The Importance of International Marketing

While this commercial may be funny for most, it also shows the importance of localized marketing. A marketing campaign that works well in one culture probably won’t in another. For example, viewers in Hong Kong and in the US have commented that they just want to smack the guy in the face for his exaggerated facial expressions, instead of wanting to purchase the Windows phone:

The world is becoming flat. And shrinking. While the Internet made it simplier for brands and businesses to connect and build their customer base around the world (how how this commercial became viral outside of Japan), it is key to also have an international marketing strategy.

A recent report by AMR International suggests that United States’ B2B online marketing expenditure may increase by 14% by 2012. If you have not looked into international marketing strategies, now may be the time to slowly look again.

An international marketing strategy should be created country-by-country, with both language and cultural differences taken into account. Businesses may balk at the extra work and cost involved, but the rewards are worth it.

Pick a specific geographical region to establish your brand, and then branch out to other international locales.

What do you think? We’d like to share your thoughts.


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