Recommended
Recommended
More Related Content
What's hot
What's hot (13)
Similar to Ch3 the digital influential subcultures
Similar to Ch3 the digital influential subcultures (20)
Recently uploaded
Recently uploaded (20)
Ch3 the digital influential subcultures
- 1. https://www.archiadventurer.wordpress.com the Influential Digital Subcultures Marketing 4.0 Fundamental Trends Shaping Marketing Youth 4 Mind Share Women 4 Market Share Netizens 4 Heart Share
- 2. https://www.archiadventurer.wordpress.com 1. Youth: Acquiring the Mind Share A. Characteristics COSLA Outline The Influential Digital Subcultures 2. Women: Growing the Market Share A. Characteristics B. Application 3. Netizens: Expanding the Heart Share A. Characteristics B. Application
- 3. https://www.archiadventurer.wordpress.com • Underestimated • 1/3 of Philippine Population • Responds well to • Cool Advertisements • Trendy Digital Content • Celebrity Endorsements • Innovative Brand • Influence their Mind Early = Profitable in Near Future #Startemyoung Fundamental Trends Shaping the Market 1. Youth: Acquiring the Market Share
- 4. https://www.archiadventurer.wordpress.com • Unafraid of Experimentation • Fond of Trying New things Fundamental Trends Shaping the Market 1. a Youth are Early Adopters
- 5. https://www.archiadventurer.wordpress.com • Demand Instant Everything • Very Agile • Fragmented Fundamental Trends Shaping the Market 1. b Youth are Trend Setters
- 6. https://www.archiadventurer.wordpress.com • More Concerned on Current Events Fundamental Trends Shaping the Market 1. c Youth are Game Changers
- 7. https://www.archiadventurer.wordpress.com • 50% of Philippine Population • Many Marketing Techniques Developed for Women Fundamental Trends Shaping the Market 2. Women:Growing the Market Share
- 8. https://www.archiadventurer.wordpress.com • They Research more • Seek out opinion Fundamental Trends Shaping the Market 2a. Women:are Information Collectors
- 9. https://www.archiadventurer.wordpress.com • Exposed to More Touchpoints • Considers Everything Fundamental Trends Shaping the Market 2b. Women:are Holistic Shoppers
- 10. https://www.archiadventurer.wordpress.com • CFO of the Family • Family Purchasing Manager • Family Asset manager Fundamental Trends Shaping the Market 2c. Women:are Household Managers
- 11. https://www.archiadventurer.wordpress.com Fundamental Trends Shaping the Market 2d. Showdon’t Tell Check the Label Mommy
- 12. https://www.archiadventurer.wordpress.com • True Citizens of Democracy • Collectors, Critics, Creators Fundamental Trends Shaping the Market 3. Netizens: Expanding Heart Share
- 13. https://www.archiadventurer.wordpress.com • Fast Web of Connections • Anonymous • Riskfree Interactions Fundamental Trends Shaping the Market 3a. Netizens are Social Connectors
- 14. https://www.archiadventurer.wordpress.com • Followers, Fans, Friends • Authentic Storyteller Fundamental Trends Shaping the Market 3a. Netizens are Expressive Evangelists
- 15. https://www.archiadventurer.wordpress.com • Authors of • Webpages • Blogs • Ebooks • Vlogs (Youtube) • Can be sponsored by Companies to Create Content Fundamental Trends Shaping the Market 3a. Netizens are Content Contributors
- 18. https://www.archiadventurer.wordpress.com 1. Youth: Acquiring the Mind Share A. Characteristics COSLA Outline The Influential Digital Subcultures 2. Women: Growing the Market Share A. Characteristics B. Application 3. Netizens: Expanding the Heart Share A. Characteristics B. Application
- 19. https://www.archiadventurer.wordpress.com the Influential Digital Subcultures Marketing 4.0 Fundamental Trends Shaping Marketing Youth 4 Mind Share + Women 4 Market Share + Netizens 4 Heart Share Wanttheactualcourse andnotmyShenanigans? Enroll at: Ateneo graduate school of business https://gsb.ateneo.edu/
Editor's Notes
- The Digital Age brings a lot of new things in Marketing. There are New Tactics, New channels and the like. So to increase probability of getting brand advocacy or one must consider the most influential spheres in the Digital Arena. The Influential Digital Subcultures one of the essential task in marketing is communicating value. And in the digital world Brand advocacy plays a big role in such communication. However, to be efficient one must achieve the greatest effect with the least possible effort. And so we tap into the 3 most influential Digital subcultures. Youth, women, netizens.
