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Digital and International Marketing

Updated on September 16, 2020
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Ian is a marketing strategist. How Covid-19 Pandemic has affected supply chain management.

Business global
Business global | Source

1.0 Critical features to global digital marketing

Digital marketing has become one of the significant factors in the growth of international markets and global ventures' sustainability. Digital marketing has the most influence on buying and selling goods and services in any global experience. Most of the have opted to stick to digital services such as online searches to find important information about a product. Digital marketing, therefore, requires a step-by-step analysis of factors related to consumer satisfaction and the business's suitability in a foreign country (Kritzinger and Weideman, 2013) the following factors will guarantee success in global digital marketing;

1.1 Create Proper Content

The company should create proper, useful national, and correct content to feed the consumers. The content should be well researched, rich, and contains what the consumer wants. Besides, the content has the power to convert the customers' intentions to purchase your product or service. New languages and cultures are the first factors to consider while approaching an international venture. Well translated and correct vocabularies can attract a big audience, especially internationally.

1.2 Develop a Marketing Website

The company has no other choice but to develop a new and reliable website or redesign the previous one to suit new international clients. Due to complex cultures and people, redesigning the website to suit international standards is the best solution for a venture. Symbols, colors, and other designs have to be critically and keenly updated while creating a new website. Across cultures, using a logo may be attractive to one culture but entirely inappropriate to the other. Additionally, certain words and connotations can be vital when not addressing the due difference in languages and understanding. In this case, experience and studying the targeted audience is a crucial step that should be done before the marketing begins (Doole and Lowe, 2008).

1.3 Think About the Right Marketing Approach

While evaluating the best approach to capture international clients, think the right marketing mix approach. Local marketing mix might not be used in global markets; thereby, advancing the mix internationally requires fundamental principles and fine-tuning. Considering that the consumption of products and services is different globally, marketing strategies should be improved. The work, price, place, and promotion patterns in Asia might not be the same as America.

1.4 Research for the Target Audience

While dealing with international markets, different people with diverse cultures become buyers or sellers of services and products globally. Therefore, the firms are responsible for researching the targeted audience's cultural beliefs, practices, and traditions. Besides, knowing the consumer's sensitive part builds the firm's trust because it does not offend them. A good relationship ties with the consumer increases the company's chances of getting a better part of the audience within a short while (Kim and Mauborgne, 2014). For instance, showing the importance of sushi in a United States restaurant in china, such as McDonald's, is crucial. This indicates that a company thinks about the well being of society by promoting what they love.

1.5 Consider Technology

In the 21st century, investors expect that most countries have endorsed technology in all its activities. Moreover, the benefits of devices have been overrated. The investors planning on starting global ventures should consider the machines and the host country's technological advancement significantly. For instance, in China, the primary mode of communication and marketing is through a mobile phone. Therefore, an investor can use the primary method of media consumption through mobile phones.

1.6 Research About Customers Interactions

Additionally, the firm can study and evaluate the various reasons, adoption, and methods customers use while interacting with their mobile phones. This way, the team will know how to convey the messages and when. For instance, most people use mobile phones at night to search for services and goods at their sofas' comfort. Therefore, the right time to pull an advert on TV or through a mobile phone in the evening hours. The use of devices varies from one international market to another due to marketing styles and the purpose of joining global markets (Melewar et al., 2007). In the USA, marketers prefer the return on investment (ROI) marketing methods, while revenue creation is prioritized in Asia. Media such as Television, magazines, and celebrities are used in the USA for marketing.

2.0 Components of international brand management

International markets require customized strategies while approaching them. A branding management gesture to advance your product is a smart move globally. To become a global brand leader, the company needs to consider every aspect of its needs and wants. Global brand management would become more accessible from consumer preferences, media usage, cultures, and consumption patterns.

