Tag Archives: Consumer trends

Your Consumer is looking for a Sincere Friend in this connected world

In 2012, I saw these 3 trends emerging across the globe

onely But Connected Consumers1.)    Lonely but connected (Connected Loneliness):  Consumers with a massive friends list on FB but Living alone. The connected lonely syndrome.  And why would they like to unplug from digital world and buy real life experiences.

2.)    The Aware Consumer:  Consumer who are seeking the whole truth, the ugly whole truth because they are powerful enough to handle the truth

3.)    Seeking a Meaning: Consumers seeking to leave a positive foot print.

This article talks about the first point, “connected loneliness” and how this trend is picking up and will become more and more mainstream. I will explore the rest of the two trends later.

Lonely But Connected

 Almost 60% of internet users, who lead a busy social media life, miss out on real life. They usually find themselves in a vicious circle where they were too busy for real life events and then the people around them moved on leaving them glued to their screens. Following is a snapshot of a detailed infographic.

Internet Addiction - Snapshot

Either too busy to be lonely, or too lonely to be free. This target segment is a very juicy niche for products that are offering relaxation in any shape or form.

Following are some examples that capitalized on these trends

Examples

Disconnect to Connect

When we become addicted to using the internet and mobile phones to interact, we neglect our loved ones and friends beside us. Thailand’s DTAC  telecommunications (Telenor) company released a “Disconnect to Connect” advertisement campaign, telling us to cherish the people beside us.

Go On Facebook Diet or Unplug Yourself

 

There are books out there to help you get out of internet addiction the most noticeable being “The Facebook Diet” . Here are some thoughts of my favorite comic character ‘aunty acid’ on the connected lonely people.Facebook Diet - Digital Detox

Aunty Acid - Facebook

Or maybe you can visit and read Fast Company’s thought on unplugging yourself from internet

Wi-Fi Free Zones

The most juicy target audience we ever had, i.e.  ‘The mothers’ relate to this sentiment more deeply and quickly than anyone else. Pick any parenting book and you will notice that they are now talking about creating ‘Wi Fi free Zones’ in your houses to have meaningful time with your family.  As There is nothing that is more urgent than the real life I am living, every day.”  (Abstract taken from “nurture parenting”)

kit-kat-chocolate-free-no-wifi-zone-1024-59530

Here is an example of what Kit Kat has done for the audience to appreciate their surroundings and can I just restate that this campaign was done by my ex-employer, JWT. One of the best agencies to work at :)

Here is an example of how Switzerland used data points to sell their “holidays without internet” to internet savvy people. This was done in 2011 imagine what can be done in 2013 when I.A.D (Internet addiction disorder) will be marked as a real disorder.

Still not convinced? You are a tough one, aren’t you? Here is another infographic for you by  Mashable. And if still not convinced, then let me know what am I missing.

Implications

The ‘connected but lonely’ is a niche segment; anything directed to them cannot be mass so Customize. Customize as much as your category allows you.

1.)    Call for action beyond clicks: Have a look at the Gold Winner at this years’ Cannes. Why this Ad was good? Because it had an insight and a call for action. Clicks on internet are meaningless if they aren’t backed by actions. Same goes for birthday wishes, get well messages and every other form of human interaction. Bring this fact back to the conscious level of your audience.

 Cannes Gold - 2013 Liking is not Helping

2.)    Do we really have friends? How many of our digital friends are the ones with whom we will have coffee at least once a month? Offer your audiences to have meaningful social interactions. I am not sure how many BTL activities can be sponsored by a brand on these lines, but ATL opportunities and ambient media opportunities are humongous in this domain. Have a look at this Digital Detox Retreats site to have some ideas.

3.)    Offer Happiness, be a friend:  Did you know that the more the mind wanders, the less happy you are – here is a study that talks about this in detail.  This means you would like to offer your audiences some tools (maybe an app) that offer Self-Control, Focus Booster and some short breaks. (The links are the links of the apps that can be sponsored by your brands). Happiness will not only come from apps- it will also come from a wake-up call or a memorable experience. Consider offering any of that. Be friends with your audiences, they need that.

