Millennials demand constant and seamless brand interaction

The “always on” and connected Millennial demands and expects unremitting access to brands through whatever channel they elect, according to research from SDL.

SDL, a global customer management company, released the final report of the “Five Truths for Future Marketers” series titled “Channels are Irrelevant,” that features results from SDL’s global survey of more than 1,800 Millennials (ages 18-36).

According to the data, millennials touch their smartphones 43 times per day and 30% admit they touch more than four devices over the course of 24 hours. Even through the myriad of platforms consumers use to interact with a business, 60% of millennials surveyed expect a consistent experience from brands whether they interact online, in store or via phone.

Paige O’Neill, chief marketing officer at SDL, said: “To keep pace, marketers should focus on the experiences customers want throughout the customer journey, and adjust company strategies to coincide. If you change the way you engage customers on one channel, it may only be one step in an overall strategy.

“It is vital for organisations to ensure channels are so connected that they become irrelevant, placing the focus on delivering true omnichannel engagement.”

These statistics indicate how critical it is for marketers to adapt to the rapidly changing range of consumer behaviours, preferences and expectations. Customers move effortlessly between on and offline touch points and they expect brands to travel with them, responding to and anticipating their needs.