2.1 Put the Best Brand Marketing Strategies

Execute brilliant brand building strategies. Every business has plans to use when they need to grow internationally, arises. The company will undergo global challenges and use them as opportunities to climb the ladder. To have a splendid brand building, you need to go past mere advertising. A solid brand-building pattern will additionally incorporate local sponsorship, promotion, and expanded retail presence, to understand the worldwide brand image to the local culture (Keller, Parameswaran and Jacob, 2008). It is fundamental, to begin with, a global brand image separated from a worldwide image to specific nations. This permits an organization to start with a solid core for its appearance while considering changes that better fit every individual nation, at last, prompting the foundation of a strong global brand. Local brand management may seem easier in the home country because it controls the markets and knows how to handle the local customers. However, in international markets, the company has to employ relevant brand image and target to achieve global success.

Business growth tree
Business growth tree | Source

2.2 Have a Good Managerial Chain

Give responsibilities for brands to establish cross-cultural synergies and outdo local bias. International markets tend to face challenges such as biasness and lack of legal support in a foreign country. Having managerial assistance from global levels to national levels helps the company communicate and control flow without hiccups. Brand management battles to comprehend different societies and company's structures while extending their image and, accordingly, hinder any expected advancement of making a significant brand in another market (Fierro et al., 2017). This hesitance is the research that creates four potential systems to assume liability for an organization's global image leadership: brand management group, brand champion, global brand managers, and international brand team.

However, as long as the four groups achieve their assignments first and afterward facilitate each other to come to one firm brand choice, the organization will be capable of producing a more certain internal workforce. By doing this, you minimize the burden of using most of the resources and capital to do brand management in the country that you wish to venture. Managers that are assigned to a particular brand do better internationally rather than overall supervisors.

2.3 Have a Good Global Brand Planning Procedure

The company has to support a standard global brand planning criteria to avoid mixing brands with different goals. The planning process should bring about a similar outcome with streamlined characteristics that leads o the success of the international market venture. The global brand planning process must incorporate an analysis of clients, brands, and competitors. Significantly, there is a shared understanding of which they're client it is and which part of the brand the client resounds with most (Zahay, 2015). It's likewise vital that it's known who your rivals are and how you differentiate yourself in contrast with the opposition.

In conclusion, in particular, it is thought is having a solid comprehension of the brand itself. This incorporates the organization's legacy, values, qualities, weaknesses, core competencies, and vision. To effectively arrange a stable global brand planning process, an entrenched and robust brand must be understood overall business sectors. You aren't attempting to sell your service or goods; you're trying to sell your brand.

Creating a better global brand, one needs to understand, read, and research other companies. The milestones, failures, and the strategies they used to succeed in setting international ventures. The main challenges in global marketing being, language barrier, and consumption patterns. The company should be able to know how other companies started.

2.4 Communicate With the Target Customers

Organizations must pick up the information about how to communicate to a target market, starting with one nation then onto the next. Although research doesn't seem like a demanding activity, it is regularly challenging to discover accessible data to pick up information when arranging another project. This all circles back to the organization's brand since workers are genuinely ready to adopt it, hence prepared to understand the best strategies to convey it to clients (Alrawi, 2007). Expanding employee fulfillment and comprehension can be cultivated in numerous manners, including formal hierarchical meetings, utilizing intranets for immediate correspondence, directing field visits, and ultimately sharing all organization research.

3.0 Path of digital marketing in the success of international markets

There are various reasons why you may require a global digital promoting technique, for example, venture into new business sectors or opening your online offering to comparable crowds in multiple nations. Digital advertising is an excellent method to contact international groups, which may be keen on your items or management. International markets should be carefully arranged, and an advanced advertising methodology assumes a significant function in this (Hawkins and Mothersbaugh, 2010). Contacting a global audience, however, involves understanding regional cultures, laws, and online practices.

4.0 Marketing research

Marketing research has been one of the most significant digital marketing components in determining the best international markets' success path. Therefore knowing the people, strategies, prices, places, and elements of success are essential activities

Success strategy
Success strategy | Source

4.1 Research on your customers

Understand and study the audience of the country that you wish to develop a franchise. The company needs to know whether the audience is similar to that of the local state. Besides, sturdy their shopping patterns, consumption, marketing channels they use, and the social media platforms they often use (Chaffey, 2019).

