Tune Into Buyers’ Preferences

Online marketers can't assume consumers will flock to a website simply because it's there, as they might in the U.S., Japan or Western Europe. In many BRIC countries, the internet is only one part of the equation. Moving consumers to a website often begins offline, in conversations with friends and in offline spaces where consumers can gauge what everyone else is doing. The challenge for online marketers in these more collectively-oriented countries becomes moving the conversation from offline venues into the online space.