Recently, a fundamental shift and rebalance in the global economy has taken place bringing new opportunities for brands and different ways of working (new models and new working styles) to life. India has the fastest growing ad spend predicted in CY11-12 at 18.5%, China following with 12.5%, and Brazil and Russia just behind them with 11% (source: WARC International ad spend forecast March 11). But what does this mean for advertisers? What is the significance? How do we take advantage of this?
Richard Dunmall, VP Global Agencies and Accounts for Microsoft Advertising, sat down with four industry leaders at Imagine 2011 to talk about emerging markets and the next billion consumers. This growth is opening up new areas of advertising opportunity. Take advantage of this opportunity with these tips from the panel:
- Rob Campbell, CEO Wieden + Kennedy, China
Segment your marketing. Social media is part of the culture in china. China is one of the biggest adopters of social media. It’s driving incredible change in advertising opportunities. Knowing your consumer will be key. You can’t go in with a one-size fits all approach. It may be inconvenient to segment your marketing campaigns but in order to be effective you have to, otherwise you are just brainwashing people.
- Jason Kuperman, VP Asia Pacific, Digital Development, Omnicom
Educate the market. Build a strong team. Education and talent is key in these markets. Educating consumers on your products is a must. This is the first time consumers may have access to the products so marketing communications play a very important role. This is the first chance for the brand to establish a relationship and build loyalty with the customer. Building in market talent is key as well and Omnicom has a major emphasis on training and development to take full advantage of the opportunity in these markets.
- Adriana Knackfuss, Consumer Connections Sr. Manager, The Coca-Cola Company, Brazil
Use the right screens. Use your data. Brazil is a social country, with highest level of social penetration at 86%. But it is also a tv-centric market. In 2014, when Brazil hosts the World Cup, teenagers will be spending half their digital time on their mobile and the other half on tv. Most middle class cannot afford a computer in Brazil. It’s a must to connect with customers through the screens they use, in Brazil, its mobile and tv. Adriana also called out the need to collect data. Bring learnings into everything you do.
- Rahul Welde, VP – Media, Unilever Asia, Africa, Middle East, and Turkey
Be close to the consumer. Think business system innovation. Marketers need to “walk the street.” Consumer intimacy can be gained by really living with the consumers, forming a better understanding of your customer. A brand manager for AXE should be hanging out with teens. Knowing your customer is number one. And number two, is creating true business system innovation. Marketing is not about clever marketing campaigns. It’s understanding what the consumer can afford, what they want, and selling that to them.
How is your company planning for the ad spend growth in emerging markets? Tell us!
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