More than 230 million “millennials” in China—or about 17% of the total population—are undergoing the biggest change of their young lives: becoming adults. Hundreds of millions of young Chinese from the 90s generation are getting older, becoming more mature and shifting their perspectives from self-focused to society-focused.
OMD set out to understand the rapid
transformations changing the country and its
people through our new study: The Future of China.
We spoke to more than 2,500 people and
uncovered profound insights into their hopes,
fears, and dreams.
Presentation for Ypulse Mashup Youth Marketing Conf: Building deeper connecti...Lisa Li
This is a presentation China Youthology did on the preconference ‘US & Global Youth & Youth Marketing’ of Ypulse Mashup 2010 in San Francisco.
With a 20-min speech, we talked about current youth marketing communication messages and how deeper cultural understanding of youth can lead to communication messages that resonate. The presentation is designed to give a big picture for an audience who have not came to China market before. If you care to know more nuances and deeper insights, you can check out: http://www.slideshare.net/chinayouthology/china-youth-trends-and-biz-implications-china-youthology-1361450
Aside from the ‘dreams and desires’ of youth, it is equally important to understand the ‘anxieties and contradictions’. Insights into the macro context is especially critical to understand youth, especially in a fast-changing society.
Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.
The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.
OMD set out to understand the rapid
transformations changing the country and its
people through our new study: The Future of China.
We spoke to more than 2,500 people and
uncovered profound insights into their hopes,
fears, and dreams.
Presentation for Ypulse Mashup Youth Marketing Conf: Building deeper connecti...Lisa Li
This is a presentation China Youthology did on the preconference ‘US & Global Youth & Youth Marketing’ of Ypulse Mashup 2010 in San Francisco.
With a 20-min speech, we talked about current youth marketing communication messages and how deeper cultural understanding of youth can lead to communication messages that resonate. The presentation is designed to give a big picture for an audience who have not came to China market before. If you care to know more nuances and deeper insights, you can check out: http://www.slideshare.net/chinayouthology/china-youth-trends-and-biz-implications-china-youthology-1361450
Aside from the ‘dreams and desires’ of youth, it is equally important to understand the ‘anxieties and contradictions’. Insights into the macro context is especially critical to understand youth, especially in a fast-changing society.
Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them.
The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
Marketing to Seniors: 6 Myths vs. RealitiesNextpoint
The text in this SlideShare originally appeared in an orange magazine article titled "Senior Moment," by Rebecca Rolfes. orange is a content marketing magazine published by Imagination, a Chicago-based content marketing agency for thought leaders.
Hot from Brazil: 7 insights into the world of the Brazilian consumerBrand Genetics
Brand Genetics' latest Speed Briefing offers a succinct look at Brazil, a country that has changed rapidly over the last decade, and will soon be the focus of global attention with the FIFA World Cup in 2014 and The Olympics in 2016. But, as the recent protests there have shown, such progress is not always smooth - and Brazil remains a complex market.
We hope these insights into the world of the Brazilian consumer are both thought provoking and useful. As insight and innovation specialists, Brand Genetics is constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands.
Ever wondered why the two hottest words in marketing today are “Millennial” and “Multicultural”?
Well the short answer is that the Millennial Generation (18-34) rules category after category and Multiculturals are their heart and source of vitality and growth.
Andy Halley-Wright, VP Planning and Research at Y&R/Bravo Miami, looks at how despite millennials coming of age in dire economic times, they are optimistic, open minded and brave. And in the home of the brave, the American Dream burns brightest in multicultural millennial hearts. Naturally various life stages and different mindsets fall between the ages of 18 and 34. In fear of over simplification, the younger cohort (18-24) are “Explorers” (4Cs) driven by the mega need of discovery while the older segment (25-34) are “Aspirers” (4Cs) motivated to make a mark and to show the world that they are making it.
"Born in a digital world, eight in 10 Millennials in America own a smartphone. They are always on, always connected – like 1 in 2 are tweeting, liking, emailing, you-tubing or whatever; while on the toilet! No generation has ever spread the word about themselves and help build or break brands like this generation. And again, Hispanics are at the bleeding edge, especially when it comes to mobile," he writes.
If “Millennial” and “Multicultural” are the two hottest words in marketing today, the two most important commandments they impart are that the marketer should “Embrace Diversity” and “Be Participatory.” Of course, that’s easier said than done.
