Marketing to Digital Natives

October 1, 2014
Customer Satisfaction
Image Reference – ACSI

A digital native is a person born during or after the general introduction of digital technologies, says Wikipedia. They interact with digital technology from a very young age, and hence their comfort level with using them is very high. They grew up with technology and are quite comfortable making the required adjustments to master them. In fact, many times, they don’t have to make any adjustments at all.

Today, products are designed for digital natives. When you look at a book with a QR code in it and you start wondering what to do with it, that means you are not the target audience. That QR code is for digital natives who instinctively click that picture to get additional information online. It is natural to them.

While products and services are changing themselves to sell to digital natives, who are one of the major spenders in the consumer market today, what about business processes? Especially marketing!

Earlier, when a new product was launched, all you needed to do was create a fantastic website and put the required details there, including a link to order it. People spent time reading them, they believed some percentage of it (depending on your brand image), and they made a purchase decision based on that.

Expected Customer Satisfaction

But today, not many read the “Official” website. Not even 5% of the intended audience. Even those who read the website just scan through the pages looking at some images (guess why Infographics became super popular so fast!), and they definitely don’t want to submit any forms. In principle, they think every piece of information on the official website shouldn’t be believed.

So, what else drives them? That’s the puzzle modern marketers are trying to solve today.

Do these digital natives prefer doing their own research outside official channels? How do they know which one is genuine feedback and which one is noise? What makes them believe a review? Whom would they listen to? What is the best way to push the message in those channels without sounding too obvious?

CX insights for better service quality

It is very difficult to predict the way digital natives behave, mainly because there is not enough time to research and understand their minds. So, a modern marketing solution should be able to model itself as per the highly dynamic market and provide tools for the marketer to reach out to digital channels in a way that makes sense to digital natives. It should be a flexible solution where multiple channels are collated in one place so that it is easy to analyze and observe patterns and get useful insights for designing digital campaigns.

Oracle Marketing Cloud provides personalized customer experiences and an understanding of the behaviors of digital natives and others which drives clicks. Content is optimized for all modern channels, and it is presented in a fully configurable manner so that the company can design and execute a campaign as per their needs, while constantly making changes to understand and target digital natives, as well as regular users.

About CRMIT Solutions:

CRMIT Solutions is a leader in transforming businesses with cloud-based Customer Experience (CX) solutions on sales, service, marketing & social cloud.

CRMIT Solutions also extends Marketing Cloud Automation solutions with Oracle Eloqua. “Marketing automation has been a critical component for our customers, and Oracle Eloqua is an ideal fit for modern marketers to power revenue performance,” said Vinod Reddy, Founder & CEO, CRMIT Solutions. “They can transform the way you market in the digital age while delivering an integrated and highly personalized customer experience,” added Vinod.

Testimony to Customer ExcellenceCRMIT Solutions is committed to providing customers with the best service in the industry. Everything we do – every order, every delivery, every service, every offering – centers on the satisfaction of our customers and making them more efficient at what they do.

Inputs from

Naga Chokkanathan
Sr. Director – Innovations
CRMIT Solutions

Tags: #oow14, cloud oracle, CRM/CX, Customer Experience, OOW, Oracle, Oracle cloud application, oracle crm, Oracle Marketing Automation, oracle marketing cloud, Oracle Open World San francisco, oracle partner

0 replies on “Marketing to Digital Natives”

Leave a Reply

Your email address will not be published. Required fields are marked *