What is Pakistan searching for? Insights for brands

Digital isn’t just about smartphones or content consumption. It goes well beyond. It’s a whole new approach to life. Not only do we own data about ourselves and others, now businesses and people alike have a stake in our decisions. We no longer simply have the right to discover how to spend our time or what our life goals are. We want to and have the ability to influence how brands grow, exploit data and amass resources to sustain and sustain their growth.

Digital intelligence is the new digital growth

Through this fast-growing digital population, how do brands engage and target the right audiences at the right time? This is an issue that has been addressed by many companies throughout the years, but one that Pakistan’s brands have never truly explored and used these channels as tools to reach their marketing objectives.

Now, we are seeing more brands moving away from very traditional brand strategies to entirely new ones. So, as brands become more digital, how can brands create strategies that will make a lasting impact by developing smart campaigns that drive meaningful conversations?

Building an Action Plan:

To understand what research and strategic value the digital world is bringing to your business, it is critical to understand the changing nature of your consumer base. If the data shows that your current customer is moving away from your brand and that your existing customer base is decreasing, then something is clearly off.

Knowing what consumers are looking for and how can that data be leveraged to create personalized experiences that will drive meaningful engagement from your audience. Looking at 2020’s growing digital population, it can be helpful to use this wave of information to expand existing business programs and change how brands create content that is highly relevant to your target audience and market segmentation.

Key Insights:

Increasingly, consumers are consuming content online as part of their daily life and as part of their daily lives can be a benefit to your business. Digital can help businesses do things that were not possible before. In the past, marketing was about selling things, but today, marketing can take different forms and more of a personal aspect. A regular digital marketing campaign may produce limited ROI as compared to a more personal and engaging campaign. Therefore, if an organization wants to target the right audience or target an incredibly valuable or long term audience that they are trying to reach, it is important to understand the voice and the customer to achieve greater ROI.

Targeting Millennials:

Who are our Millennial customers? Let’s take a look.

Millennials, or Gen Z, began to enter the labor force shortly after the September 11 attacks, creating a group of different consumers from different backgrounds, with diverse needs. Now, these recent users of digital news and digital communications are giving their younger sisters and sons a chance to develop a familiar language with your brand and access your brand’s content that can boost their social media presence.

An important part of what makes this younger generation so appealing is their need for new identities and brand name, and thus, they turn to their digital peers. Millennials consume online content at an incredible rate, defined by figures from Pew Research as high as 92% of Americans who are over 13 spend at least some time online. This is a high rate, but of course, that means that your brand must be in some shape or form associated with these high users.

Being sought after Millennials will be interested in brands who tap into this kind of content to gain a massive engagement and form relationships that can be very profitable for the marketers who are targeting them.

Targeting Generation Z:

When it comes to media consumption and brand awareness, the millennials have come to define the digital world. In terms of social media, it is the fastest growing segment in social media with over 75% of Gen Z’s making use of the platform. It’s likely to be an increasingly more saturated segment that means that businesses need to have a more targeted audience to understand their current and future consumers.

So, in an increasingly digital business landscape, does the ability to focus on reaching out to a specific group of people, and using an audience-driven approach to your digital content create more impact?