Millennials are not shy and tell us exactly how they want to receive information and how they want to be targeted. Brands do not necessarily listen and frankly that is unacceptable.
The technology that is available in the marketplace has never made it easier for brands and marketers alike to design personal information streams tailored to the individual. Organizations are struggling to understand what is happening in their world. In past years, brands created campaigns designed for the masses.
Traditionally campaigns were targeted at a specific segment of the population, but that is as far as it went. There was no thought or plan targeting the consumer at the individual marketing level. Millennials count for 2.5 billion people, nearly 35% of the world's population and have undoubtedly ushered baby boomers out of the "buying power" seat with social media as their biggest ally. The estimated millennial spending in 2015 is expected to reach $2.45 trillion globally. All those dollars up for grabs it is no wonder companies are feeling the pressure.
As the whole world is going digital, it is not surprising Millennials or otherwise known as the "Y" Generation have rapidly transformed the way brands interact with the customer. The main focus of organizations is to create marketing strategies that will engage customer behavior through their desired communication channel. The advancement of technology has transformed the way millennials expect brands to accommodate their wants and needs. Millennials want a brand to have socially conscious platforms that are committed to making a difference in the world. Millennials want it all and are not afraid to ask for it. Above all, they want to buy from a company who makes them feel special and values their loyalty.
Millennials are shaking up the way organizations communicate with customers and compelling companies to update their entire business strategies to stay relevant. Organizations that embrace the changes millennials are demanding are seeing an increase in customer acquisitions and retention. A brand that is going to give them the personalized treatment they expect will be laughing at their competitors all the way to the bank.
Fashion Foresight: How Fashion Illustrates the World's Most Pressing Mega Trendssparks & honey
Any person, business or brand looking to understand – and lead – cultural shifts can turn to the fashion industry as a bellwether. Fashion not only shapes culture, it acts as a mirror to society, reflecting important cultural shifts that may otherwise be imperceptible.
The fashion industry caters to early adopters and seeks inspiration from the edges, where trends and cultural shifts start. It is acutely attuned to changes in the zeitgeist as well as the ambient influences of the biggest global trends (i.e. MegaTrends).
For these reasons, the fashion industry can be an effective instrument for gauging change and a proxy for trendspotting of the highest order.
In this report, we’ll take a look at MegaTrends impacting life and society, illustrate how they are manifesting within the fashion industry and translate what it means for all brands.
After you’ve read this, the length of a hemline will take on entirely new meaning and you will never view paisley the same.
Trendbook created using primary and secondary data and market research describing the key influencers that will affect product development over the next 18 months.
To be culturally relevant today means knowing how to speak the new language of gender. Constantly in-flux, the way we talk about gender is fluid, just like we are. In The New Language of Gender, we help you understand and speak naturally from this quickly changing lexicon.
China is in the midst of one of history’s most dramatic consumer
revolutions. Its people have emerged from decades of global
isolation, restrictions on personal expression, and lack of
consumer choice to power the world’s fastest growing economy.
From affl uent urban youths to mobile professionals to the rural
elite, consumers are seeking products and services that refl ect
what it means to be modern in China.
[mobileYouth] Is it time to rethink customer segmentation?Graham Brown
Get the latest report on segmentation: http://www.youthresearchstore.com/products/report-the-end-of-customer-segmentation
Find more articles like this: http://www.mobileyouth.org
China's first cross device study on online video. Dive Video explores online video from 2 angles: advertising and content. We explore the online video user journey, online video triggers, and what kind of online video advertising works best.
A deep dive into consumer response to online video advertising in China. Dive Video covers what frequency advertisers should buy at, whether longer ads are better, what device leads to the best response.
Made in China: 8 Insights into the Chinese ConsumerBrand Genetics
A succinct overview of key factors influencing Chinese Consumer behaviour.
China truly is a land of opportunity with 30 years of growth that have helped lift millions out of poverty, enriched a middle class that is expanding fast and created 2.7 million millionaires and over 250 billionaires (US$). Given this speed of change and the complexity of a country with a population of 1.35 billion, making sense of the consumer and market context is not just useful, it's vital for success. Even if you're not working directly with China, you may be feeling its growing influence.
At Brand Genetics we're constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands. To share some of our learnings the attached Speed Briefing outlines 8 key insights into the fast evolving world of the Chinese consumer.
