BRIC Attack

When I used to write about hardware, the BRIC (Brazil, Russia, India, China) markets were often heralded as the solution for the overly-commoditized PC industry. Thanks to a rising middle class, government subsidies, and/or other factors, computer sales growth was much faster in these regions...

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When I used to write about hardware, the BRIC (Brazil, Russia, India, China) markets were often heralded as the solution for the overly-commoditized PC industry. Thanks to a rising middle class, government subsidies, and/or other factors, computer sales growth was much faster in these regions than in developed economies. Not surprising, seeing as you could even buy a PC off grocery shelves in Brazil.

Alas, rock-bottom PCs are no match for mobile phones, which are increasingly becoming the more common and practical channel for all types of communication, particularly in emerging markets. According to eMarketer, PC and broadband penetration fall far below mobile penetration in BRIC populations. Marketers better take note that their Internet ads in BRIC countries had better be cell-friendly–or better yet, cell-specific.

“Mobile isthe Internet for an increasingly large and attractive customer segment–an important distinction for marketers to keep in mind,” says John du Pre Gauntt, senior analyst at eMarketer, which on Monday released a report on the topic.

That’s a 360 from the usual concerns of how to make one’s Web presence more conducive to mobiles. Marketers in North America, Europe, and parts of Asia are typically worried about being multi-channel, syndicating information in different media, and trying to make their Web pages navigable or readable on tiny phone screens. Their BRIC counterparts, if eMarketer is correct, are free to focus almost exclusively on mobile strategies.

That could mean the next great mobile campaign–or even the next shift in mobile marketing trends–could be conducted in Portuguese, Russian, Hindi, or Mandarin.

Anyone know of good campaigns already happening?

In this article

5 comments

  1. monica sabino

    Hi Eydie
    Many cases coming from Brazil. On top of what
    Dani already commented above, there was the launch of FIAT Punto last year, that is commented on John’s report (mentioned on your post). There is also the case of Felipe Dylon, teen idol, that keeps a Mobile-log to his fans.

  2. Jim Dugan

    Hi Eydie: We officially launched an Instant Global Marketing campaign this month with GripOffs.

  3. Eydie

    Dani: Thanks for the information! Your World Cup 2006 campaign could/should be the model for mobile campaigns that I’m sure will happen around the Olympics in Beijing later this summer. Can you tell me any particular results/ROI from your teen, World Cup, and other campaigns (beyond what’s said in that link)?

    Jim: What country was your campaign in? I was looking for campaigns in BRIC nations particularly…

  4. Jim Dugan

    It’s amazing that there are no comments on this article, yet. It really highlights how far behind the thinking is with respect to mobile device use in the US.

    Yes, to answer the final question.

    We know of a great campaign that has just been launched – GripOffs.

    GripOffs is the first mobile marketing campaign that allows advertisers to instantly create, edit and monitor real-time Mobi eCoupon campaigns.

    There’s no waiting to get the ad up, it’s a central location to which the users can go to see ALL of the special offers at that time, the users have the offer, literally, in their hand, not only when they’re in shopping mode, but when they are actually making that final decision at the point of purchase as the GripOffs Mobi eCoupons contain a barcode for the register.

    As important, it’s completely paperless. The waste, for example, of sending out 67 cataLOGs as we did in this country last year to EACH man, woman and child is more than ridiculous. It’s just another waste of our precious resources and damaging to the environment.

    We all hear about how we’re supposed to be helping the environment and being green and whatever, but, in the same breath, see companies encouraging people to actually go to the Internet and do what? PRINT MORE COUPONS? Unbelievably unbelievable!

    We welcome any advertisers wishing to find an excellent complementary and complimentary method to their madness by offering a FREE two week trial.

    We think you’ll get it.

  5. Dani Porto

    Hi Eydie,

    I´m from Brazil and I can tell you that we developed a lot of mobile marketing campaigns since 2005. In 2006 we had a big promotion campaign during the world cup with more than 16 million SMS (It´s from Globo an important media group) . In this year, we had a interesting co-branded action with Nokia and Unilever that offers an special phone with content embedded from Seda Teens (a product for teenagers). You can found more brazilian cases in:

    http://leonardoxavier.typepad.com/mobilizadoenglish/

    Case Nokia and Unilever: http://www.mobilepedia.com.br/prod/2008/04/17/seda-teens-o-maior-case-de-mobile-marketing-do-brasil/

    Saudações brasileiras 🙂

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