It's too early to tell what the theme of 2019 will be, it's only February. But consumer insights are already taking shape. A new consumer content study released today by Adobe lists five potential themes including the rise of customer experience and enhanced trust in social media.
The latter challenges are assumption that data privacy issues are making people less engaged with social media. As a marketer, knowing how to reach people is key. That is an ever shifting proposition.
"Relevant and contextually-appropriate content is more critical than ever in driving consumer experience, preference and loyalty. Not surprisingly, brands that can effectively plan, orchestrate and optimize content throughout the customer journey outperform competitors," said Jamie Posnanski, Global Content Lead, Accenture Interactive.
As brands, including yours, think about how to deliver content this year it's important to first know what consumers are doing more of and what they are doing less.
1. Consumers spend an average of 8.8 hours a day engaging with digital content.
If that number seems high it's only higher for Gen Z (11.4 hours) and Millennials (10.9 hours).
"Consumers feel a major sense of FOMO," said Kevin Lindsay, director of product marketing at Adobe. "Add to that the fact that we can do just about anything from our phones nowadays, and it's plain to see how easy it has become to stay connected. We're seeing a different level of engagement with digital content that's part fun, part utility, part time-wasting."
Understanding that there is a constant flow of content means two things. It signals beyond a doubt that this is how you should reach people, digitally. But it also means that there is an opportunity to create new and different experiences inside this space.
The best opportunities are when 90 percent of all content looks the same and you can change the paradigm and create a better experience. Look to be as different as possible with your content.
2. Consumers have no patience.
Again, this probably isn't surprising. But the numbers may be. The study found that more than one-third (35%) of consumers are most frustrated by slow page loads. This jumps up to 41% for Millennials. Also important to note: More than half (51%) of consumers said they would stop viewing content all together if it takes too long to load.
That's just where we are right now as consumers. We expect everything to just appear without fail. And the baseline of creating a great experience is one that works.
"Consumers expect brands to make every interaction memorable. This puts brands of all sizes under pressure to deliver more authentic, personalized content to more channels, faster than ever. If brands meet these demands, they are rewarded with customer trust and advocacy. This is the foundation of Customer Experience Management (CXM)," said Loni Stark, Senior Director of Strategy and Product Marketing at Adobe.
3. Emerging tech is on the rise.
There has been a lot of discussion recently about the potential death of the keyword, the backbone of the Internet and digital experience for the past 25 years. It's too soon to say or think that. It will always have its place.
But last year 17% of Gen Z made a purchase using a smart speaker or home assistant. That's up 165%.
And you can see where marketers are starting to want to create content that maximizes how that process is done. Again, by making it easier to make those kinds of purchases and with a solid base of young consumers this could be a strong purchasing method. It all comes down to creating the right, tailored experience.
4. Social media trust is still high.
Only 2% of Gen Z don't trust social media. This is generational, of course. 48% of Boomers, 30% of Gen X and 15% of Millennials don't trust social media. But as the consumers with the most spending power, Millennials, grow in that role, they will continue to drive its use as a marketing tool.
Buying things straight of Instagram targeting is hot right now and you can only see personalization getting better. At the end of the day if social media marketing makes life easier and more convenient for people under 35 they are happy with that trade.
What all these findings in this study say, as a whole, is that people are open to new content delivery methods. They will value repeat orders more through home assistants so loyalty will be paramount. And finally, always make sure the experience is a good one.