Marketing to Seniors: 6 Myths vs. RealitiesNextpoint
The text in this SlideShare originally appeared in an orange magazine article titled "Senior Moment," by Rebecca Rolfes. orange is a content marketing magazine published by Imagination, a Chicago-based content marketing agency for thought leaders.
Hot from Brazil: 7 insights into the world of the Brazilian consumerBrand Genetics
Brand Genetics' latest Speed Briefing offers a succinct look at Brazil, a country that has changed rapidly over the last decade, and will soon be the focus of global attention with the FIFA World Cup in 2014 and The Olympics in 2016. But, as the recent protests there have shown, such progress is not always smooth - and Brazil remains a complex market.
We hope these insights into the world of the Brazilian consumer are both thought provoking and useful. As insight and innovation specialists, Brand Genetics is constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands.
Ever wondered why the two hottest words in marketing today are “Millennial” and “Multicultural”?
Well the short answer is that the Millennial Generation (18-34) rules category after category and Multiculturals are their heart and source of vitality and growth.
Andy Halley-Wright, VP Planning and Research at Y&R/Bravo Miami, looks at how despite millennials coming of age in dire economic times, they are optimistic, open minded and brave. And in the home of the brave, the American Dream burns brightest in multicultural millennial hearts. Naturally various life stages and different mindsets fall between the ages of 18 and 34. In fear of over simplification, the younger cohort (18-24) are “Explorers” (4Cs) driven by the mega need of discovery while the older segment (25-34) are “Aspirers” (4Cs) motivated to make a mark and to show the world that they are making it.
"Born in a digital world, eight in 10 Millennials in America own a smartphone. They are always on, always connected – like 1 in 2 are tweeting, liking, emailing, you-tubing or whatever; while on the toilet! No generation has ever spread the word about themselves and help build or break brands like this generation. And again, Hispanics are at the bleeding edge, especially when it comes to mobile," he writes.
If “Millennial” and “Multicultural” are the two hottest words in marketing today, the two most important commandments they impart are that the marketer should “Embrace Diversity” and “Be Participatory.” Of course, that’s easier said than done.
Millennials are not shy and tell us exactly how they want to receive information and how they want to be targeted. Brands do not necessarily listen and frankly that is unacceptable.
The technology that is available in the marketplace has never made it easier for brands and marketers alike to design personal information streams tailored to the individual. Organizations are struggling to understand what is happening in their world. In past years, brands created campaigns designed for the masses.
Traditionally campaigns were targeted at a specific segment of the population, but that is as far as it went. There was no thought or plan targeting the consumer at the individual marketing level. Millennials count for 2.5 billion people, nearly 35% of the world's population and have undoubtedly ushered baby boomers out of the "buying power" seat with social media as their biggest ally. The estimated millennial spending in 2015 is expected to reach $2.45 trillion globally. All those dollars up for grabs it is no wonder companies are feeling the pressure.
As the whole world is going digital, it is not surprising Millennials or otherwise known as the "Y" Generation have rapidly transformed the way brands interact with the customer. The main focus of organizations is to create marketing strategies that will engage customer behavior through their desired communication channel. The advancement of technology has transformed the way millennials expect brands to accommodate their wants and needs. Millennials want a brand to have socially conscious platforms that are committed to making a difference in the world. Millennials want it all and are not afraid to ask for it. Above all, they want to buy from a company who makes them feel special and values their loyalty.
Millennials are shaking up the way organizations communicate with customers and compelling companies to update their entire business strategies to stay relevant. Organizations that embrace the changes millennials are demanding are seeing an increase in customer acquisitions and retention. A brand that is going to give them the personalized treatment they expect will be laughing at their competitors all the way to the bank.
Fashion Foresight: How Fashion Illustrates the World's Most Pressing Mega Trendssparks & honey
Any person, business or brand looking to understand – and lead – cultural shifts can turn to the fashion industry as a bellwether. Fashion not only shapes culture, it acts as a mirror to society, reflecting important cultural shifts that may otherwise be imperceptible.
The fashion industry caters to early adopters and seeks inspiration from the edges, where trends and cultural shifts start. It is acutely attuned to changes in the zeitgeist as well as the ambient influences of the biggest global trends (i.e. MegaTrends).
For these reasons, the fashion industry can be an effective instrument for gauging change and a proxy for trendspotting of the highest order.
