#Marketing 101 in two different worlds…
Spending all of my life in Africa, being exposed to marketing tactics in developed markets has me very excited. Information, innovation & everything on trend.
Below are 10 points on how I think marketing in developed markets works well.
- The points below are my personal observation & comparison drawn from what I have noted in my experience of living in a developed market.
- Use of data science
Harvard Business Review famously described data science as the “Sexiest Job of the 21st Century” therefore seeing a burst in this sector in recent years. And rightly so — let’s now market where it matters.
Data science uses multi-sources & visual representation, with natural language processing algorithms which result in meaningful insights. Through this, you can match strategies to customers, plan ahead (i.e. black Friday deals), better ROI management & analyse your social media data in a more meaningful manner.
2. More action
I have worked with global companies that take months, even years to implement a simple idea. Why? Yes, long, mundane processes & loads of other challenges. But no better feeling than getting your plan off the floor. Companies & brands here just seem to get on with it & at quite a speed. At a cross roads, they find the most worthy solution & rock on.
3. Community support
When there is a cool idea, people support it. Doesn’t matter how ridiculous it may seem or how outrageous it is. There are people who believe in it. Who believe in your idea. Who believe in you. Hence so many brands/ideas being discovered at Farmer’s Markets, pop up’s, etc.
4. Real Creativity
It seems like they are a lot more ideas here. Ideas that have no boundaries. New & edgy ideas are openly welcomed versus being constantly criticised. People make more disruptive decisions to make a difference, to get better results & to be more exceptional tomorrow.
5. Communication is key
No matter what brand/product/service/range you look at — they all find the best way to communicate for their brand. They ignore the social norms & go with their gut feel & speak to their consumers like real people.
6. Power of the internet
Yes, online sales are far greater in the UK versus Africa. But the UK has become so darn good at it. Promotional offers, cheaper online alternatives, the ease of not having to carry your shopping on the high street — especially when the weather is not ideal most year round.
The convenience & efficiency of online sales & deliveries makes everything so convenient. Need to make a grocery list? Do it on Ocado & pick your delivery time for as early or as late as you need. Need a dinosaur costume for a school play? Order it online & select if you would like it to come with a dinosaur sound machine. Chances are — I would not be stepping into another grocery store for as long as I live here.
7. Its all about the money, money, money
Michelin star restaurants have lunch time specials. Even if you can afford to market a certain product, doesn’t mean you should. Developed world does not need to worry about disposable income as much as developing worlds do. But they try hard to deliver in this consumer-driven market. The competition is also a lot more rife. Hence this allows everyone to put their best foot forward, always.
8. Openness of information
My absolute favourite. Experts here aren’t afraid to share what they know. Nor do they hide the fact that they know so much. I love this concept of doing what you do & do it well. This allows everyone to learn from others & build & market their own business &/or brand better.
I have unskilled myself, thanks to Women in Technology (WITT), We Work spaces, Ben Temple & TedX talks in London.
9. Sustainable Marketing
From coffee shops reducing their costs & promoting sustainable habits with the #NoPlastic campaign to even the local gyms have followed suit by banning plastic cups & straws & even promoting customers to bring in their own towels. Businesses are promoting this concept & even offering a price off should you bring in your own cup (or towel) to use.
10. Unique audiences
Developed countries have the luxury of marketing to various target audiences who know what they like. Developing markets are still trying to teach their audiences about what they should like.