Achieving global presence for many companies can seem daunting. However, thanks to the internet, crossing international borders has become possible for almost any business that has a robust strategy and extensive knowledge of foreign markets. From translating collateral into multiple languages to adjusting social media campaigns, marketing professionals need to adapt their approaches to enable brands to get the most out of the global market.
Becoming international can be very rewarding, if done correctly. It brings the opportunity for growth in revenue, the ability to reach a wider clientele, as well as job satisfaction. However, it may not be a simple or smooth process, as aspiring companies can face a number of significant challenges. In addition to the obvious cost implications, inexperience in certain markets and cultures can bring operational complications. Businesses may also find internal struggles too, with difficulties aligning stakeholders to all agree on the same goal.
As a guide to creating a successful global strategy, marketers consider following four key steps:
1) Create the brand
2) Devise its position and value statements
3) Transform and localise the company’s offering
4) Deliver the tactics
Step three is often overlooked. Many companies think that they can grow in new regions by following the same process as in their origin market. However, while brand value stays the same, brand loyalty needs to be adapted and localised throughout the countries, as different markets favour diverse marketing and sales methods. For instance, in China, people prefer to develop strong relationships with the people they buy and sell to; while in the US, the perceived outcome of the transaction comes first. Most importantly, companies also need to understand and recognise their buyers’ behaviour – do they purchase online? Do they predominately access the internet through their mobile platforms? Understanding the different manners and attitudes of their target audience enables brand owners to tailor campaigns to best suit regional demands.
A strong visual, verbal, sonic and tactile identity ensures marketers deliver a consistent customer experience that resonates with consumers worldwide. Supported by an integrated marketing effort, a successful global campaign offers a blend of both central and local messaging. Although, in every region, one thing always stays the same – people buy from people. Therefore, the use of authentic human communications, such as emotions, is key to breaking into the international market.
Blog inspired by B2B Marketing Expo 2017.
BDB has extensive experience in creating global marketing strategies . If you would like to find out more on the services that we provide, call us today on +44 (0) 161 925 4700 or email [email protected].