The Tetra Pak Index 2017 has insights about today’s digitally connected consumer and how brands in the Asia Pacific can thrive.
As the world of connected consumers grows, brands face a more complex environment than ever before, according to the Tetra Pak Index 2017.
In the Asia Pacific – now home to more than half the world’s internet users and 54 per cent of the world’s social media users – winning over today’s well-informed consumers requires brands to move beyond the traditional rules of engagement. Other than this, a new customer segment known as the Super Leaders has formed, comprising key influencers within the connected consumer segment.
The 10th edition of the Tetra Pak Index explores the world of digital and online consumers and how they are connecting with food and drink brands. The report states that the Super Leaders are the most active social group, making up seven per cent of connected consumers. They are the influencers, trendsetters, and early adopters. Well-connected and vocal, they are a great source for brands as they seek advocacy and market insight.
MULTIPLE TOUCH POINTS
According to the report, the previously linear customer journey is shifting to a complex network of multiple touch points.
Consumers today search for product information before, during, and after buying, referring to at least four information sources pre-purchase – many of which are beyond the control of brands. Greater connectivity and the proliferation of online platforms present a challenge for brands, as consumers expect a consistent experience and messaging across all the touchpoints where they interact, especially on social media.
USER-GENERATED DIGITAL CONTENT
Third-party, user-generated content is increasingly important, with digital now accounting for 65 per cent of media time for the average global consumer and independent customer reviews officially the second most important marketing influence, according to the report.
Specifically, for this region, more than 1.5 billion people are now using social media monthly, with 95 per cent accessing platforms via mobile devices – the highest ratio in the world. Product research and convenience are other key factors that motivate Southeast Asian consumers to shop online.
TRANSPARENT TRACEABILITY
The report also says packaging has an important role to play in offering a gateway to greater consumer engagement. For example, digital codes printed on packages can improve transparency of traceability, allowing consumers to access information about the product right down to the source.
The package can also be transformed into a platform for two-way information flow where brands can capture specific, valuable data about their consumers as well as share more information about the product itself.
"Packaging design is an effective way to build brands through delivering a multi-sensory experience," Tetra Pak South Asia, East Asia, and Oceania's vice president of marketing and product management, Libby Costin, says.
"Packaging has evolved into a key marketing tool that can be used to capitalise on connected consumers’ love for deeper brand engagements.
"At Tetra Pak, we are piloting the use of new digital technologies like augmented reality in our packaging to help brands attract and connect with this new generation of consumers."
In the past year, Asia Pacific alone accounted for 70 per cent of total growth in global internet users, 62 per cent of the growth in social media users, and 64 per cent of the growth in mobile social media users. These rapid growth rates are pushing brands in the region to pick up the pace of change and evolve their strategies in order to thrive, by initiating, joining, and helping shape connected conversations.
WINNING THE POWER SPENDER
“As Millennials and Generation Z come of age, it's essential for brands to rethink their strategies to woo the next set of power-spenders,” Costin says.
“Their attention spans are much shorter, having grown up in a digital age where smartphones and online shopping are the norm. Brands looking to engage with the Connected Consumers need to understand what drives them, and how to create a seamless brand experience that translates well both online and offline.”
