For any company, marketing does not limited to the national entity rather cross the border and touch the international arena. How is marketing addressing internationalization? Here are tips as part of our focus on online marketing.
Concept of marketing changing day by day due to the explosion of digital media. Once upon a time, marketing was a fairly national business where ad agencies designed and ran a campaign for a market. As long as customers were mainly national, that was not a problem either. The business was fair quite a long time and had a steady motion. Internationally, only those companies were advertised that were so big that they could afford an agency and marketing team for each country. But this bill does not work today. Digital companies such as e-commerce providers are fast-growing internationally today. For them, the question of how efficiently marketing works in a new geographic region is a key decision criterion for or against expansion. The challenge for marketing is the flexible presence in the new markets, without overburdening oneself operationally and budgetarily.
Justify your abilities
The first difficulty often lies with the companies themselves. Because while online companies grow fast to the outside, their team initially remains relatively small. Even with marketing in the home market, they are often well utilized. Internationally, there are additional challenges for them, for which the structures have to be created. Justification of structure is important, even some companies take more jobs beyond their capability.
Expand your language limitation
Increase your stock of language. Multicultural and target-oriented. As banal as it sounds, the language barrier often already represents a big threshold in the expansion, because language is a very central aspect of marketing. When designing campaigns, it is essential to involve native speakers, otherwise, mistakes will easily occur if linguistic nuances are not met. Even real faux pas are usually found again and again – and also for the very big, as the example of KFC shows that advertised in China instead of the slogan “finger-licking ‘good” with it, their chickens were “to finger-eat “.
Set up Billing Models
According to the language lurking in the media planning pitfalls, because in the different markets is also purchased differently. This mainly affects offline and TV media. In some European markets, one buys to GRP, in others, one negotiates on a TKP basis and in the US it works differently, depending on whether one wants to buy local, national, cable or direct-response inventory. Alright? If this is not the case, the expertise must be urgently developed here, as this is the only way to compare and compare the costs and benefits of advertising in the different markets and to include them in the expansion plans.
Closely connected with their own media planning is also the aspect of their own KPI. To understand how effective a campaign is in a country, it has to be defined and measured from the outset. Of course, it plays a role in how the media purchase is billed because that has an impact on the numbers available for the analysis of advertising effects.
However companies set up their campaigns in international markets, in the end, they will always need external numbers to evaluate their campaigns – whether from a media agency or directly from the publisher side. In the worst case, in a variety of markets, each country reports at different times, in different formats, and only by looking at its own country. All consolidation work and cross-generation learnings are then with your own team. Therefore, it is important to strive for as much uniformity as possible from the very beginning, ie to coordinate formats and appointments directly.
Uniformly designed campaigns
Planning advertising campaigns comprehensively and holistically has many advantages. Especially for young companies, it is particularly important to establish themselves as a brand with recognizable value. This requires clear messages and a consistent appearance. Uniformly designed campaigns guarantee such a consistent look and feel for a clear brand message. Nevertheless, there are of course differences from country to country (cultural), which also influence how advertising arrives and is perceived. But that does not speak against transnational concepts if one observes a few basic rules in the planning and production.
Move budgets dynamically
Once the fundamentals have been set, reporting and measurement have been standardized so that the markets can be compared efficiently and campaigns are created that can be quickly adapted in terms of content, it is ultimately important to be able to flexibly shift the media budgets as well. If a campaign does not work in one country, the response options are otherwise limited. If you manage your media budget for international campaigns but centrally, adjustments are easier. If one then realizes that despite different variants, a campaign in one country does not work well, the advertising budget can be moved relatively easily into another market. The same is true, of course, in the reverse case. For example, if Spain is doing well, it can also add more budget.
However companies set up their campaigns in international markets, in the end, they will always need external numbers to evaluate their campaigns – whether from a media agency or directly from the publisher side.