CULTURAL RADAR: Brands need to pay attention to how Indonesia's villages are using technology and give them a voice in solutions made for them.
CHINA - The warm-up period for the Alibaba Lunar New Year Shopping Festival (阿里年货节) is set to start today, with the actual five-day shopping festival to begin on 17 January. While greater penetration of China’s underserved rural markets is the focus this year, most foreign brands are likely to see little upside in this battlefield. Here's why.
A rising tide of mobile-phone coverage sweeping Asia-Pacific is turning marketers’ attentions to untapped rural consumers.
Colgate Palmolive’s ‘Education for Packaging’ campaign, conceived by Red Fuse Communications Hong Kong together with Y&R Yangon, has won Myanmar’s first-ever Cannes Lion awards.
AUDIENCE TARGETING: Brands looking to sustain growth by tapping into rural areas cannot rely on clever digital marketing to reach their target audience.
Marketers need to shake off the assumption that rural consumers will come to brands in urban centres, and start thinking of reaching out to them.
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