Category Archives: Marketing

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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4 Tips to take your Marketing to Muslim to the next level

Ramadan is coming, you must be working on your Ramadan Campaign. Here are some tips for those marketers who plan to differentiate while trying to reach to Muslim market.

What is worth mentioning here is that Brand Communication has learnt to ride on the waves of uneasy insights and relate to the consumer. But somehow, all of those learning fail to affect the way we produce Ramadan Campaigns.

This presentation brings out Insights into the Muslim World that waiting to be tapped. Please don’t waste your time reading it any further if you don’t plan to differentiate.

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6 easy ways to target the Muslim Market

Hello, welcome and Salam,Thanks for taking time out and stopping by at my blog. Today’s post is about the insight we as marketers are overlooking when we target Muslims. I have posted earlier on the same topic; you can find that post here

I will try to summarize below my conclusion about what insights are missing when we target Muslims.

  • Imagery Driven: I am not sure when marketers will realize Islam is beyond crescent, veils and prayer mats. (may be the end of the Mayan Calendar will be the beginning of that realization – pun intended)
  • Muslims are undoubtedly a big and juicy market USD 2 trillion, but there are not enough specialized advertising agencies, other than Ogilvy Noor, for this market segment when compared to other Niche segments like Hispanic Market.
  • Young: On an average, Muslims of the world are 27 years old. Your typical YPE, generation Y & generation x. Imagine their lives, facebook, multiculturalism, strong faith and tons of media bombardment trying to tell them that they are backward or fundamentalists. They clearly seek clarity what is stopping brands to offer them that?
  • Indonesia & Malaysia have done some interesting advancements in Islamic Branding front like introducing a Fashion brand etc. I crave to see more of that coming from rest of the world.
  • Muslims are travelling: I have a privilege to live in UAE (most of you know it as Dubai), everyone here travels at least once a year. And when we do, trust me it is hassle to find comfort from small to large things e.g. availability of water in washrooms, halal food, Ramadan timing breakfast etc. The market spent of Muslim Travellers is around USD 126 billion, tourism industry must try to capture it.
  • Less Judgmental: Aren’t we a bit too quick in drawing our conclusions when it comes to religious minority or majority? Here is an interesting article about that

Have a look at the presentation and slides, hope you will find them interesting.

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3 Emerging Consumer Trends

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.

Trend

Insight

Opportunity

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.

Lonely but connected

Massive friends on FB but Living alone. Consumers are disconnecting from real life. And they know this.

 Help consumers’ to get back in touch with Real Life

Seeking a Meaning

Gen Y is more aware and hence are more conscious. Trend watching calls it Emereging Maturlism, you may call it a consumer who wants to make a positive impact

Offer consumers a chance to add a positive foot print, you will be pleasantly surprised

The key that sets good researchers a part from bad researchers is not the ability to compute. It is basically, the eye for an insight and the guts to inculcate that insight in to decisions. Best of luck to everyone out there who is trying to do that, sooner or later we will crack this code together.

Image

Infographic – Key insights into Gen Y

10 Game-changing rules to rule Dubai Brand World

The world is full of global brands. Which were never designed to be global brands? How to dominate the world is about how to beat them.

This presentation adds insights from United Arab Emirates to the points raised by Simon Silvester

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Customer Trend: Post recession Consumer

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.

Here is my view:

View more presentations from Ayesha Saeed.

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