![]() Local teams are the first and most important part. This affects the way we communicate.”ĭoing that while keeping the brand messaging consistent is complicated. They tell us how people use it locally, in different countries. These local marketing teams are our eyes and ears. We have teams in Ukraine, in Singapore, in the Philippines. We have marketing teams in Sofia overseeing the Central Eastern European countries. We believe that we cannot just have a global approach. “The Russian market for Viber is so big and so important. They want to speak to their customers in their own language, with their culture in mind. They don’t want to be your typical international brand. It also creates better use cases and reasoning for why they need to use the new features.” Personalization can’t be done without internal collaborationįor Rakuten Viber, personalization is essential. We believe in approaching people on social media because they have a different mindset there. We use our social media as the key channel to communicate about features. People spend more time on messaging apps than on any other social platform or even game apps. In the end, it’s a key part because we create more features, like any app, to drive more engagement. “Feature communication is 90% of my work as a Product Marketing Director. The second is to remind users that while the platform is free, they’re not trading off their data.īesides brand messages, they also share product information on their social channels. They use social channels to reinforce their values. In terms of communication and social media, the number one goal for Rakuten Viber is strengthening their brand. That’s because for a messaging app, the number of users is everything. You’re either in the first two, or you have no market share at all. Matan made us realize that in the messaging space, the position in the market means everything. In some markets they are at the top, in others, they’re still conquering. Rakuten Viber gained maturity around 5 years ago. At Rakuten Viber, local teams help support and communicate new features, branding, and mission.īeing culturally relevant while maintaining brand consistency is no easy task. Local employees who are native to the culture. To truly personalize messaging, a company needs employees who understand the context of their audience. Strategies and messaging that takes into account the market’s culture, values, and language. Rakuten Viber is a global company, but they believe each market deserves its own unique approach. ![]() ![]() To do that, and to truly connect with each market they serve, Rakuten Viber has local teams in several regions and countries. However, the company takes one market at a time. Rakuten Viber’s mission is to connect people. With the perspective of letting people communicate privately, securely, and expressively.” A lot of the features we create are based on that. That’s basically our mission in the world, to connect people no matter who they are or where they’re from. “We really believe that our product is the most secure messaging app in the world. And Matan Kauffman, Product Marketing Director, tells us that their biggest focus is privacy. ![]() Today, they are present in over 180 countries globally. When chatting became the new calling, Viber turned into a messaging platform. It was going great but as we all know, the world decided talking is inconvenient. It used to allow people to have free calls between mobile phones. An interesting fact is that it didn’t actually start as a messaging app at first, but as a VoIP solution. In case you haven’t, the platform connects people with their friends and family. It started out in Israel in 2010 and has taken over the Middle East, Russia, Eastern Europe, and some Asian markets. Rakuten Viber is one of the most popular instant messaging apps in the world, with more than 1 billion people using it.
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