- So Tonight is the Night, We are gonna explore each subcultures, their characteristics and some sample applications
- First subculture, Youth are mostly underestimated due to low buying power as compared to adults But youth from 10 to 24 years old holds significant number of the population, and they easily respond to the latest form of marketing communications Some marketers even influence their mind early on because of the potential profits in the near future
- Youth are Early adopters because they are not afraid of experimentation. So they are fond of trying new products and experience new services that older generation deem too risky Remember the at the early moments of the pandemic, what did the youth do during lockdown? Youth were the reason for the rise of Tiktok!!!
- Since Youth Demand everything instantly, They are very agile when it comes to trends, shifting from one trend to another, Their tribal nature also makes them Fragmented leading to a lot of different preferences. How quickly was Momoland replaced by BTS and now BlackPink is the next big thing. And this happened in 2 to 3 years. That is agility. Despite that the seasoned marketers use this to project trends in the near future.
- Due to globalization and technological advances Youth become increasingly concered about whats happening around them, and would be quick to react given the opportunity. So Some of them are used as tools for political campaign, but politics is a salty matter, so lets move to another example. When then 16 year old Climate Evangelist Greta Thunberg challenged world leaders for action against climate changed, it inspired lots of Youth demonstration regarding climate change all over the Globe.
- Lets move on to the 2nd sphere of Influence, Women, Now this is very obvious. Since the dawn of modern marketing women have been a major target. Why because they compose roughly half of the population. They are so important that there are so many books and strategies to market to women. And if we look back to history, Gillette more than double his revenue when the company targeted women by convincing them that shaved legs are very sexy. And De beers, they are the reason why every man saves 3 months of his salary to buy an engagement ring. Because of their slogan “A Diamond is Forever” during the 1920’s diamonds were not popular back then, but then De Beers marketed it as engagement ring with the slogan “A Diamond is Forever” So Walang Diamond, Walang forever. And Women’s Magazines, are advertising catalogues disguised as a reading material.
- Both men and women are information collectors. Men concentrates on things they are passionate about, like when they buy an SUV, they would compare DMAX Montero and fortunaire reg fuel consumption, handling, down to the itty bitty details even the future accessories that we will be planning to buy. However women, scrutinize a wider range of products, not just things they want but things they need. Like Gucci, channel LV, eerrrr Commodities, I meant commodities, household products, what shoes to buy for the children, whether its comfort or durability. Like men they also research the net and seek other peoples opinion, they read customer review in order to get the best possible product, or the best value. But women spread information more efficiently. According to Estée Lauder, she relied on Telephone, Telegram, Tell a woman. ((To explore more, Women spend hours in stores scrutinizing each product. They research more and seek out opinion of others, Women want the best product or the best solution, No wonder women reviewing random household objects in youtube usually gains a lot of following and a lot of views. They also said that when shopping online, women tend to read customer reviews more than men. ))
- Women usually take the Spiral path to purchase, They Love to do personally do the groceries even if they can have someone else do it for them. They enjoy being exposed touchpoints, hence exposed to more forms of marketing communications. However, they are not so vulnerable, women most likely scrutinize everything from value, functional and emotional benefits and a like. So even if they are exposed to a lot of marketing they won’t immediately bite.
