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Weltweite Studie von SDL: Online-Inhalte finden ihren Weg zum Kunden

Marketingkräfte erfahren, welche 10 Prozent der Inhalte 90 Prozent der Auswirkung auf die Marke ausmachen. Die Europäische Generation nutzen weniger Kanäle für Inhaltserkennung als ihre U. S.-amerikanischen Pendants.

MAIDENHEAD, UNITED KINGDOM - 4. Juni 2014 - Marketingexperten haben erkannt, dass das bergeweise Durchgehen von Inhalten weder ein nachhaltiges noch wirksames Mittel ist, um Kunden der Generation Y zu erreichen. Quantitäz spielt hier glücklicherweise eine untergeordnete Rolle, wichtiger ist eine kontinuierlich hohe Qualität der Inhalte- egal, wo die Kunden sich befinden. Aus einer neuen, weltweiten Studie von SDL (LSE: SDL) geht hervor, dass die jüngere Gruppe der Generation Y in erster Linie soziale Netzwerke für die Inhaltssuche nutzt. Online verfügbare und individuell anpassbare Newsfeeds spielen eine eher untergeordnete Rolle.

Die Ergebnisse der weltweiten Umfrage sind im dritten Bericht von SDL mit dem Titel „Content Finds the Customer" aus der Reihe „Five Truths for Future Marketers" nachzulesen. Dieser Bericht hilft Marketingexperten bei der Analyse ihrer Daten, um so herauszufinden, welche Inhalte die größte Wirkung auf die entsprechende Zielgruppe haben und wie diese am besten aufbereitet sein müssen. Der vollständige Bericht kann hier heruntergeladen werden.

Inmitten der Informationsflut steht die digital-affine Generation Y stets mit Inhalten und Informationen in Verbindung. Tatsächlich überprüfen Verbraucher in Europa im Alter zwischen 18 und 36 Jahren ihr Smartphone durchschnittlich 36-mal am Tag. Verbraucher in den USA überprüfen ihr Smartphone hingegen im Durchschnitt 43-mal am Tag. Wenn eine Marke also einem Vertreter der Generation Y eine E-Mail sendet, ist es sehr wahrscheinlich, dass er sie bereits kurz nach dem Erhalt oder zumindest noch am gleichen Tag liest. Diese Altersgruppe nimmt ständig eine Vielzahl an Inhalten auf und entscheidet kontinuierlich, was sie für wichtig erachtet und teilt dies dann auf sozialen Kanälen. Daher ist es entscheidend, Inhalte auf der richtigen sozialen Plattform in passender Weise aufbereitet zu veröffentlichen.

Um sicherzugehen, dass Marketinginhalte die Generation Y erreichen, sollten folgende Studienergebnisse berücksichtigt werden:

  • Millennials erfassen Marken durch Social Media: Fünf von sechs befragten Millennials gaben an, dass sie über soziale Netzwerke mit Firmen in Kontakt treten.
  • Europäische Märkte nutzen weniger Kanäle zur Erfassung von Inhalten: Soziale Netzwerke dominieren mittlerweile deutlich bei der Inhaltssuche durch die Generation Y gegenüber online verfügbaren und individuell anpassbaren Newsfeeds, E-Mails und Suchmaschinen. Facebook ist dabei die beliebteste Plattform in Großbritannien (52%), den Niederlanden (38%) und in Deutschland (44%), gefolgt von YouTube und Twitter.
  • Social Media überholt E-Mail: Im Durchschnitt teilen Vertreter der Generation Y sechs Inhalte auf soziale Netzwerke pro Tag. Damit wurden E-Mails mit einem Anteil von fünf geteilten Nachrichten als der bislang vorrangige Kanal für das Teilen von Inhalten überholt.
  • Ein besonders zielgerichtetes Kundenerlebnis ist entscheidend: Die Generation Y erwartet Inhalte, die gezielt auf sie und ihre Bedürfnisse zugeschnitten sind. Dabei spielt keine Rolle, ob es sich um personalisierte soziale Netzwerke, individuelle Newsfeeds oder Musikstreams handelt, die sich an die ständig wechselnden Bedürfnisse anpassen. 71 Prozent der Befragten gaben an, zielgruppengerichtete Musikstreaming-Dienste wie Spotify allgemeinen lokalen Radiosendern vorzuziehen.
  • Eine schnelle Antwort ist ein Muss: Für die Generation Y ist eine schnelle Antwort bei der Kommunikation mit Unternehmen besonders wichtig. Die Studie hat gezeigt, dass der Trend eindeutig zu schnellen Lösungen geht, wie z.B. der technische Online-Support per Chat.

„Verbraucher greifen heute auf eine Vielzahl an On- und Offline-Kanälen zu, die es ermöglichen jederzeit und auf verschiedene Weise auf Inhalte zuzugreifen", so Paige O'Neill, CMO bei SDL. „Unsere Umfrage zeigt, dass Social Media die erste Wahl für die Generation Y ist, und das hat weitreichende Auswirkungen auf das Unternehmensmarketing bei der Vertrauensbildung und langfristigen Geschäftsbeziehungen mit dieser Altersgruppe. Wir sind mittlerweile in der Lage, Inhalte zielgruppengerichtet zu entwickeln. Das bedeutet, dass die Inhalte auch in der Lage sind, die Kunden zu erreichen."

Für diese Studie wurden mehr als 1.800 Vertreter der Generation Y (zwischen 18 und 36 Jahren) weltweit befragt. In jedem Land nahmen über 300 Personen Teil, u. a. in den USA, Großbritannien, Australien, Norwegen, Deutschland und den Niederlanden. Die Befragung fand von Januar bis April 2014 statt. Der erste Datensatz erfasste mehr als 300 Vertreter der Generation Y aus den USA. Die vollständigen Ergebnisse des ersten Datensatzes der Studie finden Sie hier.

Wenn Sie mehr zu „Content Finds the Customer" erfahren möchten, können Sie sich den Bericht und die Infografik herunterladen.

Über SDL
SDL unterstützt Unternehmen dabei, für ihre Kunden einzigartige Erlebnisse zu schaffen. Durch Lösungen für Web Content Management, Rich Media Management, Structured Content Management, Analytics, Social Intelligence, Kampagnenmanagement und Übersetzungen hilft SDL, die gesamte Customer Journey zu begleiten. SDL ermöglicht, das Verhalten von Kunden zu analysieren und deren Wünsche zu verstehen. Darauf aufbauend können Unternehmen Inhalte und Maßnahmen orchestrieren, um ihren Kunden sprach-, kultur-, kanal- sowie geräteübergreifend eindrucksvolle und relevante Erlebnisse zu bieten.

Mit mehr als 2.700 Mitarbeitern an 70 Standorten in 38 Ländern bedienen wir Kunden und Partner in fast allen Ländern der Welt. 76 der globalen Top 100 Marken setzen auf SDL. Weitere Informationen erhalten Sie unter www.sdl.com.

Kontakt:

SDL North America
Jessica Hohn-Cabana
+1508-353-3454
[email protected]

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

Source: RealWire

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