Being customer-centric has never been more important. Customers want to connect with brands but on their terms — and a one-size-fits-all approach doesn't work anymore. Marketers need to rethink their customer journeys based on their channel and messaging preferences.

Customers have never been more diverse or fragmented as an audience — an audience consisting of four different generations with different needs. Each generation requires a deep understanding of their preferences and a willingness to adapt strategies to meet their needs.

By looking at each generation’s distinct traits and preferences at every stage of the customer journey — from awareness to loyalty — you’ll gain actionable insights to tailor your marketing strategies and build lasting relationships with each demographic.

Our partnership with Infobip does that and much more. We’re helping businesses deliver hyper-personalized customer experiences across generations. This powerful combination of communication and marketing orchestration platforms unlocks the full potential of SMS, WhatsApp, and Rich Communication Services (RCS) messaging. Together, we’re building stronger relationships at every stage of the consumer journey.

Read on to learn more about the Adobe Journey Optimizer partnership with Infobip and how it enables businesses to navigate the consumer journeys of the four key generations using channels like SMS, WhatsApp and RCS Business Messaging.

Generational trends.

Infobip researched the four key generations (Gen Z, Millennials, Gen X, and Baby Boomers) to see what really sticks and how brands can effectively design and optimize their customer journeys by leveraging the right data points and channels.

While Gen Z and Millennials are more attached to chat apps, SMS still plays a crucial role for Gen X and baby boomers. And the type of messaging each generation wants or values is different. Let's look at each of their preferences:

Gen Z.

Generation Z, the true digital natives, are reshaping the consumer landscape with their tech-savvy habits and insatiable appetite for instant gratification. Their preferences for short-form video content, authentic interactions, and mobile-first experiences give marketers unique challenges and opportunities.

In fact, 92% of Gen Z expect communication to be relevant and targeted if they're going to purchase from a brand.

Millennials.

Millennials, shaped by the rise of the internet and a focus on work-life balance, are a discerning consumer group that demands transparency and engagement from brands. They are highly connected and socially conscious and seek brands that align with their values.

94% of millennials are more likely to purchase from a brand if messages are targeted and relevant.

Gen X.

Generation X, raised during a time of economic and social change, is resourceful and self-reliant. They appreciate brands that offer straightforward communication and tangible value and are digitally adept. However, they also appreciate traditional channels like SMS, making them a multi-faceted audience for marketers.

95% of Gen X are more likely to purchase from a brand if they communicate on their preferred channels.

Baby boomers.

Baby boomers shaped modern consumer culture. They value tradition, quality, and personalized service. While increasingly embracing digital channels, they still have a strong affinity for traditional media and in-person interactions.

98% of baby boomers are more likely to purchase from a brand that communicates via their preferred channel — and 93% of them prefer talking to brands via email.

What is Adobe Journey Optimizer with Infobip communication platform?

Adobe Journey Optimizer (AJO) allows you to manage and schedule cross-channel campaigns for millions of customers. Even better, the entire journey is optimized for you to gain valuable insights. Adobe integration with Infobip allows you to seamlessly integrate messaging channels like SMS into your marketing strategies to encourage consistent, impactful customer experiences across all channels.

You’ll unlock two-way communication between your brand and your customers, as well as real-time reporting and analytics for you to keep track of your messages and their effectiveness.

Advantages of using Adobe Journey Optimizer with Infobip SMS, WhatsApp, and RCS.

Connecting with your customers requires reaching them on their terms, no matter where they are. Traditional marketing methods often fall short, with emails getting lost in inboxes and social media engagement feeling fragmented. This is where reliable and effective mobile messaging comes in. Adobe Journey Optimizer’s integration with the Infobip SMS, WhatsApp, and RCS platforms can help you connect with your customers wherever they are across each stage of the consumer journey.

Here are just some of the benefits of integrating the two platforms:

Omnichannel customer engagement. By integrating Adobe Journey Optimizer with Infobip’s SMS, WhatsApp, and RCS channels, you gain a comprehensive view of your customer journeys. This approach lets you deliver personalized experiences across all touchpoints, from marketing campaigns to customer support.

