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The Dos and Dont’s of International Marketing

  • Author Lisa Eyo Andrews
  • Published September 28, 2023
In today’s world, international marketing has become essential for businesses looking to expand their global presence and reach new audiences.

However, navigating the complexities of foreign markets while preserving your brand’s reputation (and adhering to cultural nuances) can be a challenging endeavour. Let’s take a look at what we should and shouldn’t be doing.

International Marketing Experts

DO Conduct Thorough Market Research

Before you start marketing your products or services internationally, it’s important to invest time and resources in comprehensive market research. For example, get to know the preferences, cultural values, and buying behaviour of your audience through an in-depth market analysis. It’s important to never automatically assume that your product or service will be in high demand in a new market.

DON’T Assume One Size Fits All

Failing to research local needs and desires can easily lead to product misalignment. The assumption that what works in your home country will automatically work abroad can lead to disappointment. Each foreign market has its unique dynamics and preferences. Even the foundation of humour is different. A clever tongue-in-cheek ad that works in one country may not resonate in another.

DO Adapt Your Strategies

Be sure to tailor your international marketing strategies to align with your foreign audience’s specific needs and preferences. What works in your home country may not necessarily translate well across borders. One way to do this is to modify your marketing approach to cater to cultural nuances. An international strategy should avoid using the same marketing campaign across all markets (as opposed to what a global strategy does), and instead focus on resonating with local audiences more directly.

DON’T Overlook Culture, Language and Regional Sensitivity

It’s important to stay up to date and knowledgeable when it comes to political landscapes, social commentary, and traditional culture. This way you can avoid cultural insensitivity in your marketing campaigns. Be mindful of cultural nuances, customs, and regional sensitivities that might alienate your target audience instead of making them feel special. Even something as simple as translation of a message from English to another language can completely alter your message and cause you to miss your mark.

DO Properly Identify Your Target Audience (Again)

Clearly define who your target audience is in the market you are entering. You can do this by creating detailed customer personas for the new market that are separate to your existing audience. Remember not to rely solely on broad demographic data. Instead, understand your target audience’s psychographics and buying habits to tailor your messaging effectively.

DO Build a Global Presence

When it comes to international marketing, it’s important to also develop a broader global marketing strategy that will allow you to maintain brand consistency across all markets. This is a key factor to think about when you’re tailoring your messaging. A global marketing strategy is not the same as an international one. Coca-Cola is a great example of a company that does this well, and highlights the differences clearly.

DON’T Ignore Long-term Planning

Keep in mind that international marketing is a long-term endeavour. Like all 360 marketing strategies, you can’t expect immediate returns and results. You’ll need to invest in building brand awareness and trust over time, focusing on a strong foundation. Being flexible within your plan is also key so keep this in mind.

DO Collaborate through Joint Ventures

Consider partnering with local businesses through joint ventures. Doing so can give your organisation valuable insights, local connections, and shared resources that can contribute to a successful market entry. However, do take your time entering into partnerships; choose partners that align with your brand values and objectives.

DON’T Neglect a Solo Market Entry Strategy

Don’t rush into foreign markets without a well-thought-out market entry strategy of your own. It’s important to arm yourself with solid research and analysis of your risk assessment, competitive landscape, and regulatory environment. Take the time to plan carefully around and along-side any partnerships.

DO Respect Intellectual Property

It is important to consider protecting your intellectual property rights when entering foreign markets. Registering trademarks and patents will help prevent counterfeiting or unauthorised use of your brand assets. Never underestimate the importance of IP protection, especially in markets known for counterfeiting. This is also important in avoiding brand erosion and financial losses.

DON’T Forget About Legal Compliance

Ignoring legal and regulatory requirements in foreign markets can lead to costly consequences. Be sure you’re in compliance with local laws and regulations. We note these ones a lot but they are the big ones. The European Union has strict data protection laws in their GDPR; failing to comply can lead to legal trouble and reputational damage. The United States has HIPAA compliance within the healthcare industry, and it’s a huge factor in any marketing strategy.

DO Leverage Social Media

Utilise local social media platforms to engage with your international audience. It’s also important not to simply replicate content across all platforms without considering cultural nuances. Be sure to tailor your content to suit each market and engage in two-way conversations with your customers. If you can do it in each local language then that’s even better!
A GLOBAL PARTNER

Back Yourself With An Expert Global Marketing Team

When executed effectively, international marketing can offer an infinite amount of benefits. It enables your organisation to tap into new revenue streams, diversify your customer base, and get on your way to achieving a true global presence. Finding success in international marketing is about embracing the diversity of our globalised world, while at the same time staying true to your brand’s core values.

If you have been wondering how to achieve success in international marketing, LD is also here to help. We are a full-service digital marketing agency that specialises in both international and global marketing campaigns. Have a chat with us to learn more about how we can help your organisation achieve its goals.

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