In this report, we’ll take a look at MegaTrends impacting life and society, illustrate how they are manifesting within the fashion industry and translate what it means for all brands.
After you’ve read this, the length of a hemline will take on entirely new meaning and you will never view paisley the same.
Trendbook created using primary and secondary data and market research describing the key influencers that will affect product development over the next 18 months.
To be culturally relevant today means knowing how to speak the new language of gender. Constantly in-flux, the way we talk about gender is fluid, just like we are. In The New Language of Gender, we help you understand and speak naturally from this quickly changing lexicon.
China is in the midst of one of history’s most dramatic consumer
revolutions. Its people have emerged from decades of global
isolation, restrictions on personal expression, and lack of
consumer choice to power the world’s fastest growing economy.
From affl uent urban youths to mobile professionals to the rural
elite, consumers are seeking products and services that refl ect
what it means to be modern in China.
[mobileYouth] Is it time to rethink customer segmentation?Graham Brown
Get the latest report on segmentation: http://www.youthresearchstore.com/products/report-the-end-of-customer-segmentation
Find more articles like this: http://www.mobileyouth.org
China's first cross device study on online video. Dive Video explores online video from 2 angles: advertising and content. We explore the online video user journey, online video triggers, and what kind of online video advertising works best.
A deep dive into consumer response to online video advertising in China. Dive Video covers what frequency advertisers should buy at, whether longer ads are better, what device leads to the best response.
The Human Project is a multi-generational study of the minds of the most digitally intuitive generation yet. We’ve uncovered insights into how brands can stay relevant with the ever changing Gen Z.
The Human Project Infographic - Zeno GroupZeno Group
The Human Project is a multi-generational study of the minds of the most digitally intuitive generation yet. We’ve uncovered insights into how brands can stay relevant with the ever changing Gen Z.
Applying data in today’s multi screen worldOMD China
Multi-screening is no longer a new phenomena, but the data challenge in multi-screen media planning is still very real. We need to look beyond using multi-screen media as an efficiency buy. OMD discusses their point of view and methodology for effective multi-screen planning.
Online video viewership in China is rapidly moving into the mobile space – and marketers need to start preparing. OMD Business Intelligence breaks down video viewing habits in China and marketers need to do to catch up.
Transcend is OMD’s point of view of the key media trends to watch out for in the next 12 months. Transcend goes beyond the surface, diving deep into what is really happening in media in China and the implications for advertisers. This year we will see TV channels evolve even more as TV channels claim back their audiences, the sophistication in how we buy on digital will be taken up a notch and social will drive data. Transcend will give you a clearer picture of what issues need to be considered when advertising to your customers.
Millennials in the Workplace - How to better connect with them in the workplaceXPotential
The Millennials are those born from the early ’80s to the early 2000s.They are both the 20th century’s last generation and its first truly digital one.
This presentation explores the Millennials in the workplace and how employers should connect with them.
Millennial-proofing your workplace is an important component to help your business thrive. Workplaces should be created in a way that attracts young talent. O.C. Tanner offers a few suggestions that will help attract Millennials to your workplace.
India's Post Millennial Indian Generation: Gen-ZSneha Kapoor
Youth as a life stage is a much celebrated one – and every generation of youth brings with it energy, a desire for change, naivete and unabashed self-belief…
But at different times in history, youth demonstrate different traits – whether it is the ‘peace-loving’ youth of the 70s or the recent millennials who love challenging the status-quo.
Millennials (born in the mid 80s and 90s) have dominated the marketing and pop culture discourse in the last years, being a truly unique generation born in an age of rapid digital transformation, global connectivity and social change. However, as they age (millennials are now between 25-35 years), its important to readjust our lens on youth and turn to the generation that follows… Introducing the ‘Post-Millennial generation’, or Gen Z, as they have now begun to be defined.
Born after 2001, by the end of 2019, they will outnumber the millennials and become the single biggest youth cohort in India
Based on qualitative and quantitative research across metros in India*, this book attempts to breakdown the unique characteristics of this generation, their drivers and ways to appeal to them.
Si les prises de parole concernant les générations Y et Z sont légion, il était primordial pour Starcom d’adopter une prise de position limpide sur ces termes surexploités. Notre étude est une photographie de la société, une immersion dans le monde des « jeunes » à travers une recherche documentaire, des interviews d’experts et la synthèse des études que nous avons réalisées pour nos clients sur ces cibles.
