online and customizable newsfeeds, according to a new global study by SDL.

These global survey findings are featured in SDL’s third report of the “Five Truths for Future Marketers” series titled “Content Finds the Customer.” This report helps marketers analyze their data to discover what content has the most impact and how to best present it to their target audience. The full report can be downloaded here.

In the midst of this content explosion, digitally savvy millennials are always connected to content and information. In fact, U.S. consumers between the ages of 18-36 are checking their smartphones an average of 43 times a day and if you sent a millennial an email, they likely saw it that day or even the very moment you sent it. Millennials are constantly consuming content and then discerning and sharing what they find relevant on their social channels, so it’s important that the content finds them where and in the way they are trying to engage.

To ensure your content is reaching the millennial generation, following are few study results to keep in mind:

  • Millennials embrace brands on social media: Five out of six millennials surveyed said they connect with companies on social media networks.
  • International markets use fewer channels to discover content: Social networks dominate content discovery amongst millennials, drastically outpacing online and customizable newsfeeds, email and search engines.
  • Social media is overtaking email: On average, millennials share six pieces of content via social media a day, which has overtaken email with five shares a day as the de facto channel for sharing content.
  • Hyper-targeting is the new norm: Millennials are expecting content that is tailored to them and their needs, whether it is personalized social networks, customized news feeds or music streams that constantly adjust to their changing tastes. 71 percent of survey respondents said they are most likely to listen to hyper-targeted music streaming services like Pandora and Spotify over non-targeted listening options like local radio.
  • A prompt reply is a must: Millennials consider speed of response important when they engage or communicate with companies. The study showed a preference for instant gratification approaches, such as online technical support via chat.

“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. “SDL’s survey shows that social is the channel of first choice for millennials, and that will have broad implications for marketing as brands seek to build trust and relationships with this important demographic. We now have the ability to create and target content in context, which means content will truly have the ability to find the customer.”

The study sampled more than 1,800 millennials (ages 18-36) across the globe, with more than 300 respondents in each country including the United States, United Kingdom, Australia, Norway, Denmark and the Netherlands. It was conducted between January and April, 2014. The first data set sampled more than 300 millennials in the U.S. only. The complete results of the first data set of the study can be found here.

To learn more about how “Content Finds the Customer,” download the report.

Source: SDL

related articles:

popular articles:

Thumbnail-Photo: A pearl among commodities: encouraging impulse buys...
11.09.2019   #pos marketing #customer analysis

A pearl among commodities: encouraging impulse buys

How to make the most of wait times

It’s wonderful if customers come to retail stores to buy things. It’s fantastic if they buy more than they planned to purchase. This offers many opportunities, especially for brick and mortar retailers as surveys show: customers are more ...

Thumbnail-Photo: Beware of price promotions: “Don’t teach your customers to be...
27.05.2019   #sales promotion #price labels

Beware of price promotions: “Don’t teach your customers to be bargain hunters!“

Neuroscientist Kai-Markus Müller tells us about the impact of pricing

In a conversation with iXtenso, Professor Kai-Markus Müller, CEO of The Neuromarketing Labs gives great insights into how products and prices affect the brains of shoppers. How does he know? He is a neuroscientist and can look inside the ...

Thumbnail-Photo: 91% of SMBs think customer reviews are critical...
25.07.2019   #customer satisfaction #customer relationship management

91% of SMBs think customer reviews are critical

Survey about online customer reviews on platforms

Uberall, Inc., a location marketing solution for businesses, released new data on how small- and medium-sized businesses feel about online customer reviews across platforms like Yelp, TripAdvisor, Facebook, Instagram, Google and more. For the ...

Thumbnail-Photo: Cox Business Annual Survey: What do customers want?...
31.05.2019   #cashpoints #brick and mortar retail

Cox Business' Annual Survey: What do customers want?

Survey shows consumers want greater connection and more American-made products from the small businesses.

Small businesses should keep their cashiers, according to the 2019 Cox Business Consumer Pulse on Small Businesses. The Amazon Go cashier-less shopping model is only of growing interest among respondents ages 18-29 – up eight percentage points ...

Thumbnail-Photo: Leveraging the smartphone – mobile shopping...
13.06.2019   #mobile shopping #mobile couponing

Leveraging the smartphone – mobile shopping

67 percent of consumers are likely to shop with a retailer that offers mobile coupons

The proliferation and convenience of mobile devices has completely changed shopping behaviors and elevated customer expectations.Mobile shopping will continue to grow as 41 percent of consumers in the BRP Consumer Study indicate they plan to ...

Thumbnail-Photo: Creative Retail Awards shortlist announced at RetailEXPO...
24.05.2019   #displays #design

Creative Retail Awards shortlist announced at RetailEXPO

Innovative, inspirational and forward-thinking retail display and design

The Creative Retail Awards, which recognise and reward innovation and excellence in worldwide retail design, released the shortlist for their 2019 Awards at RetailEXPO, Olympia London last week.The Awards received hundreds of entries from around the ...

Thumbnail-Photo: The POS TUNING Pizza Presenter
24.07.2019   #product presentation #refrigerated shelves

The POS TUNING Pizza Presenter

The presentation solution for round pizzas in the chilling area

At the point of sale, customers can only buy what they see. This is the motto of POS TUNING from Bad Salzuflen, the solution provider for optimized product presentation at the point of sale for almost all product categories.The POS T Pizza Presenter ...

Thumbnail-Photo: Digital food retail: customers expect more personalization...
07.06.2019   #personalization #food delivery service

Digital food retail: customers expect more personalization

New research sponsored by precima shows retailers must act quickly to develop a detailed understanding of shopping missions.

The fast-changing dynamics of the food retailing environment continue to challenge companies to keep pace with fast-changing shopper demands. The latest of these shifting shopper requirements involves their behavior on digital platforms and is ...

Thumbnail-Photo: How to turn your checkout zone into the village hub ......
13.09.2019   #customer satisfaction #services (sales promotion, PoS marketing)

How to turn your checkout zone into the village hub ...

... with opportunities for community engagement

The checkout zone is not only the actual, but also the emotional conclusion of the purchasing process. Top or flop - the experience at the cash register can impact how customers rate their overall shopping experience. For retailers, this is ...

Thumbnail-Photo: Overspending is common when shopping online
25.06.2019   #online trading #customer analysis

Overspending is common when shopping online

Report on digital spending and its impact on American's credit card debt

About 2 in 5 (42 percent) of consumers admit blowing their budgets while online shopping in the past 6 months, according to new research from CouponFollow, an online couponing platform. The new report surveyed over 1,700 American consumers on their ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn
CCV Deutschland GmbH
CCV Deutschland GmbH
Gewerbering 1
84072 Au i.d.Hallertau
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln