Welcome!

Agile Computing Authors: Yeshim Deniz, Elizabeth White, Liz McMillan, Roger Strukhoff, Pat Romanski

Blog Feed Post

Content Finds the Customer: SDL Global Study Finds Social Media Drives Content Discovery with Millennials

Marketers learn which 10 percent of their content does 90 percent of the work to create an impact for its brand. European millennials use fewer channels for content discovery then their U.S. counterparts

MAIDENHEAD, UK - June 4, 2014 - Marketers have come to realise 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 customisable newsfeeds, according to a new global study by SDL (LSE: 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 analyse 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 - www.sdl.com/cxc/download/content-finds-the-customer/59249

In the midst of this content explosion, digitally savvy millennials are always connected to content and information. In fact, European consumers between the ages of 18 - 36 are checking their smartphones an average of 36 times a day compared with those living in the U.S. who look at theirs an average of 43 times a day. This shows that if a brand was to send a millennial an email, it's likely they saw it that day or even the very moment it was sent. 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 on the right social platform and in the way they are trying to engage.

To ensure marketing content is reaching the millennial generation, below are a 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.
  • European markets use fewer channels to discover content: Social networks dominate content discovery amongst millennials, drastically outpacing online and customisable newsfeeds, email and search engines. Facebook is the most popular platform for content discovery in the UK (52 percent), the Netherlands (38 percent) and Germany (44 percent) followed by YouTube and Twitter.
  • 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 personalised social networks, customised 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 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 individualised paths to purchase," said Paige O'Neill, CMO, SDL. "Our 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, Germany 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 - www.sdl.com/aboutus/news/pressreleases/2014/new-sdl-study-shows-millennials-are-56-percent-more-likely-to-discover-marketing-content-on-social-networks-than-via-search-engines-or-email.html

To learn more about how "Content Finds the Customer," download the report and infographic.

About SDL
SDL (LSE: SDL) allows companies to optimise their customers' experience across the entire buyer journey. Through its web content management, analytics, social intelligence, campaign management and translation services, SDL helps organisations 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.

Contacts:
SDL North America
Jessica Hohn-Cabana
+1 508-353-3454
[email protected]

onechocolate communications
Daniel Couzens, Stacey Jones
+44 (0)207 437 0227
[email protected]

Source: RealWire

Read the original blog entry...

More Stories By RealWire News Distribution

RealWire is a global news release distribution service specialising in the online media. The RealWire approach focuses on delivering relevant content to the receivers of our client's news releases. As we know that it is only through delivering relevance, that influence can ever be achieved.

@ThingsExpo Stories
What are the new priorities for the connected business? First: businesses need to think differently about the types of connections they will need to make – these span well beyond the traditional app to app into more modern forms of integration including SaaS integrations, mobile integrations, APIs, device integration and Big Data integration. It’s important these are unified together vs. doing them all piecemeal. Second, these types of connections need to be simple to design, adapt and configure...
24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to connect your brand strategy with the right consumer. 24Notion ranked #12 on Corporate Social Responsibility - Book of List.
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
The Jevons Paradox suggests that when technological advances increase efficiency of a resource, it results in an overall increase in consumption. Writing on the increased use of coal as a result of technological improvements, 19th-century economist William Stanley Jevons found that these improvements led to the development of new ways to utilize coal. In his session at 19th Cloud Expo, Mark Thiele, Chief Strategy Officer for Apcera, will compare the Jevons Paradox to modern-day enterprise IT, e...
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management solutions, helping companies worldwide activate their data to drive more value and business insight and to transform moder...
What does it look like when you have access to cloud infrastructure and platform under the same roof? Let’s talk about the different layers of Technology as a Service: who cares, what runs where, and how does it all fit together. In his session at 18th Cloud Expo, Phil Jackson, Lead Technology Evangelist at SoftLayer, an IBM company, spoke about the picture being painted by IBM Cloud and how the tools being crafted can help fill the gaps in your IT infrastructure.
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2016 Silicon Valley. The 19th Cloud Expo and 6th @ThingsExpo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Interne...
Digital innovation is the next big wave of business transformation based on digital technologies of which IoT and Big Data are key components, For example: Business boundary innovation is a challenge to excavate third-party business value using IoT and BigData, like Nest Business structure innovation may propose re-building business structure from scratch, as Uber does in the taxicab industry The social model innovation is also a big challenge to the new social architecture with the design fr...
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lea...
Adobe is changing the world though digital experiences. Adobe helps customers develop and deliver high-impact experiences that differentiate brands, build loyalty, and drive revenue across every screen, including smartphones, computers, tablets and TVs. Adobe content solutions are used daily by millions of companies worldwide-from publishers and broadcasters, to enterprises, marketing agencies and household-name brands. Building on its established design leadership, Adobe enables customers not o...
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
IoT offers a value of almost $4 trillion to the manufacturing industry through platforms that can improve margins, optimize operations & drive high performance work teams. By using IoT technologies as a foundation, manufacturing customers are integrating worker safety with manufacturing systems, driving deep collaboration and utilizing analytics to exponentially increased per-unit margins. However, as Benoit Lheureux, the VP for Research at Gartner points out, “IoT project implementers often ...
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
Businesses are struggling to manage the information flow and interactions between all of these new devices and things jumping on their network, and the apps and IT systems they control. The data businesses gather is only helpful if they can do something with it. In his session at @ThingsExpo, Chris Witeck, Principal Technology Strategist at Citrix, will discuss how different the impact of IoT will be for large businesses, expanding how IoT will allow large organizations to make their legacy ap...
Video experiences should be unique and exciting! But that doesn’t mean you need to patch all the pieces yourself. Users demand rich and engaging experiences and new ways to connect with you. But creating robust video applications at scale can be complicated, time-consuming and expensive. In his session at @ThingsExpo, Zohar Babin, Vice President of Platform, Ecosystem and Community at Kaltura, will discuss how VPaaS enables you to move fast, creating scalable video experiences that reach your ...
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
In his session at @ThingsExpo, Kausik Sridharabalan, founder and CTO of Pulzze Systems, Inc., will focus on key challenges in building an Internet of Things solution infrastructure. He will shed light on efficient ways of defining interactions within IoT solutions, leading to cost and time reduction. He will also introduce ways to handle data and how one can develop IoT solutions that are lean, flexible and configurable, thus making IoT infrastructure agile and scalable.