A recent survey found that social media is the key to targeting young consumers. While many find the rapidly changing world of technology overwhelming, young customers have seemingly seamlessly integrated smartphones and tablets into their daily lives. In fact, according to a study conducted by SDL, consumers between the ages of 18 and 36 check their smartphones 43 times a day on average. To best target these customers, businesses of all sizes need to focus on developing tech savvy shopping experiences for the public.
“Today’s customers are accessing a wide range of on and offline channels to start, stop, rejoin and jump engagement levels, carving out highly individualized paths to purchase,” said Paige O’Neill, CMO of SDL.
Targeting shoppers with technology
New developments for businesses may come in the form of mobile ready websites as well as targeted email campaigns and newsletters, online deals and smartphone apps that consumers can access on their phones day or night. According to the survey, social networks outstrip email, search engines and customizable news feeds for young consumers’ content searches and curation.
“SDL’s 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,” O’Neill said. “We now have the ability to create and target content in context, which means content will truly have the ability to find the customer.”
Targeted content is a high priority for millennial shoppers. The survey found 71 percent of those between the ages of 18 and 36 said they’re more likely to listen to targeted music streaming sites like Pandora over less individualized platforms. While most companies aren’t in the music streaming business, they should take note of the hyper targeting, technology first trend. Consumers want content and products that feel created specifically for them, and the main way to communicate this is through the use of technology.
Companies can address these tech issues on their own, but this often presents a challenge. Most people don’t have the skills to create a mobile friendly website, nor are they familiar with micro and macro targeted marketing. That’s why so many companies have taken on web designers and tech experts to join their staff. These new hires don’t come cheap, though, making access to small business working capital vital. Business owners interested in exploring their financial options should talk to National Funding today.