4.2 research about the Competitors

Check and get information about the competitors. Through competitive landscape research, the company can acquire knowledge of the competitors. Determine the main competitors in the target markets, both online and direct. Additionally, know their strategies and their presence in the international arena. Lastly, understand the type of influencers they use so that you can understand the best way to approach that market.

4.3 Understand the Culture of the Local Market

Understand, and appreciate the local people's cultural standards and differences in the host country. It is critical to understand your local audience habits and conduct to build fruitful campaigns in various business sectors. We ought to know about socioeconomics, such as training, way of life, internet international digital marketing procedure market research penetration, and online purchasing attributes. For example, social components, such as religion and value systems, social cooperation, even the significance of colors and symbols, are significant (Kannan, 2017). These nuances should likewise impact your choice of the promotion you will use in a particular nation. For instance, in China, clients, for the most part, the trust paid search items more than organic outcomes. If you are arranging development in this market, you should begin with paid advertising and support it with SEO.

5.0 localization

Localization is the process of adapting a language, content, and communication strategy to the target audience based on their culture and location. There are various ways that a company can fit and endorse a society's cultures and communication strategies in the host nation.

5.1 Localize Your Content

The company ought to localize their content. Communicating in your client's language isn't just crucial for performing well in search engines. It is additionally fundamental for brand visibility, building up trust, and competing with local organizations. Statistics show that Clients are multiple times bound to purchase from a site in their language.70% of global hunt questions are not in English, and 90% of European online clients visit sites. Toto makes your content as attractive and convincing as could be expected. You should keep up the content's quality and permit additional budget plans for translation (Hanna and Rowley, 2011). Employing and translation agency that works with local speakers or an independent local speaker to confine your content is strongly recommended. For instance, localize versus localize or color versus color in the UK and US language set up.

5.2 Localize Your Website

Localize your website and start offering content in different languages. The company can localize the URLs, images, contact details, consumer services, currency, and payment methods to accommodate the local people. This gesture will promote the urge for the local audience to read or listen to your commercials. Also, there is a trust that builds up among the consumers in the host country or region. These days, it is natural for possible clients to leave your site if they don't like it because the content isn't in the local language (Ojemann and Whitaker, 1978). If they don't like the tone of the information or the pictures utilized, don't look or feel applicable. As a site is an initial move towards setting up a digital presence in another nation, getting it localized is vital.

6.0 Optimize SEO for an international audience

SEO optimization is a crucial factor in ensuring that your website's content gets full visibility on the search engines and the landing pages. SEO principles are similar in many countries, although some elements change when it comes to international markets (Churchill and Iacobucci, 2006).

6.1 Look for a Good Search Engine

A search engine is the leading Google platform used in many countries for content search and posting. However, in countries such as Russia, the local marketing activities should be based on the Yandex search engine with a 64% market share. In China, the central search engine platform is the Baidu with a market share of 79%, whereas, in Japan, Yahoo takes over with a 51% market share. Knowing all this information, you will have to adopt these search engines to better international marketing experience when approaching such countries.

6.2 Develop a Search Keyword

A company should dwell on crucial word search optimization, which gives the customer the main word to research to be seen easily. The keywords we use to search for data, items, or products in web indexes fluctuate from nation to nation. Likewise, with localization preferred, this doesn't just apply to various local dialects, yet in addition to governments, which communicate in a similar language. Keywords utilized in Germany are not equivalent to those used in Austria or Switzerland. Global digital advertising methodology SEO to appropriately improve our content on the site, the exploration for the most mainstream and significant keywords ought to be done in the local language for the particular nation. Besides, our examination should be performed through the main search engines (Kennedy and Hauksson, 2012). For instance, if you have keyword research identified with your English services, the translation agency can enable us to find what the preferred terms are in focus on language. However, it isn't ensured that the deciphered keywords are the most utilized in a particular nation or language.

6.3 Determine the Best Way of Developing Informative Content

Determine the best way to develop a strategy to create creative and informative content. If you are planning to refresh our content routinely utilizing, for instance, a blog post, we can't accept that we can interpret English posts into different dialects. We have to do our evaluation by nation/language to choose what sort of content clients need to look for (Doole and Lowe, 2008). The local examination will help us understand contrasts in search habits, for instance, which keywords are utilized during the search, what issues are clients attempting to determine, and so on.

