Think Tank: A Smarter Approach to International Marketing

Launching in an international market is a big step for any company. If you’re an e-commerce brand looking to scale abroad, there are dozens of additional factors to consider, especially when it comes to effective marketing. But the challenges presented by international marketing are well worth overcoming. Adapting your brand to match the expectations of local consumers in different markets may present a steep learning curve, but if you get it right, you unleash a huge growth opportunity. It may be helpful to think of cross-border marketing as a two-pronged challenge of getting the word out about your brand to attract visitors, and then ensuring that the on-site experience feels local and domestic. Understanding Local Social Media It’s important to consider the question of how people use social media in different locales. Conducting research into how social media fits into the marketing mix is step one, as is understanding the cultural nuances of using those channels. How do local consumers engage with brands on social media? In China, customers use WeChat and Weibo to engage with brands, while in most English-speaking countries, Facebook and Instagram are where the bulk of brand marketing takes place. More fundamental to communicating effectively and locally is knowing that

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