Customer Trends helps us to shape ourselves according to consumers’ expectations, following are 3 trends which are affecting the consumer. It is now up to us to use them or ignore them.
The Aware Consumer
We are talking to consumer, who are well traveled, informed and aware about their rights. They are becoming allergic to meaningless brand promises. And legislation and watchdogs are giving them new information about their choices
They seek a genuine relationship with brands. Be Honest with them, try to be a partner to them in their journey of life.
Average ad-spend on social media per annum is AED 50,000 only. The question is, in a market where TV is extremely fragmented and print is very expensive what is stopping brands from exploring new media? Continue reading →
I have tried to compile the learning’s from across the globe in this document (public engagement in public services), I hope you will find it useful.
I personally believe in identifying the challenges first because that stimulates the thinking as to how these challenges can be addressed. Below is an extract from the document, it highlights the key challenges
A broad target segments: Unlike private sector Government reaches out to everyone equally. Now this involves lower & higher SECs, hard to reach audiences, opinion leaders and followers, literates and illiterates, segments with vested interests etc. This together broadens the scope of community engagement for public services and makes it complicated to ensure unbiased results
Accountability, information access and federal government:- Unlike private sectors in public sector – community and citizens have all the rights reserved to access the information they shared at all levels. But it is very difficult from Governments’ perspective to share information at all levels, especially in the absence of web 2.0 technologies. Governments are also centralized and decisions take a lot of time before implementation. This results in distrust of communities on the Governments and consequently people feel that their input is not being valued.
Generic community management issues:- Addressing the destructive impact of ‘bad participation’, where negative attitudes to community involvement lead to poor engagement practices, causing increased hostility, decreased trust and poor experience and outcomes not only for communities, but also for officials and politicians, thus further reinforcing negative attitudes and behavior. Recognizing the catch-22 faced by residents who take on responsibilities as community leaders, but find their legitimacy challenged precisely because they ‘stand out’ – becoming labeled as ‘unrepresentative usual suspects’.
Inconsistent vocabulary: - The term ‘community participation’ is understood and applied differently by different statutory bodies, and by different officers within those statutory bodies. These variations can make it hard for different bodies to work in partnership with each other and with communities.
Lack of available statistics on how community engagement helped Governments gain popularity, enhanced their positive image and got re-elected also acts as a barrier from government officials view point
Managing expectations: – increased community engagement results into high level of expectations. So it at times become a catch 22 whereby increasing satisfaction through involvement Governments can lead to dissatisfaction by inconsistent policy or by not incorporating the community inputs
In a tax-free environment, the first question which Government as a service provider asks is the depth of community engagement. Why and to what level people should be engaged? On top of tax-free environment, high turnover rate of expats (which constitutes the major part of the population) complicates service delivery, satisfaction levels and result oriented community engagement
A unique mix of expats from different parts of the world results into different level of satisfaction and expectations across different segments. It becomes increasingly difficult to understand the cultural, lingual differences in involvement and product delivery.
We (you and I), people who are in the eye of the recession and were in the eye of the unrealistic boom are one of the most interesting consumer segment I have come across during my marketing career. This is the reason why I think so
We saw a magnanimous growth in last few years – We saw more than one economic bubble i.e. the dot.com bubble, real estate bubble, and the most interesting of it all is the rise and fall of credit based economy.
We have seen wars and threats of terrorism – 9/11, Iraq war, Afghanistan war
We have seen the most devastating natural disasters – Tsunami, Earthquakes (Haiti, China, Pakistan) and still we are expecting much more as the “globe is warming up to take its revenge from mankind.”
We have seen media revolutions and are still witnessing it – Satellite television, computers, Internet & social media
All of this has shaped our behavior, we can laugh about things which our previous generations couldn’t. We worry about situation which never existed before. In short, We are stronger, agile, insecure and more connected. If you disagree then enlighten me with your opinion.
Now in the following presentation I am investigating the post-recession consumer. I believe the world is going through an optimism divide i.e. hopeful BIC (Brazil, India & China) vs. the rest of the world. The insecurities and the charged passion is changing marketing landscape.
Young, strong, financially influential, globally connected. These are some of the attributes of young people of our times. With a cumulative purchasing power of $ 592 billion i.e. bigger than the economy of Switzerland, they are far more powerful and equally more capable of bringing radical change. Though the young today are more dynamic than their counterparts in yesteryears but the basic motivators stays the same.
Here is how I think this market can be targeted more effectively
Possible meaningful styles – Young people today are strongly seeking substance behind styles, after going through their key triggers i think oppurtunities lies in the domain of Nationalistic pride (especially for Asian audience), save the globe, etc.
Motivator: A brand, a concept and/or a government that is going to spend in motivating them and nurturing their risk-taking nature either through investment or through engagement will be successful
Youthland - They are connected and have crossed geographic boundaries. No government, no brand and no market can afford to take ‘em lightly. And they grow in groups, so a product promise in US which hurts people in Mid-East can hurt the product far more successfully than before. Similarly you hurt ‘em in Iran you will hear the roar in world. So beware of your messages to the audience globally.