Each of the DNA presenters will be setting the scene for their paper through this blog in the coming weeks and I’m first up.
My paper will be based upon 3 different pieces of research we have self-funded over the past year, the latest of which is being conducted in May 2009 – just weeks before the dna event.
My original brief when I was asked to design the research was to pinpoint the latest consumer digital trends happening across the APAC region and to provide a fresh perspective on digital behaviour.
I spent a lot of time in 2007/2008 reviewing the different research out there from a range of different companies – some research agencies, some marketing agencies, some digital specialists. The one thing that struck me was that the majority were focusing statistics, which in essence (given the speed of change in the APAC region) were out of date the minute the research was collected. Everyone was racing to have the latest figures on consumer behaviour, but were not stopping to ask why consumers were behaving like this. Why do consumers spend hours writing a blog that no-one reads? Why do consumers review 50 different websites when making a $10 product decision? You get the picture…
At the very heart of my paper, I will focuses on just this, introducing a new motivational framework called the Digital Needs Wheel. Through the application of the Digital Needs Wheel, I can provide clarity on what the latest consumer trends are, but also tell you why consumers are embracing them. I will also use the framework to explain how Australia’s digital needs differ from the rest of Asia and to explain the different consumer archetypes that exist in Digital Australia.
The paper will cover the very latest trends in a broad range of digital media and technology such as social media, IPTV, online shopping and mobile. It will provide practical insights and implications that will hopefully help shape your future marketing plans.
Come along to DNA 09 and be the first to hear the latest insights on digital behaviour – I look forward to seeing you there.
www.digitalnowaustralia.com
http://www.marketingmag.com.au/content/author/751/
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