Personalization and targeting. Adobe Journey Optimizer goes above and beyond with its customer profiling and segmentation capabilities. By integrating Infobip’s SMS, WhatsApp, and RCS, you can take these customer insights one step further to build highly targeted, personalized campaigns. You’ll know that you’re sending relevant messages to the right audience at the right time.

Reach a wide audience through a global network. Leverage our global network to reach a worldwide audience with your SMS, WhatsApp, and RCS messages. Break down geographical barriers and deliver your message directly to customers' phones. With our reliable network, you can maximize your reach and impact.

Simplify your communication strategy. Gone are the days of juggling multiple platforms for different messaging channels. Infobip offers a unified platform that lets you manage all your messaging needs in one convenient place. This streamlines your workflow, saves you time, and allows you to focus on crafting impactful messages.

Advanced features for enhanced engagement. Why settle for simple messages when you can elevate your communication strategy? We offer a suite of advanced features to personalize messages with customer data, enable two-way conversations, and provide powerful analytics to track and optimize your campaigns.

Richer messaging, stronger connections. Break free from the limitations of plain text SMS. With WhatsApp and RCS messaging capabilities, you can create a more engaging customer experience by incorporating rich media elements like images, videos, and calls to action. This allows you to showcase products and promotions in a visually appealing way, leading to higher engagement and better results.

Seamless integration for a unified customer journey. We understand that effective communication is part of a larger marketing strategy. That's why Infobip’s platform integrates with other popular marketing tools like Adobe Journey Optimizer. This allows you to seamlessly weave mobile messaging into your broader marketing efforts, creating a consistent and cohesive customer journey across all touchpoints.

How Adobe Journey Optimizer with Infobip SMS, WhatsApp, and RCS fits in the customer journey.

The integration of Adobe Journey Optimizer with Infobip's SMS, WhatsApp, and RCS channels offers a powerful solution for various use cases across each stage of the consumer journey. This allows businesses to deliver personalized and effective customer experiences for every generation.

Let’s dissect each stage of the consumer journey through a general marketing campaign to promote a new product:

Awareness.

In the awareness stage, you can promote the destination by sending quick-cut videos of the product and how it’s used through social media. You could partner with local influencers and encourage user-generated content to spark a desire for exploration.

Consideration.

Once your brand has captured the customer’s attention, use captivating visuals and enticing captions on social media to direct them to WhatsApp. Here, you can engage them in personalized conversations, helping them select the right product and gather crucial information about their interests, budget, and preferences.

Purchase.

When they’re ready to purchase, your brand will ensure a consistent transition from inspiration to action. The messaging app will offer secure and convenient checkout options with multiple payment methods, making it easy for them to finalize their purchase.

Post-purchase.

After they make a purchase, you can keep them engaged with product updates, new promotions, and real-time delivery updates through WhatsApp and SMS. You can use chatbots to answer questions and provide support around the clock, ensuring a stress-free travel experience.

Loyalty.

Through RCS, you can stay connected with your customers, share user-generated content about the product, and offer exclusive discounts and promotions for their next purchase. Fostering a sense of community and rewarding their loyalty will keep them coming back for repeat business.

By leveraging the power of Adobe Journey Optimizer and Infobip's messaging channels, businesses can create more engaging, personalized, and effective customer experiences that drive growth and loyalty.

Successful marketing is not a one-size-fits-all-approach.

As new generations emerge, staying informed about their preferences and behaviors will be crucial for continued success. The key is to remain agile, innovative, and customer-centric. Building genuine connections with each generation can create a loyal and engaged customer base that will drive your brand forward for years.

Adobe Journey Optimizer and Infobip empower you to reach your customers across different generations anytime and anywhere. Through this partnership, we will enable you to deliver personalized and engaging content and ultimately build stronger relationships through effective mobile messaging.

Ready to take your communication strategy to the next level?  Explore Infobip's solutions and discover how they can help you connect with your audience and achieve your marketing goals.

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