Electronic marketing has changed so much, often the best path forward it is best to step back and look at the broad landscape… the demographics of digital marketing if you will. To do this, I often look at summary reports from the best in the business. Below I lay out some of the biggest results from a Razorfish report I love permitted “Digital Dopamine: 2015 Global Digital Marketing Report”.
According to Razorfish, “Ideas that were once dominant now encounter irrelevance, as new digital advancements displace them. This transformation takes place rapidly, and marketers are continuously struggling to keep up. Therefore , in preparation 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 electronic technology is shifting traditional brand-consumer relationships. From uncovering global commerce expectations to identifying the effect associated with digital on our subconscious, this research set out to expose the key trends framing marketing. ”
What did Razorfish find in terms of how digital marketing was used in 2015? Here are a few of the key findings.
1 . GENERATIONAL CHASM
Mobile dominates the Millennial buying experience. A Millennial’s smartphone will be their key to the world. As mobile payment technology grows, cell is going to become an even more important section 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 a fundamental element of their lives, and it is how they interact with and experience brands, even when in traditionally “offline” environments. They don’t make use of media in silos. Rather, each uses all of the tools at their fingertips at any given time, regardless of the device or system.
Millennials are redefining privacy expectations. When compared to Gen X, Millennials may trust brands to protect their privacy-and less likely to think that mobile targeting is an invasion of privacy.
Policy for the Gen X / Gen Y digital divide. Millennials prospect the pack when it comes to the re-homing of technology, outpacing their Style X counterparts in nearly every electronic activity on a daily basis. Gen X-led organizations need to ensure that their brand encounters align with Millennials’ tech-led lifestyles and that digital isn’t simply an afterthought in the brand planning process. Target carefully and with purpose.
2 . THE DIGITAL EXPERIENCE ECONOMY:
Consumers are actively avoiding advertising. Consumers in most four markets (United States, Uk, Brazil, China) report doing something they can to avoid seeing advertising, and lots of are utilizing tools like DVRs to help them succeed.
Advertising is most beneficial when it is part of a value exchange. Consumers are now aware of how much their attention is worth to marketers, and so they expect to be rewarded for it. They will look to be compensated with dedication programs, free content or helpful tools that solve problems.
Brazilian still has a cultural affinity in order to traditional advertising. Interestingly, Brazil continues to be more receptive to advertising compared to any of the other markets. Fifty-seven % of Brazilian consumers endorse TELEVISION, radio and print ads because the most influential source of advertising. Therefore , it is important to understand that adding value indicates different things to different cultures.
Make yourself helpful. Brands need to offer their clients services beyond core products and add some real value to peoples’ existence, if they are not already. Consumers are more prone to stick with a brand if they feel it makes 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 brand. The numbers speak for themselves: 84% of people in Brazil and 92% of people in China say that an undesirable brand website negatively impacts their opinion of the brand. Seventy-three percent and 79% of people in the U. S. and U. K., correspondingly, agree.
Current e-commerce experiences flunk of expectations. Even with the substantial accomplishments made in the evolution associated with commerce, consumers are still not impressed. Current e-commerce experiences, return guidelines and shipping options are dropping flat in cultivating satisfied clients.
Consumer journeys are peppered along with dead ends. Although consumers no more view a distinction between online and offline brand channels, brands are certainly not yet structured to support this perspective. This creates a tension between exactly what consumers want and what brands are providing, forcing consumers to jury-rig solutions.
Empower your customer. Rigid returns policies, in particular, are a main point of friction in both the internet and offline retail experiences. An excellent return policy is an easy method to differentiate your brand from the competitors, build loyalty and earn trust.
4. DIGITAL CONDITIONING
Consumers acknowledge 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 good emotions they associate with it.
We have been exposed to digital classical conditioning. As proven by Pavlov, repeatedly partnering two cues can elicit a classically conditioned response. This is similarly true for many consumers who make use of smartphones-the light or sound released from the device triggers a response associated with immediate attention.
Instant gratification is just not always preferred. Remarkably, consumers in every four markets reported more enthusiasm when receiving a purchase in the email than when buying in the store. This particular illuminates an interesting aspect of shopping which is specific to e-commerce- the power associated with pleasurable anticipation and delayed gratification.
Use “surprises and delights” to your advantage. Without turning brand communications in to a carnival of push notifications plus flashing buttons, you can still produce pleasurable moments of anticipation around routine events for a brand. Wise marketers will play around with sport mechanics in the shopping and buying process, while ensuring it doesn’t get in the way of simplicity and service.
5. GROWING MARKETS IN THE FAST LANE
Consumers in Brazil and China are tech-hungry early adopters. This data shows that Internet users in these markets depend on technology for every part of their existence and continually look for more methods to integrate it.
Consumers in nations with lower Internet penetration may be the most demanding online. There are suddenly high expectations for digital services and websites in countries with lower Internet penetration. In particular, there exists a very strong desire in Brazil plus China for e-commerce to improve
If you have any kind of questions concerning where and how you can use Ignite Digital, you can contact us at our web page.