Marketing to Emerging Markets
Are you targeting emerging markets like India, Indonesia,Pakistan? Some of the “tools” in your marketing toolkit may not resonate withthese audiences. In an article for The Next Wed author Ali Umair, Head ofMarketing for BOM-SIE, shares ways to engage with these communities. Alidivides these developing markets into “Haves” and “Havenots” to draw focus onthe economic and digital divide that exist in these communities. He sharesrules 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 inherentdistrust of technology. Some users will remove traditional data streams likelocation data or relationship data. You must consider the full culturallandscape to ensure that your marketing hits target.
