BRICS - Challenging the Status Quo

One market

Digital channels

Global leaders

Investment

Referring to BRICs as one market

In marketing we often refer to BRICs as one singular region

You would have to fly for nearly 24 hours to visit them all

BRICs covers

has 4 different languages

BRICs covers

and 4 very different cultures has 4 different languages

BRICs covers

Treat BRICs as 4 entities

Digital channels do not work in BRICs

Marketers believe only traditional channels of communication to be effective in BRICs

Indian smartphone users access social media

China is the world’s

smartphone market

has more mobile subscriptions than people (195 – 240m)

has more mobile subscriptions than people (195 – 240m)

of their

internet population

use

social media

and

Businesses are more likely to use social media in BRICs than counterparts in the UK, Australia, Germany or Canada

Develop a SoLoMo strategy

Develop Content that has community interest

Develop Content that has community interest

is locally relevant

has community interest

Develop Content that

is locally relevant

and highly consumable

Stick with global leaders

Marketers assume in BRICs we should use Google and Facebook as they are global leaders

Local markets have different leaders

Baidu

Yandex.ru 64%

40% Orkut

share market

Localise channels, medium and platforms

Research each market as a unique environment Re-purpose content for use across many platforms Localise search terms, do not just directly translate

Don’t invest in BRICs as growth has slowed

has led to a return in focus on domestic markets

BRICs is now seen as a:

BUT at worst BRICs is set to grow by more than G20 in 2012

UK

2011 2012

2%

ANNU

AL G

ROW

TH

0%

UK

2011 2012

2%

4%

6%

0%

ANNU

AL G

ROW

TH

Treat each investment opportunity on its individual merit

Understand the: opportunities values risks of each country

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