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March 18 2016


Multilingual Digital Marketing and politics

Multilingual Digital Marketing and politics

Internet marketing has changed so much, usually the best path forward it is best to step back and look at the broad landscape... the demographics of internet marketing if you will. To do this, I often examine summary reports in the best in the business. Below I formulate some of the biggest findings from the Razorfish report I love entitled "Digital Dopamine: 2015 Global Digital Marketing Report".

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According to Razorfish, "Ideas that were once dominant now face irrelevance, as new digital developments displace them. This variation occurs rapidly, and marketers are continually struggling to keep up. Therefore, when preparing for tomorrow, Razorfish took a deep dive into the qualitative and quantitative data of four international markets (the usa, the United Kingdom, China, Brazil) to analyze the ways in which digital technology is shifting traditional brand-consumer relationships. From uncovering global commerce expectations to identifying the result of digital on our subconscious, this research got down to expose the key trends shaping marketing."

What did Razorfish get in terms of how digital marketing was used in 2015? Here are a few of their key findings.


Mobile dominates the Millennial shopping experience. A Millennial's smartphone is key to the world. As mobile payment technology grows, mobile will 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 not 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 will use all of the tools within their fingertips at any given time, regardless of the device or platform.

Millennials are redefining privacy expectations. When compared to Gen X, Millennials will trust brands to safeguard their privacy-and less likely to think that mobile targeting is 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 need to ensure that their brand experiences align with Millennials' tech-led lives and that digital isn't simply an afterthought in the brand planning process. Target carefully and with purpose.


Consumers are actively avoiding advertising. Consumers in every four markets (U . s ., United Kingdom, Brazil, China) report doing what they can to avoid seeing advertising, and several are utilizing tools like DVRs to assist them succeed.

Advertising is most effective when it is part of something exchange. Consumers are now conscious of how much their attention is worth to marketers, and they expect to be rewarded for it. They look to be compensated with loyalty programs, free content or useful tools that solve problems.

Brazil retains a cultural affinity to traditional advertising. Interestingly, Brazil remains more receptive to advertising than the other markets. Fifty-seven percent of Brazilian consumers endorse TV, radio and print ads since the most influential source of advertising. Therefore, it is very important understand that adding value means something else entirely to different cultures.

Make yourself useful. Brands need to offer their customers services beyond core products and atart exercising . real value to peoples' lives, if they are not already. People are more likely to stick with a brand if they feel it makes their lives easier.


Digital is the new storefront. A fantastic e-commerce site is not just a nice-to-have; it provides a major impact on your brand. The numbers speak for themselves: 84% of people in Brazil and 92% of individuals in China state that a bad brand website negatively impacts their opinion of the brand. Seventy-three percent and 79% of individuals in the U.S. and U.K., respectively, agree.

Current e-commerce experiences miss expectations. Even with the larger 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 are not yet structured to compliment this outlook. This produces a tension between what consumers want and just what brands are providing, forcing customers to jury-rig solutions.

Empower your customer. Inflexible returns policies, especially, are a major point of friction in both the online and offline retail experiences. A good return policy is an easy way to differentiate your brand through the competition, build loyalty and produce trust.


Consumers admit to technology dependence. Over three-quarters of consumers in all four of the markets surveyed admitted to often feeling dependent upon technology. Many elements are cited to build up this dependence, including utility, connectivity along with the positive emotions they escort it.

We've been confronted with digital classical conditioning. As proven by Pavlov, repeatedly pairing two cues can elicit a classically conditioned response. This can be equally true for most consumers who use smartphones-the light or sound emitted through the device triggers a reply of immediate attention.

Instant gratification isn't necessarily preferred. Remarkably, consumers in all of the four markets reported more excitement when finding a purchase in the mail than when selecting in the store. This illuminates a unique aspect of shopping that is certainly specific to e-commerce- the strength of pleasurable anticipation and delayed gratification.

Use "surprises and delights" in your favor. Without turning brand communications right into a carnival of push notifications and flashing buttons, you may still create pleasurable moments of anticipation around routine events for a brand. Smart marketers may play around with game mechanics in the shopping and purchasing process, while ensuring this doesn't happen get in the way of simplicity restore.


Consumers in Brazil and China are tech-hungry early adopters. This data implies that Internet users in these markets rely on technology for every portion of their lives and continually try to find more ways to integrate it.

Consumers in countries with lower Internet penetration could be the most demanding online. You will 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 improve.

Tech savvy spans all generations. Nevertheless there is an important digital divide between Millennials and Gen Xers in the usa 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 ideas and applications it in their daily lives.

Don't be the product, buy the product!