Anthropologist Marcela Ospina Salcedo (www.marcelaospina.com) specialises in helping brands understand consumers from a cultural viewpoint. By using ethnography and drawing from neuropsychological principles, she advises on developing marketing plans, launching new products, and innovating communications strategies. She has a MA in sociology from Wits and eight years' experience doing ethnography and qualitative research in South Africa, South America and other African countries. She currently works at Aquaonline as a strategist. Email , and follow @marcela_ospina.
Marcela Ospina Salcedo is an anthropologist who helps brands understand their consumers from a cultural viewpoint. By using ethnography and drawing from neuropsychological principles, she advises clients how to develop their marketing plans, launch new products, and innovate their communications strategies.
She holds a Masters in sociology from University of Witwatersrand and has eight years of experience doing ethnography and, more recently, developing digital strategies for brands in South Africa, South America, and other African countries.
Her entrepreneurial spirit led her to start her own business, I for Instinct, in 2009. The company's primary but not exclusive focus is on gathering B2B and consumer insights, which are practically used in innovation processes within companies. In the last three years, she has specialised in understanding digital and mobile behaviours, so the majority of her clients are well-known in the telecommunications industry.
She currently works at Aquaonline as a strategist, but her role extends to doing cultural intelligence for brands, and how they interact with consumers' segments in the digital and mobile space.
Marcela's main interest at the moment is to understand how offline social networks operate, and possibly influence online behaviours, or vice-versa. Content upload and behaviour conversion in the online and mobile space are of key importance to her research work, which are aspects she explores when developing digital strategies.
[Marcela Ospina] I thought I could re-work an original text I wrote five years ago on this topic, a lengthy piece about how people conceive heroes, whether there is such an archetype currently, or whether this has transformed according to changes in contemporary values.
[Marcela Ospina] Sources indicate that there are still some 30 million people without access to the internet. This is almost 90% of South Africa's population. It is hard to argue with these figures when explaining to corporates why they should invest more on digital and mobile marketing. However, there is still a lot to learn from small communities with limited internet access, as I will show in this piece.
[Marcela Ospina] When putting these trends together, I focused on socio-cultural changes that will transform our interaction with digital technologies, using the concepts of nature and culture to explain the role that we, and technology itself, play in closing the gap between these concepts. Here are 12 trends that describe how our relationship with the environment, politics and one another will shape the future use of digital devices and technologies.
Oh yeah, I wrote this short piece as an intro. I would like to explore the idea a bit further. The clients are telecommunication companies mainly, in and out of South Africa. Thanks for reading and commenting
[Marcela Ospina] My line of work entails keeping close track of cultural trends in the digital technology field. The trend I've picked on this occasion points to a common behaviour amongst mobile Internet users - their reluctance to produce and manage their own online content. So how may brands use this insight to improve their social media strategies?