Content Marketing for Emerging Markets | Module 1.3
Audience Research & Persona Building
Laying the groundwork for a successful content strategy in high-growth regions.
1. Understanding the Emerging Market Consumer
Emerging markets (EMs) present unique challenges and opportunities. Unlike developed markets, EM consumers often exhibit rapid changes in digital adoption, greater price sensitivity, and a stronger reliance on mobile technology.
Audience Research: Qualitative vs. Quantitative
- Quantitative Data (The 'What'): Use digital analytics, surveys, and existing market reports to understand demographics (age, income, location), device usage (overwhelmingly mobile-first), and content consumption patterns (which platforms are dominant).
- Qualitative Data (The 'Why'): This is crucial in EMs. Conduct interviews, focus groups, and field studies to uncover the real **pain points, cultural nuances, trust barriers, and aspirations**. The "why" dictates the *tone* and *format* of the content.
2. Building the Emerging Market Persona
A persona in an EM context needs to go beyond standard profiles to capture digital and socio-economic realities:
Key Persona Elements:
- Connectivity Reality: Are they on 4G, 2G, or low-cost Wi-Fi? This dictates video quality, file size, and load times.
- Platform Preference: Is it Facebook, WhatsApp, or a local social platform? Content needs to be native to their preferred channel.
- Language Complexity: Do they speak a regional dialect? Content may need to be localized beyond just translation.
- Trust Dynamics: Are they skeptical of brands? Personas need to reflect where they get reliable information (e.g., family, micro-influencers).
Example Persona Component: "Aisha the Aspiring Entrepreneur"
Goal: Start a small e-commerce business using only her mobile phone.
Challenge: Limited data plan, high skepticism of online payment platforms.
Content Need: Short, tutorial videos via WhatsApp, demonstrating low-cost solutions and emphasizing security/trust signals.