SearchLeeds, Kristal Ireland 'The millennial myth and the media' Branded3
Kristal Ireland discusses the millennial myth and the media. Kristal was previously voted as one of the UK’s Top 30 Women in Digital Under 30. A specialist in Social Media and Digital Brand Strategy, Kristal is an award winning, strategic and experienced digital marketing expert. A regular digital conference speaker and industry commentator Kristal has worked in digital for over a decade developing digital solutions for some of the UK’s biggest brands.
You've no doubt heard about Millennials (also known as Generation Y, born after 1980) for years now. ... Born after 1995, members of the emerging Gen Z are expected to become the dominant business influencers of tomorrow
Generation Z encompasses ages 13 to 19, with a psychographic overlap with young Millennials ages 20 to 24. As digital natives with more familiarity with virtual worlds than previous generations, Generation Z is redefining the "new normal."
Ferris Bueller's Gen Y Guide - Millennials & Credit UnionsweCU2
@_weCU2 overview of Millennials through the words of the immortal film 'Ferris Beuller's Day Off'. What do Millennials look for in their financial services partner and why Credit Unions meet that need so well.
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
Generation Z and major events such as the pandemic are leading the change. Our world is becoming a global, multicultural and digitalized village. Vanksen expert teams used their analytical skills to look into the main shifts impacting worldwide content creators lately.
https://www.vanksen.com/en/insights/content-drivers-for-global-brands
This E-Book peels back the layers and uncovers fundamental truths about demographics and lifestyle attributes Millennials share universally as well as how they can be segmented into unique groups. Take a closer look and see how wonderfully complex & awesome they are and how you can reach them more effectively.
OMD China has launched the fourth edition of its ongoing research series, Rhythm, with the latest report entitled Gamers. The study provides marketers with an in-depth understanding of online gamers in the People’s Republic of China, as well as examines the effectiveness of in-game advertising.
In recent years, online games have become a mainstream form of entertainment across all ages, especially those played on mobile phones. Research reveals that there are 626 million online gamers in China, resulting in an increasing number of brands exploring the potential of this medium. While most brand promotion is currently either through in-game advertising or content sponsorships, there is still much to uncover about gamer behaviours and the effectiveness of advertising to this audience.
OMD China has launched the 2019 edition of its ongoing research series, Transcend, offering marketers a list of predictions on media trends shaping the practice of marketing in the People’s Republic of China. Now in its fifth year, the report provides forward-looking insights and implications for brand marketers, agency professionals and media owners to make better informed decisions when it comes to media investment planning.
In the 2019 edition, OMD’s findings cover topics ranging from transparency in OTT to the increasing importance of data safety.
OMD China has launched the 2019 edition of its ongoing research series, Transcend, offering marketers a list of predictions on media trends shaping the practice of marketing in the People’s Republic of China. Now in its fifth year, the report provides forward-looking insights and implications for brand marketers, agency professionals and media owners to make better informed decisions when it comes to media investment planning.
In the 2019 edition, OMD’s findings cover topics ranging from transparency in OTT to the increasing importance of data safety.
DIVE SEARCH. Search remains an essential component of every marketer’s arsenal, yet in China there is little understanding of the practice beyond spends, keywords and bidding. OMD’s DIVE SEARCH delves deeply into consumer search behaviors and how search advertising influences their purchase decisions.
OMD has launched the fourth edition of Transcend, its annual predictions on media trends shaping the country’s advertising landscape. In 2018, OMD’s findings range from insufficient video inventory to the future of branded content. As always, the study provides forward-looking insights and key implications of major developments for media agencies, brands and media owners alike, allowing them to inform their marketing strategies for the year ahead.
OMD has launched the fourth edition of Transcend, its annual predictions on media trends shaping the country’s advertising landscape. In 2018, OMD’s findings range from insufficient video inventory to the future of branded content. As always, the study provides forward-looking insights and key implications of major developments for media agencies, brands and media owners alike, allowing them to inform their marketing strategies for the year ahead.
Search remains an essential component of every marketer’s arsenal, yet in China there is little understanding of the practice beyond spends, keywords and bidding. OMD’s DIVE SEARCH delves deeply into consumer search behaviors and how search advertising influences their purchase decisions.
Rhythm Greys: Modern Greys Rediscover ThemselvesOMD China
With the rapid development of the Chinese economy, the lifestyles and mindsets of the elderly have changed. They have started to refocus on themselves, rediscovering the lives they were unable to live in their youth.
