For even the most accomplished U.S. marketers, the international arena can be a blind spot. Not surprising when you realize just how few US companies actually venture abroad. Although international marketing operates off the same core marketing principles as domestic marketing, it is fundamentally different in practice. The eight areas outlined here reflect 24 years of dealing exclusively with international marketing. They summarize the most common pitfalls that snare marketers as they venture outside of their home markets or to foreign markets. Read more: http://bit.ly/IntlMarketingChallenges

1. How to master the 8
challenges of international
marketing
Digital MarDigital Marketingting foror
International Brandsternational Brands
www.duffy.agency

2. Pitfall 1: LANGUAGE
Don’t translate.
Good marketing communication
does more than convey information.
It motivates and inspires.
#InternationalMarketing

3. Pitfall 2: CULTURE
Compensate for culture.
In addition to language, the wider cultural
and behavioral aspects should be
understood and reflected in all aspects
of the strategy and execution.
#InternationalMarketing

4. Pitfall 3: Target
Seek understanding, not just knowledge.
In domestic marketing, you share much in
common with the target no matter how
different their demographics. This can blind
you overseas.
#InternationalMarketing
Pitfall 3: TARGET
Seek understanding, not just knowledge.
In domestic marketing, you share much
in common with the target no matter
how different their demographics.
This can blind you overseas.
#InternationalMarketing

5. Pitfall 4: BRAND STRATEGY
Fine-tune your strategy for each market.
Some parts of the strategy should change
for each market and others should not.
#InternationalMarketing

6. Pitfall 5: DOCUMENTATION
Don’t wind up debating the creative.
A sound written strategy is essential
to ensure that the campaign addresses
the complexities of the various markets.
#InternationalMarketing

7. Pitfall 6: SEARCH & SOCIAL
Rethink for each market.
Digital habits can vary from country
to country with regard to which social
platforms are used and for which purposes.
#InternationalMarketing

8. Pitfall 7: PROJECT PLANNING,
PROCESS, AND MANAGEMENT
Retool for international. Well-defined
processes help keep things running smoothly.
This will require more advanced planning and
project management to maintain deadlines,
quality, and cost control.
#InternationalMarketing

9. Pitfall 8: PARTNERS
Go with experience.
The best option for all parties (including
the domestic agency) is to delegate
international marketing to a company
that specializes.
#InternationalMarketing

10. Digital MarDigital Marketingting foror
International Brandsternational Brands ©2015
Read more about the 8 pitfalls
of international marketing
http://bit.ly/IntlMarketingChallenges
#InternationalMarketing

11. Digital MarDigital Marketingting foror
International Brandsternational Brands ©2015
About Duffy Agency

12. ©2015
Digital Marketing for
International Brands
This document was gathered by the folks at
Duffy Agency, a value-based, digital marketing
agency specializing in helping international brands.
Founded in 2001, Duffy Agency is a part of TAAN
Worldwide. We have offices in Malmö, Sweden,
and Boston, USA, with 60 affiliated TAAN offices
in major markets across six continents. Like
conventional digital agencies, we create websites,
apps, and online creative campaigns. But before
we do that work, we provide strategic brand
development, digital strategy, and planning.
We also follow through with web presence
management and/or training to ensure that our
work produces a business result. Why? Because for
many of our clients we are paid for the results we
produce, not the time we spend. This value-based
approach aligns our financial interests and provides
an exhilarating and effective working relationship.
Duffy Agency has worked with hundreds of
international brands in over 45 different countries
to help them achieve their marketing goals through
a combination of sound brand strategy and online
marketing skills. Our approach removes silos and
gets all online activities (e.g. websites, social,
content, email, advertising) pulling in the same
direction. This helps our brands grow and engage
their online audience faster and more cost-
effectively.
There’s plenty more we could tell you, so if this
sounds like it may be useful for your brand, get
in touch.
About Duffy Agency
12
Contact details:
EU: Grant Adams
+46 40 123 451
US: Bob McInnis
+1 631 477 2505

13. Digital Marketing for
International Brands
www.duffy.agency