Senior International Digital Campaign Manager
International business expansion is tricky and not just for businesses taking it on for the first time. Even multi-national organisations can face various problems when entering a new global market, especially if they take a one-size-fits-all approach. Every international market is unique, and what may work in one territory may not work in another. Audiences in every country have individual expectations when it comes to advertising and deciding to engage with brands online.
So your company is more prepared when heading into new global territories, our mother-tongue digital marketing experts have identified four key factors to consider when expanding your business into new international markets.
First and foremost, understanding the local customs, practices, and sensitivities of the market you wish to enter is paramount when expanding into a new international market. You need to conduct in-depth research in this area to avoid making a cultural misstep, which could offend the local population and could in turn, severely affect the success of your campaigns.
By thoroughly understanding the local culture, which you can do through cultural audits, you can generate campaigns that resonate with your target audience more effectively. This step also enables your business to determine which markets offer the most opportunity for your brand, product, and services.
Since every global market offers unique challenges and opportunities, you can only expect to use the same KPIs in certain territories. Given the time, money, and resources needed to enter a new international market, employing generic KPIs will only hurt your chances of gaining a foothold in an unfamiliar territory. Instead, think of every new market you wish to enter as a unique opportunity. Take advantage of the market’s uniqueness, with relevant KPIs based on that country’s consumers, economy, and other factors that may affect international business expansion.
Every country does not have the same level of economic development, which means consumers in different markets can have a wide range of incomes. As such, a competitive price point in one territory may be considered unrealistic by another and could price you out of the market.
One example is Chile, considered to be a High-Income Nation by the World Bank. The country has one of the strongest economies in South and Central America. Therefore, digital marketing campaigns that resonate in Chile might fall flat in other Latin American nations, because the marketing price points are too high.
Only certain countries use the same digital mediums, and therefore, you cannot expect an audience to respond positively to marketing campaigns that utilise unfamiliar channels. After all, any campaign is bound to fall flat if nobody ever sees it. For example, in China, instead of using Facebook or X, the biggest social media site is Weibo. So, making sure your international marketing efforts are focused on Weibo will engage the highest number of users, help drive conversions, and increase the growth of the business internationally.
International expansion is not always easy, but with the proper preparation, research, and planning, expanding into new global markets can be an enriching endeavour.
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