OMD China's annual media forecast report, covering topics from media reaching equilibrium to the outlook of new technology such as OTT and livestreaming.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
2. 2
FOREWORD
Jeanette Phang
Business Director – Business Intelligence, OMD CHINA
There is perhaps no other generation more maligned than millennials. In China, those born between the years of 1990 and 2000 are regarded as
self-absorbed children who plague the world with their 45-degree angled selfies.
Our insistence in viewing this particular generation as spoilt digital obsessives blind us to their real characteristics. Far from the petulant youths
we seem to imagine them as millennials are no longer children—even the very youngest of them are reaching maturity.
With a population of 230 million or 17% of China entering the workforce and starting to buy major purchases, it is important to get to the bottom
of how they think, live and feel. They are a generation unburdened by China’s impoverished past; their hallmark self-confidence and individualism
is a reflection of this. With no worries about fulfilling their basic needs, they have instead focused on what it means to be individuals. This is not
to say their lives are unmarred by difficulty. Faced with problems like corruption, pollution, food security and an economy
that has slowed, millennials are all too aware that beneath the shiny surface complications exist.
Confronted with compounding pressure from mounting competition, parental expectations and societal challenges,
many millennials have turned to concentrating on the pleasures of now. They have learned to cope with these issues in other means: their sense
of humor and wry commentary on social media show their ability to adapt and take things on the chin.
Contrary to perception, this generation is not one that is only focused on self. What we found was that millennials were acutely aware of their
societal influence. From minimizing their environmental impact to donating to disaster funds, shunning celebrities and brands that do not live up
to their moral compass—millennials believe in their power to change the world.
By delving deep into the psyche of millennials, we hope to provide a different perspective on how marketers can connect with them. From
offering a unique brand perspective to ensuring authenticity, its time we treat them
like the multifaceted adults that they have become.
4. Society views them as narcissistic
wunderkinds; We want to know the real 90s
VOID
SELFISHBRAIN-DEAD
UNRELIABLEREBELLIOUS
DIVERSE
CREATIVE
MOTIVATED
CHILDISH
EGOLAZY
PRAGMATISM
KIND
RATIONAL
WORLDLY
PESSIMISTIC
OTAKU
INTERNET
FASHION
INDEPENDENT
COOL
SENSITIVE
LONELY
EARLY-MATURING
CAREFREE
DECADENT
BRAVE
GOSSIP
NAIVEE
CUTE
FUJOSHI
OPEN
EMOTIONAL
ROMANTIC
PESSIMISTIC
ALONE
HUMOUROUS
SMART
CONFUSED
FRAIL
GLOBAL
4
5. They are no longer children
17% of China’s total population
90s
80s
70s
230m
202m
246m
Age 17-26
Age 27-36
Age 37-46
1 in 6 people are millennials (90s)
5
Source: China Population Census
6. When they were born, China was socially
stable and the economy was booming
• Planned economy shifted
to market economy
• Government was no longer
responsible for planned jobs
• Parents had to look for jobs to raise
families and be more devoted to work
• More business opportunities
980
1,660
2,920
5,840
9,240
14,200
90 92 94 96 98 00 02 04 06 08 10 12 14
GDP PER CAPITA($) 16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
6
Source: World Bank National Accounts
7. China embraced more opportunities
as millennials grew up
2003
19991999199920002001 19901993199419961997
First
Stock
Exchange
Entry of
Mobile
Phone
Internet
Took off
Computers
move into
households
Return
Of HK
Birth
of
QQ
Return
of
Macau
Birth
of
Alibaba
Birth
of
Baidu
Entrance
into
WTO
200920092008
2005
20162015201320132011
Birth of
Alipay
Shenzhou No.6
Beijing
Olympics
Birth of
Sina Weibo
11.11
Online
Shopping
Festival
Began
Birth of
WeChat
Mobile
Internet
Users
Reach
500M
Birth of
Yuebao by
Alibaba
Policy of
Internet+
Legalization of
Car-hailing
7
8. Millennials witnessed China’s express
economic rise and social development
FAST economic growth at double-digit space
LESS government control over daily life
NEW communication and information technology
MORE access to local and foreign goods and services
BIG increase in family income
8
9. These adults are a product
of China’s Economic
Reform, and are
dramatically different from
previous generations
Millennials
9
10. Thus, we will look into
10
What millennials do to
express their individualities
How they extend and balance
their role in the society&
11. Rhythm takes you into the world of millennials
11
Media
Industry
BAT
12. Increased household incomes have provided millennials
a life without the worries of fulfilling basic necessities,
enabling them to focus on intangible needs and life
enhancements.
