The territories marketers keep ignoring – and why that’s a mistake
Many Australian marketers stick to familiar international markets – but are they missing bigger opportunities? Amplify’s Hayley Adams explores what it takes to succeed in less exposed regions – where audiences are mobile-first, social-savvy and ready to engage.
Hayley Adams - author
For many Australian businesses, international expansion follows a familiar path: start with Southeast Asia – perhaps test the waters in Singapore – and then consider the UK or the US.
These are the markets we know, the ones that feel safe, with enough shared language and culture to feel predictable and familiar.
But here’s the truth: while we’ve been busy following the same playbook, some of the biggest growth opportunities are emerging in places most Australian brands rarely think about – countries like Ghana, Kenya, Morocco, South Africa and large parts of the Middle East.
