Some insights about Going Global
Data insights to go global, connecting with right audience, being there at every stage of customer journey
Today I noticed that Think with Google has published a blog post about going global in which they are talking about how some of brands in India have gone Global and have expanded to other countries. They mentioned three main strategies for going global first one being using
Use data insights to find the right export market
Connect with right audience using highly relevant content
Engaging with audience at every stage of customer journey
Zee5 which is a streaming company based out of Mumbai in India, provides content in different Indian languages. Through use of data-driven insights from their own first party data and Insights from Google Trends to understand the behavior of indians who are living abroad in different markets.
They build a specific strategy for catering to those specific audience groups living across different countries.
Zee5 used to data and Insights including Google transcript into six markets and grow it subscribers by 64%
Zee5 Global, Chief Business Officer - Archana Anand said “Building on our worldwide presence and extensive state of South Asisa content, we worked closely with Google to strategies on expanding our reach in the most efficient manner” with very positive results.
Similar to this another Indian brand Matrimony used highly specific insights from Google Trends to understand which regions in India the different diaspora communities hailed from. That helped it identify the Indian languages that non-resident Indians in a market would most likely use.
By serving up relevant vernacular apps, Matrimony achieved a 1.3X increases in profile resgistrations per month.
Chief Marketing Officier, Matrimony said “The non-resident Indian market can be difficult to reach. But with Google’s App campaigns, we were able to scale up and reach Indian disapore who are looking to get married across multiple countries. App campaigns are powered by AI to reach the right audience and help brand advertise confidently”.
Another Indian brand Policybazaar used full-funnel marketing strategy to raise awareness, drive conversions, maximise returns and establish itself as a marketing leader among the Indian diaspore.
To connect with high-intent customers in the decision-making phase and get them to choose its policies, it used Video action campaigns. Additionally, it tapped into Insights Finder to optimise its Display campaigns so that they showed up on popular digital publications, such as Indian matrimonial sites, which attract high-intent audiences.
As a result of its full-funnel marketing strategy, Policybazaar’s insurance bookings surged by 64% and its return on ad spend rose by 27%.
Senior Vice President, Marketing Policybazaar - Urmesh Chandra said “Google Ads’ ability to reach high intent non-resident Indian audiences has been truly instrumental in out success”.