What is international digital marketing? The main objective of an already internationalized company is to increase brand awareness on key countries for increasing profits. To
Effective digital is based on the concept that ROI , or return on investment, always increases because the digital service must constantly lead to the
What is international digital marketing?
The main objective of an already internationalized company is to increase brand awareness on key countries for increasing profits. To do this it is important to implement a well-planned international digital marketing strategy that favors reaching the target audience through the web, social media and direct email marketing. These tools, at the same time, facilitate the dynamics of lead generation and favor the increase of the conversion rate thanks to a better management of the relationships with the customers and the upgrades involved.
Because an international digital marketing strategybe successful, however, it is necessary that the company thoroughly know the country in which it wants to market its product, with particular reference to:
Values, habits, tastes and language decisively influence the strategies adopted by the company in foreign countries. Product, distribution and marketing adaptations may be required. In particular, as far as communication is concerned, it is important to underline how literal translations are not actually effective. Addressing specific nationalities does not just mean activating a sales network suitable for that country. To generate success it is necessary to focus on the client, starting from his culture, from his behavior, to his language. How you do it? Localizing, through extremely accurate translations and communications suited to the cultural context in which companies operate.
Per capita income, balance between supply and demand, methods of payment and currency directly influence the profits of the company abroad. Entering low-income countries, for example, can be counterproductive if the company is forced to lower prices to barely cover costs. For this accurate preventive analysis, they are of fundamental importance.
Barriers to entry, laws and regulations, political risks linked to wars and popular uprisings can have a decisive influence on the fate of the company in foreign countries, especially in the case of direct investments. In Thailand, for example, foreign companies can not own more than 49% of a Thai company. This heavily influences the internationalization strategies of companies that must try to find reliable partners within the country.
In order to have better possibilities, the company can investigate further aspects such as the general trend of the dynamics of the foreign market, what has been done previously by the competitors and the difficulties encountered. Once determined all the cultural and socio-economic characteristics that must be taken into account, the company can proceed to the planning first, and then to the implementation of a localized international digital marketing strategy.
10 tips + 1 for an effective international digital marketing strategy
Identify a limited area in which to focus efforts based on market performance and cultural aspects
Choose the best best profiling strategy to be implemented by country or language
To establish which are the main reference markets of the competitors and which markets have the best profitability for the product
Define the potential traffic that can be reached through an online communication strategy and its potential profit
Analyze the search path for user information on the web . Which keywords do they use? What information are affected? Are they willing to buy products and ask for information online?
Analyze the visibility and positioning of the company website on search engines and identify room for maneuver
Evaluate the potential of each communication channel for the reference market, identifying the best points of contact through the creation of a customer journey map. What are the most effective channels to reach the target? Social networks? Direct Email Marketing? Blog? Content-marketing? Co-marketing?
Identify the most appropriate social networks to reach their target in foreign countries
To increase the brand’s popularity thanks to strategies to increase brand awareness to be implemented through online channels
Calculate the ROI . This phase can be difficult, especially if you operate in a very large global market, but having the ability to identify market trends is important to get a complete picture of the situation.
Optimize the user experience and the customer experience (user and customer experience) on your website
Effective digital is based on the concept that ROI , or return on investment, always increases because the digital service must constantly lead to the creation of value. The SEO techniques, which serve to optimize the positioning on search engines with respect to their target audience, must be based on the so-called Natural SEO . These are the two principles around which the method to choose a digital partner in online marketing , presented during a Joomla! Lombardia and Rilevant workshop in Smau Milan 2017, revolves .
The essential elements on which the digital service provider must base itself in order to propose a strategy of success to the company or professional: definition of the core business, prospect, focus on a project.
The first concerns the concept of effective digital strategy, which is “with positive ROI that always increases”. It means that digital is useful “when it is integrated with the company’s processes and generates a return, a profit. And it is effective when it is constantly improved over time “, bearing in mind that there may also be no immediate return, but it is an important long-term investment , also because not doing so can generate a competitive disadvantage in the coming years.
The second principle concerns the optimization of content for search engines. Galbusera advises to favor the so-called ” natural SEO “, which “starts from a valuable content and optimizes that”. Instead, non-natural SEO uses practices that disregard the value of a content, or a project, and tries to induce traffic artificially, by focusing on link building . This strategy, regardless of the content, involves two problems : it is an artificial mechanism, so when I interrupt this activity, I will have a collapse of the visits. The second problem is that search engines have algorithms more and more precise to mix correctly content and positioning in the search results.
Example : “If an ecommerce has half a million products, the best way to do SEO is not link building, but to work on each resource to optimize it better than its competitors”.
With this premise, let’s move on to the analysis of the elements highlighted above. Bearing in mind that the proposed method is aimed primarily at the digital service provider , for a correct approach to the customer, but it is also important for the customer, when he evaluates a digital partner. Above all, we always repeat it, if it is an SME that does not have specific internal expertise. And maybe it is aimed at a professional or a structure that in turn is a small digital service company, with a view to developing a synergy that brings added value.
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Definition of the core business : it must be the activity that the digital provider can do much better than the market average, on which it has developed a high level of expertise to offer to the customer. An important element is to integrate with other digital providers. Example: for Rilevant the seo technique is a very vertical skill. “If the customer asks us to do the site, we can also do it,” says Galbusera, but the advice that is given in this case is to integrate the expertise with that of a supplier who is involved in developing the site. In this way, the customer is better loyal.