While the ‘Me Generation’ moniker might often be used pejoratively toward millennials, its implications for brands is no less relevant.
An email that addresses you by name might have once been considered a “personalized” outreach campaign, but the bar has been raised significantly.
70% of US and UK consumers said they expect personalized experiences with the brands they interact with. That personalization starts online, where 74% of online consumers get frustrated when a website’s content is irrelevant to their interests. This creates a scenario where brands that are most agile in proactively identifying & meeting consumer needs before they even have to ask, will gain a significant leg up on competitors.
Beyond personalized content, the brands that will truly stand out in 2020 and beyond are those that can effectively take action to reach consumers during those key moments when they’re most receptive.
According to a recent study conducted by the McCarthy Group, 84% of millennials stated they did not like traditional marketing and, what’s more, they didn’t trust it.
Millennials want a brand that understands them and is uniquely suited to meet their needs. Combined with social media, your website is the perfect place to show that your brand is up to the challenge. A robust web presence, when combined with eCommerce, can provide valuable insight into how consumers interact with the brand. Which products are most frequently purchased together and how can we seamlessly nudge a shopper buying one to add the other? Or what’s the average repurchase frequency, and how can we better remind consumers we haven’t seen in a while? These are just a few of the business challenges that a revamped website can help solve and optimize for.