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McCann Erickson's Consumer Insights
January 2000 |
Welcome to the world of the consumer! As part of an ongoing, global initiative, executives at McCann-Erickson meet with groups of consumers every month.
Findings from these group discussions form the basis of brand strategy and creative selling ideas.
In this month's issue we share snippets of information on:
The Net and Malaysian Teens
The Net - What It Represents
Communication : Getting to know more people from overseas, is a frequently mentioned advantage. 'A sense of connection', the emotional stimulation that it offers, the sense of friendship and belongingness that it fosters, makes the Net an integral part of their hearts and minds.
Cognition : The thirst for knowledge, the need to know, be informed are all successfully addressed by the Net which represents mental stimulation, fun and also provides frivolous juicy bits of gossip.
Comfort : The Net helps teens get away from loneliness, a sense of isolation, which are often hallmarks of being a teenager.
Music and the Net
The Net is all about one's involvement with music and friends. Music is irrevocably tied to the Net and its appeal for the young
Preferred Teen Websites
Teens and Banner Advertising
It appears to be very difficult to reach teens via
banner advertising. High levels of irritation have been experienced and communicated vis a vis banner advertising."Take up too much time and space …… a barrier to getting on with what we want to do ……."
Irritation with the banner, could be transferred on to the brand being advertised, in fact hurting the brand.
To reach teens, visually and emotively, greater focus needs to be onTo reach teens, visually and emotively, greater focus needs to be on
- creating small, animated icons
- photo essays on people, places
- human interest stories
- vibrant visual layouts
An E-mail Address
To Conclude
While the Net is still nascent in Malaysia, it is fast emerging as a strong entity, and can help spark a sense of connection between the consumer and the brand. It has high relevance and appeal at the mental and emotional levels, and offers great potential for online branding. Consumers delight in web branding experiences that engage them in a personal way. For example, while banner ads do not work effectively, animated ones can and do.
The Net is not just a technology phenomenon, it is a social phenomenon, and is fast emerging as an Interactive, Knowledgeable, Inevitable medium of the future.
Watch out for more interesting Consumer Insights next month !
Dr Deenaz Damania,
Director of Consumer Research & Training
E-mail: deenaz_damania@mccann.com
Fax: 603 230 5598
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