Marketing to Asia - What to Know, What to Do

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This presentation accompanies an article I wrote for Entrepreneur Magazine at http://www.entrepreneur.com/article/252992. I've been running a digital marketing agency in Hong Kong for the past 3 years and have done business in China, Japan, Singapore, Korea, Vietnam, Singapore, and more. Here are some of the things I've learned about doing business in Asia, and some tips when it comes to marketing in the region.

Marketing Business

@joshsteimle
Marketing to Asia
What to Know, What to Do

@joshsteimle
“Thosewho havea'why'
tolive, can bearwith
almostany‘how'.”
—ViktorFrankl

@joshsteimle
Why? Becauseloadsof
people withmoney.

@joshsteimle
Why? Becauseloadsof
people who needstuff.

@joshsteimle
Fourlargest countries:
1. China,1.357B
2. India, 1.252B
3. U.S., 318.9M
4. ?
Source: Wikipedia

@joshsteimle
Fourlargest countries:
1. China,1.357B
2. India, 1.252B
3. U.S., 318.9M
4. Indonesia,253.6M
Source: Wikipedia

@joshsteimle
SoutheastAsia,618M
Source: Wikipedia

@joshsteimle
7.4Billion
WorldPopulation, 2015
Source: http://www.worldometers.info/world-population/

@joshsteimle
4.3Billion
Asia Population,2013
Source: http://www.worldpopulationstatistics.com/asia-population-2013/

@joshsteimle
4.9Billion
Asia Population,2030
Source: http://en.wikipedia.org/wiki/World_population

@joshsteimle
525Million
Asia MiddleClass,2013
Source: http://www.ey.com/GL/en/Newsroom/News-releases/News_By-2030-two-
thirds-of-global-middle-class-will-be-in-Asia-Paciﬁc

@joshsteimle
3.1Billion
Asia MiddleClass, 2030
Source: http://www.ey.com/GL/en/Newsroom/News-releases/News_By-2030-two-
thirds-of-global-middle-class-will-be-in-Asia-Paciﬁc

@joshsteimle
9.4%
Asia-PacificInternetPenetration,2005
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

@joshsteimle
38.8%
Asia-PacificInternetPenetration,2015
Source: http://www.internetworldstats.com/stats3.htm

@joshsteimle
344 Million
Asia-PacificInternetUsers,2005
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/
Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/
2013/03/state-social-asia-march-2013/

@joshsteimle
1.56Billion
Asia-PacificInternetUsers,2015
Source: http://www.internetworldstats.com/stats3.htm

@joshsteimle
0
Asia-Pacific MobileInternetUsers,2005
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/
Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/
2013/03/state-social-asia-march-2013/

@joshsteimle
1.02Billion
Asia-Pacific MobileInternetUsers,2015
Source: http://www.emarketer.com/Article/Asia-Paciﬁc-Boasts-More-Than-1-
Billion-Smartphone-Users/1012984

@joshsteimle
SoAgain,WhyAsia?
1. Lots ofpeople
2. Growingmiddleclass
3. Online

@joshsteimle
HongKong +Shenzhen
UniquelypositionedforIoT,
hardwarestartups.

@joshsteimle
Taiwan
Manufacturingknow-how.

@joshsteimle
Singapore
Marketingandmedia.Gatewayto
SoutheastAsia.

@joshsteimle
Pros
1. Location
2. Rule oflaw
3. English
4. Easeofdoingbiz

@joshsteimle
ButChinagotthemloads
ofpeople.

@joshsteimle
ChinaChallenges
1. Language
2. Rules
3. Old boys network
4. Culture
5. Internet

@joshsteimle
Banking
Canbea pain,justlike everywhere else.

@joshsteimle
10Things ToUnderstand
BeforeMarketingtoAsia

@joshsteimle
2.Everyone’sthesame,
everyone’s different

“Pepsibringsyour
ancestors backfromthe
dead”

@joshsteimle
4. Somebusinesses
transfer,somedon’t

@joshsteimle
5 MarketingTips
WhendoingbusinessinAsia

@joshsteimle
3. Localize
Languageandculture

@joshsteimle
5. Mobilefirst
Butdon’tignoretraditional

@joshsteimle
Questions?
Twitter: @joshsteimle
Blog:joshsteimle.com

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Marketing to Asia - What to Know, What to Do

1. @joshsteimle Marketing to Asia What to Know, What to Do

2. @joshsteimle Why?

3. @joshsteimle “Thosewho havea'why' tolive, can bearwith almostany‘how'.” —ViktorFrankl

4. @joshsteimle Why? Becauseloadsof people withmoney.

5. @joshsteimle Why? Becauseloadsof people who needstuff.

7. @joshsteimle Fourlargest countries: 1. China,1.357B 2. India, 1.252B 3. U.S., 318.9M 4. ? Source: Wikipedia

8. @joshsteimle Fourlargest countries: 1. China,1.357B 2. India, 1.252B 3. U.S., 318.9M 4. Indonesia,253.6M Source: Wikipedia

9. @joshsteimle SoutheastAsia,618M Source: Wikipedia

10. @joshsteimle 7.4Billion WorldPopulation, 2015 Source: http://www.worldometers.info/world-population/

11. @joshsteimle 4.3Billion Asia Population,2013 Source: http://www.worldpopulationstatistics.com/asia-population-2013/

12.

13. @joshsteimle 4.9Billion Asia Population,2030 Source: http://en.wikipedia.org/wiki/World_population

14. @joshsteimle 525Million Asia MiddleClass,2013 Source: http://www.ey.com/GL/en/Newsroom/News-releases/News_By-2030-two- thirds-of-global-middle-class-will-be-in-Asia-Paciﬁc

15. @joshsteimle 3.1Billion Asia MiddleClass, 2030 Source: http://www.ey.com/GL/en/Newsroom/News-releases/News_By-2030-two- thirds-of-global-middle-class-will-be-in-Asia-Paciﬁc

16. @joshsteimle 9.4% Asia-PacificInternetPenetration,2005 Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

17. @joshsteimle 38.8% Asia-PacificInternetPenetration,2015 Source: http://www.internetworldstats.com/stats3.htm

18. @joshsteimle 344 Million Asia-PacificInternetUsers,2005 Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/ Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/ 2013/03/state-social-asia-march-2013/

19. @joshsteimle 1.56Billion Asia-PacificInternetUsers,2015 Source: http://www.internetworldstats.com/stats3.htm

20. @joshsteimle 0 Asia-Pacific MobileInternetUsers,2005 Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/ Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/ 2013/03/state-social-asia-march-2013/

21. @joshsteimle 1.02Billion Asia-Pacific MobileInternetUsers,2015 Source: http://www.emarketer.com/Article/Asia-Paciﬁc-Boasts-More-Than-1- Billion-Smartphone-Users/1012984

22. @joshsteimle SoAgain,WhyAsia? 1. Lots ofpeople 2. Growingmiddleclass 3. Online

23. @joshsteimle AsiaStartupHotspots

24. @joshsteimle HongKong +Shenzhen UniquelypositionedforIoT, hardwarestartups.

25.

26.

27.

28. @joshsteimle Taiwan Manufacturingknow-how.

29.

30. @joshsteimle Singapore Marketingandmedia.Gatewayto SoutheastAsia.

31.

32.