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 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?