Digital marketing has changed so much, often the best path forward it is best to step back and appear at the broad landscape… the demographics of digital marketing if you will certainly. To do this, I often look at summary reports from the best in the business. Beneath I lay out some of the biggest findings from a Razorfish report I love entitled “Digital Dopamine: 2015 Global Digital Marketing Report”.
According to Razorfish, “Ideas that were once dominant now encounter irrelevance, as new digital developments displace them. This transformation occurs rapidly, and marketers are continuously struggling to keep up. Therefore , in preparing for tomorrow, Razorfish took a deep dive into the qualitative plus quantitative data of four worldwide markets (the United States, the United Kingdom, Cina, Brazil) to examine the ways in which electronic technology is shifting traditional brand-consumer relationships. From uncovering global commerce expectations to identifying the effect of digital on our subconscious, this analysis set out to expose the key trends framing marketing. ”
What did Razorfish find in terms of how digital marketing and advertising was used in 2015? Here are a few of their key findings.
1 . GENERATIONAL CHASM
Mobile dominates the Millennial purchasing experience. A Millennial’s smartphone will be their key to the world. As mobile payment technology grows, mobile phone 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’ continuously connected smartphones mean they no more see a difference between “online” plus “offline. ” Technology has become an integral part of their lives, and it is how they interact with and experience brands, even when in traditionally “offline” environments. They don’t use media in silos. Rather, they use all of the tools at their disposal at any given time, regardless of the device or system.
Millennials are redefining privacy anticipations. When compared to Gen X, Millennials are more likely to trust brands to protect their privacy-and less likely to think that mobile focusing on is an invasion of privacy.
Arrange for the Gen X / Gen Y digital divide. Millennials lead the pack when it comes to the re-homing of technology, outpacing their Gen X counterparts in nearly every electronic activity on a daily basis. Gen X-led businesses need to ensure that their brand experiences align with Millennials’ tech-led lives and that digital isn’t simply a good afterthought in the brand planning procedure. Target carefully and with purpose.
second . THE DIGITAL EXPERIENCE ECONOMY:
People are actively avoiding advertising. Consumers in all four markets (United States, Uk, Brazil, China) report doing anything they can to avoid seeing advertising, and a lot of are utilizing tools like DVRs to assist them succeed.
Advertising is best when it is part of a value swap. Consumers are now aware of how much their attention is worth to marketers, plus they expect to be rewarded for it. They will look to be compensated with commitment programs, free content or helpful tools that solve problems.
Brazil still has a cultural affinity in order to traditional advertising. Interestingly, Brazil continues to be more receptive to advertising than any of the other markets. Fifty-seven % of Brazilian consumers endorse TV, radio and print ads as the most influential source of advertising. Therefore , it is important to understand that adding value means different things to different cultures.
Make yourself helpful. Brands need to offer their customers services beyond core products and add some real value to peoples’ lives, if they are not already. Consumers are very likely to stick with a brand if they feel much more their lives easier.
3. SEAMLESS COMMERCE
Digital is the new storefront. A good e-commerce site is not just the nice-to-have; it has a major impact on your own brand. The numbers speak for themselves: 84% of people in Brazil and 92% of people in China say that a negative brand website negatively impacts their opinion of the brand. Seventy-three % and 79% of people in the Circumstance. S. and U. K., respectively, agree.
Current e-commerce experiences fall short of expectations. Even with the enormous accomplishments made in the evolution associated with commerce, consumers are still not impressed. Current e-commerce experiences, return plans 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 online and offline brand channels, brands are not yet structured to support this perspective. This creates a tension between what consumers want and what brands are usually providing, forcing consumers to jury-rig solutions.
Empower your customer. Inflexible returns policies, in particular, are a main point of friction in both the internet and offline retail experiences. A great return policy is an easy way to differentiate your brand from the competition, build loyalty and earn trust.
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Consumers admit to technology dependence. Over three-quarters of consumers in all four of the marketplaces surveyed admitted to often experiencing dependent on technology. Many elements are cited for the development of this reliance, including utility, connectivity and the optimistic emotions they associate with it.
We’ve been exposed to digital classical conditioning. Since proven by Pavlov, repeatedly integrating two cues can elicit a classically conditioned response. This is equally true for many consumers who use smartphones-the light or sound released from the device triggers a response associated with immediate attention.
Instant gratification is not always preferred. Remarkably, consumers in every four markets reported more pleasure when receiving a purchase in the mail than when buying in the store. This illuminates an interesting aspect of shopping which is specific to e-commerce- the power of pleasurable anticipation and delayed gratification.
Use “surprises and delights” to your benefit. Without turning brand communications into a carnival of push notifications and flashing buttons, you can still make pleasurable moments of anticipation around routine events for a brand. Wise marketers will play around with game mechanics in the shopping and buying process, while ensuring it doesn’t get in the way of simplicity and service.
5. EMERGING MARKETS IN THE FAST LANE
Customers in Brazil and China are usually tech-hungry early adopters. This data shows that Internet users in these markets rely on technology for every part of their lives and continually look for more ways to integrate it.
Consumers in countries with lower Internet penetration could be the most demanding online. There are suddenly high expectations for digital solutions and websites in countries along with lower Internet penetration. In particular, there is a very strong desire in Brazil and China for e-commerce to improve.
Technology savvy spans all generations. Whilst there is an important digital divide between Millennials and Gen Xers in the United States and United Kingdom, these demographic variations aren’t so pronounced in Brazil and China.