- 2 words men live by, “Yes Dear!” women are Not just household managers, Women get to decide almost everything. Any marketer would be crazy not to target them for brand Loyalty. Women are the Chief Financial Officer, Purchasing Manager and Asset Manager of the Family. They decide what brands to buy on most of the household products Now that’s a huge influence.
- Since women scrutinize and compare products so extensively, Further more they only wants whats best for their family, Nido just simply wants them to “Check the Label” Simple, Direct to the Point, Confident, most of all Effective marketing slogan. Really, is there anything else to say?
- Lets move on to the third subculture, the Netizens, no they are not those keyboard warriors, Snowflakes, and trolls Netizens are the True Citizens of Democracy, Content Created and shared of the people, by the people and for the people Not all Internet users are netizens but only those who actively participate. They belong to the category Collectors Critics and Creators of Forresters Technographic Ladder
- Netizens are social connectors since way before social media, they join online forums, engage in chat groups. But social media makes it even more accessible and widespread. They could send and receive message to individuals or to several groups. They still have to be anonymous or be as themselves. Being anonymous provides more freedom in interaction as it removes inhibitions. It also protect netizens from trolls, bullies, or even malicious individuals that might extort, threaten, or steal identity. Anonymity mitigates risk. On the other hand interacting as ones self in social media opens a whole avenue of interaction as it fosters trust, fidelity, and kinship. Interactions shifted from Avatar to a more personal form at the price of some vulnerability. Hence some entrepreneurs in risky areas in the country often opted to use pseudonyms on social media instead.
- Filipinos are very social and expressive people. We are on of the highest on hours spent on social media. Probably because half of those times are spent on loading times since we also rank as one of the slowest internet connection in Asia. As netizens interact they gain the F factor, Followers, Fans, Friends. As consume products and services on their daily lives some becomes passionate and tells online friends about it. Others put reviews on online shopping platforms. While others even create video reviews about it on online platform. These opinions are from the customers point of view. Something that advertising could never replace. So do your part, post your vaccination pictures on social media to encourage more vaccinations. And add those Covid Vax frames to your profile pic. so we can finally achieve herd immunity. Have pity on me guys, I need to get out of my house.
- Genuine content contributors are authors of webpages blogs ebooks, videos called vlogs or basically any digestible media format on the internet. They would share facts, opinions, tips, how to’s, experiences and more. But they need incentives for the time and effort they spent to share them. And not all video’s gets monetized because they won’t comply with standards set by the media platform. For example videos reviews about Firearms or Self defense. Hence Content Creators ask for support, or go to Affiliate marketing programs. Furthermore, companies whose target market are similar to vloggers audience would sponsor the video in exchange for the vlogger showcasing their products and services.
- For Application. Kingston is the Leading producer of computer RAM and SSD. HyperX was Kingston’s Division that makes gaming peripherals like keyboard headsets, mouse and of course gaming RAM. When HP acquired HyperX from Kingston earlier this year for its peripherals, Kingston could no longer use the hyperX brand to market its gaming memory. It needs to launch a new brand soon. Introducing the Kingston fury. Kingston High end RAM products that caters to Gamers.
- Their most recent and hippest promo as to the creation of this video is the Kingston Dance to win contest. This one aims to gain customer involvement and influence. netizens need to apply Kingston profile pic for their Facebook profile. Then submit a video with any Kingston filters. Kingston will choose the best video and give prizes. A real contest, not a solicitation of likes and shares. Kingston a Company that produces Memory for Computers Sold its HyperX Gaming Peripherals division to HP Kingston Launch a new product to penetrate the Gaming Market, The Kingston Fury, A high end Computer Memory for Gamers. One of its Marketing Promo is the Dance to Win, where in they submit a dance video while changing their Facebook profile to Kingston fury for a chance to win giveaways. Goal is to spread the new brand to as many netizens as possible. Promotion is still on going so effects are yet uncertain
- There are 3 Influential Subcultures, Youth to Acquire, Women to Grow and Netizens to Expand ones reach.