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