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Digital marketing has changed so much, it is always better to stand back and look at the large landscape as the best way forward… The digital marketing demographics, if you like. I also look for overview notes from the best of the sector in order to do this. Below, I present some of the biggest results I love from a Razorfish study entitled “Digital Dopamine: 2015 Global Digital Marketing Report”
Ideas that were once dominant today face irrelevance, according to Razorfish, as emerging digital technologies displace them. This transition occurs rapidly, and advertisers are continually trying to keep up. Thus, Razorfish took a deep dive into the qualitative and quantitative details of four foreign markets (the United States, the United Kingdom, China, Brazi, China, Brazi) in preparation for tomorrow.
In terms of the way digital marketing was used in 2015, what did Razorfish find? Here are a few primary observations from them.
1. GENERATIONAL CHASM
Mobiles dominate the experience of Millennial shopping. The Millennial Mobile is the gateway to the globe. Mobile technology can become an ever more critical aspect of the overall brand and customer experience as mobile payment technology expands. No practical distinction is drawn between online and offline by millennials.
The continuously linked smartphones of Millennials mean that they no longer see a distinction between “online” and “offline.” Technology has become an important part of their lives, and even in typically “offline” contexts, it is how they communicate with and perceive products. In silos, they don’t use newspapers. Instead, at any given time, they use all of the tools at their hands, regardless of the computer or network.
Millennials are redefining standards of privacy. Millennials are more likely to trust advertisers to protect their privacy as compared to Gen X, and less likely to assume that smartphone targeting is a privacy infringement.
Plan for the digital split in Gen X / Gen Y. When it comes to technological adoption, the Millennials lead the pack, outpacing their Gen X peers on a regular basis in virtually any digital operation. Organizations headed by Gen X need to make sure that their brand offerings fit with the tech-led lives of Millennials and that technology is not just an afterthought in the context of brand preparation. Goal carefully and with aim.
2. THE DIGITAL EXPERIENCE ECONOMY:
Advertising is being deliberately resisted by users. Consumers report doing all they can to stop seeing ads in all four markets (United States, United Kingdom, Brazil, China), and many use resources such as DVRs to help them succeed.
When it is part of a value exchange, advertisement is most efficient. Consumers are now aware of, and expect to be rewarded for, how much their attention is worth to marketers. With reward plans, free content or helpful resources that fix challenges, they look to be paid.
Brazil continues to have a cultural link to conventional advertising. Interestingly, Brazil remains more receptive than any other market to advertising. As the most powerful source of advertisement, fifty-seven percent of Brazilian customers endorse Cable, radio and print advertisements. It is, however, necessary to understand that bringing meaning to different cultures means different things.
Get yourself important. Beyond key goods, companies need to give their customers services and bring a tangible value to the lives of consumers, whether they are not already. When they like it makes their life better, customers are more likely to stick with a brand.
3. SEAMLESS COMMERCE
The new storefront is Interactive. Not just a nice-to-have, a strong e-commerce platform has a huge influence on the brand. The figures speak for themselves: 84% of people in Brazil and 92% of people in China state that their view of the company is adversely influenced by a poor brand website. Seventy-three percent and 79 percent of U.S. and U.K. persons approve, respectively.
Existing e-commerce interactions fell short of expectations. Consumers are also not pleased particularly with the huge achievements made in the history of trade. In cultivating loyal consumers, latest e-commerce experiences, refund practises and delivery choices fell flat.
The journeys of customers are peppered with dead ends. While customers no longer see a difference between online and offline brand platforms, to help this outlook, products are not yet organised. This causes a tension between what buyers expect and what brands are selling, forcing jury-rig options for customers.
Empower your client. In specific, inflexible return practises are a significant source of friction in both online and offline shopping experiences. An simple way to distinguish the brand from the market, create loyalty and win trust is a strong return policy.
4. DIGITAL CONDITIONING
Consumers confess to reliance on technologies. In all four of the markets surveyed, over three-quarters of customers confessed to always feeling reliant on technology. For the creation of this dependency, several elements are cited, including utility, communication and the optimistic feelings they correlate with it.
The most demanding online could be users in countries with lower Internet penetration. For digital platforms and websites in countries with lower Internet access, there are unexpectedly high aspirations. There is, in fact, a very strong urge for e-commerce to improve in Brazil and China.
Fast happiness is not only preferred. Remarkably, clients in all four markets expressed greater concern after making a purchase in the mail than when shopping in the store. This illuminates the power of pleasurable anticipation and delayed gratification with a new e-commerce fascinating shopping feature..
Using “surprises and delights” to your advantage, you can also generate pleasurable moments of suspense for a business during regular operations without turning brand interaction into a carnival of push notifications and flashing buttons. Smart marketers will screw around with game elements in the buy and purchase process, while ensuring that simplicity and service do not get in the way.
5. EMERGING MARKETS IN THE FAST LANE
Clients in Brazil and China are tech-hungry early adopters. This research indicates that Internet users in these markets rely on technology for every part of their lives and are constantly looking for more ways to integrate it.
