With the emergence of artificial intelligence (AI), digital marketing is at an interesting
crossroads. Add to the mix the explosion of newer, more interactive social media
channels, and you’ve got an intricate and complex digital landscape at hand.
More and more organizations, be it big or small, are looking to approach digital
marketing strategically. However, around 47% of marketers claim that they do not
have a clearly-defined digital marketing strategy.
In this article, we will the explore the critical role developing nations are playing in
using digital marketing to reshape global business trends. We will also cover key
lessons marketers can take away by studying the current online marketing landscape
on a global scale.
Right, let’s get to it!
The Global Digital Marketing Landscape
As per estimates, the global advertising spend will surpass $1trn (£788bn) in 2024.
You may think that limitations of infrastructure, budget, resources, and technology
might be hindering the evolution of digital marketing in developing nations, but the
reality paints a different picture.
Let’s explore how developing nations are jumping on the digital bandwagon and
driving global online marketing trends:
Social Media is on the Rise in Vietnam
According to data, an overwhelming 71% of Vietnamese people actively use social
media. On average, they spend about 6.5 hours a day on the Internet!
Plus, conducting in-house research is also high on a Vietnamese customer’s priority
with “46.3% of customers visiting the brands’ websites to research about
products/services prior to making an online purchase:”
The learning: When it comes to digital marketing in Vietnam, it is important to
understand which brand channels consumers are using to do brand research—from
social networks and search engines to review sites and messaging apps.
Plus, marketers are focusing on tapping into the customers within major cities such
as Hanoi and Ho Chi Minh City and laser-focusing on connecting with younger
audiences for maximum impact.
Mobile Marketing and India: A Match Made in Heaven
Morgan Stanley states that India is ready to be the third-largest economy in the
world by 2027, surpassing Japan and Germany. It also claims to have the third-largest
stock market by 2030—all due to global trends and key investments being made in
technology and energy.
One area that deserves special mention is mobile advertising. Statista predicts
that “the share of ad spends on mobile devices across India will reach 78% of the total
digital media expenditure by 2023.”
The intense smartphone penetration has led to this spending explosion. Another
recent survey suggests that there’s a surge in in-app purchases for Shopping
categories, with more and more Indian consumers embracing mobile shopping
habits. In fact, in-app purchases are also growing year on year, with 38% for Android
and 25% for iOS.
The learning: In a country like India, the primary source of the Internet is the mighty
mobile. Brands that wish to capitalize on the masses with a ‘glocal’ appeal can take a
cue from India’s mobile-first strategy and optimize their digital assets with a mobilefriendly UI.
TikTok & the South African Connection
As per the latest data, TikTok boasts 11.83 million users, which equates to 29.6% of
all adults (aged 18 and above) and 27.2% of the total internet user base regardless of
age:
Even platforms like LinkedIn, Instagram, Snapchat, YouTube, etc. are seeing an
upward trend.
Research also indicates that the e-commerce market size will reach R1 trillion (US$72
billion) by 2023. Moreover, with Amazon entering the South African landscape, more
customers will look towards eCommerce to get their shopping requirements
addressed.
The learning: Developed economies are already struggling with mature markets. It is
high time marketers look at the opportunities that emerging nations present for
driving relevant and robust online marketing if they have a product that can help a
global customer base.
Tips on How to Drive a Results-driven Global Online Marketing Campaign
Let’s now look at a few insights and lessons you can learn from what marketers are
doing right in developing nations with respect to their online marketing strategy:
- Mobile-friendly websites: As stated earlier, mobile is a source of endless innovation for customers in emerging nations. They use it to enter another world full of digital possibilities. So, to make the most of your website, make sure it is responsive and optimized for smartphones.
- Social media channels: If you want to reach a more global audience without spending a lot and in record time, capitalize on a mix of relevant social media channels such as Instagram, YouTube, Facebook, X (Twitter), Snapchat, TikTok, and more. These platforms are extremely popular in all developing nations.
- Local influencers: Another strategy that works swimmingly well when driving community engagement is using the power of influencer marketing. You can partner with local influencers and promote the right products that customers genuinely want to know about.
According to experts, influencer marketing is gaining momentum in Southeast Asia –
almost reaching $2.59 billion by 2024. The Philippines deserves special mention as
data indicates that 69% of people in the Philippines purchased an item/product
because an influencer endorsed it. They also bought the item because the
influencer’s promotion convinced them.
- Search Engine Optimization (SEO): According to ace marketer Neil Patel, here’s a list of countries where doing SEO can be difficult:
Since India and Indonesia have multiple languages, the difficulty of doing SEO in
these countries is higher. That said, it is easier to do SEO in countries like Brazil and
Turkey.
You can include local search queries within your SEO strategy to rank higher within
the local search results and attract higher organic footfall.
- Multi-language content: To make the most of their content marketing efforts, marketers are creating content in multiple languages and building trust with local customers. They are also making an increased effort to understand the local cultural nuances and integrate them within their online marketing campaigns
- Video marketing: Did you know that the ad spending in the Video Advertising market is projected to reach US$1.7bn by 2023 in Mexico? In fact, countries like India, China, and Brazil are also thought to witness a skyrocketing rise in video marketing. This makes sense, considering that visually-driven social media platforms like YouTube, Instagram, TikTok, etc., are also highly popular in these countries.
- SMS marketing: Finally, we have bulk SMS marketing, which is said to be rising in the Democratic Republic of Congo (DRC). Data claims that DRC encompasses more than 90 million mobile phone users and has a mobile penetration of 44%. The bulk SMS marketing concept allows you to reach more customers easily and at one-fourth the cost.
- Augmented Reality and Virtual Reality: Metaverse is being posed as the next big thing in the world of technology. Developing nations can capitalize on this immersive platform to drive online marketing if they have a niche product and want to cater to a more technologically savvy customer base. China is at the forefront of using metaverse technology to boost its real world economy.
The takeaway: As you can see, different countries across the globe are driving diverse
online marketing trends depending on what their customers want. Other key factors
that are driving digital marketing adoption in developing nations are the increased use
of technology and innovation, with customers becoming more digitally aware.
While brands may not need to capitalize on every strategy outlined above, it makes
sense for them to be aware of the ‘digital awakening’ that’s happening on a global
scale so that they can pivot and redirect their ground reality to cater to a more global
customer.
Ready to Supercharge Your Online Marketing?
Online marketing is a tough nut to crack. There are hundreds of channels and
platforms at your disposal.
You need to have a pulse of the customer’s demands in real-time. You also need to
keep tabs on your digital marketing performance to optimize it for future campaigns.
If this seems like too much work and you want a partner who can take the load off of
your back, get in touch with LeadExperts. Our team will not only conceptualize a
high-performing online marketing strategy for you but also give you better ROI for
every dollar that you spend.
