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 online marketing if you will. To do this, I often look at summary reports in the best in the business. Below I construct some of the biggest findings from a Razorfish report I love entitled “Digital Dopamine: 2015 Global Internet marketing Report”.
digital marketing and politics
According to Razorfish, “Ideas that were once dominant now face irrelevance, as new digital developments displace them. This variation occurs rapidly, and marketers are constantly struggling to keep up. Therefore, in readiness for tomorrow, Razorfish took an in-depth dive into the qualitative and quantitative data of four international markets (the usa, 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 got down to expose the key trends shaping marketing.”
What did Razorfish discover in terms of how internet marketing was used in 2015? Here are a couple 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 is going to become an even more important area 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.” Technologies have become an integral part of their lives, and it’s also how they interact with and experience brands, even though in traditionally “offline” environments. They don’t use media in silos. Rather, they’ll use all of the tools within their fingertips at any given time, no matter the device or platform.
Millennials are redefining privacy expectations. In comparison to Gen X, Millennials are more likely to trust brands to protect their privacy-and less likely to believe mobile targeting can be an invasion of privacy.
Insurance policy for the Gen X / Gen Y digital divide. Millennials lead those when it comes to the adoption of technology, outpacing their Gen X counterparts in just about any digital activity each day. Gen X-led organizations have to be sure that their brand experiences align with Millennials’ tech-led lives understanding that digital isn’t simply an afterthought within the brand planning process. Target carefully with purpose.
2. Digital EXPERIENCE ECONOMY:
Individuals are actively avoiding advertising. Consumers in every four markets (U . s ., United Kingdom, Brazil, China) report doing what they have to can to avoid seeing advertising, and a lot of are utilizing tools like DVRs to help them succeed.
Advertising is most effective when it is part of something 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 is still equipped with 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 most influential method to obtain advertising. Therefore, it is important to understand that adding value means various things to different cultures.
Get yourself useful. Brands have to offer their customers services beyond core products and start being active . real value to peoples’ lives, should they be not already. People are more likely to stick with a brand name if they feel commemorate their lives easier.
3. SEAMLESS COMMERCE
Digital could be the new storefront. A good e-commerce site is not just a nice-to-have; it possesses a major impact on your brand. The numbers speak by 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, consumers are still not impressed. Current e-commerce experiences, return policies and shipping choices falling flat in cultivating satisfied customers.
Consumer journeys are peppered with dead ends. Although consumers no more view a distinction between offline and online brand channels, brands usually are not yet structured to aid this outlook. This results in a tension between what consumers want along with what brands are providing, forcing customers to jury-rig solutions.
Empower your customer. Inflexible returns policies, especially, are a major reason for friction in both the net and offline retail experiences. A good return policy is an easy strategy to differentiate your brand through the competition, build loyalty and create 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 on technology. Many elements are cited to add mass to this dependence, including utility, connectivity as well as the positive emotions they associate with it.
We’ve been subjected to digital classical conditioning. As proven by Pavlov, repeatedly pairing two cues can elicit a classically conditioned response. That is equally true for several consumers who use smartphones-the light or sound emitted from the device triggers an answer of immediate attention.
Instant gratification isn’t necessarily preferred. Remarkably, consumers in every four markets reported more excitement when getting a purchase in the mail than when selecting in the store. This illuminates an interesting aspect of shopping that is certainly specific to e-commerce- the strength of pleasurable anticipation and delayed gratification.
Use “surprises and delights” to your great advantage. Without turning brand communications into a carnival of push notifications and flashing buttons, you could still create pleasurable moments of anticipation around routine events for any brand. Smart marketers may play around with game mechanics from the shopping and purchasing process, while ensuring it won’t get in the way of simplicity and service.
5. EMERGING MARKETS IN THE FAST LANE
Consumers in Brazil and China are tech-hungry early adopters. This data demonstrates Internet users in these markets depend upon technology for every part of their lives and continually look for more ways to integrate it.
Consumers in countries with lower Internet penetration would be the most demanding online. You’ll find unexpectedly high expectations for digital services and websites in countries with lower Internet penetration. In particular, there is a very strong desire in Brazil and China for e-commerce to further improve.
Tech savvy spans all generations. Nevertheless there is an important digital divide between Millennials and Gen Xers in the us 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 therefore are actively looking for new uses of it in their lifestyles.