There’s a new method of operation in response to millennials’ distaste for advertising along with their increased social-media use and thirst for new technology — a powerful trifecta compelling brands to keep pace with the latest trends in digital marketing.
Raised in a digital, media-saturated world, millennials are digital natives — and are therefore the first to notice if your digital experience is lacking. Yet, more than a few brands are in the dark when it comes to defining and creating positive online interactions that resonate with the millennial crowd.
To be clear, nailing the digital experience involves more than providing extraordinary customer service online. It’s using social media and technology in ways that create delightful experiences across all touchpoints — from design to content to customer support to creating a seamless offline-to-online experience. Here are some thoughts on millennials, the digital experience, and why it’s so important for brands to get their digital acts together.
Mastering The Art Of Digital Experiences Matters.
Let’s be honest: millennials aren’t influenced by traditional advertising tactics — and despite the fact that “change is hard,” brands won’t make headway if they continue along that path. There’s a new method of operation in response to millennials’ distaste for advertising as well as their increased social-media use and thirst for new technology — a powerful trifecta that compels brands to keep pace with the latest trends in digital marketing.
Traditional ads don’t work anymore because 84% of millennials simply don’t trust traditional advertising. They don’t like the pushy, disingenuous nature of commercials and will do anything within their power to skip, fast forward, and even block any content that even hints at advertising. Of course, there are some brands that are good at creating digital ads; but being creative, emotive, and innovative while melding the components of a successful ad together is tough — and few brands succeed. In a marketing-centric world, brands have only one move — master the art of digital experiences.
For example, we just launched a new effort at Adobe to help us better articulate what matters most to all of our customers: make connections by designing and delivering exceptional digital experience. Our latest brand video captures the full essence of the digital experience…[read the full article at www.forbes.com]