MAIDENHEAD, England,
May 22, 2018 /PRNewswire/ --
SDL (LSE: SDL), a leader in global content management,
translation and digital experience, today launches a report looking
at the way millennials want to engage with brands, and the value
they place on instant access to technical product-related content
throughout the customer buying experience.
The SDL report, "Making Your Content Connect with the Next
Generation", found that 41% of millennials actively search for
online tutorials, and a third (33%) search for technical Q&A
documents and manuals, before buying a product online. A third
(29%) also try to understand the size, activeness, and popularity
of user communities before completing their purchase.
The report findings indicate that millennials are also more
loyal to companies that deliver product-related content. Almost
three-quarters (72%) admit that product information affects their
impression of a product, and 71% are willing to recommend brands
that provide access to high-quality technical information.
"Millennials grew up on digital, and are accustomed to having
instant access to any information they want. They don't expect to
flip through a paper manual or even download a PDF," said
Arjen van den Akker, Director
Product Marketing at SDL. "This means brands need to offer easy to
access, high-quality technical content in multiple languages,
optimized for search and delivered across multiple formats. Brands
must support this new way of engaging with customers by evolving
and improving the way they create, manage, and deliver
content."
The report also highlights how millennials like to engage with
brands, and how they want their content delivered. Not
surprisingly, millennials want access to product information across
multiple devices, formats and channels.
Two-thirds (66%) value interactive content, and 67% expect
content to be personalized to their own preferences and search
behavior. Millennials also value content that takes into account
their own personal context (65%).
Brands can support this demand for high-quality technical
information by reducing the complexity of creating, managing and
distributing in-depth product content and technical documentation
at scale. SDL Tridion DX combines the best of Structured
Content Management (CCMS), Web Content Management (WCM) and
translation technology to help teams create and manage technical
content - like manuals, datasheets and documents - and better
collaborate throughout the review process. By managing content
creation and delivery in this way, companies can offer millennials
instant access to high-quality technical content on a website, or
through any channel or digital device they choose to engage with a
brand.
About SDL
SDL (LSE:SDL) is the global innovator in language translation
technology, services and content management. For over 25 years
we've helped companies deliver transformative business results by
enabling powerful, nuanced digital experiences with customers
around the world. Are you in the know? Find out why 79 out of the
top 100 global brands work with us at SDL.com. Follow us on
LinkedIn, Twitter and Facebook.
SOURCE SDL