Vijay Solanki on Why Embracing Market Differences Is Key to Cracking Asia-Pacific

Today’s digital marketing landscape is fast-paced, constantly evolving, and more global than ever. For marketers, the opportunity to crack the various Asian markets is a Holy Grail of mass markets and eager consumers. But what’s the first step in breaking into Asia, and why do so many of the brands that try fail?

Vijay Solanki is the vice president of brand and communications at Sinorbis, a Sydney-based company that describes itself as a digital experience platform that is revolutionising the way Western organisations do digital marketing in Asia.

Their motto? “Digital marketing in Asia is difficult. We make it easy and efficient.”

In the dynamic realm of marketing and innovation, Vijay is a seasoned expert with extensive experience and insight. Having previously served in marketing roles at Shazam, Coca-Cola, and Kellogg’s, he highlights the significance of aligning creation with a brand's core values and mission.

In navigating the world of technology, data, and digital media, Vijay understands the importance of adaptability and cross-industry learning in striking the crucial balance between innovation and purpose-driven marketing.

Flexible product innovation is as much a part of marketing and communications as anything else and is crucial in staying ahead of the curve.

Vijay emphasises, "My job is to help a company build authority and reputation, especially when introducing novel technology to unfamiliar audiences."

"You need to make sure you can tell your story, explain what you do, and illustrate how you help.”

This approach also ensures that marketers put their customers first, which is, to Vijay, the real secret to digital marketing.

"If we do a half-decent job, they're good leads because they feel like they've been given helpful guidance through that content," he says.

In underscoring the importance of providing meaningful guidance to consumers, Vijay also stresses consumer data privacy as a fundamental principle and that building trust with consumers is paramount.

"The job is to help a company build authority and reputation, especially when introducing novel technology to unfamiliar audiences."

Vijay champions the power of personalisation and the creation of relevant content that respects this privacy.

"I often think of it in terms of the content, making sure that it's in the right channels and that we're producing that content in a way that helps make a connection and build credibility."

And from a customer-centric marketing approach, the personalisation of relevant content comes to the front of the marketer’s mind, especially in navigating the complex interplay between global and environmental shifts and product innovation. 

He advises organisations to invest effort into understanding the distinctive cultures, channels, and policies of individual countries when expanding into new markets.

Speaking about his main focus area, the Asia-Pacific market, Vijay says that, "Sometimes organisations headquartered in the West looking for growth in Asia fail their basic research. It’s about taking the trouble to understand each country's unique, specific cultures, channels, and policies."

A necessity in understanding the Asian market is comprehending each country's unique culture to tailor strategies to diverse needs and requirements effectively. Vijay, at all times, reminds us that Asia is not a monolith.

"What’s key is taking the due diligence to do your own desk research – you've got to get into the detail,” Vijay says.

"Digital marketers should combine traditional marketing principles with modern execution. For this, the key skills are research, understanding the customer, and being open to emerging marketing technologies."

In today's digital landscape, organisations must prioritise strategies that align absolutely with their brand's purpose and maintain a customer-centric approach to drive meaningful connections and credibility.

As the world becomes more interconnected and borders less clear, businesses can be tempted to view every country as a part of a shared, global experience. What will set successful global brands apart in the 21st century will be their ability to understand that it is actually the differences that provide the most significant opportunities.