Recently I’ve been spending most of my time in Shanghai working with my China team. China’s fast changing digital media landscape has always amazed me every time when I am here. Especially when the world economy isn’t in good shape, a lot of business attentions are now being shifted to look for new opportunity. I can tell the charm of emerging market is still with this country.
I also see from both supplier and buyer sides, exploring emerging market is now a new central focus of B2B marketing. Almost every trade show organizer who I’ve been talking to recently, they are all looking for new solution to reach the visitors from the emerging market. I was also contacted by a B2B media in Africa who wanted to look for the sellers in China for its buyers. In Frontiers Digital, the team is busy sending out briefs to the media partners in China, East and Central Europe, Africa, and the Middle East. This is how I can feel the heat is on when the economy obviously adjusts itself in the tough time.
As a marketing agency, we concern very much about practice and benchmarking. But planning a local marketing campaign to target emerging market audiences poses a lot of challenges. Not to mention the media mix comprises different metrics and practices that will affect the cost and result of the campaign, the communication strategy will also need to be adjusted for coping the local audiences’ perception issue. The marketing agencies thus have a lot of things to learn and to manage with new thought.
The economy is now suffering from the panic of the financial crisis. But as a marketer, I’ve never seen such a growing demand of searching for new leads across different countries and continents. I don’t know if it sounds absurd to say that I feel energized during the bad economy. But after seeing everyone is learning new tricks, generating new thoughts, looking for new opportunities, I guess it is the power of change that soothes the economy before we heal it.
In this blog, I will talk more about the marketing practice for emerging market in the next few posts. Stay tuned.
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