The process of targeting emerging economies is something that my team at World Wide Creative is particularly interested in, with several products in-house that we’re looking beyond the first world to take to market. My knowledge is growing, but I still feel like I have progressed one step in a marathon. When marketing outside of our comfort zone, there is so much to learn that it is a daunting (yet exciting) process.
Firstly, to clarify: in this post I’m talking about a broad scope including the BRICSA nations as well as the highly populated nations with exciting fiscal growth such as Mexico, Nigeria, Kenya or Indonesia.
I plan to document my research as I go, but here are some of the tips that have been shared with me by some of my more learned colleagues:
1. Target by motivation, not by area
Targeting motivation is a key staple of digital marketing, and this still counts despite the location you’re looking at. You have a product. You have a target persona. Figure out the motivation why someone would want your offering (what is the question in their minds?) then tailor your messaging accordingly.
2. Start your strategy with entry level phones
A mistake is to overestimate the penetration of smart-phones in emerging markets. Sure, it differs from country to country, but there are no emerging markets with a first world level of penetration of smart phones, yet. Doubtless, this will change over time as smart phones become cheaper, but for now, dumb down your digital marketing efforts to a not-so-smart phone level.
3. Learn local ideosynchrasies
Possibly the most exciting aspect of marketing in emerging economies is that there are amazing gaps to be had that you’d never had thought of without doing the necessary research into localities… Dating sites based on cricket in India. Nollywood movie appreciation groups in Nigeria. There are latent opportunities waiting at every corner.
4. Go for the sweet spot
You may be surprised at the speed at which target personas adopt your message in emerging economies. This is another reason that marketers are so compelled. Keep tinkering ‘til you strike your sweet spot… you’ll be amazed at how quickly your message can spread.
I will update more as we go along. Please feel free to join this discussion – I’m happy to debate these points and get input from you.