The millennial generation has become frustrated with the incoming barrage of mass communication messages. They believe that most of the messages are irrelevant to them. But has it changed how businesses communicate?
Marketers have continued to spend their budgets on finding online traffic. Mobile and physical locations have been pushed ranked lower; this is the case when most consumers still prefer to shop in stores. This has been deduced by a survey conducted where researchers talked to digital marketers to find out what strategies they were using.
According to the survey, personalization and customization have continued to remain the buzzword for a while now. The gist was to send tailored messages demonstrating that businesses understood their customers well. With bigger brands like Google, Amazon, and Apple entering the market, the pressure has increased on smaller businesses to deliver individual experiences. Improving personalization depends on better customer data.
The survey also found that some industries spent more on content marketing than others did. These industries include higher education, financial services, and the travel and hospitality sector. The travel and hospitality sector showed particular interest in tailored messaging indicating that it relied heavily on one-to-one communication than mass marketing. The retail industry, on the other hand, spent more of its budget on personalization tools.
Some marketers found that creating a personalised customer experience remained the first priority. Multichannel technologies have also found more investments in recent time. The survey also indicated that behaviour-based messages have also seen increase.
However, the millennial generation seems to prefer 1-3 marketing emails in a month. It appears that this disinterest is yet to be taken into consideration by the digital marketing sector. The sector savants need to implement strategies that is in synchronization with the behavioural-based expectations of the audience. While the bigger brands may have a different strategy to compete with, it should be noted that smaller brands can still rise up to the occasion.