5 Tips For Marketing in Emerging Markets - Forum.web.com
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5 Tips For Marketing in Emerging Markets
Map of emerging markets

I saw an article on MarketingProfs on how marketing is different in emerging markets, and it really piqued my interest. With the economies of India, China, and Brazil in long-term growth mode, there is a tremendous potential for expanding your business overseas.

Here are some eye-opening stats:

Wow. I decided to delve deeper to find out how to effectively market in an emerging economy. Here’s what I found:

1. Send SMS texts

Believe it or not, 51% of consumers want to receiving marketing messages via SMS text; if the message is relevant to their location, that figure rises to 65% (MarketingProfs).

2. Share educational content

Consumers prefer educational over “fun” content. Research found that 61% of Brazilian consumers use their phone for news, and 74% of Nigerian consumers use their phone for education (MarketingProfs).

3. Localize messages

According to Contently, there can be vast differences between cultural preferences from one city to another within the same country. Do careful research to understand each local market, and pull in specific cultural and local references.

4. Engage through conversation

Just as in the West, consumers in emerging markets are all over social media. Banner ads will fall flat, while storytelling and starting a conversation will allow you to start building a solid brand (Contently).

5. Encourage word-of-mouth

McKinsey & Company did a study of 20,000 consumers spread over 5 industries and 3 continents, and found that word-of-mouth greatly affects purchase decisions. That’s because there are more first-time buyers, less familiarity with brands, and cultures that emphasize societal validation.

Have you considered expanding into emerging markets? What has your research uncovered about marketing and consumer behavior?

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Monika Jansen

Monika Jansen

Monika Jansen is a freelance copywriter and editor who helps with companies of all shapes on sizes kick their content up to the next level. You can find her online at www.jansencomm.com.
Monika Jansen
Monika Jansen

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