addis ababa

addis ababa

How Marketers Can Capitalise On Emerging Cities

6d ago
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Marketing and media industries have historically infiltrated emerging cities too late in the game, according to the Economist Intelligence Unit’s Alasdair Ross. The global product director delivered the key note speech at this year’s Festival of Marketing Global, sparking the industry crowd’s industry with statistics on the potential of previously ignored cities such as Addis Ababa, Hangzhou and Karachi. When asked which places marketers should keep an eye on over the next 20 years, Ross had a simple answer: China. He commented: "China is growing at a real rate of knots. It's slowed down a little but it's still adding millions of consumers to the global market. And it's dragging up a lot of other markets with it: all over Asia – Thailand, Vietnam, Indonesia - you have the same effect." Ross added that brands and agencies shouldn't be afraid to also tackle North Africa and Sub-Saharan Africa ("Lagos is a very hard place to operate but you can't ignore it," he said), as well as Tehran. "Iran has been off the off the map for a while because of sanctions and the political difficulties in the country for many years," he explained. "And yet now sanctions have been lifted, Iran is really shifting in terms of its political stance. It's a big market. Hotels are queuing up to build. So Tehran is an outlier that people probably should be focusing on." Subscribe & Follow The Drum YouTube: https://www.youtube.com/user/TheDrumReel Facebook: https://www.facebook.com/thedrumpage Twitter: https://twitter.com/thedrum Instagram: https://instagram.com/thedrummag Pinterest: https://uk.pinterest.com/thedrum/