Individuality is essential
12
13. Well-off families provide millennials lives
that have no back and belly worries
11%
44%
300K-500K
21.5%
100K-300K
9.5%
>500K
Average annual household incomes of millennials
(Tier 1 & provincial capitals)
25%
<100K
13
Source: RET, How malls attract 90s
14. But they still fear future uncertainties,
and choose to live in the now
48%
Like to enjoy life and don’t
worry about the future
60%
Have a practical outlook on life
14
Lives have been comfortable for millennials.
However, they also are confronted by
a reality of pervasive corruption, slowing
growth rates, heavy pollution, and
serious food security issues.
They feel insecure and don’t know
what will happen tomorrow.
Therefore, they choose to focus
on the present and enjoy the now.
Source: CNRS 2015 & Huffington Post: China’s
90s generation: new minds, old world
15. Happiness is doing what they want
What happiness means across 3 generations
A life doing
what I like
A successful career A stable life
90s 80s 70s
15
Source: OMD Future of China
16. They live and spend in the now
38%
Make ends meet
36%
Excessive
consumption
26%
Save money
Millennials do not save.
If spending money can
make them happy now,
they do it.
16
Source: RET, How malls attract 90s
17. They care about how they present
themselves to the world
The 90s generation believe in
presenting themselves to the
world, dressing up is a way to
assert their personality.
When buying online products,
millennials buy things that can
show their individuality and prefer
buying clothes, skincare and
cosmetics.
Unique Practical
Good
Quality
90s 80s 70s
Online shopping preferences of 3 generations
17
Source: Taobao, Consumption trends of
70s, 80s and 90s
18. Maintaining a good figure is part of looking
good and staying healthy
Concerned about health, millennials are enthusiastic for fitness. 35% of them are willing to pay
expensive gym membership with credit card.
Age profile of fitness fans
18
11%
Under 19
52%
20 to 29
25%
30 to 39
8%
40 to 49
Above50
4%
Source: Keep big data
19. Travelling helps them understand the world
Travelling is a favorite activity.
In the past 1 year, 32% of the millennials travelled
domestically, 7% to HK/Macao and 6% went
abroad.
In the next 1 year, 26% of millennials plan to travel
domestic, 10% to HK/Macao while 11% of them
want to travel abroad
Top 5 favorite
domestic destinations
Top 5 favorite
outbound destinations
Hangzhou
Nanjing
Chengdu
Xiamen
Xi’an
Hong Kong
Seoul
Singapore
Bangkok
Taipei
19
Source: CNRS 2015/ Ctrip: Travel behavior of 90s
20. Millennials face fierce competition in
finding a job and feel the brunt of that stress
They began to enter China’s workforce 4 years ago. In 2016 itself, there were nearly 7.7 million
university graduates in China.
4.1
5
5.5
6.1 6.3 6.6 6.8 7 7.3 7.5 7.7
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Colleges & universities graduates by year (million) 60% millennials feel very stressed and
their concerns are
1
2
3
Job Pressure
Health
Housing prices
20
Source: OMD Future of China
21. But they are still changing jobs as they wish
They have become a generation that switches jobs within a short period of time
21
22. This is because personal interest is more
important than salary
Personal interest
Career
development
Respect to
employees
Welfare
Salary
Factors
considered
when
choosing a
job
62% of millennials care
about personal interest
more than salary when
choosing a job
22
Source: Zhilian Zhaopin, Career profile of 90s
23. Enjoy self-deprecating humor
Social language reflects how millennials view themselves. Beyond the selfies
and confidence, millennials are also self-aware, thus their social language is
punctuated with self-deprecating humor. This trend in self-mocking is birthed
from the need to release pressure in a stressful society.
Self-
obsessed
Self-
confident
Self-
mocking
Self-
deprecation
Popular social language style for Chinese 90s
23
24. Fuyuanhui, a post 90s
Olympic swimmer, recently
received worldwide attention
for her facial expressions and
frank sense of humor
I didn’t hold back. I already
used all my mystical energy.
