Mind the generation gap: Why brands score low on customer experience

Brands need to adopt different engagement strategies for different generations in India, says Adobe study

As Indian businesses rush to make the most of the digital marketing goldmine made possible by the large scale reach and cheaper internet accessibility, the fast evolving consumer is also sending out strong signals on what she wants. While privacy and relevance are taken for granted, what users are really looking for is customisation. But the biggest deal breaker to ‘AI based custom algorithms’ is the realisation that different age groups have diametrically opposite expectations about the digital experience and this will significantly add to the labyrinthine complexity of digital marketing in India.

Adobe’s recent report on consumer experience expectations discovered