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Marketing to Asia What to Know, What to Do

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Why?

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“Those who have a 'why' to live, can bear with almost any ‘how'.”

— Viktor Frankl

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Why? Because loads of people with money.

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Why? Because loads of people who need stuff.

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Four largest countries: 1. China, 1.357 B 2. India, 1.252 B 3. U.S., 318.9 M 4. ?Source: Wikipedia

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Four largest countries: 1. China, 1.357 B 2. India, 1.252 B 3. U.S., 318.9 M 4. Indonesia, 253.6 MSource: Wikipedia

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Southeast Asia, 618 M

Source: Wikipedia

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7.4 Billion World Population, 2015

Source: http://www.worldometers.info/world-population/

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4.3 Billion Asia Population, 2013

Source: http://www.worldpopulationstatistics.com/asia-population-2013/

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4.9 Billion Asia Population, 2030

Source: http://en.wikipedia.org/wiki/World_population

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525 Million Asia Middle Class, 2013

Source: http://www.ey.com/GL/en/Newsroom/News-releases/News_By-2030-two-thirds-of-global-middle-class-will-be-in-Asia-Pacific

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3.1 Billion Asia Middle Class, 2030

Source: http://www.ey.com/GL/en/Newsroom/News-releases/News_By-2030-two-thirds-of-global-middle-class-will-be-in-Asia-Pacific

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9.4% Asia-Pacific Internet Penetration, 2005

Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

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38.8% Asia-Pacific Internet Penetration, 2015

Source: http://www.internetworldstats.com/stats3.htm

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344 Million Asia-Pacific Internet Users, 2005

Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

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1.56 Billion Asia-Pacific Internet Users, 2015

Source: http://www.internetworldstats.com/stats3.htm

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0 Asia-Pacific Mobile Internet Users, 2005

Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

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1.02 Billion Asia-Pacific Mobile Internet Users, 2015

Source: http://www.emarketer.com/Article/Asia-Pacific-Boasts-More-Than-1-Billion-Smartphone-Users/1012984

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So Again, Why Asia? 1. Lots of people 2. Growing middle class 3. Online

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Asia Startup Hotspots

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Hong Kong + Shenzhen Uniquely positioned for IoT, hardware startups.

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Taiwan Manufacturing know-how.

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Singapore Marketing and media. Gateway to Southeast Asia.

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Pros

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Pros 1. Location 2. Rule of law 3. English 4. Ease of doing biz

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But China got them loads of people.

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China Challenges

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China Challenges 1. Language 2. Rules 3. Old boys network 4. Culture 5. Internet

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Safety Safe everywhere.

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Banking Can be a pain, just like everywhere else.

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10 Things To Understand Before Marketing to Asia

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1. You can’t market to Asia

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2. Everyone’s the same, everyone’s different

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3. Google Translate

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Lost in Translation

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“Coca-Cola”

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“Come alive with Pepsi”

“Pepsi brings your ancestors back from the dead”

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"Finger-lickin' good"

"Eat your fingers off"

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4. Some businesses transfer, some don’t

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5. There is competition

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6. The name card

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7. Face

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8. My word is my bond?

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9. “Yes” means…no?

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10. Business takes time

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5 Marketing Tips When doing business in Asia

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1. Do some homework

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2. Go MVP

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3. Localize Language and culture

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4. SEO vs. SEM

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5. Mobile first But don’t ignore traditional

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Questions? Twitter: @joshsteimle Blog: joshsteimle.com