7.0 Geo-targeting

In SEO, the geo-targeting is the technical part that needs to be considered when dealing with international markets. Domain structure is a significant aspect of your global digital marketing system. There are three usually utilized methodologies for making multilingual area/URL structures, specifically: ccTLD (nation code high-level domain), subdomain, and subdirectory (Baye, Reiz and Sapi, 2018). A few brands additionally use URL levels; however, it's anything but a suggested approach. There are advantages and disadvantages to each system, which should be considered before making a choice.

8.0 Pay Per Click- for international campaigns.

SEO optimization efforts and content promoting typically require a ton of time before results are achieved. Subsequently, paid promotion is an extraordinary method to begin when you are entering another market since it produces results rapidly. Standard spent on advertising practices and estimations, such as observing Cost per Click, quality score, regular advertisement positions, sending clients to the most relevant points of landing, and likewise applying in different business sectors. However, there are some extra considerations when running global campaigns (Kritzinger and Weideman, 2013). Using these methods, the company can gain more visibility because these strategies act as pop-ups. This can make your brand grow internationally, especially in locations such as Asia.

9.0 Social media

To make online media campaigns successful, you have to know which stages are the most prominent in each market and how your intended target group utilizes it. Social media systems for healthcare, for example, Facebook, are one of the most mainstream social media stages in many nations as far as dynamic clients. Then again, in Russia, the most prominent location is V-Kontakte, and in China, WeChat and Sina Weibo are the most famous (Neti, 2011). Social media penetration and the number of clients change in each country, so an online media technique should be done nationally. The most significant component to consider regarding social media is if you ought to have one account for each nation or utilize one profile globally.

References

Alrawi, K., 2007. The internet and international marketing. Competitiveness Review: An International Business Journal.

Baye, I., Reiz, T., and Sapi, G., 2018. Customer recognition and mobile geo-targeting (No. 285). DICE Discussion Paper.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Churchill, G.A., and Iacobucci, D., 2006. Marketing research: methodological foundations. New York: Dryden Press.
Doodle, I., and Lowe, R., 2008. International marketing strategy: analysis, development, and implementation. Cengage Learning EMEA.
Fierro, I., Cardona Arbelaez, D.A. and Gavilanez, J., 2017. Digital marketing: a new tool for international education. Pensamiento & Gestión, (42), pp.241-260.
Hanna, S., and Rowley, J., 2011. Towards a strategic place brand-management model. Journal of marketing management, 27(5-6), pp.458-476.
Hawkins, D.I., and Mothersbaugh, D.L., 2010. Consumer behavior: Building a marketing strategy. Boston: McGraw-Hill Irwin.

Kannan, P.K., 2017. Digital marketing: A framework, review, and research agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
Keller, K.L., Parameswaran, MG, and Jacob, I., 2008. Strategic brand management: building, measuring, and managing.

Kennedy, A., and Hauksson, K.M., 2012. Global search engine marketing: Fine-tuning your international search engine results. Que Publishing.
Kim, W.C., and Mauborgne, R., 2014. Blue ocean strategy, expanded edition: How to create uncontested market space and make the competition irrelevant. Harvard business review Press.
Kritzinger, W.T., and Weideman, M., 2013. Search engine optimization and pay-per-click marketing strategies. Journal of Organizational Computing and Electronic Commerce, 23(3), pp.273-286.
Melewar, T.C., Small, J., Pecotich, A., and Ward, S., 2007. Global branding, country of origin, and expertise. International Marketing Review.
Neti, S., 2011. Social media and its role in marketing. International journal of enterprise computing and business systems, 1(2), pp.1-15.
Ojemann, G.A., and Whitaker, H.A., 1978. Language localization and variability. Brain and language, 6(2), pp.239-260.
Zahay, D., 2015. Digital marketing management: A handbook for the current (or Future) CEO. Business expert press.

This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.

© 2020 Ian Muiruri

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