Global Marketing Spotlight: Indonesia

Diversity is the language of commerce, and an increasing number of the world’s consumers are now located outside the United States. At LinguaLinx, we know that marketing to a global customer base may prove challenging, but definitely rewarding. Let’s take a trip to Southeast Asia to a country known for its beautiful beaches, spices, and coffee… Indonesia! There are many islands and also a lot of opportunity.

Fast Facts: Why Indonesia?

  1. Indonesia’s population is about 251 million, making it the 4th largest in the world.
  2. The population is young, growing, and urbanizing making for fast-growing consumer market.
  3. You’ve heard of BRICS, but have you heard of MINT? This is acronym that includes Mexico, Indonesia, Nigeria and Turkey – 4 emerging markets.
  4. Indonesia’s population is very social ranking #3 in Twitter users and #4 in Facebook users.
  5. There are about 74.6 million Internet users, expected to pass 100 million in 2015! This creates huge potential for ecommerce.

Speak the Language

What language do they speak in Indonesia? The official language of is Indonesian, declared Bahasa Indonesia since their independence in 1945. Indonesian is a dialect of Malay and pulls from local languages such as Javanese, Sundanese, Minangkabau. Of course, there are over 700 languages spoken in Indonesia due to great cultural diversity and the geography of this archipelago. Reaching every single person is always a challenge. But there are 251 million people in Indonesia – do you want to translate your marketing materials to potentially reach this massive market? As Internet penetration increases in Indonesia, so will the growth in web browsing and ecommerce. Is your web content reaching this population? Also, a lot of Indonesians access the internet from mobile phones. Is your site mobile friendly?

Localization Success Story: 7-Eleven

Did you know in Indonesia, people love just hanging out? By hanging out, we mean sitting, talking, and doing nothing. This is called nongkrong. When 7-Eleven entered the Indonesian market in 2009, they paid attention to this part of the culture and adapted their stores accordingly. 7-Eleven saw that urban areas in Indonesia lacked places for young people to hang out. They decided to focus on providing this experience, rather than just being a convenience store. They combined the supermarket and inexpensive food aspect with a customer experience including 24 hour operations, parking, wireless connectivity, and live concerts with local bands. The 7-Eleven example is a great study of how a brand can benefit from adapting to a local market.


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