When it comes to millennial marketing, it might seem apparent that younger audiences are looking to interact with brands digitally, but this assumption may not be true.
A recent study from Mattersight has found that amid a world of countless digital options and interactions, Millennials may actually be looking for more traditional, human connection. But how exactly should this manifest for your brand, and what does it mean for your social media?
Mattersight surveyed a thousand Millennial consumers about qualities of service that matter to them when interacting with a brand. What they found is that when it comes to brand conversations, it’s not demographics that determine preference, but rather the type of conversation itself. For Millennial marketing, it’s pretty much accepted that social media should be a part of your strategy. But when Mattersight asked its correspondents about how they felt regarding service conversations, an overwhelming 99 percent of people said they wouldn’t want to have a conversation via social media. Taking the top slot for preferred communication method was phone call (56 percent), followed by email (25 percent).
Aside from the specific data, Mattersight asked a number of qualitative questions, like what quality of a conversation is most important to Millennials, or whether chemistry was important to communication. The results of these questions combined with the data on preferred channels creates a clear picture: when consumers have an issue with a brand, Millennials want a real conversation with a real person, in which they feel respected.
Given these findings, marketers are given a more nuanced picture of Millennials. Here are just a few takeaways provided from the study:
Millennials have never liked being stereotyped—by parents, by media sites, by brands. Marketers must do a better job of understanding this generation, listen to what they want, and give it to them.
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