Almost half of Australian Gen Zs (41%) and 26% of other generations have abandoned a brand they were once loyal to because they grew ‘bored’ of them, SAP Emarsys’ annual Customer Loyalty Index (CLI) has shown.
Regardless of whether consumers care deeply about a brand, standing out in the long-term lies in better personalisation, more relevant content, and offering unique perspectives tailored to individual interests.
According to SAP Emarsys data, younger consumers are particularly drawn to innovative marketing. Specifically, 40% of Gen Z, compared to 27% of all demographics, have tried a new brand because of its ‘creative marketing.’ Additionally, over a quarter of Gen Z (36%) surveyed are enticed by brands that use ‘cool’ content or imagery, versus 23% of other age groups. Meanwhile, 26% of Gen Z, compared to 16% of other demographics, seek out brands that deliver ‘memorable experiences.’
SAP Emarsys leverages AI to optimise the marketing process from customer segmentation to campaign execution and performance analysis. AI identifies the most profitable under-served audience segments representing new opportunity across different lifecycle stages, enabling highly targeted campaigns delivered at the ideal time and through the most effective channels.
Marketers are increasingly turning to AI to foster long-term loyalty and reach new audiences. According to recent SAP Emarsys research, around three-quarters (74%) of marketers surveyed agree that AI will be crucial for boosting customer engagement in 2024 and 77% have already experienced a rise in engagement after implementing AI-powered personalisation.
SAP Emarsys chief marketing officer, Sara Richter said, “It’s clear that consumers today – not just Gen Z – expect more than ‘business-as-usual’. They want meaningful and memorable experiences. The key to delivering that is personalisation for every customer.
“AI is the only practical solution for providing genuine one-to-one interactions at scale, across every channel, and at the right moment. Brands that embrace AI-powered personalisation are far better equipped to keep customers engaged, especially when attention spans are short, and demands are high.
“By combining traditional marketing strategies with the advanced capabilities of predictive and generative AI, we’re empowering marketers to create exceptional experiences. For instance, our AI Product Finder seamlessly turns complex product data into engaging content, while our AI Subject Line Generator takes the guesswork out of crafting compelling headlines.”