One of the major things to know when exploring new business markets is understanding your brand\u2019s target audience. This includes aspects like purchasing power, preferred mode of purchase (whether online or in-store), demographics, and the best method for businesses to connect with consumers.\u00a0<\/p>\n\n\n\n
CHANGE WITH THE TIMES<\/strong><\/p>\n\n\n\n It is not hard to conclude that we are now in the ever-evolving social media era. In the past decade, advertising via traditional television, radio, print media like newspapers or magazines have steadily declined. With current digital versions of those media allowing consumers to opt out of ads, it is no longer viewed as a good method for a vast audience reach \u2013 especially in countries with heavy social media usage. Most social platforms\u00a0do not let you opt out of seeing ads on your feed.\u00a0\u00a0<\/p>\n\n\n\n Recent data findings indicated that internet users in Nigeria spend over four hours a day on social media, while Brazil, South Africa, the Philippines, and Kenya spend over three hours a day \u2013 making them the top five countries in the world that spend most time on social media in a day.\u00a0<\/p>\n\n\n\n INFLUENCERS HELP BRAND AWARENESS<\/strong><\/p>\n\n\n\n As the pandemic forced many businesses to embrace online platforms, it led to a surge in social media users and usage of ecommerce platforms as well. In Southeast Asia,\u00a0Philippines, Indonesia, and Malaysia spend the highest amount of their waking time per day on social platforms. \u00a0<\/p>\n\n\n\n Influencers and social media marketing has been growing at a rapid pace in Asia, so it is no surprise it will help your brand break into the market with better ease.\u00a0Many brands in Asia turn to local or well-established international influencers and celebrities when advertising their brands as it has shown to result in sale conversions. \u00a0<\/p>\n\n\n\n Funny, quirky, or family-oriented marketing content have shown good success rates for brand awareness in Asia as these types of content themes often gets shared and easily goes viral, leading to successful brand awareness endeavours. Take the 2003 Petronas Deepavali ad in Malaysia for example which is still talked about and remembered in 2024 \u2013 it had the perfect balance of humour, relatability, and family values.\u00a0<\/p>\n\n\n\n It is also important to remember that while many consumers speak and understand English across the region, reaching consumers using country specific languages and preferred platforms within that country is important too, especially in the initial stages when you are trying to convey your brand identity. While it may be slightly different for well-established brands, using influencers, even nano ones, will help build a brand community with the locals to help you get started.\u00a0\u00a0<\/p>\n\n\n\n AFFILIATE PROGRAM<\/strong><\/p>\n\n\n\n Many e-commerce platforms in Southeast Asia realised the potential for expanding their brand\u2019s reach for minimal costs through influencers as well. Platforms such as ZALORA, Lazada, Tokopedia, and Shopee that dominate the e-commerce industry created community affiliate programs allowing users to recommend products\u00a0on social media via a unique link. Users then get paid a percentage of the sale price for each product sold.\u00a0\u00a0<\/p>\n\n\n\n Everyday people, even nano influencers who have less than 1000 followers, signed up immediately when the program was made available. This way brands are not burdened by pay-per-click structures that do not always return the investment, but instead brands only pay when clicks convert to sales.\u00a0<\/p>\n\n\n\n