🌎 What is International Marketing? | 4 Successful Examples 💸

Summary

This video script delves into the complexities of international marketing, emphasizing the importance of cultural understanding, language proficiency, and thorough market research. It outlines the fundamentals, such as global SEO with proflang and canonical links, and the creation of specific social accounts for different regions. The script also showcases successful international marketing strategies by brands like Dunkin' Donuts, Spotify, Airbnb, and Red Bull, highlighting the need for customization and localized content to resonate with global audiences.

Takeaways

• 🌐 International marketing involves tactics and methods for promoting products and services across multiple countries, including import/export, franchising, licensing, and online sales.
• 🏛 Understanding cultural, language, and legal differences is crucial for international marketing success as these factors vary greatly between countries and regions.
• 🔍 Thorough research is essential when entering a new market to gain a deep understanding of the international target audience, including their customs, traditions, and economic conditions.
• 📚 Conducting market research on factors like cultural differences, economic conditions, legal regulations, political stability, and demographic profiles is vital for assessing a foreign market.
• 🌍 Global SEO with proper language tags and canonical links is important for optimizing a website for international audiences and reducing bounce rates.
• 📈 Creating specific social media accounts in local languages can help in connecting with international consumers more effectively.
• 🍩 Dunkin' Donuts' international success is attributed to adapting their offerings to local tastes, such as pork and seaweed donuts in China and saffron and pistachio donuts in India.
• 🎵 Spotify's global reach is due to offering music suggestions based on activities, allowing new artists to connect with audiences across borders.
• 🏠 Airbnb's social campaign 'One Less Stranger' leveraged hashtags to generate engagement and spread brand awareness, demonstrating the power of viral social strategies.
• 🥤 Red Bull's strategy of hosting local events and providing localized content in multiple languages helps them appear as a local brand globally.
• 📊 Adapting marketing strategies to fit the unique characteristics of each market is key to successful international marketing.

Q & A

What is international marketing?

International marketing is the set of tactics and methods used to market products and services in multiple countries, which can include import, export, franchising, licensing, and online sales.

Why is it challenging to market to different cultures?

Marketing to different cultures is challenging due to differences in culture, language, laws, and other factors that can vary greatly from one country to another, and even within regions of the same nation.

What are some examples of reasons for a business to expand internationally?

Reasons for international expansion can include expanding brand awareness, economic growth in a new country, new commerce laws, untapped or underserved markets, and international partnerships or joint ventures.

Why is thorough research essential when entering a new market?

Thorough research is essential to gain a deep understanding of the international target market, including its culture, language, economic conditions, legalities, and political stability, which are crucial for the success of an international marketing campaign.

What is the importance of understanding language and culture in international marketing?

Understanding the language and culture of the target market is crucial for effective communication and to avoid cultural missteps. It helps in creating marketing messages that resonate with the local audience and can be facilitated by having a local partner or representative.

How does Lay's potato chips exemplify successful regional marketing?

Lay's has successfully marketed regionally by creating flavors that appeal to local tastes, such as Magic Masala in India and Hit the Ham in Spain, demonstrating the importance of customization in international marketing.

What is the role of global SEO in international marketing?

Global SEO is important for long-term international marketing success. It involves having separate language versions of a website, using hreflang tags to serve the appropriate version based on user location, and using canonical links to avoid duplicate content issues.

Why might a business consider creating specific social media accounts for different regions or languages?

Creating specific social media accounts for different regions or languages can help a business connect with consumers in their native language and provide content that is more relevant to their culture, which can enhance engagement and brand loyalty.

Can you provide an example of a successful international marketing strategy from the script?

Dunkin' Donuts is an example of successful international marketing. They adapt their donut offerings to local tastes, such as serving pork and seaweed donuts in China and saffron and pistachio donuts in India.

What is the significance of political stability in international marketing?

Political stability is significant in international marketing as it affects the business environment and the risk associated with investment. It can influence factors such as regulations, taxes, and the overall economic climate.

How does Airbnb's 'One Less Stranger' campaign demonstrate the power of social media in international marketing?

Airbnb's 'One Less Stranger' campaign used social media and hashtags to generate engagement, encouraging acts of hospitality and community participation, resulting in around 3 million people participating worldwide, showcasing the potential of viral social strategies in international marketing.

Outlines

00:00

🌏 Fundamentals of International Marketing

This paragraph delves into the complexities of international marketing, emphasizing the need for a tailored strategy that respects cultural, linguistic, legal, and economic differences across nations. It outlines the definition of international marketing, which includes tactics for marketing products and services in multiple countries through various means such as import/export, franchising, licensing, and online sales. The paragraph highlights the importance of understanding the target market deeply, including its language and culture, and the necessity of thorough market research to account for factors like customs, traditions, economic conditions, legal regulations, and political stability. Additionally, it touches on the role of global SEO with proflang and canonical links, and the strategy of creating specific social media accounts to connect with international audiences more effectively.