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Using “surprises and delights” to your advantage, you can also generate pleasurable moments of suspense for a business during regular operations without turning brand interaction into a carnival of push notifications and flashing buttons. Smart marketers will screw around with game elements in the buy and purchase process, while ensuring that simplicity and service do not get in the way.
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It’s still easier to step back and look at the big world as the right way forward… Digital marketing has changed so much, The demographics in digital marketing, if you prefer. In order to do this, I still search for summary notes from the best in the field. Below, I present some of the biggest findings I love from a “Digital Dopamine: 2015 Global Digital Marketing Report” analysis by Razorfish.
According to Razorfish, concepts that were once influential today face irrelevance as new digital innovations displace them. This change happens fast, and advertisers are continuously scrambling to keep up. So, in preparation for tomorrow, Razorfish took a deep dive into the qualitative and quantitative information of four international markets (the United States, the United Kingdom, China, Brazi, China, Brazi).
What did Razorfish think in terms of the way digital marketing was used in 2015? Here are a couple of their primary findings.
1. GENERATIONAL CHASM
Mobiles dominate the Millennial retail experience. The Key to the Globe is the Millennial Smartphone. As mobile payment infrastructure grows, mobile technology will become an ever more important component of the overall brand and consumer experience. No realistic distinction is drawn by millennials between online and offline.
Millennials’ constantly integrated smartphones mean that they no longer see a difference between “online” and “offline.” Technology has become an integral part of their lives, and it is how they engage with and view goods even in traditionally “offline” settings. They don’t use newspapers as silos. Instead, they use all the resources at their fingertips at any given time, regardless of the machine or the network.
Millennials are redefining privacy preferences. In contrast to Gen X, millennials are more likely to expect advertisers to protect their privacy, and less likely to believe that mobile targeting is a violation of privacy.
Plan for the digital divide of Gen X / Gen Y. The Millennials lead the pack when it comes to technology adoption, outpacing their Gen X counterparts in almost all digital activity on a daily basis. Gen X-led companies need to ensure that their brand products match the Millennials’ tech-led lives and that technology is not just an afterthought in the sense of brand planning. Goal carefully and with intent.
2. THE DIGITAL EXPERIENCE ECONOMY:
Advertising is being deliberately resisted by users. Consumers report doing all they can to stop seeing ads in all four markets (United States, United Kingdom, Brazil, China), and many use resources such as DVRs to help them succeed.
When it is part of a value exchange, advertisement is most efficient. Consumers are now aware of, and expect to be rewarded for, how much their attention is worth to marketers. With reward plans, free content or helpful resources that fix challenges, they look to be paid.
Brazil continues to have a cultural link to conventional advertising. Interestingly, Brazil remains more receptive than any other market to advertising. As the most powerful source of advertisement, fifty-seven percent of Brazilian customers endorse Cable, radio and print advertisements. It is, however, necessary to understand that bringing meaning to different cultures means different things.
Get yourself important. Beyond key goods, companies need to give their customers services and bring a tangible value to the lives of consumers, whether they are not already. When they like it makes their life better, customers are more likely to stick with a brand.
3. SEAMLESS COMMERCE
The new storefront is Interactive. Not just a nice-to-have, a strong e-commerce platform has a huge influence on the brand. The figures speak for themselves: 84% of people in Brazil and 92% of people in China state that their view of the company is adversely influenced by a poor brand website. Seventy-three percent and 79 percent of U.S. and U.K. persons approve, respectively.
Existing e-commerce interactions fell short of expectations. Consumers are also not pleased particularly with the huge achievements made in the history of trade. In cultivating loyal consumers, latest e-commerce experiences, refund practises and delivery choices fell flat.
The journeys of customers are peppered with dead ends. While customers no longer see a difference between online and offline brand platforms, to help this outlook, products are not yet organised. This causes a tension between what buyers expect and what brands are selling, forcing jury-rig options for customers.
Empower your client. In specific, inflexible return practises are a significant source of friction in both online and offline shopping experiences. An simple way to distinguish the brand from the market, create loyalty and win trust is a strong return policy.
4. DIGITAL CONDITIONING
Consumers admit to technology dependence. Over three-quarters of consumers in all four of the markets surveyed admitted to often feeling dependent on technology. Many elements are cited for the development of this dependence, including utility, connectivity and 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 is equally true for many consumers who use smartphones-the light or sound emitted from the device triggers a response of immediate attention.
Instant gratification is not always preferred. Remarkably, consumers in all four markets reported more excitement when receiving a purchase in the mail than when buying in the store. This illuminates an interesting aspect of shopping that is specific to e-commerce- the power of pleasurable anticipation and delayed gratification.
Use “surprises and delights” to your advantage. Without turning brand communications 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 IN THE FAST LANE
Consumers in Brazil and China are 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 may be the most demanding online. There are 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 improve.
Tech savvy spans all generations. While there is an important digital divide between Millennials and Gen Xers in the United States and United Kingdom, these demographic differences aren’t so pronounced in Brazil and China.
Consider Brazil and China as early adopters. Emerging markets like these are exciting places to test new technology. These consumers are not afraid of technology and are actively looking for new ways to use it in their daily lives.
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