Are you targeting emerging markets like India, Indonesia, Pakistan? Some of the “tools” in your marketing toolkit may not resonate with these audiences. In an article for The Next Wed author Ali Umair, Head of Marketing for BOM-SIE, shares ways to engage with these communities. Ali divides these developing markets into “Haves” and “Havenots” to draw focus on the economic and digital divide that exist in these communities. He shares rules of segmentation that anyone can use to design their tactics.

Our favorite piece of knowledge are the perspectives around data. Ali decries “generic demographics” and location data. There can be an inherent distrust of technology. Some users will remove traditional data streams like location data or relationship data. You must consider the full cultural landscape to ensure that your marketing hits target.

Learn more at The Next Web: You can’t use Western digital marketing tactics for emerging markets – so adapt.