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18 Mar 2016
Multilingual Digital Marketing and politics
Online marketing has changed so much, often the best path forward it is advisable to step back and look at the broad landscape... the demographics of digital marketing if you will. To do this, I often have a look at summary reports through the best in the business. Below I lay out some of the biggest findings coming from a Razorfish report I love entitled "Digital Dopamine: 2015 Global Internet marketing Report".

Maria Johnsen
According to Razorfish, "Ideas that were once dominant now face irrelevance, as new digital developments displace them. This variation occurs rapidly, and marketers are continually struggling to keep up. Therefore, when preparing for tomorrow, Razorfish took a deep dive into the qualitative and quantitative data of four international markets (the United States, the United Kingdom, China, Brazil) to examine the ways in which digital technology is shifting traditional brand-consumer relationships. From uncovering global commerce expectations to identifying the effects of digital on the subconscious, this research set out to expose the key trends shaping marketing."

What did Razorfish see in terms of how online marketing was used in 2015? Here are a few of their key findings.

1. GENERATIONAL CHASM

Mobile dominates the Millennial shopping experience. A Millennial's smartphone could be the key to the world. As mobile payment technology grows, mobile will almost certainly become an even more important part of the overall brand and retail experience. Millennials draw no practical distinction between online and offline.

Millennials' constantly connected smartphones mean they no more see a difference between "online" and "offline." Technology has become an integral part of their lives, and it is how they interact with and experience brands, even if in traditionally "offline" environments. They don't really use media in silos. Rather, they will use all of the tools at their fingertips at any given time, regardless of the device or platform.

Millennials are redefining privacy expectations. In comparison to Gen X, Millennials will trust brands to protect their privacy-and less likely to think that mobile targeting is definitely an invasion of privacy.

Insurance policy for the Gen X / Gen Y digital divide. Millennials lead the pack when it comes to the adoption of technology, outpacing their Gen X counterparts in virtually any digital activity on a regular basis. Gen X-led organizations have to be sure that their brand experiences align with Millennials' tech-led lives which digital isn't simply an afterthought from the brand planning process. Target carefully sufficient reason for purpose.

2. THE DIGITAL EXPERIENCE ECONOMY:

Individuals are actively avoiding advertising. Consumers in all four markets (United States, United Kingdom, Brazil, China) report doing what they can to avoid seeing advertising, and many are utilizing tools like DVRs to help them succeed.

Advertising is ideally suited for when it is part of a price exchange. Consumers are now mindful of how much their attention is worth to marketers, and so they expect to be rewarded because of it. They look to be compensated with loyalty programs, free content or useful tools that solve problems.

Brazil retains a cultural affinity to traditional advertising. Interestingly, Brazil remains more receptive to advertising than some of the other markets. Fifty-seven percent of Brazilian consumers endorse TV, radio and print ads since the most influential supply of advertising. Therefore, you should understand that adding value means different things to different cultures.

Make yourself useful. Brands should offer their customers services beyond core products and atart exercising . real value to peoples' lives, if they are not already. Individuals are more likely to stick with a brand name if they feel it can make their lives easier.

3. SEAMLESS COMMERCE

Digital is the new storefront. An excellent e-commerce site is not just a nice-to-have; it has a major impact on your brand. The numbers speak on their own: 84% of people in Brazil and 92% of folks in China claim that a bad brand website negatively impacts their opinion of the brand. Seventy-three percent and 79% of individuals in the U.S. and U.K., respectively, agree.

Current e-commerce experiences fall short of expectations. Even with the larger accomplishments made in the evolution of commerce, rrndividuals are still not impressed. Current e-commerce experiences, return policies and shipping options are falling flat in cultivating satisfied customers.

Consumer journeys are peppered with dead ends. Although consumers will no longer view a distinction between online and offline brand channels, brands are not yet structured to aid this outlook. This produces a tension between what consumers want and what brands are providing, forcing people to jury-rig solutions.

Empower your customer. Inflexible returns policies, particularly, are a major reason for friction in both the internet and offline retail experiences. A great return policy is an easy method to differentiate your brand in the competition, build loyalty and produce trust.

4. DIGITAL CONDITIONING

Consumers admit to technology dependence. Over three-quarters of shoppers in all four with the markets surveyed admitted to often feeling dependent upon technology. Many elements are cited to build up this dependence, including utility, connectivity and also the positive emotions they accompany it.

We've been subjected to digital classical conditioning. As proven by Pavlov, repeatedly pairing two cues can elicit a classically conditioned response. This can be equally true for many consumers who use smartphones-the light or sound emitted in the device triggers a reply of immediate attention.

Instant gratification isn't necessarily preferred. Remarkably, consumers in all of the four markets reported more excitement when getting a purchase in the mail than when purchasing in the store. This illuminates a fascinating aspect of shopping which is specific to e-commerce- the potency of pleasurable anticipation and delayed gratification.

Use "surprises and delights" in your favor. Without turning brand communications into a carnival of push notifications and flashing buttons, you'll probably still create pleasurable moments of anticipation around routine events for the brand. Smart marketers will play around with game mechanics inside the shopping and purchasing process, while ensuring this doesn't happen get in the way of simplicity fix.

5. EMERGING MARKETS Within the FAST LANE

Consumers in Brazil and China are tech-hungry early adopters. This data shows that Internet users in these markets count on technology for every section of their lives and continually search for more ways to integrate it.

Consumers in countries with lower Internet penetration would be the most demanding online. There are unexpectedly high expectations for digital services and websites in countries with lower Internet penetration. Specifically, there is a very strong desire in Brazil and China for e-commerce to improve.

Tech savvy spans all generations. As there is an important digital divide between Millennials and Gen Xers in the usa and United Kingdom, these demographic differences aren't so pronounced in Brazil and China.

Consider Brazil and China as early adopters. Emerging markets such as these are exciting places to try new technology. These consumers are not afraid of technology and so are actively looking for new purposes of it in their lifestyles.


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