In an effort to help marketers unpack the cultural challenges and business opportunities of the world’s emerging markets, TNS Australia’s Travel and Leisure Research division along with award-winning multiplatform magazine Sparksheet have launched a brand new e-book, Same Same But Different: Understanding Emerging Markets.
Written by TNS Australia’s Carolyn Childs and published by Sparksheet, the e-book explores a host of previously unanswered questions, such as how Brazil became one of the most digitally engaged countries in the world, why sex in advertising is okay in India but not in China, and how mobile phones have transformed banking in Africa and beyond.
“In an increasingly global marketplace, emerging markets beyond BRIC (Brazil, Russia, India and China) such as Africa, Asia, the Middle East and Latin America also represent exciting and significant opportunities,” says Carolyn Childs of TNS Australia. “The e-book addresses how global brands and marketers can engage with these emerging markets in a smart, successful and culturally-relevant way.”
“This e-book is the culmination of a cross-continental, cross-agency collaboration with Carolyn Childs and the TNS Australia team and a perfect example of what Sparksheet is all about,” says Dan Levy, Sparksheet’s editor. “Informed, inspiring and actionable content from true industry thought leaders.”
The e-book delves into opportunities for brands, retailers and customers to build successful long-term connections in emerging markets. Childs advises brands to invest the time to work out how something that works in one market would work in a different context and cautions readers not to patronise consumers in emerging markets.
The e-book is available free of charge on a specially-designed microsite where readers can test their “emerging markets IQ” through an interactive quiz. Download it now at books.sparksheet.com/samesame