Digital advertising and marketing have changed so much, often the finest path forward it is best to take a step back and look at the broad landscaping… the demographics of electronic digital marketing if you will. To achieve this, I often look at synopsis reports from the best in the business enterprise. Below I lay out a number of the biggest findings from a Razorfish report I love entitled “Digital Dopamine: 2015 Global Electronic digital Marketing Report”.
According to Razorfish, “Ideas that were once prominent now face irrelevance, since new digital developments shift them. This transformation takes place rapidly, and marketers are usually constantly struggling to keep up. For that reason in preparation for down the road, Razorfish took a strong dive into the qualitative and also quantitative data of four global markets (the United States, Britain, China, Brazil) to examine many ways in which digital technology will be shifting traditional brand-consumer associations. From uncovering global business sector expectations to identifying the effects of digital on our unconscious, this research set out to uncover the key trends shaping marketing and advertising. ”
What did Razorfish find in terms of how electronic digital marketing was used in 2015? Here are a few of their key conclusions.
1 . GENERATIONAL CHASM
Portable dominates the Millennial purchasing experience. A Millennial’s mobile phone is their key to the planet. As mobile payment technological innovation grows, mobile is going to come to be an even more important part of the total brand and retail knowledge. Millennials draw no simple distinction between online and offline.
Millennials’ constantly connected smartphones necessarily mean they no longer see a change between “online” and “offline. ” Technology has become a fundamental element of their lives, and it is where did they interact with and experience companies, even when in traditionally “offline” environments. They don’t use music in silos. Rather, each uses all of the tools at their fingertips at any given time, regardless of the system or platform.
Millennials usually are redefining privacy expectations. When comparing Gen X, Millennials will probably trust brands to protect all their privacy and are less likely to think this mobile targeting is an incursion of privacy.
Plan for often Gen X / Style Y digital divide. Millennials lead the pack when it comes to often the adoption of technology, outpacing their Gen X furnishings in nearly every digital pastime on a daily basis. Gen X-led institutions need to ensure that their model experiences align with Millennials’ tech-led lives and that the digital camera isn’t simply a chorus in the brand planning process. Goal carefully and with purpose.