Diversity: Not just a superstar in the natural world

“Increasing interconnectedness of the Global Economy requires increased diversity in digital marketing.”

Walk into any part of rural Africa, and a significant portion of the population you come across will have a smartphone, with access to data. The hard part is access to a reliable energy supply to charge these devices (but that’s a whole other matter). For many, there is huge interest in brands from the US and Europe. One simply has to consider Manchester United for example, whose logo is easily identified throughout the continent. While this can mostly be accredited to television and football’s (actual football) popularity on the continent, there’s no denying the importance of digital marketing and it’s reach.

“‘transaction times’ have become slightly more acceptable and less devoid of potential heart-attacks when entering credit-card details online.”

When it comes to Ecommerce specifically, Africa is seen as having huge potential thanks in part to having the youngest, and second largest, population in the world. There are obviously also plenty of hurdles. South Africans in particular are a pretty skeptical bunch (online retail currently only accounts for around 2%), used to constantly needing to keep one’s guard up. I look at my parents who up until a year ago, were too scared to purchase anything online. They didn’t want to trust anything which didn’t resemble that traditional transaction of handing over one’s money, and instantly picking up their newly acquired possession (and sure, this is an older generation phenomenon). 

However, with the emergence of fulfillment services across the country, ‘transaction times’ have become slightly more acceptable and less devoid of potential heart-attacks when entering credit-card details online. The country’s Ecommerce market grew 24% in 2020, with 27% of purchases being made on US sites, and 14% on European.

Years ago Viettel, Vietnam’s biggest telecoms decided to chance-it and provide free data to sim card holders under the age of 18, countrywide, with the hopes that when some of that demographic became adults, they would remain loyal to Viettel to provide for their connectivity needs. The move paid off and resulted in them completely obliterating the competition, while still providing cheap and reliable data to almost the entire population.

While living in the country, I had greater reception and faster internet in middle-of-nowhere rice paddy fields, while on ‘trying to get away from it all’ breaks, than in many parts of the United States. 

“the average Vietnamese consumer spends an average of 6 hours and 42 minutes per day on the internet.”

According to Deloitte, the average Vietnamese consumer spends an average of 6 hours and 42 minutes per day on the internet. These figures don’t differ all that much from other countries in the region, with the highest being the Philippines (10 hours, 56 minutes), and the lowest being Japan (4 hours, 25 minutes). As an international brand, that’s a whole lot of opportunity to make an appearance! 

The point is, there exists a truly global audience with eager participants from the furthest corners of the globe. Get your brand identity right, with this diversity in mind, and be willing to cut through some bureaucratic red-tape, and you can establish yourself as a truly successful international brand. Of course, choosing a digital marketing agency that can accommodate achieving such a strategy will set you on course. Que Enchilab.

At Enchilab, we pride ourselves on this diversity. Six nationalities and languages spoken, from 4 different continents and educational backgrounds, but with a shared passion for technology and the digital marketing space, and the creativity to help your business thrive in our global economy. We understand your market, and get your brand’s needs, whether it simply remains regional, or decides to conquer the world, we’ve got you covered!

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