05:02

🎯 Successful International Marketing Strategies

The second paragraph provides examples of successful international marketing strategies employed by well-known brands. Dunkin' Donuts is highlighted for its adaptation of donut flavors to local tastes in different countries, such as pork and seaweed in China and saffron and pistachio in India. Spotify's approach to offering music suggestions based on activities is noted for its border-crossing success. Airbnb's use of social media hashtags to generate engagement and brand awareness through the 'OneLessStranger' campaign is praised, with 3 million participants worldwide. Red Bull's strategy of hosting global events and providing localized content in multiple languages is cited as an effective way to create a local brand image worldwide. The paragraph concludes with a call to action for viewers to engage with the channel for more insights on digital marketing.

Keywords

💡International Marketing

International marketing refers to the strategies and tactics employed by companies to promote and sell their products or services in multiple countries. It is central to the video's theme, which discusses the complexities and considerations of expanding a brand's reach globally. The script mentions that international marketing involves import, export, franchising, licensing, and online sales, and that each country presents unique challenges due to cultural, linguistic, legal, and economic differences.

💡Cultural Blunders

Cultural blunders are mistakes made by companies when they fail to understand or respect the cultural nuances of a new market. The video script uses this term to highlight the importance of cultural sensitivity in international marketing. Big brands have made embarrassing mistakes when entering new markets, emphasizing the need for thorough research and understanding of local customs and traditions.

💡Market Research

Market research is the process of gathering, analyzing, and interpreting information about a market, including customers' needs and preferences. In the context of the video, market research is vital for understanding cultural differences, economic conditions, legal regulations, and political stability in foreign markets. It helps companies to avoid pitfalls and tailor their marketing strategies to local tastes and preferences.

💡Global SEO

Global SEO, or Search Engine Optimization, is the practice of optimizing a website to rank higher in search engine results pages for a global audience. The video discusses the importance of global SEO in international marketing, suggesting the use of hreflang tags and canonical links to provide a smooth user experience and avoid duplicate content issues. This is crucial for companies looking to expand their online presence in foreign markets.

💡Canonical Links

Canonical links are used in SEO to indicate the preferred version of a webpage to search engines, helping to avoid duplicate content issues. In the video, it is suggested that using canonical links can assist in letting Google know that different language versions of a site are not duplicates, thus improving SEO for international marketing efforts.

💡Hreflang Tags

Hreflang tags are a type of HTML tag that tells search engines which language a page is in, and helps serve the correct language version of a webpage to users in search results. The video mentions the use of hreflang tags to reduce bounce rates by serving the appropriate version of a site to users based on their location.

💡Customization

Customization in the context of international marketing refers to the adaptation of products or services to suit the tastes, preferences, and cultural norms of a specific market. The video gives the example of Dunkin' Donuts, which adapts its donut flavors to local tastes in different countries, such as pork and seaweed donuts in China and saffron and pistachio donuts in India.

💡Social Media Marketing

Social media marketing involves promoting products or services through social media platforms. The video script discusses the importance of creating specific social accounts in different languages to connect with local audiences. It also mentions Airbnb's successful social campaign, 'One Less Stranger,' which used hashtags to generate engagement and spread brand awareness.

💡Economic Structures

Economic structures refer to the composition and organization of a country's economy, including factors like market size, growth rates, and consumer spending habits. The video script points out that understanding the economic structure of a target country is essential for international marketers to assess the feasibility and potential of their marketing strategies.

💡Regulations

Regulations are the rules and directives set by governments or other authorities that businesses must follow. In international marketing, understanding and complying with local regulations is critical, as laws can vary significantly between countries. The script uses the example of food preservatives being legal in the US but illegal in Europe to illustrate the importance of regulatory compliance.

💡Demographics

Demographics are statistical data about a population's characteristics, such as age, gender, income, and buying habits. The video script emphasizes the importance of understanding demographics in international marketing, as it helps companies determine if their products or services are suitable for a particular market and if the local population can afford them.

Highlights

International marketing is defined as the tactics and methods used to market products and services in multiple countries, including import, export, franchising, licensing, and online sales.

Marketers face unique challenges in each country due to culture, language, laws, and other factors, which may also vary regionally and locally.

Reasons for launching a global operation include expanding brand awareness, economic growth in a new country, new commerce laws, untapped markets, and international partnerships.

Thorough research is essential when entering a new market, especially one that is vastly different from your own.

Understanding the language and culture of the target market is fundamental to international marketing success.

Having a local partner or representative can provide insight into the market's dynamics and preferences.

Market research should consider cultural differences, economic conditions, legal regulations, political stability, and demographic factors.

Global SEO with proflang and canonical links is crucial for a long-term international marketing approach.

Using ruffling tags and canonical links helps provide a smooth user experience and reduce bounce rates.

