Croatia & Serbia's Digital Frontier: 2024 Marketing Playbook
Croatia & Serbia's Digital Frontier: 2024 Marketing Playbook
from the Media Essentials by Aleph 2024 Report.
The global media landscape is rapidly evolving, with digital platforms at the forefront. Aleph's 2024 Media Essentials research, encompassing 23,400 participants globally and 3,200 in the Balkans, reveals key insights into Croatia and Serbia's media consumption and shopping habits, providing valuable guidance for marketers seeking to navigate this dynamic landscape.
Here are the 5 key takeaways for the Croatian and Serbian markets.
KEY INSIGHT #1 - FRAGMENTATION
There is a noticeable fragmentation in platform usage, with individuals averaging 8 active platforms. Women and Millennials are the most active users, averaging 9 platforms. Simultaneous usage, primarily of social media and online video, often combined with television from 5 pm onwards, is common. This "snackable" consumption, jumping from one medium to another, significantly impacts attention, brand awareness, and retention.
WHY IS THIS IMPORTANT?
Platform fragmentation demands marketers to adapt by using omni/multi-channel marketing strategy, tailoring specific messaging, and creating impactful content across multiple platforms to capture attention, build brand awareness and in the end sell their product/service in an increasingly competitive landscape.
KEY INSIGHT #2 - ATTENTION
Consumers are fragmented across platforms, yet television remains a dominant force in capturing attention, as evidenced by metrics such as ad awareness and its role as a medium for product discovery. However, digital channels, particularly social media (just 2 percentage points behind) and online pre-roll video (12 percentage points behind), are rapidly closing the gap in ad recall.
WHY IS THIS IMPORTANT?
While television remains a powerful tool for building awareness, marketers must also prioritize digital channels like social media and online video, which are rapidly gaining traction in capturing attention and influencing consumer choices. A well-balanced media mix that leverages the strengths of each platform is crucial for maximizing campaign impact.
KEY INSIGHT #3 - MEDIA AFFINITY
Media Essentials by Aleph 2024 reveals a distinct generational divide in media preferences among Croatian and Serbian youth. Gen Z demonstrates a significantly stronger preference for platforms like Snapchat (3x more than average consumption), Twitch (2.33x), and Spotify (2.25x). This highlights the importance of understanding generational nuances and tailoring marketing strategies accordingly. The study also uncovers unique platform combinations and overlaps that can be leveraged to optimize reach and engagement across different demographics.
WHY IS THIS IMPORTANT?
Marketers shouldn't simply choose platforms that drive quick traffic but lack relevance to their target audience. Tailoring strategies to specific platform preferences, understanding generational nuances, and adapting communication to the platform's language are clear advantages in attracting younger generations.
KEY INSIGHT #4 - PURCHASING TRIGGERS
Social media posts and TV ads are the two most influential mediums on purchasing decisions. However, their impact varies significantly across age groups.
Younger generations are far more influenced by social media posts, with this influence diminishing as age increases, particularly among those 65 and older. Conversely, television ads have minimal impact on younger generations but become increasingly influential among older demographics, especially those over 55.
WHY IS THIS IMPORTANT?
Unlocking the full potential of advertising ROI demands a deep understanding of the dance between brand building, ad recall, and purchase triggers. To truly resonate with younger generations, marketers must prioritize creativity and humor in their campaigns, embracing interactive formats that showcase products and foster a sense of community. This shift towards engagement, dialogue, and entertainment is not just an option, but a strategic imperative for those seeking to maximize their impact in the digital age.
KEY INSIGHT #5 - MARKETING STRATEGIES FOR INFLUENCING PURCHASE
Effective marketing strategies should go beyond promotions and discounts to build lasting brand reputation. While offline recommendations remain influential, especially among older generations, digital strategies like product reviews and expert opinions hold significant sway across all age groups. Notably, younger generations are particularly susceptible to the influence of hauls, unboxing videos, and influencers. Leveraging these content formats can effectively shape consumer perception and drive purchasing decisions.
WHY IS THIS IMPORTANT?
Digital campaigns thrive on authenticity and engagement. To conquer the Croatian and Serbian markets, prioritize customer reviews as they are influential across all ages. Favor expert opinions over general influencers, but remember that influencer marketing, hauls, unboxings, and tutorials are highly effective for engaging younger demographics. Data-driven insights are key to optimizing your marketing budget and maximizing impact. Leverage tools like the Appinio dashboard from the Media Essentials report to filter your target audience and pinpoint content that resonates, ultimately saving you money and driving better results.
Source: Media Essentials by Aleph 2024. Survey conducted in 30 markets. Balkans includes: Bulgaria, Croatia, Romania, and Serbia. N=3,200.
