Tech savvy, socially connected and constantly seeking unconventional challenges, Generation-Y consumers are dictating the new media consumption model and forcing brands to re-evaluate the means of marketing communications.
Brands can no longer rely on their existing collection of tools to attract and connect with the Generation-Y group. A study from Bazaarvoice identify that Millennial consumers tend to value user-generated content more than any other source of information. With consumers in control of information, brands are required to pursue a new pull focused multichannel model, which must be aligned with consumer needs and their behavioural journey across the dynamic landscape.
As part of a group from mid-teens to mid-30s, Millennials are constantly connected and reliant on social media. They are the first generation that has grown up with the Internet and mobile phones. This peer group have instant access to information and are far more technology savvy than any other generation. Using interactive technologies to engage with this audience is a powerful way to win their attention and challenge the norm.
Create a valuable loyalty cycle
With new social platforms and emerging technologies empowering consumers to make their own rules of commerce, Millennials have a choice of either getting involved with or ignoring your brand. Targeting this group requires listening to what they have to say and offering great levels of convenience. Their loyalty has to be earned. They have high expectations from brands and the input they have from other consumer reviews can have a strong influence on their buying decision.
At Hotcow, we are constantly collecting behavioural insights from consumers surveys and face to face interaction. In today’s world, brands need to give consumers the ability to feedback on their experience. If you take action from the insights feedback reveals and let consumers get involved with your brand’s campaigns and product development, you can reap the rewards of getting close to consumers and improve your marketing strategy. Keep consumers informed and let them know you have taken action. This will flow into what people say about your brand and will reinforce your brand’s message and encourage loyalty.
Technology at the forefront of campaigns
The explosion of interactive technology channels and social platforms is leading brands to face a dramatic change in their marketing approach. Consumers have been adopting new technologies as fast as they are invented. From smart technologies such as motion sensing, facial recognition, augmented reality and multi-touch display, to mobile control, NFC and RFID, brands have a myriad of opportunities to create a more interesting brand experience for consumers to engage with on a more personal level.
From the experiential standpoint, having the ability to communicate the physical experience across different platforms will encourage interaction and invite consumers to continue the dialogue through social media. If you have clear objectives set, you will be more likely to filter the feedback from the experience and understand your campaign’s performance. Ultimately, you need to make sure that you optimise all your communication for new platforms and devices and ensure you make it easy for them to share their insights about your products via social media and reviews on your website.
Hotcow’s selection of top interactive technologies to enhance your experiential activity
Body motion – Motion triggered technology allows consumers to engage with your brand through natural body movements. Great examples that we have commented on before are the Miller ‘Aliens Stole my Beer’ campaign using Kinect technology to create an interactive element during a festival in Istanbul, and the interactive display window from Nordstrom in Seattle.
Facial recognition – This technology automatically identifies facial features to deliver a personal experience with the brand. A brilliant example is Intel’s vending machine that can identify a consumers age and gender, designed to sample Kraft’s ‘Jell-O Temptations‘ dessert.
Touch surfaces – Single or multi touch sensing displays are playful and engaging, which makes the personal experience with the brand content more interesting and fun. General Motors created a smart window concept to offer a more interesting road trip experience. Another good example is the Coca-Cola ‘Hug Me’ sampling machine in Singapore.
Augmented reality – Using digital signage, people can interact in real time with 3D elements on screen. Good examples are Lynx ‘Excite’ Angel ambush and the National Geographic Channel in London and Disney’s magical experience in New York.
Mobile phone controls – Consumers use their personal devices to interact with branded content. McDonald’s created an engaging experiential campaign in Sweden using an interactive billboard controlled by a smartphone. Another brilliant example is the Twitter-powered pop-up cafe from Electric Ireland.
360 degree Photo booth – Everyone loves to have their picture taken, especially if it will have a 360 degree effect. Wall’s ice-cream in Australia have used the 360 degree photo booth technology to create amazing photo sequences that consumers can find online and share on their social networks.
Hotcow is a multi-award winning Experiential Marketing agency. We get brands in front of consumers in ways that persuade them to buy. We fully implement our ideas; nothing needs to be farmed out. For more information or free consultation, contact us.