Multilingual Digital Marketing and politics
Digital marketing has changed so much, some of the best path forward it's best to step back and look at the broad landscape... the demographics of digital marketing if you will. To do this, I often examine summary reports from your best in the business. Below I construct some of the biggest findings from the Razorfish report I love entitled "Digital Dopamine: 2015 Global Internet marketing Report".
According to Razorfish, "Ideas that were once dominant now face irrelevance, as new digital developments displace them. This modification occurs rapidly, and marketers are continually struggling to keep up. Therefore, in readiness for tomorrow, Razorfish took a deep dive into the qualitative and quantitative data of 4 international markets (the United States, the United Kingdom, China, Brazil) to analyze the ways in which technology is shifting traditional brand-consumer relationships. From uncovering global commerce expectations to identifying the result of digital on the subconscious, this research set out to expose the key trends shaping marketing."
What did Razorfish discover 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 is key to the world. As mobile payment technology grows, mobile will probably become an even more important the main overall brand and retail experience. Millennials draw no practical distinction online and offline.
Millennials' constantly connected smartphones mean they not see a difference between "online" and "offline." Technologies have become an integral part of their lives, and it is how they interact with and experience brands, regardless if in traditionally "offline" environments. They just don't use media in silos. Rather, they normally use all of the tools within their fingertips at any given time, regardless of device or platform.
Millennials are redefining privacy expectations. When compared with Gen X, Millennials will trust brands to guard their privacy-and less likely to feel that mobile targeting is an invasion of privacy.
Plan 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 nearly every digital activity on a daily basis. Gen X-led organizations must ensure that their brand experiences align with Millennials' tech-led lives which digital isn't simply an afterthought within the brand planning process. Target carefully sufficient reason for purpose.
2. THE DIGITAL EXPERIENCE ECONOMY:
People are actively avoiding advertising. Consumers in every four markets (U . s ., United Kingdom, Brazil, China) report doing what they can to avoid seeing advertising, and a lot of are utilizing tools like DVRs to assist them succeed.
Advertising is ideal when it is part of a worth exchange. Consumers are now conscious of how much their attention will probably be worth to marketers, and they also expect to be rewarded correctly. They look to be compensated with loyalty programs, free content or useful tools that solve problems.
Brazil continues to have 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 because the most influential way to obtain advertising. Therefore, it is important to understand that adding value means different things to different cultures.
Be useful. Brands must offer their customers services beyond core products and add some real value to peoples' lives, should they be not already. Individuals are more likely to stick with a product if they feel it can make their lives easier.
3. SEAMLESS COMMERCE
Digital could be the new storefront. A great e-commerce site is not just a nice-to-have; it provides a major impact on your brand. The numbers speak for themselves: 84% of people in Brazil and 92% of folks in China state that a bad brand website negatively impacts their opinion of the brand. Seventy-three percent and 79% of folks in the U.S. and U.K., respectively, agree.
Current e-commerce experiences miss expectations. Even with the massive accomplishments made in the evolution of commerce, people 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 no longer view a distinction between offline and online brand channels, brands aren't yet structured to aid this outlook. This creates a tension between what consumers want along with what brands are providing, forcing consumers to jury-rig solutions.
Empower your customer. Inflexible returns policies, specifically, are a major point of friction in both the net and offline retail experiences. An excellent return policy is an easy approach to differentiate your brand in the competition, build loyalty and work out trust.
4. DIGITAL CONDITIONING
Consumers admit to technology dependence. Over three-quarters of consumers in all four of the markets surveyed admitted to often feeling determined by technology. Many elements are cited to build up this dependence, including utility, connectivity along with the positive emotions they associate with it.
We've been exposed to digital classical conditioning. As proven by Pavlov, repeatedly pairing two cues can elicit a classically conditioned response. This really is equally true for many consumers who use smartphones-the light or sound emitted in the device triggers a reply of immediate attention.
Instant gratification might not be preferred. Remarkably, consumers in most four markets reported more excitement when receiving a purchase in the mail than when choosing in the store. This illuminates a unique aspect of shopping that is certainly specific to e-commerce- the effectiveness of pleasurable anticipation and delayed gratification.
Use "surprises and delights" to your great advantage. Without turning brand communications right into a carnival of push notifications and flashing buttons, you can still create pleasurable moments of anticipation around routine events for a brand. Smart marketers will play around with game mechanics in the shopping and purchasing process, while ensuring it doesn't get in the way of simplicity and service.
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 depend upon technology for every part of their lives and continually try to find more ways to integrate it.
Consumers in countries with lower Internet penetration would be the most demanding online. You can find unexpectedly high expectations for digital services and websites in countries with lower Internet penetration. Particularly, there is a very strong desire in Brazil and China for e-commerce to improve.
Tech savvy spans all generations. While there is an important digital divide between Millennials and Gen Xers in america and United Kingdom, these demographic differences aren't so pronounced in Brazil and China.
Consider Brazil and China as early adopters. Emerging markets honestly are exciting places to test new technology. These individuals are not afraid of technology and are actively looking for new ideas and applications it in their everyday life.