Multilingual Digital Marketing and politics

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

Multilingual Digital Marketing and politics
According to Razorfish, "Ideas that were once dominant now face irrelevance, as new digital developments displace them. This transformation occurs rapidly, and marketers are continually struggling to keep up. Therefore, in preparation for tomorrow, Razorfish took an in-depth dive into the qualitative and quantitative data of four years old international markets (the usa, the United Kingdom, China, Brazil) to check the ways in which technology is shifting traditional brand-consumer relationships. From uncovering global commerce expectations to identifying the effect of digital on our subconscious, this research set out to expose the key trends shaping marketing."

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


Mobile dominates the Millennial shopping experience. A Millennial's smartphone is their key to the world. As mobile payment technology grows, mobile will almost certainly become an even more important section of the overall brand and retail experience. Millennials draw no practical among online and offline.

Millennials' constantly connected smartphones mean they no longer see a difference between "online" and "offline." Technology has become an integral part of their lives, which is how they interact with and experience brands, regardless if in traditionally "offline" environments. They don't use media in silos. Rather, they normally use all of the tools inside their fingertips at any given time, no matter the device or platform.

Millennials are redefining privacy expectations. In comparison to Gen X, Millennials may trust brands to shield their privacy-and less likely to believe that mobile targeting is an invasion of privacy.

Insurance policy for the Gen X / Gen Y digital divide. Millennials lead the rest when it comes to the adoption of technology, outpacing their Gen X counterparts in virtually every digital activity every day. Gen X-led organizations must make sure that their brand experiences align with Millennials' tech-led lives understanding that digital isn't simply an afterthought in the brand planning process. Target carefully along with purpose.


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

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

Brazil is still equipped with a cultural affinity to traditional advertising. Interestingly, Brazil remains more receptive to advertising than some of the other markets. Fifty-seven percent of Brazilian consumers endorse TV, radio and print ads because most influential supply of advertising. Therefore, it is very important understand that adding value means various things to different cultures.

Become useful. Brands should offer their customers services beyond core products and start being active . real value to peoples' lives, if they are not already. Rrndividuals are more likely to stick with a product if they feel it makes their lives easier.


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

Current e-commerce experiences fall short of expectations. Even with the larger accomplishments made in the evolution of commerce, individuals 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 online and offline brand channels, brands are not yet structured to aid this outlook. This generates a tension between what consumers want and just what brands are providing, forcing people to jury-rig solutions.

Empower your customer. Inflexible returns policies, especially, are a major reason for friction in both the online and offline retail experiences. A good return policy is an easy approach 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 from the markets surveyed admitted to often feeling influenced by technology. Many elements are cited for the development of this dependence, including utility, connectivity and the positive emotions they escort it.

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

Instant gratification is not always preferred. Remarkably, consumers in most four markets reported more excitement when finding a purchase in the mail than when selecting in the store. This illuminates an interesting aspect of shopping which is specific to e-commerce- the effectiveness of pleasurable anticipation and delayed gratification.

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


Consumers in Brazil and China are tech-hungry early adopters. This data signifies that Internet users in these markets depend on technology for every part of their lives and continually search for more ways to integrate it.

Consumers in countries with lower Internet penetration will be the most demanding online. You will find unexpectedly high expectations for digital services and websites in countries with lower Internet penetration. Particularly, 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 america 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 try new technology. These individuals are not afraid of technology and they are actively looking for new ideas and applications it in their everyday life.