报告题目：Global Consumer Trends for 2017
报告时间：2017年11月30日（星期四）15:00
报告地点：翡翠湖校区科教B楼 1208会议室
报告人：Latif Farag
工作单位：美国克拉克大学 (Clark University)
举办单位：经济学院
报告简介：
By 2020, it is predicted that 4bn people will be online, the substantial majority of whom will be outside the US and Western Europe. This is a vast and connected market place where content, communities and communication can travel freely, unconcerned by local borders or geographies. The possibilities for businesses are immense, with direct access to networked audiences 10, 20 or even 100 times the size that mass-media could ever deliver. This opportunity is not without its challenges; larger cross-border audiences need a better level of audience understanding, while marketing communications are increasingly developed centrally with a singular brand, positioning and executional plan that can work anywhere in the world – conceptually, a much harder feat. To achieve this with success means understanding through data that we can no longer rely on walking out the front door to know our audience. Today, over 50% of internet users spend more than 3 hours a day connected, while over 90% own a smartphone. Connection to information, news and events from across the globe is instantaneous. This impacts businesses as they need to constantly interact with audiences, respond fast and maintain an always-on status. To do this requires a more up-to-date understanding of audiences – one which is constantly refreshed and evolving.
