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FINDING & SPEAKING TO TARGET USERS IN
EMERGING MARKETS
Paul Malicki
Once upon a time there was
an emerging market you
wanted to conquer…
An emerging market [for marketers]:
An audience which has some
characteristics of a high LTV cohort and
usually congregates in a very few
difficult-to-reach and non-scalable ad
spaces.
THIS IS AN EMERGING
MARKET 
HDI in Brazil
ZOOM

 São
Paulo
How to conquer an emerging
market?
Targeting + Multi-
channel + The right
content
What Marketing Problem do you target
Awareness Retention
ACQUISITION
RETENTION
RECURRENCE
User Acquisition
Demand Boost
Remarketing
Advocacy
Engagement
Don’t Drink and Drive
Donation
Driver Care
Loyalty
In-app User Acquisition
Partnership for Travel
Influencers
Cross-marketing
Store (Bar) Partnership
Brand Placement
Public Transport ATL
Street Survey
OEM Partnership
IM Partnership
App Store Partnership Telecom Partnership
Mobile App PartnershipEvent Ambassador
Financial Partnership
Voucher Marketing
Ongoing Discount
Happy Hour
Free Taxi Day
Reactive Marketing
Competitive Benchmark
Surprise Pick-up
Taxi Karaoke
Delivery Campaign
In-cab Freebies
National Day
X-box Taxi
BiblioTaxi
Government Alliance
Creative Contest
Passenger Reward
Power User
Buy 2 Get 1 Free
WhatsApp Hack
Retargeting Ads
Callouts
Partner Promo
Driver profiles
Photo Booth
Loyalty Program
Gamification
CASE STUDY EASY TAXI
What Marketing Problem do you target
Awareness Retention
ACQUISITION
RETENTION
RECURRENCE
User Acquisition
Demand Boost
Remarketing
Advocacy
Engagement
Loyalty
Influencers
Geo-ads &
SEM
Partnerships
Discounts
Engagement
Campaign
PR
Loyalty
Program
Retargeting
Ads
FOCUS FOR TODAY
Round 1. Influencer
marketing – B2B vs B2C
Use Audience to analyze your influencers
@brunogagliasso
7.100.000
@lucasmalvacini
208.000
@gio_ewbank
8.600.000
195.000 likes 1.2 MM reach
16% eng. rate (!)
Boom! Shakalaka
Marc Tawil
#1 LinkedIn Voice
Brazil
WOW. We got
featured!
Compare this with
PR and…
Influencer Insta
Influencer LinkedIn
Media post
Flapper traffic site
You can become an
influencer, too!
Targeting users in emerging markets - Paul Malicki
If you seek for reach on LinkedIn, short text posts
are as effective as image-based content.
Videos do not work.
The more inspiration, meritocracy and meaningful
personal success stories, the better.
Targeting users in emerging markets - Paul Malicki
Targeting users in emerging markets - Paul Malicki
Media
Conv. Rate
[Signup/Ins
tall]
Create
Flight SP-
RJ
Conv. Rate
[Event/Install
]
(Confidential) 78% 3 33%
(Confidential) 100% 2 25%
Instagram - App
Install
84% 173 23%
Facebook - App
Install
83% 268 22%
(Confidential) 84% 41 22%
LinkedIn 93% 3 20%
(Confidential) 88% 3 18%
(Confidential) 61% 215 17%
AdWords 83% 1 8%
Mobile attribution points to average
performance of LinkedIn. Sadly enough, it is
still a desktop-only platform.
Round 2. International
Search
THE WORLD
(AIN’T) ALL
RAINBOWS
APPETIZER.
Ad group
structure
Targeting users in emerging markets - Paul Malicki
Targeting users in emerging markets - Paul Malicki
Targeting users in emerging markets - Paul Malicki
Round 3. Geo-marketing on
Facebook and Instagram
VS
VS
VS
VS
+132% conv. rate
+16% conv. rate
VS
VS
+60% conv. rate
The Fact of the day.
There are just 20 high-LTV
neighbourhoods in Brazil
Tactic 1:
Geo-fencing:
Facebook,
Google, local
solutions
Tactic 2:
Auto-liking /
following
(visitors of
selected
venues)
Those guys were auto-liked
Tactic 3:
Waze Ads (pure
branding)
Round 4. Remarketing
Tactic 1:
Retargeting
towards your
LinkedIn
contacts
“Congratulations on your excellent
results”
Tactic 2:
Retargeting
towards your
app users
Round 5. Engagement
Campaign
Targeting users in emerging markets - Paul Malicki
Round 6. Discounts – is it a
no-go?
Targeting users in emerging markets - Paul Malicki
Targeting users in emerging markets - Paul Malicki
“DISCOUNTS
CHEAPEN THE
BRAND”
Discounts are a must in any
emerging market
Round 7. Loyalty Programs.
What changed in the last
year?
Loyalty Program today:
• More categories than in the past
• Advanced segmentation
• Multi-channel: email vs push vs social vs ATL vs card
Ultimately, you need to treat a loyalty program as a marketing
channel. Revise after the first 6 months of intense comms and
acquisition.
Future
impact on
new users
CALCULATING THE BENEFITS OF A LOYALTY PROGRAM
Future
impact on
retention
[%]
Future
impact on
recurrence
– sales [%]
Total
$$$
X X
VS
EXAMPLE
Round 8. Partnerships: the
“secret groups”
It’s very unlikely that you can
run a business in a tropical
country without entering into
strategic alliances
THE CONCEPT OF SECRET GROUPS
This is a secret group
Prospect finds out
about the promo on
partner site
User accesses the site of
Farfetch F6 e and registers
themselves.
User purchases through
www.farfetch.com/br/f6/
User receives a free
voucher
User have their
product delivered
abroad
MASTERCARD PARTNERSHIP
SELECTED CONCLUSIONS
Paul Malicki
• Limit your efforts to selected geos
• Choose your influencers wisely
• Keyword is the king. Campaign is the queen. Go global
• Personalize your remarketing
• Discounts are a must in emerging countries
• Loyalty programs can be the best way to scale up
• Discounts are a must in emerging
• Build meaningful partnerships.
Create a monopoly.

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Targeting users in emerging markets - Paul Malicki