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RESEARCH, ANALYSIS & TRENDS



































What’s influencing digital marketing in 2015?



basis, although a good digital brand experience acts on
Digital marketers are constantly struggling to keep up with
new developments, a situation that encouraged Razorfish to an emotional level. Against the background of the infinite
take a deep dive into the qualitative and quantitative data of choices of the Internet, it is exactly what caters for brand
four international markets (USA, UK, China, Brazil) to exam- loyalty. Remarkably, 76% of respondents from the US,
ine which digital technology is shifting traditional brand- 72% from the UK, 73% from Brazil and 82% from China
consumer relationships. said that they would be more pleased about an online
purchase they receive by mail, than buying things in a
shop.
As part of the study "Digital Dopamine", the digital agency
interviewed around 1,600 Internet users to find out how
brands can remain relevant and how the digitization alters the 4. Seamless commerce: The omnichannel customer
relationship between brands and consumers, bringing to light makes no difference anymore between online and offline
the following five key trends that will shape digital marketing shopping. Convenience that works across all channels is
in 2015 and beyond: most important. However, when switching from offline to
online - and vice versa - he still encounters disruptions:
Thus, about 70% of the customers in the US and UK
1. Generation chasm: There is a huge difference in the indicate that they buy products only online when they
use of eCommerce services between Generation X and have an opportunity to exchange them. In Brazil, the
Millennials: For instance, more than half of US millenni- figure is even higher at 77%. In fact, there and in China,
als name their smartphone as their main in-store shop- the percentage of those who would like to make all their
ping tool, compared to just 28% of the Generation X. In purchases online is significantly higher than that in the
addition, 74% of US millennials trust that brands protect US and the UK, where around half of the respondents
their data, whereby in turn only about two-thirds of the can envision doing so.
Generation X believe that.
5. Emerging markets in the fast lane: Consumers from
2. The digital experience economy: Generally, Internet Brazil and China have higher demands on technology-
users try to avoid advertising and feel attracted by based experiences than those from other countries, alt-
brands that make their life easier with digital solutions. hough the Internet penetration is relatively low there.
Brands should therefore try to be more useful than just Hence, the digital experience has a much higher effect
interesting, as the following figures exemplify. More than on brand loyalty, the study revealed. Actually, 79% of
half of consumers in the UK and the US, and nearly 70% China's and even 87% of Brazilian consumers said that
of consumers from China, indicated that they would "do most online shops have to improve. In the US and UK
everything in their power" not to see any ads. On the only about half of the respondents see it that way. That
other hand, 70% of consumers in UK and the US, and goes hand in hand with the opinion of 92% of respond-
more than three-quarters of consumers from China, don’t ents from China and 84% of Brazilian consumers that
mind to see ads if they can get access to online content indicated that a bad website would influence their opinion
that way. of a brand negatively.

3. Digital conditioning: The advantages of digital technol- Feel free to download the whole report. ◊
ogy and interactions are mainly examined on a rational
By MediaBUZZ

4 Asian eMarketing January 2015 - Digital Marketing Trends & Predictions
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