When planning an internationalization strategy for a brand, you need to take into account several factors. Let’s talk about some here.
The opportunity to internationalize a business is seen by many entrepreneurs as a defining moment in the future of the company. And, with the possibilities of expansion growing, there is also the need to understand new aspects of the business, such as international marketing.
When directed to the international scenario, it means that these same processes are applied according to specific contexts of other countries. However, an international marketing strategy does not simply consist of transferring national strategies to another region.
Due to the different characteristics of each country, international marketing is more complex than developing a regional strategy.
Learn about the 5 factors that should be considered when starting an international marketing plan in a company:
1. Adaptation of the public to the use of the new product
The first step to succeeding in expanding a business involving international markets is to conduct research that allows decision making to be based on data and real information about the place where the company intends to act.
One type of research that must be done before the development of the marketing strategy for the new site is to identify how the public responds to the product or service that the company wishes to insert in that market.
Surveys may involve focus groups, for example, that allow experts to identify the degree of familiarity and adaptation of the public in relation to the product.
This allows the initial disclosure, as well as the product, to be aligned with regional aspects, allowing a better permeability in the market from the first moment.
One example is the fast food networks that, when entering new markets, carry out research to identify the preferences of the public.
Although they do not lose the essence of the products, this care allows them to be made more personalized for the reality in which they will be inserted.
2. Cultural and linguistic barriers
As well as an investigation that seeks to identify the reception of the target audience to the product itself, the company must analyze, before the expansion, possible cultural and linguistic barriers of the region in which it intends to act.
Example, In India, the majority of the population does not consume bovine meat, which made the fast-food network elaborate a specific menu for the country, giving priority to snacks from other origins.
As well as culture, language is an important barrier that must be analyzed before expanding a business.
It is necessary to bear in mind the need to hire professionals from the region, as well as verify the skills of the current team in understanding processes that are from another country.
The structuring of the site is a determining factor when thinking about the language. The company will have to evaluate the advantages of translation or material production options in other language, for example.
It is necessary to ensure that the search mechanisms are able to read the content in the different languages used, preventing the company from damaging their digital marketing strategies.
3. Consumption of information by potential customers
In order for the international marketing strategy to impact the potential customers of the new region, it is essential that the marketing team that will develop and execute the actions be aligned with the information consumption of the place.
Although the Internet has become popular in much of the world, it is not possible to develop a marketing strategy without knowing the particularities of the internal market.
Part of the actions can be replicated. However, only by knowing the target audience in the new market will it be possible to create customized marketing solutions, developing solid relationships marketing.
For example: developing an international marketing campaign focused on television, in a country with a high cost in that type of disclosure and little adhesion among the target public of the brand, will bring waste to the business.
4. Maturity of the person in relation to the application of the product
When starting a business expansion plan, the creation of people to guide the marketing strategy in the new scenario is essential. And, to increase the accuracy of people, more diverse sources should be considered.
While in the internal market, with prior knowledge of the target audience, it is possible to define people based on the know-how of the company, in the international scenario, other elements must be part of the definition of the person to make it possible identify maturity in relation to the same product.
Research from organizations, institutes, and internal entities should be used so that it is possible to evaluate the type of consumption of the population and the level of maturity in the specific segment in which the company operates.
Trying to insert high-tech software in a country where technological development is delayed, for example, can mean a bad strategic decision.
However, a pioneering service can be launched, with which the public is not familiar, but which, due to the advantages it provides, becomes known and wins public adhesion. This is the case of Uber’s experience in a large part of the countries in which it operates, for example.
Not only the current level of maturity should be considered, but also the potential for dissemination of the product or service.
5. Reevaluate the strategy
As well as marketing strategies aimed at the internal market, updates and re-evaluations must be a constant part of the business and must be considered from the start.
The new technologies added to the new tendencies of consumer behavior mean that there are frequent variations in the consumption options of the countries, being necessary that the team responsible for marketing is always in search of market differentials and personalization.
In the case of international marketing, this monitoring is even more important to identify the public’s reception of brand products, evaluations, criticisms and possible changes that may be made in the product or service, in accordance with the demands specific to that place.
The constant improvement and improvement of marketing strategies allow these processes to be continuous and encourage companies to become increasingly relevant to meet the demands of the public.
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