Countries such as China and India have large populations with diverse ethnicities, languages, and cultures. Furthermore, there are national, regional, and local regulations that can destroy a marketing strategy before it ever gets started. As mobile networks expand into rural areas, many new users will connect to the internet with their smartphones for the first time. Lacking a frame of reference, these users will behave in ways that cannot be anticipated. Furthermore, new users may share their mobile phone with others. Some users may own multiple SIM cards in order to get the best deal for data and/or voice. Technology adds its own layer of complexity through both infrastructure and phones. Some mobile networks may have LTE, while others are still running on 2G. Phones may have widely varying capabilities that may affect how ads are served and displayed. Altogether, it may seem overwhelming, but it doesn’t need to be. We have taken each element and broken it down to help you gain a full understanding of the challenges you may face.
Language
For emerging markets with diverse languages, initially define markets based on the geographic area covered by a specific language. Keep I mind, some parts of the world speak in one language while writing in another. This is the case with India; while there are 23 spoken languages (22 Indian languages plus English), most people write using Devanagari script, often with localized adaptations based on the spoken language.
Understanding the complexity of each language is important in order to launch a successful mobile marketing campaign in the region In fact, a study showed that localized campaigns outperformed English campaigns by 86% in both click-throughs and conversions.
It is recommended that you enlist the help of an expert in assisting you with localizing your mobile marketing campaigns.
Culture
Culture can vary widely in a region with local cultures expressing beliefs, values, and aesthetic sensibilities that are distinct from their cultural neighbors. A user’s culture can greatly define their decision making and buying behavior. It is important to realize that users in each country are separated by different mind-sets, ideologies, and cultural idiosyncrasies – and each one requires a different targeting strategy.
Taking the time to learn about a local culture informs the marketing strategy, shaping it to fit what the people of that area might expect from advertising.
Technology
Infrastructure varies widely from state-of-the art LTE to 2G in areas that have mobile networks. Some emerging markets have widespread PC/desktop use with fixed internet connections, while others have mostly mobile network internet connections. In some cases, the internet is only available through mobile networks. Much of this is due to the lower costs of building mobile network structure compared to fiber optic or cable.
Mobile phones vary widely in processing power and capacity. Emerging markets tend to be dominated by Android devices. This means that mobile marketers will need to tailor strategies to work well within the Android ecosystem of phones, pre-loaded apps, and apps available through Google Play.
Conclusion
Companies that dive in and try to succeed using marketing strategies that work in Western countries will likely fail, while mobile marketing businesses that are willing to invest the time and effort necessary to understand the complex markets in emerging economies stand to benefit the greatest.
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