For digital marketers targeting urban audiences within emerging markets — such as India, Indonesia, and Pakistan — it’s imperative that your marketing strategy employs a dynamic approach in identifying and assigning potential customers on either side of two broad market segments: the haves and have-nots.

While this may be fairly common sense; the act of execution is not so straightforward. Maintaining a repository of accurate and trusted demographic identifiers remains a primary challenge for digital marketers in these parts of the world, as data can be scarce. And to clarify, I’m using the ‘haves’ and ‘have-nots’ nomenclature to refer to…

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