By Nathalie Tadena
For brands looking to break through to tech-savvy millennials, the technology it employs may be just as important as the brand’s name, according to new research from data and analytics company Annalect.
Researchers from Annalect, a division of Omnicom Media Group, said the use of technology can help “level the playing field” for brands. For example, using up-to-date technology can help a brand stand out in a category that’s not necessarily expected to be a tech-savvy category. The study found that 52% of millennials surveyed said that the technology a brand uses used is the most important factor when making a purchase, compared with the 48% of millennials that said brand name is most effective.