So, you’ve got your eye on the booming Asian market? Well, with over half of the world’s population calling Asia home, who wouldn’t want to snag a slice of this massive market pie, right? But let’s be real – the Asia-Pacific region is one big melting pot of various cultures, languages, and consumer preferences, making it the ultimate challenge for marketers to delve into. With so many countries, each flaunting its own distinct culture, language, and preferences, it’s easy to get lost in the crowd. But fear not; we’ve got your back! We’re about to dish out the top six marketing moves that’ll set you up for success in Asia. So, grab your favorite brew, get comfy, and let’s dive right in!
When In Asia, Do as The Asians Do
The first rule of thumb when it comes to marketing in Asia is to embrace the local
culture and customs. But Asia is a continent of contrasts. Each country in Asia has its unique set of challenges and consumer behaviors. So, to thrive in the Asian market, it’s crucial to craft a marketing strategy that’s tailor-made for each local market. This means going beyond language and diving into the heart of the culture. Unlike Western markets, the Asia-Pacific region is more communal, social, and family-oriented. Here, people take great pride in their ethnic roots. So, to truly own this market, you’ve got to get up close and personal with each local market. Think language, offers, products, pricing, and payment methods – it all should scream “we get you” to your audience.
Take a page from McDonald’s playbook – they absolutely aced this strategy when they set foot in India. They flipped their menu to cater to the diverse tastes and cultural preferences of the Indian market. In India, where a significant portion of the population is vegetarian, McDonald’s rolled out a whole lineup of vegetarian options like the McAloo Tikki burger and the McVeggie burger. They even ditched beef and pork products due to religious and cultural sensitivities, making the menu entirely vegetarian in some locations. Plus, they added unique regional items like the “McSpicy Paneer” burger to their menu in response to the local love for spicy food. And it paid off big time!
Nestlé, too, hit the jackpot with a quirky twist. In Japan, they turned KitKat into a good luck charm, with its name sounding like “kitto katsu,” meaning “you will surely succeed.” A simple wordplay made it a hit snack among Japanese students preparing for exams. And it’s not just McDonald and Nestlé who’ve cracked the code. Brands like Uniqlo, by adapting their designs to the modest fashion preferences in Indonesia, have hit the bullseye. So, remember, to conquer Asian hearts, go local, or go home!
Be Mobile-First and Android-Focused
In today’s digital age, you can’t ignore the mobile revolution, and Asia is leading the charge. Just take China, for instance, where a whopping 724 million people are glued to their mobile screens. They’re swiping, scrolling, and shopping on the go. So, if you’re setting your sights on the vast Asian market, the key to success is being mobile-first by optimizing your product or service for mobile. What’s even more important is to focus on Android while targeting the Asian audience. Asia’s major smartphone players, like Huawei, Oppo, and Xiaomi, all run on Android. Apple, on the other hand, has had a bit of a struggle fitting in here. Why? Because consumers here value affordability over flashy brand names. So, to win over the hearts and screens of the Asian audience, make sure your app is Android-friendly and doesn’t consume excessive data.
Advertise On Local Social Networks
So, you’ve got your marketing plan all set, but you’re not getting the buzz you expected? Well, that’s probably because you’re not hanging out where the locals do. When it comes to reaching the hearts and wallets of Asian consumers, your typical social media platforms simply won’t cut it. Take China, for example, the colossal consumer hub of Asia, where giants like Facebook, YouTube, Twitter, Instagram, and Snapchat have been shown the door. It’s a whole new ball game out here, with distinct preferences and behaviors. In China, WeChat takes the throne, while Japan swears by Line. These platforms are the pulse of their respective nations, tailored to meet the specific needs of users. And it’s not just the big players; there’s a myriad of other networks and messaging apps that Asians use daily. In South Korea, there’s Naver, a Q&A-based search engine that’s all about sharing knowledge and helping one another. To thrive in this diverse landscape, you need to get in sync with these local social networks and craft a custom advertising strategy that hits the right note.
Tell Heartfelt Stories
When it comes to Asian marketing, the power of storytelling is a game-changer. In a world where we’re bombarded with short, snappy ads, it’s the heartfelt narratives that truly captivate audiences in Asia. In fact, according to the YouTube Leaderboard for the Asia Pacific region, the average length of the most popular ads is a compelling 101 seconds, with some stretching to an impressive 120 seconds or more. While these videos may not lead to an instant surge in product sales, they do wonders in forging an unbreakable bond with your brand. Major players like Apple and Google have nailed this strategy. Take Apple, for instance, who invested in their brand in China by crafting a heartwarming seven- to 12-minute film, “Daughter,” just in time for the Lunar New Year. Google, on the other hand, touched the hearts of users in India and Pakistan with its emotionally resonant “Google Search: Reunion” film. And let’s not forget Pantene, who also struck a chord in users in Thailand with their tear-jerking ad “You can shine,” featuring a deaf violinist. But it’s not just the big players; local companies have also embraced this trend, creating moving ads that revolve around themes of family, community, and shared experiences. So, if you’re looking to win the hearts of your Asian audience, remember, it’s not just about the ad; it’s about the story you tell and the emotions you evoke.
Power Up with Influencer Marketing
Unlike the West, where big brands steal the spotlight, Asia is all about the local heroes – the influencers. In Asia, people trust individuals they admire and relate to. In fact, a survey in Vietnam revealed that a whopping 60% of teenagers take fashion cues from their favorite artists, and 50% let their lives be influenced by these icons. So, when you’re crafting your marketing strategy for the Asian market, influencer marketing is probably the most potent tool. In Asia, communal opinions rule the roost, and influencers with a broad, relatable fan base wield the most impact. So, your best bet is to partner with influencers who have a genuine connection with their followers. Building transparent and honest relationships with these influencers is the key to earning the trust of your target audience in Asia.
Celebrate Connectivity: Embrace Community and Culture
You see, Asian culture values family, community, and collectivism above all else. It’s a place where it’s not all “me, myself, and I.” It’s all about “we”. So, when you’re crafting your marketing strategy for Asian audiences, it’s crucial to make sure your ads, scripts, or messages are all about those heartwarming communal connections and the beauty of social relationships. For instance, remember that Thai Life Insurance ad that took the internet by storm? It showcased random acts of kindness, where strangers did good deeds for other strangers without expecting anything in return. It perfectly captured the essence of shared experiences and the support that people in Asia value so much. And it’s not just Thailand; if you look at popular Indian ads, they often revolve around family, community, and shared moments. So, when you’re creating your content, think about interconnectedness, embrace ancient wisdom, and show the world the beauty of human bonds.
So, there you have it – six proven strategies to nail the Asian marketing game! Remember, it’s all about embracing the uniqueness of each market and building genuine connections. So, go ahead and put these winning strategies into action to take over the marketing world – the Asian way! You’ve got this!