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Leaders from airport hospitality and digital health discussed how hyper-localisation and geo-targeting help brands enter new markets with deeper cultural relevance, personalised engagement, and responsible data use that builds long-term user trust.
Building and scaling digital products across markets requires far more than replicating a successful playbook. Consumer expectations, cultural contexts, and digital maturity levels vary widely, forcing brands to rethink how they approach localisation, engagement, and trust.
That was the message from a panel featuring Esther Tan, Global Director of Marketing & E-Commerce, Plaza Premium Group; Protik Roychowdhury, Vice President – Product, Intellect; and Moderator Yolande D’Mello, Associate Director, Martechvibe.
At Unlocked: Mobile & App Growth Summit, they explored how brands can combine data intelligence, cultural awareness, and thoughtful product design to enter new markets successfully while delivering experiences that resonate locally.
The panel also discussed the operational realities of scaling globally, from aligning distributed teams and platforms to balancing data capabilities with user trust.
Top insights Martechvibe learned from the panel;
1. Market entry requires behavioural and cultural intelligence
Successful market expansion goes beyond demographics or market size. Brands must analyse behavioural patterns, digital adoption, language preferences, and cultural nuances to ensure products resonate locally. Entering a market with relevance, not just availability, dramatically improves engagement and adoption.
2. Personalisation works best when grounded in context
Localisation should move beyond language translation to reflect behavioural realities and cultural expectations. Differences in trust, privacy perceptions, and user habits can shape onboarding flows, engagement tactics, and retention strategies across regions, making contextual personalisation critical for long-term app success.
3. Data-driven experiences must prioritise trust and transparency
Geo-targeting and behavioural insights can unlock powerful personalisation, but only when used responsibly. Providing clear opt-ins, transparency, and meaningful value ensures users feel supported rather than monitored—turning data-driven interactions into helpful experiences rather than intrusive ones.
