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.
- 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.
Take a look at the infographic below for further details on how content finds the customer: