Targeting users in emerging markets - Paul Malicki
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The document discusses strategies for marketing in emerging markets, emphasizing targeting high-value audiences through multi-channel approaches and tailored content. It outlines various marketing problems such as user acquisition, retention, and engagement, and recommends methods like influencer marketing, geo-marketing, and loyalty programs. Key conclusions include the importance of strategic partnerships, the necessity of discounts, and the need to personalize marketing efforts.
![An emerging market [for marketers]:
An audience which has some
characteristics of a high LTV cohort and
usually congregates in a very few
difficult-to-reach and non-scalable ad
spaces.](https://image.slidesharecdn.com/01paulmalickitargetingusersinemergingmarkets-170609084524/85/Targeting-users-in-emerging-markets-Paul-Malicki-3-320.jpg)
![Media
Conv. Rate
[Signup/Ins
tall]
Create
Flight SP-
RJ
Conv. Rate
[Event/Install
]
(Confidential) 78% 3 33%
(Confidential) 100% 2 25%
Instagram - App
Install
84% 173 23%
Facebook - App
Install
83% 268 22%
(Confidential) 84% 41 22%
LinkedIn 93% 3 20%
(Confidential) 88% 3 18%
(Confidential) 61% 215 17%
AdWords 83% 1 8%
Mobile attribution points to average
performance of LinkedIn. Sadly enough, it is
still a desktop-only platform.](https://image.slidesharecdn.com/01paulmalickitargetingusersinemergingmarkets-170609084524/85/Targeting-users-in-emerging-markets-Paul-Malicki-24-320.jpg)
![Future
impact on
new users
CALCULATING THE BENEFITS OF A LOYALTY PROGRAM
Future
impact on
retention
[%]
Future
impact on
recurrence
– sales [%]
Total
$$$
X X
VS](https://image.slidesharecdn.com/01paulmalickitargetingusersinemergingmarkets-170609084524/85/Targeting-users-in-emerging-markets-Paul-Malicki-53-320.jpg)
Targeting users in emerging markets - Paul Malicki
- 1. FINDING & SPEAKING TO TARGET USERS IN EMERGING MARKETS Paul Malicki
- 2. Once upon a time there was an emerging market you wanted to conquer…
- 3. An emerging market [for marketers]: An audience which has some characteristics of a high LTV cohort and usually congregates in a very few difficult-to-reach and non-scalable ad spaces.
- 4. THIS IS AN EMERGING MARKET HDI in Brazil
- 6. How to conquer an emerging market?
- 7. Targeting + Multi- channel + The right content
- 8. What Marketing Problem do you target Awareness Retention ACQUISITION RETENTION RECURRENCE User Acquisition Demand Boost Remarketing Advocacy Engagement Don’t Drink and Drive Donation Driver Care Loyalty In-app User Acquisition Partnership for Travel Influencers Cross-marketing Store (Bar) Partnership Brand Placement Public Transport ATL Street Survey OEM Partnership IM Partnership App Store Partnership Telecom Partnership Mobile App PartnershipEvent Ambassador Financial Partnership Voucher Marketing Ongoing Discount Happy Hour Free Taxi Day Reactive Marketing Competitive Benchmark Surprise Pick-up Taxi Karaoke Delivery Campaign In-cab Freebies National Day X-box Taxi BiblioTaxi Government Alliance Creative Contest Passenger Reward Power User Buy 2 Get 1 Free WhatsApp Hack Retargeting Ads Callouts Partner Promo Driver profiles Photo Booth Loyalty Program Gamification CASE STUDY EASY TAXI
- 9. What Marketing Problem do you target Awareness Retention ACQUISITION RETENTION RECURRENCE User Acquisition Demand Boost Remarketing Advocacy Engagement Loyalty Influencers Geo-ads & SEM Partnerships Discounts Engagement Campaign PR Loyalty Program Retargeting Ads FOCUS FOR TODAY
- 10. Round 1. Influencer marketing – B2B vs B2C
- 11. Use Audience to analyze your influencers
- 13. 195.000 likes 1.2 MM reach 16% eng. rate (!)
- 14. Boom! Shakalaka
- 15. Marc Tawil #1 LinkedIn Voice Brazil
- 17. Compare this with PR and…
- 18. Influencer Insta Influencer LinkedIn Media post Flapper traffic site
- 19. You can become an influencer, too!
- 21. If you seek for reach on LinkedIn, short text posts are as effective as image-based content. Videos do not work. The more inspiration, meritocracy and meaningful personal success stories, the better.
- 24. Media Conv. Rate [Signup/Ins tall] Create Flight SP- RJ Conv. Rate [Event/Install ] (Confidential) 78% 3 33% (Confidential) 100% 2 25% Instagram - App Install 84% 173 23% Facebook - App Install 83% 268 22% (Confidential) 84% 41 22% LinkedIn 93% 3 20% (Confidential) 88% 3 18% (Confidential) 61% 215 17% AdWords 83% 1 8% Mobile attribution points to average performance of LinkedIn. Sadly enough, it is still a desktop-only platform.
- 31. Round 3. Geo-marketing on Facebook and Instagram
- 32. VS VS
- 33. VS VS +132% conv. rate +16% conv. rate
- 34. VS
- 36. The Fact of the day. There are just 20 high-LTV neighbourhoods in Brazil
- 38. Tactic 2: Auto-liking / following (visitors of selected venues)
- 39. Those guys were auto-liked
- 40. Tactic 3: Waze Ads (pure branding)
- 42. Tactic 1: Retargeting towards your LinkedIn contacts “Congratulations on your excellent results”
- 43. Tactic 2: Retargeting towards your app users
- 46. Round 6. Discounts – is it a no-go?
- 50. Discounts are a must in any emerging market
- 51. Round 7. Loyalty Programs. What changed in the last year?
- 52. Loyalty Program today: • More categories than in the past • Advanced segmentation • Multi-channel: email vs push vs social vs ATL vs card Ultimately, you need to treat a loyalty program as a marketing channel. Revise after the first 6 months of intense comms and acquisition.
- 53. Future impact on new users CALCULATING THE BENEFITS OF A LOYALTY PROGRAM Future impact on retention [%] Future impact on recurrence – sales [%] Total $$$ X X VS
- 54. EXAMPLE
- 55. Round 8. Partnerships: the “secret groups”
- 56. It’s very unlikely that you can run a business in a tropical country without entering into strategic alliances
- 57. THE CONCEPT OF SECRET GROUPS This is a secret group
- 58. Prospect finds out about the promo on partner site User accesses the site of Farfetch F6 e and registers themselves. User purchases through www.farfetch.com/br/f6/ User receives a free voucher User have their product delivered abroad MASTERCARD PARTNERSHIP
- 59. SELECTED CONCLUSIONS Paul Malicki • Limit your efforts to selected geos • Choose your influencers wisely • Keyword is the king. Campaign is the queen. Go global • Personalize your remarketing • Discounts are a must in emerging countries • Loyalty programs can be the best way to scale up • Discounts are a must in emerging • Build meaningful partnerships. Create a monopoly.