Because of how much digital marketing has evolved, it is frequently helpful to take a step back and consider the big picture—or, if you prefer, the demographics of digital marketing. I frequently review summary reports from the top experts in the field to achieve this. I’ve summarised some of the most significant data from a research by Razorfish called “Digital Dopamine: 2015 Global Digital Marketing Report” below.
To to Razorfish, “Ideas that were once in the lead now risk becoming irrelevant as a result of new technological advancements. Marketers are continually fighting to stay up with this transition because it happens so quickly. In order to study the ways in which digital technology is changing traditional brand-consumer connections in advance of tomorrow, Razorfish dug deeply into the qualitative and quantitative data of four worldwide markets (the United States, the United Kingdom, China, and Brazil). This study sought out to reveal the major factors influencing marketing, from establishing worldwide commerce expectations to figuring out how digital media affects our subconscious.”
What did Razorfish discover about the application of digital marketing in 2015? Here are some of their main conclusions.
- The first generational chasm
The purchasing experience for Millennials is dominated by mobile. The smartphone is the world’s key for Millennials. Mobile will play a bigger role in the overall brand and shopping experience as mobile payment technology develops. Millennials don’t really distinguish between online and offline activities.
Due to their continual access to the internet via cellphones, millennials no longer distinguish between being “online” and being “offline.” Even when in traditionally “offline” venues, technology has become an essential element of their life and how people connect with and experience brands. They don’t employ media in compartments. Instead, they make use of every tool at their disposal at any given time, regardless of the platform or device.
Privacy expectations are being redefined by millennials. Millennials are more likely than Gen Xers to trust brands with protecting their privacy, and they are less likely to believe that mobile marketing violates their privacy.
Prepare for the digital divide between Gen X and Gen Y. When it comes to embracing technology, millennials are in the lead, surpassing their Gen X counterparts.parallels in almost every daily digital activity. Millennials live tech-driven lifestyles, therefore Gen X-led enterprises need to make sure their brand experiences reflect this and that digital isn’t just an afterthought during the brand design process. Target with precision and care.
- THE ECONOMY OF THE DIGITAL EXPERIENCE:
Advertising is intentionally being avoided by consumers. Consumers in all four markets (the United States, the United Kingdom, Brazil, and China) say they take every precaution to avoid viewing advertisements, and many of them use devices like DVRs to do so.
Advertising works best when it’s included in a value exchange. Consumers now recognise the value of their attention to marketers and anticipate receiving something in return. They seek rewards in the form of loyalty schemes, cost-free material, or practical tools that address issues.
Traditional advertising continues to be ingrained in Brazilian culture. Surprisingly, out of all the markets, Brazil continues to be the most open to advertising. For 57% of Brazilian customers, print, radio, and TV advertisements are the most effective forms of advertising. It is crucial to recognise that adding value has diverse meanings across cultures.
Put yourself to use. Brands must provide services to consumers that go beyond their main products and significantly improve people’s lives.
3. SEAMLESS BUSINESS
The new storefront is digital. A quality e-commerce website has a significant impact on your brand and is not only pleasant to have. The statistics are conclusive: 84% of Brazilians and 92% of Chinese respondents claim that a poor brand website has a negative effect on their perception of the company. In the US and the UK, 79% and 73% of respondents, respectively, concur.
Expectations are not met by current online shopping experiences. Consumers are still unimpressed despite the enormous advancements made in the evolution of commerce. Current shipping alternatives, refund policies, and e-commerce experiences don’t do a good job of nurturing happy customers.
Roads taken by consumers are frequently at dead ends. Customers no longer distinguish between online and offline brand channels, but brands are still not set up to reflect this perspective. As a result, there is a conflict between what customers want and what brands are offering, prompting customers to improvise fixes.
Enable your client. Particularly rigid return policies are a key source of conflict in both the online and offline retail environments. An effective return policy is a simple approach to set your company apart from the competition, foster customer loyalty, and establish credibility.
4. DIGITAL FORMULA
Consumers acknowledge their reliance on technology. In all four of the areas questioned, more than 75 percent of consumers acknowledged that they frequently felt dependent on technology. There are numerous factors proposed for the emergence of this reliance,
Our conditioning has been exposed to digital classical. Pavlov demonstrated that pairing two signals repeatedly can cause a classically conditioned response. This is also true for many smartphone users; the light or sound the device emits prompts an immediate response of attention.
Not usually, instant gratification is preferred. Surprisingly, customers in all four markets expressed greater joy when getting a purchase through the mail as opposed to making a purchase in person. This brings to light a unique feature of online shopping: the impact of joyful anticipation and delayed fulfilment.
Make the most of “surprises and joys.” You can still build enjoyable moments of anticipation around normal events for a brand without turning brand communications into a circus of push notifications and flashing buttons. Smart marketers will experiment with gaming dynamics during the browsing and buying process while making sure it doesn’t interfere with ease of use and customer service.
5. NEW MARKETS GETTING IN THE FAST LANE
Early adopters who are tech-hungry come from Brazil and China. This information demonstrates how Internet users in these markets always seek out new ways to incorporate technology into every aspect of their lives.
Customers online may be more demanding in nations with lower Internet penetration. Unexpectedly high expectations are held for
digital products and websites in nations with less widespread Internet access. Brazil and China in particular have a great desire for e-commerce to advance.
All generations are technologically aware. In the United States and the United Kingdom, there is a significant digital divide between Millennials and Gen Xers, while in Brazil and China, these distinctions are less noticeable.
As early adopters, think of Brazil and China. These kinds of emerging markets are fascinating environments for testing new technology. These customers are actively looking for new methods to incorporate technology into their daily life and do not hold a fear of it.
