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HUMAN DIGITAL - Cheil MENA Trend Report 2015 - infographic


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HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.

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HUMAN DIGITAL - Cheil MENA Trend Report 2015 - infographic

  1. 1. MOMENT DIGITAL TRENDS - 2015 MIDDLE EAST HUMAN DIGITAL At Cheil MENA, our observation skills, trendspotting & pattern recognition are “MADE IN THE REGION.” From different global and local research to supermarket visits, cafe ear-dropping, social behaviourism and practically anything that showcases or hints to any new pattern being built, we develop our MENA 2015 collection of trends. It might sound like an oxymoron, but digital has never been so human. Hard-core marketing jargons like “personalisation,” “real-time,” “co-creation” are finally being filled with a clear meaning, real examples, and best practices. In 2015 consumers will comfortably drive innovation and creativity acting so human in their digital environments. They will just be themselves and follow their instincts to pave way for better standards of digital living. People around the world are posting 75% more videos to Facebook than they did a year ago and the number of videos showing up in people's news feeds has increased by 360% (AdAge, 2015). Saudi Arabia is #1 globally in YouTube views per capita. Two hours of content is uploaded every minutefromourregion (Campaign ME, 2014). With today’s technology everyone can create killer videos like a pro. Video snippets boost popularity and nurture narcissism. Vine, Keek, Vimeo, and Instagram under-15-seconds videos provide easy-to-consume content for the viewer and a sense of recognition for the creator. Brands facilitating co-creation and exploring multiple types of video content will show their human face and get closer to the consumer. The concept of Brand Butlering is not new, but the potential scope of its reach is. Round-the-clock connectivity and omnipresence of mobile devices provide consumers with instant access to services and tools while offering brands to sharpen their butlering skills. Value-added service can now travel together with the consumer in the form of an app or web and can be availed whenever, wherever. Brands have a chance to review and reconsider how they enrich their clients’ everyday lives and service them beyond what’s expected. Once there was e-commerce, then m-commerce, then s-commerce. Now there is i-commerce. In reality, people don’t care what the latest jargon is as long as it helps them to buy and sell goods they want at the lowest cost. So home-grown entrepreneurs figured out faster than marketers to go where their consumers are – Instagram and WhatsApp. From curating products available in the market to selling home-made goods, people are enjoying human interactions that also bring some profit. Besides, creating network connections that outlast the purchase is what makes working online a fulfilling experience. “Don't dress to kill, dress to survive!” - Karl Lagerfeld tweeted in June 2014. Surely he did not realise he was giving a valuable tip to brands on social media. It’s in human nature to judge a person by their looks. And in the digital environment it is sometimes the only way for people to decide whether to engage or not. The way the digital persona is “dressed” and the images it chooses send quick cues to the visitor on how interesting and worthwhile the interaction might be. Brands are realizing that the more human and appropriate they look the more appealing and approachable they will be viewed as. In 2015 even more brands will be quitting stock images in their social conversations in favour of unique and original custom-made content. People are getting used to real-time marketing; their senses are becoming immune to generic real-time messages and calls to action. As always, EMOTION remains the best way to entice the consumer into a meaningful dialogue. Joining a wide conversation to latch onto a topic is no longer enough because tapping into the right emotion requires advertisers to be personal and relevant. So, brands are discovering how rewarding it is to engage the audience not only with the right content but in the right moment, the moment that matters. Real-Time marketing is evolving into Right-Time marketing; native advertising is picking up momentum. SARCASM The Arab Spring made people in the region very comfortable discussing politics and sharing their opinions in the public fora through social media. Three years later with no traces of aggression but rather with a touch of humour and lots of creative user-generated content social media continue to host highly opinionated and sarcastic conversations. Social calamities and concerns are instantly and unabashedly debated and analyzed through vlogs, memes, Facebook statuses and tweets. Sarcasm comes to rescue to keep people positive in situations beyond their control. Brands can win by giving audiences a sense of being heard and by nurturing the positive spirit. In 2012 a high-end Samsung TV would turn on in 7 seconds, in 2013 in 5 and in 2014 in 3 because consumers just don’t want to wait. A photo on SnapChat remains visible for maximum 10 seconds because that’s how much time the viewer has before he moves onto the next thing. Attention span shortens, shrinks and shrivels. Impatience becomes the norm as the world of technology takes our professional and personal lives by storm. When YouTube viewers have an option to skip an ad after 5 seconds, what’s the point in a 30-second ad with key messages at the end? Smarter brands started to challenge their creative and media strategies. With some 60% of the MENA population under the age of 30 it is obvious that youth become brands’ core target audience. But everyone seems to be ignoring a segment that has both time and money to embrace innovation - senior citizens. In the US since 2011 the older generation’s interest in Facebook has increased 41% for 35-54-year-olds and 80% for the 55-80 age bracket (iStrategy Labs,2014). In the Middle East senior citizens are creating usage habits following the pattern “Offline Traditions Gone Digital”: WhatsApp “Home” & “Family” groups, cooking groups, Majlis groups, accompanied by heavy use of voice recordings. Seniors do want to be connected, but might feel intimidated. The first mover in this segment to facilitate their connectivity while maintaining their pride will gain fame, loyalty and business results. To find out more or view examples, please visit: SEC OF 15FAME 01 THE RIGHT BUTLERING AROUND THE CLOCK 03 04 05 06 07 08 SOCIAL INSTA STORES ATTENTION DEFICIT NORM 02 DRESS TOSURVIVE PROUD SILVER SURFERS #06