Microsoft Asia General Manager, Jason Scott, recently spoke in Cannes regarding the available and upcoming mobile opportunities in Asia.
According to him, marketing in a place like Asia is very different from marketing in the U.S. While the U.S. market is reasonably homogenous, there are a lot of differences across the Asian market.
Hence advertising in the U.S. is relatively easy, as the culture and values of the people there are similar.
On the other hand, the culture varies widely in the Asian region. Over 2,000 languages are spoken in this part of the world, and hence one has to keep all these factors in mind while preparing an ad campaign for this region.
He further explains that the arrival of mobile technology has brought about a common thread across these different cultures. Hence it is essential to make optimum use of this technology while marketing any product or service, as it can truly connect the consumers across different regions and cultures.
He says, “Start with consumers, start with categories, I see a lot of great work where people just don’t have the opportunity to use a kind of “vanilla” view and so they get into category-specific details, sharing some great use of creativity out there.”
If marketers keep these tips in mind, they are sure to be able to improve their campaign performance and will reap rich benefits in due course.