Maybe my arms are too short.
If they were a bit longer, maybe
the silver medal would be mine.
I am very satisfied with today’s
scores. I am not looking
forward to tomorrow.
Fu’s remarks are typically post 90s.
Unlike previous athletes who follow
official protocol, she feels free to say
what she wants in front of the camera
and is willing to make fun of herself.
24
25. While this is a generation who cares about their
individuality, they also recognize their role in
society and want to make a difference
Individuals belong to society
25
26. They are proud of China
“Different from previous generations, the era in which the 90s
generation grew up was the time when China started to rise.
There are no memories of inferiority, suffering or shame.
They are proud of China’s economy and international prestige.
In their mindset, China is as good as other developed countries.
There are problems in China, but they also exist in foreign countries…
One cannot simply define China as good or bad. Thus, when
people assail China, they will easily turn into patriots.”
- from Global Times
26
27. Nationalism expressed differently
by millennials
The 2016 Chinese war of
Biaoqingbao on Facebook
Pokemon GO: Occupy
Japan Yasukuni Shrine
Angry Chinese swimming fans
trolled Olympian’s social media
The 90s defend and protect China in their own way—particularly on internet.
27
28. They are concerned with social problems
Violence & Crime
Food Security
Pollution
Social Harmony
Disaster
28
29. They contribute to the society, and want to
make a difference
Netizens who donated via Alipay to 2016
China Flood Charities by generation
90s 48.2%
38.1% 80s
13.7%
others
As they grew up, millennials started
to focus on small actions that
make a big impact.
They are aware of their social
responsibilities and are willing to
make contributions even when it’s small.
They believe small actions will start a
trend that grows into a tidal wave.
29
Source: Alipay data
30. They lead a lifestyle of sustainability
57%
Willing to change his life
style for the benefit of
environment
30
Born near a lake, I have witnessed the water is
decreasing sharply in recent years. I am worried
the lake will disappear one day. We 90s should
save water and protect the environment. Don’t
make money at the expense of destroying the
environment
#fresh air blue sky# Yiqi Han is a senior
colleague student as well as a bus fan. He
combined the love for bus with major and
wrote mobile app programming named
GET ALONG WITH BUS. This will help
citizens for a green commuting
Refuse to use disposable chopsticks
from the deliver food
Source: CNRS 2015
31. They care about morality and ethics
80% Stop supporting favorite stars if
they go against moral principles
76% Support companies that make a
contribution to society
75% Think merchants’ ethics affect
their purchase decisions
Cheating & doing
drugs
Criticized for
Praised for
Supported for
Producing an energy-
saving air-condition
Donating 100mil to
Wenchuan which suffered
in the earthquake
31
Source: CNRS 2015 & Tencent entertainment
32. They are open-minded and seek diverse
friendship groups
Life is colorful, and
friends should also be
diverse and open-
minded Accept
homosexuality88%
69% Have many friends
of diverse types
32
Source: CNRS 2015 & Baidu, 90s insight
33. Millennials are balancing the polar demands
of an individual and society
33
Live & spend in the now
Do what they want
Assert personality
Travel a lot to see the world
Enjoy self-deprecating humor…
Express nationalism
Donate to disaster charities
Voice for sustainability
Care about ethics
Embrace diversity…
As an individual
As part of the society
35. Have a unique brand personality
Individuality is important to millennials. They refuse to
follow the mainstream and insist on having their own
perspectives. A brand should focus on building a unique
brand personality, stand out positioning differentiations
with competitors and have its own point of view.
35
36. Brand engagement should have
a sense of humor and be down-to-earth
This is a generation who love amusement and tongue in
cheek language. Brands should think about how to fit in
their social language, and deliver their message in a
humorous and self-deprecating way.
36
37. Establish an ethical brand image, and pay
attention to major events impacting millennials
Millennials have strong sense of nationalism. They care about
what is happening in society and want to play their part in
fulfilling social responsibility. Brands should pay attention to
ethics, and especially avoid behaviors going against 90s’
nationalism. Meanwhile, voice and be supportive in big
events to win brand preference.
37
38. Focus on life enhancements
Millennials go travelling, hit the gyms and enjoy shopping
simply because they crave a better life quality and need
to broaden horizons. They are willing to pay for the cost
also. Communication themes including a better life will
help brands to attract the attention.
38