Lessons from the front lines: How to engage BRIC consumers in multinational online communities

Manila Austin and Katrina Lerman

Consumers in BRIC markets account for nearly one-third of the world's online population and experiment with social media more broadly than other consumers.

Lessons from the front lines: How to engage BRIC consumers in multinational online communities

Manila Austin and Katrina LermanCommunispace

INTRODUCTION

The global marketplace is in flux, expanding rapidly to accommodate new markets and new consumers. As the use of the Internet and mobile devices explodes in developing nations, their citizens are drawn to the irresistible lure of the “global village” suddenly open in front of them. But as these consumers continue to grow their purchasing power and enter the digital world, they seek not only to connect with friends, family and like-minded individuals, but to gather information and inform...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands