International marketing in the digital era

In the digital era, geographical boundaries shouldn’t hinder your growth. Total global e-commerce sales are expected to reach USD 6.3 trillion in 2024 and if you are looking for a way to increase your revenue, it’s time to consider international marketing.

International marketing is the process of marketing your products or services to an audience outside your home country. Its main advantage is that it helps you reach potential customers all over the world. You can use international marketing to increase global awareness of your brand or target customers in specific countries - and when you have customers in multiple countries, your revenue volume will no longer solely depend on economic and shopping trends at home.

Thanks to the functions of e-shops, international sales have become available to a wide range of small and large companies in recent years. E-shops can remain open 24 hours a day, 7 days a week and are easily accessible from anywhere. Many platforms, such as Shopify or Etsy, also support localisation, adapting website translation, product catalogues and menus to meet the expectations of customers from different geographies.

Let's look at effective international marketing strategies illustrated by examples of well-known brands that have succeeded globally.

1. Communicate with an understanding of cultural differences 

Getting to know your target market's culture is key not only so you understand them, but also so they understand you and know they can trust you. Culture influences consumer behaviours, preferences and purchasing decisions, and missteps in this area can therefore lead to mistakes that can damage your brand's reputation. 

Understanding the local culture is about building meaningful relationships with customers. When brands make the effort to understand and respect the cultural context of their target markets in detail, they demonstrate a commitment to understanding the needs and values ​​of their customers, which in turn creates trust, loyalty and a positive brand image.

McDonald's is a great textbook example of cultural adaptation. When McDonald's entered the Indian market, it understood the cultural and dietary preferences of the local population. India, with its significant vegetarian population and cultural aversion to beef, presented a unique challenge. McDonald's responded by creating a menu tailored to local tastes, including the McAloo Tikki Potato and Pea Burger and the McSpicy Paneer Burger. This strategic adaptation helped McDonald's to successfully penetrate the Indian market and build a strong brand position

2. Localise your marketing campaigns

Communication is not only about language, but also about the tone and manners. Localisation and language translations are often seen as the same thing, but they serve different purposes in marketing. Translation is about converting a text from one language to another, while keeping the original content. However, localisation adapts the entire marketing campaign to the local context.

This includes adjusting visuals, slogans, product names and even communication tools to ensure cultural relevance and emotional resonance. Visual content can vary greatly across cultures. In some cultures, specific colours can have specific meanings – for example, in Western cultures, white often symbolises purity and is a popular colour for weddings. However, in some Asian cultures, white is associated with mourning and funerals.

Coca-Cola's "Share a Coke" campaign was originally launched in Australia and involved replacing the Coca-Cola logo on bottles with popular local names and phrases. The campaign was a huge success and was replicated in different countries, each time using names and phrases familiar to the local market. In China, where names are often more complex and less commonly shared in public, Coca-Cola adapted the campaign to include popular catchphrases, making it culturally relevant and successful.

3. Familiarise yourself with local regulations and standards

Marketing that works at home may not work as well abroad due to different regulations and regulations. For example, GDPR in the EU is a good example of how this change has significantly prompted international companies to rethink how they collect and use data about their EU customers. 

Each country has its own set of regulations governing advertising, product standards and consumer protection, so understanding and complying with these regulations is extremely important. Different countries also have unique rules governing what can and cannot be advertised - such as alcohol or pharmaceutical products. Ethical considerations such as avoiding stereotypes and respecting local customs are equally important to maintain a positive brand perception.

For example, IKEA had to follow local regulations when entering the Saudi Arabian market. The company faced a unique challenge regarding the portrayal of women in its catalogues. In accordance with local norms and regulations, IKEA has adapted its catalogues for the Saudi market by modifying the images to reflect cultural sensibilities. Although the move has sparked controversy in some parts of the world, it underscores the importance of respecting local regulations and cultural norms in international marketing.

4. Use the means of digital marketing

Digital marketing offers companies unique opportunities to reach an international audience. Social networks, search engines and e-commerce sites allow companies to precisely target specific demographic groups – and with nearly 4 billion social network users worldwide, they represent an effective starting point for an international marketing strategy.

The first step when using social networks is to decide whether you need new accounts for individual foreign markets or use existing ones. It is important to realise that managing several accounts will take a lot of time, so consider whether you have sufficient resource capacity. The ideal solution at the beginning of the expansion is to stay with one global account and expand it with individual regional profiles as demand increases. It is also necessary to consider which social networks are popular in individual geographical areas and how they are used, and to adapt the content to cultural differences and habits.

For example, Nike's "You Can't Stop Us" campaign in Japan featured local athletes and sports that are particularly popular in the country, such as sumo and judo. The campaign featured inspirational stories of Japanese athletes who overcame adversity, aligning with Nike's global brand message while resonating with local audiences. Nike used Japanese social media platforms like Line to distribute content, ensuring they reached their target demographic.

5. Target paid advertising

Social media advertising platforms like Meta Ads Manager allow you to segment your ad audience and target new audiences with tailored campaigns. Remember to localise your ad text and images and make sure your destination URLs match your international domains. No matter which advertising channel you use, it is important to navigate international customers to the correct version of your website.

Recycling existing campaigns isn't sufficient, it's important to create market-specific campaigns that resonate with local customers. It is also important to understand costs when marketing internationally. The cost of social media advertising varies greatly between the UK and, say, India. If in doubt about these costs, consult someone with experience in international campaigns, or consider running a test campaign. And above all, don't forget the time zones and adapt the timing of the content to them!

A presence in international markets increases the visibility of your brand, and this increased reach can improve your reputation at home as well. It also allows you to learn from diverse consumer behaviours and preferences. This information can be the basis of future business strategy, product development and marketing. However, marketing and selling products in a country with cultural differences can be challenging - it's important to ensure your value proposition resonates with local preferences, which requires adaptation and flexibility.

In the digital age, geographic boundaries should not limit your growth potential. However, building a trusted brand abroad is not easy - success requires a strategic approach and a detailed understanding of the target market.