Global Marketing Trends: Marketing to an International Audience

Enterprise Radio Intro:
Welcome to Enterprise Radio, the signature show of the Enterprise Podcast Network, featuring some of the most prominent business professionals in the world today.

And now your host, Eric Dye.

Eric Dye:
This is Eric Dye, and once again, welcome to Enterprise Radio, a part of EPN, the Enterprise Podcast Network.

Today on the programme, we’re visiting with Lisa Eyo Andrews, the CEO and founder of This is LD, a global digital marketing agency that specialises in healthcare, technology, and education.

Lisa is an industry thought leader, speaker, author, and a social impact advocate for entrepreneurs and women-owned businesses.

Lisa, thanks for joining us here today.

Lisa Eyo Andrews:
Hi, Eric. Thank you so much for inviting me. Lovely to meet you.

Eric Dye:
Great to have you on and nice to meet you here as well.

So let’s start here. The planet is certainly, obviously, a big place. When a company talks about global marketing, what does that really mean and how can a company achieve such a thing?

Lisa Eyo Andrews:
OK, well, the planet is indeed a big place, but technology has made that vastness significantly more accessible in the last few decades.

I mean, every year we see the reach of new products and services increasing, crossing borders and cultures in a way that is no longer just reserved for the huge corporate brands.

And I think what’s incredible about the market today is that any company with the right product or service has the potential to go global.

And when we talk about global marketing, I think what’s important for these companies to know is the similarities and the differences between global and international marketing.

So in global marketing, you see the whole world as your market. Your products and services are the same. You leverage the same promotional and marketing strategies worldwide.

But what we see more often now, when we’re talking about global marketing, especially with the new enterprises coming through, is that adoption of an international marketing strategy.

And you see the difference when you start getting granular. It’s in the execution: the geo-targeting campaigns, the different languages, localised variations on global products, and products that are unique to a single country or cultural audience.

But all that being said, I think for any company considering moving into a global market, you start by doing your homework.

I mean, global marketing banks on universal appeal, the ability to cross borders and cultures with very little adaptation. This isn’t for everyone, but it does not mean that you can’t go global via that international route as well.

Eric Dye:
Really some great feedback there to kick things off here today. Appreciate that.

Now, if I understood correctly, your company is based in the UK but you work with clients from around the world. How is a business model like This is LD’s different from a locally focused marketing agency?

Lisa Eyo Andrews:
Yes, you are correct.

So we’re headquartered in London, but we serve clients in a number of different countries, and our team of 20-plus now is spread over roughly, I think, a dozen different cities and countries around the world at last count.

So this is a great question, and the reason why we’re different is because our company structure is that hybrid. It allows us to be local and global at the same time, and to essentially offer big agency services with the agility of a smaller agency.

And this is the diversity in our team, both culturally and geographically, that really allowed us to capitalise on that opportunity very, very early on.

Taking essentially these huge market-size bites of a cookie that perhaps usually would only be on the plates of these huge powerhouse groups, and essentially offering new perspectives, improving the nature of client communication, and running essentially 24/7. And I think that makes us quite unique.

Eric Dye:
Yeah, I think it does as well. Good point made.

Now, social media and privacy regulations can vary widely from country to country. How do you manage a global marketing campaign in the face of these varying legal requirements?

Lisa Eyo Andrews:
Very true, and actually a very important topic as well.

I think understanding these is key to any marketing campaign that runs globally or internationally, particularly in the space that we’re in, in healthcare and health tech sectors.

There are myriads of legal requirements, levels of compliance, and privacy. You have HIPAA in the United States, GDPR over here in Europe.

And like everyone, we had to do our research. We really had to spend our time educating ourselves, educating our clients, and it’s just this ongoing process.

But when you run at a global level, it’s the local knowledge of your team that becomes a key factor in your success.

Having these people, these good people, it’s a whole new level of industry knowledge. But even for them, it is a never-ending process of learning, adapting, and improving, and then offering all of that in our services.

Eric Dye:
Once again, we’re joined by Lisa Eyo Andrews, the CEO and founder of This is LD, a global digital marketing agency that specialises in healthcare, technology, and education. She’s joined us here today on Enterprise Radio, a part of EPN, the Enterprise Podcast Network.

Now, continuing on, are there some top tips you advise any company seeking to enter a new and international market? I’m sure listeners would appreciate those.

Lisa Eyo Andrews:
Interesting one.

The first one that I would say is pretty obvious: do your homework.

Research, risk assessments, market analysis — these are all foundational elements of entering any new market, whether it’s local, international, or global.

As a business, any expansion of any kind has to fit your company’s future vision and operational structure.

You should have something to gain, and there should actually be space for you to occupy, so you need to look for that space.

And again, as I iterated before, it’s about finding the right people.

I mean, good people, they’re the key to the success of any business, so find your people and hold on to them.

Eric Dye:
And here’s another question for you. What do you see as the global marketing hotspots in the world today, the places that offer true marketing opportunity for a growing company?

Lisa Eyo Andrews:
Oh man, this is a great question and a little bit tricky, but I’m going to answer it without giving everything away, essentially.

So in terms of a hotspot, look, the power of digital marketing as it exists today is that you can target anyone with an internet connection, and this makes the entire world a hotspot for marketing opportunity.

I mean, this is the draw of global marketing: that infinite potential.

And what truly separates a great company from an industry unicorn is that true understanding, not just of their own products and services, but understanding of people, the individual, that core audience, and that champion of your product and your service.

You know, that person there.

And when you understand people and that person, the similarities, the differences, this is where you understand marketing, and this is how you find the hotspots that work for you.

Eric Dye:
A great response and most helpful. Really appreciate that.

Now, lastly, what are the biggest trends entrepreneurs should know about that you’re seeing from your global perspective, and are there any tips or advice you’d share to entrepreneurs seeking global market exposure?

Lisa Eyo Andrews:
Oh, take risks.

Look, if you don’t take a risk, you gain nothing.

But to go global, embrace agile methodology, embrace cultural differences, embrace change, and embrace learning.

Always embrace the learning.

And look, enjoy the journey. That’s probably the best advice and tip that I can give anyone who’s looking at any kind of trend when it comes to going global.

Eric Dye:
Lisa, we certainly appreciate what you’re doing and for joining us here today on Enterprise Radio.

If listeners wanted to tap into your services and/or get more information on This is LD, where’s the best place to do so?

Lisa Eyo Andrews:
Well, you can go to our lovely and very colourful website at thisisld.com.

We are also on LinkedIn and on Instagram.

Please feel free to reach out to us, even for just a chat: [email protected].

We’ll connect you to someone in our team, and we’d love to meet you.

Eric Dye:
And of course, listeners, you can find that link within the show notes of this broadcast.

Lisa, all the best and thanks for joining us here today on Enterprise Radio.

Lisa Eyo Andrews:
Thank you so much, Eric, and you’re more than welcome anytime.

Eric Dye:
Again, we’ve been speaking with Lisa Eyo Andrews, the CEO and founder of This is LD, a global digital marketing agency that specialises in healthcare, technology, and education.

And once again, for further details, visit thisisld.com.

And this is Eric Dye, and you’ve been listening to Enterprise Radio, a part of EPN, the Enterprise Podcast Network.