As humans, we easily understand things that we can relate to. Not surprisingly, it is easy for us to assume that other people around the world are doing the same things we are, the same way we are. For example, as an iPhone user it’s difficult for me to imagine why anyone would use any other smartphone.
However, Facebook for Business reports that “seven out of 10 people in the world, many in high-growth countries like India, Brazil, Indonesia, Mexico, South Africa, and Nigeria, user far simpler devices, like feature phones, to access the Internet.”
Below is an infographic from Facebook.com that breaks down the number of users in high-growth countries as well as the percentage who utilize feature phones to access Facebook.
To understand what devices users are accessing Facebook from, it’s important that marketers also have insight into the best methods for reaching these consumers.
Providing Low-Bandwidth Solutions
Many consumers in high-growth countries are yearning for the same connectivity to friends and information that we are in the United States. Unfortunately, many are limited by expense and poor Internet connectivity.
As well as adding advertising options for feature phones, Facebook has also been working on optimizing advertising for low-bandwidth connections.
Adapting Based on Local Insights
Much like beepers of the ’90s, some of these countries have developed a system where they dial a number and then hang up before it connects. This is a way of alerting someone that you want to speak with them, without incurring the costs of an expensive phone call.
Facebook has created a similar feature for ads, where the person can click on an advertisement and they will receive a brand message, without actually having to utilize any of their airtime or data allotment.
Improved Ad Targeting
Facebook is also working on a solution for advertisers to better target consumers in high-growth areas. These include:
- Life-stage targeting: Based on recent changes such as having a baby, moving, or starting a new job.
- Geo-targeting: This would enable advertisers to target within multiple states within a country without having to list multiple cities.
Measurement Is Essential
Measurement has been a difficult animal for those advertising in high-growth countries. Facebook has partnered with Nielsen to begin sending polls to consumers in order to help determine things such as brand sentiment and purchase intent.
Share Your Thoughts
Are you someone that advertises internationally? If so, what have you seen as your biggest challenges and wins when trying to engage consumers in high-growth countries?
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