Getting the content right for millennials
The headline sounds positive, but the context is that the wrong content drives young people away. This is a reminder of the challenges we face communicating with our younger users who have grown up with digital embedded in their lives.
Of the respondents, nearly two-thirds (62%) said that the right online content does increase their brand loyalty. However, most are being turned off by the current content being offered to them. Just 32% believe modern brand communications are of any help to them. The type of content they are currently receiving is perceived as being too long, too sales-driven and ignores their individual cultural interests.
The good news for brands is that only 12% declared their active dislike for marketing communications. Therefore, brands that can engage Millennials through personalized, humorous, intelligent and helpful content have ample opportunity to drive loyalty and sales.