In case you would like me to amend something above, please write to me or consider dropping a comment – that will make me very happy.

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Consumer Insight: Sally in Dubai and social media

What Sally (a Filipina Maid) is telling the social media enthusiasts? I just saw an article about a blog by a Filipina maid in the Gulf-news.

My first question is, is this blog by a maid in Dubai for real??

My first question is, is this blog by a maid in Dubai for real? If it is, then it is time to ask the following questions

  • Depth and breadth of social media in UAE – from face book to blogger, how many do we have? What are the numbers? What are they doing? And how can they be accessed & influenced? I compiled some statistics on social media users in UAE but this needs to be updated and expanded.
  •  Work ethics and social media guidelines – This young lady is the first drop of water, now magnify this to the workforce in UAE. Key Question companies need to ask from themselves is when will I be developing my social media usage guidelines, will I be developing them at all? Example of social media guidelines
  •  This Filipina lady is a lesson in blogging – I think copyblogger should present it as a case study; this blog caught the eye of press despite of poor language, no proper training in headline development etc.

Key questions she has asked

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Consumer Trend: Insight into mobile usage

Following are few interesting statistics about mobile usage

Mobile subscriptions more than toothbrushes

  1. Mobile subscriptions more than toothbrushes - 4.6 billion human beings are connected through mobile i.e. on an average 4 out of 5 adults have a cell phone (There are an estimated 4.2 Billion people who have a toothbrush and 4.6 billion who have a mobile subscription.) Continue reading

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Consumer Insight: UAE dictionary of change

Change has always been the only constant, especially in the United Arab Emirates. A country which is only 39 years old but has attracted global attention in terms of growth rates, construction marvels and is leading the region on many fronts.

Following are a couple of thoughts on activities/projects which will probably bring some major changes in the media consumption and marketing front of UAE.

The three big changes that I have identified are

  • Content creation
  • Abu-Dhabi getting traction
  • Increased connectivity

I have uploaded my views on slide-share FYR. Hope you find them useful

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Consumer insight: Purchase habits of UAE consumer

I have received multiple requests from people who are seeking trends and insights (facts and figures) into UAE consumer. Before we move toward more meaningful insights it is important to know some basic facts, following is the compilation of few basic facts. Hope it will add value to your daily jobs. Continue reading

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Advertising sector: Future of Advertising and impact of technology – Part 3

Future is uncertain, unseen and for industry like advertising and marketing fairly challenging. Advertising is going through interesting times, social media hype has been blown out of proportion, and some have started to celebrate the death of TV and 30 second commercials. As per my understanding of communication industry, following is my perspective about advertising’s future

  • New age advertising will be very much like old-age advertising – The soul of advertising and communication has always, been and will always be in IDEA. The means of communication will keep on changing. It is the power of a relevant idea that drives marketing and communication. and more empowered generation of consumers will demand more relevance (in terms of everything from product to communication).
  • To increase revenue (product usage) there are only two ways either we should increase the uses or the users. Advertising industry will expand also like this either we will tap into the untapped i.e. new markets and/or new media.

Following is my understanding about the future of communication industry, hope you will find it useful

Link to previous mails about Future of advertising part two & part one

Additional readings:

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Customer Insight: Marketing to Muslims

We are living in a world where almost 1 out of every 5 person is a Muslim. The degree to which they practice religion is subject to debate, but the fact that is important to understand that Muslims are too big a niche to be ignored.

  • According to JWT Muslims are Britain’s biggest untapped Niche (ref: article on tapping Muslim community)
  • When British banking  giant HSBC began offering Islamic banking practices in Malaysia, it was surprised that more than half of its customers were non-Muslim (business week article on Islamic banks )

We need to explore more powerful means to tap into this segment. I am sharing a presentation that elaborates my POV.

Continue reading

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