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Chapter 3 : The Influential Digital Subcultures
Youth, women, and netizens have long been researched thoroughly by businesses but typically as separate customer segments. Their collective strength, especially as the most influential segments in the digital era, has not quite been explored. Youth are early adopters of new products and technologies. They are also trend setters, yet are fragmented as to the trends they follow. Ultimately they are game changers. As information collectors and holistic shoppers, women are de facto household managers, the chief financial officer, purchase manager, and asset manager all rolled into one. Finally, netizens are social connectors, as they overwhelmingly connect, converse, and communicate with their peers. They are also expressive evangelists as well as content contributors in the online world. Together, youth, women, and netizens hold the key to marketing in the digital economy.
Chapter 3 Reflection Questions:
How can your business acquire greater mind share by leveraging youth's roles of early adopters and trendsetters? How can your business grow market share by leveraging the household influence of women? How can your business identify and utilize netizens to win greater heart share?
Chapter 3 Reflection Answer:
Millennials are ruining traditional automotive marketing. Nissan completely overhauled marketing department to appeal to younger buyers, and it has gone full blast in social media. Millennials in key markets such as China are less receptive to traditional channels for distributing content as their consumption habits shift primarily to online platforms where advertising has less sway. This risks commoditizing even strong brands and is forcing companies such as Nissan to constantly reinvent their organizations to maintain a competitive position.
Women are the main influencers when it comes to car purchases, but auto brands are still failing to engage the segment. Women see every media touch point as an opportunity to explore and readily adjust their decisions as they go along – averaging 33 different channels. In the final stages of the purchase journey, the contrast in preferred channels is marked with women preferring word of mouth and asking friends or family for their recommendations.
Despite poor network availability, Filipinos spent the most time on social media globally, according to the latest Hootsuite and We Are Social report. Based on the Digital 2017 report, Filipinos spent an average of 4.17 hours on a social media a day, topping netizens from five other Asian countries as of January this year. In the Philippines, netizen use Facebook, Instagram, Viber, Twitter, and Google. Netizen use YouTube to watch videos. These platforms are continuing to develop to facilitate excellent user experience. All social sites have unique characteristics and they are very effective for reaching customers who are active and impressionable. With more and more consumers turning to social, the automotive industry needs to get fully engaged. There’s no doubt that digital channels (including mobile and social networks) have fundamentally sketched the map of the automobile purchase journey.
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