Millennials and the digital world
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By Morgan International Staff Writers
Today, we live in a digital-first world – and millennial audiences around the globe actively prefer digital communication channels above all others. Here’s what that means for marketing.
While digital was once a specialized subset of the marketing ecosystem, it is now a fundamental part of branding. We live in a digital-first world and millennial audiences around the globe actively prefer digital communication channels above all others. From a marketing perspective, this offers a considerable advantage, as digital channels have the potentially to be both uniquely cost-effective and uniquely scalable.
Search marketing and pay-per-click advertising on social media give brands an unparalleled ability to reach specific audiences and to optimize campaigns in real time. Users expect advertising to be directed to them, so by offering relevant, useful recommendations, businesses can offer a huge amount of value. What’s more, digital advertising allows brands to closely match spend to performance, meaning that it can be far more responsive and far more cost-effective than traditional approaches.
The benefits of the digital sphere also come with increased expectations, however. Millennial consumers anticipate being able to reach brands on all platforms (including by email, by social media and by phone), and to receive responses quickly. Indeed, just under one in five consumers expects a response within an hour to queries issued on social media. While it might seem like a tangential element of the marketing process, delivering high quality customer support is a crucial part of the consumer experience.
To navigate this landscape, brands must:
- Consistently monitor all communication channels across email and social
- Ensure social accounts are maintained and that inboxes are not forgotten or allowed to go dormant
- Monitor brand mentions across social media and forums to ensure that customers’ queries and complaints are resolved – and are publicly seen to be addressed
- Provide thorough FAQs to make it fast and easy for customers to resolve issues prior to contact
Fortunately, new technology is emerging to assist businesses with these challenges. Users are already familiar with AI-interfaces such as Siri and social media chatbots, and similar tools can be deployed to quickly and easily deal with queries (and when they fail they can pass on the conversation thread to human operators). What’s more, it will be possible to make these interfaces far more capable in the near future, drawing on data and dealing with a wide range of queries without the need for any human intervention. A significant percentage of consumers are in fact already unaware whether their last customer service interaction was with a human or a chatbot – and, in the future, these lines are only going to become more blurred.
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