Creating specific social accounts in different languages can help connect with the local audience more effectively.

Dunkin Donuts' success in international markets is attributed to adapting their offerings to local tastes.

Spotify's personalized music suggestions based on activities have contributed to its global success.

Airbnb's social campaign 'One Less Stranger' generated engagement and spread brand awareness worldwide.

Red Bull's strategy of hosting local events and having localized content makes them appear as a local brand globally.

Adapting marketing strategies to local cultures and preferences is key to international success, as demonstrated by the examples provided.

The importance of understanding and respecting cultural differences in humor and marketing attempts is emphasized.

Entering countries similar to your own in terms of language, proximity, or demographics can lower the barrier to international expansion.

Transcripts

in today's marketplaces global business

and international marketing have never

been easier with so many options and

tools online brands can expand their

operations into nations and reach

untapped markets creating an

international marketing strategy however

is not easy there are many fundamental

issues that need to be considered when

marketing to different cultures some big

brands have made embarrassing blunders

when trying to cross over into new

markets so

what is international marketing exactly

what are the fundamentals for creating

an international marketing strategy

let's dive in

international marketing can be defined

as the tactics and methods used to

market products and services in multiple

countries this could be in the form of

import or export franchising licensing

and online sales each country represents

a unique challenge for marketers because

of culture language

laws

and other factors these challenges can

also be present on regional and local

levels which require even more targeted

techniques the decisions to do business

internationally and launch an

international marketing campaign could

be any of these examples expanding brand

awareness economic growth in a new

country new commerce laws untapped or

underserved markets and international

partnerships or joint ventures launching

a global operation can be simple or

extremely complicated consider a us

business expanding into canada versus

expanding into romania for example there

are much wider cultural and linguistic

differences time and distance

considerations as well as wider

differences in economic structures and

regulations what are the fundamentals of

international marketing

as with any new project or campaign

thorough research is essential when

entering a new market that is vastly

different from your own this is even

more true overall you want to gain a

deep understanding of your international

target market let's check some of the

fundamentals of international marketing

to consider before moving forward number

one understand the language and culture

it may go without saying but in order to

market to other nations you need to gain

a better understanding of their culture

and language perhaps you have already

established a connection with that

culture and that's why you've decided to

enter the market if not it will serve

you well to have a local partner or

representative that can give you an

insight into what makes the market tick

europe is a great example of a continent

that has many different cultures and

languages within a relatively small

geographic area people's languages

lifestyles daily routines and purchasing

decisions can change greatly between

countries and even regions of the same

nation humor isn't universal either and

marketing attempts at humor could fall

flat or even offend people so having as

much insight into the specificities of

each market as possible is a major

advantage for example lays has mastered

regional marketing by creating regional

flavors like magic masala in india or

hit the ham flavor in spain one way to

lower the barrier to international

expansion is by first entering countries

similar to your own these could be

nations with the same language ones that

are close to you or ones that have

similar demographics still there are

plenty of cultural and regional

linguistic differences between countries

like the us and the uk and this is where

market research pays off two do thorough

market research market research is vital

to any marketing campaign there are

numerous factors that should be taken

into account when considering or

assessing a foreign market for example

cultural differences it's vital that you

understand customs traditions religious

beliefs and how they fit or clash with

what your brand represents economics is

there an ongoing recession or a surge in

investment in growth economic timing is

an important factor to take into account

legalities and regulations laws vary

from country to country this is

especially true when it comes to alcohol

or vehicle modifications for example

certain food preservatives that are

legal in the us are illegal in europe so

doing thorough research before expanding

is always a wise choice politics is your

target region more conservative or more

liberal is there political stability

these factors play a huge role in

whether it's worth your investment if

stability is an issue cost how expensive

is it to do business in the country

shipping licenses and translation

services can quickly add to your

overhead some nations have prohibitive

taxes and fees on businesses which might

be pitfalls demographics some countries

have much older or younger populations

than others buying power is also an

important consideration can enough

people even afford your products or

services number three global seo with

proflang and canonical links while

legally targeted social ads are a great

way to market internationally building

up your global seo is a better long-term

approach if you've already established a

foreign market for your products

investing in your seo is highly

recommended international marketing will

likely require you to have separate

language versions of your website

maximize your seo and provide a smooth

user experience for consumers by using

ruffling tags in your code a good

practice is using canonical links to let

google know that your versions of the

same site are not duplicate content

riffling tags serve up the appropriate

version of your site to users based on

their location and therefore reduce

bounce rates number four create specific

social accounts just like having

multiple language versions of your site

you might also consider doing the same

for social accounts people want content

in their native language and it may help

you as a marketer to connect with them

in any and every way possible that being

said if you run a relatively small

operation it might be overkill to

maintain international social accounts

but if you're receiving many requests

and communications in a foreign language

you may want to set up a social account

for that language or region now that you

have a better image of how international

marketing works and its fundamentals

let's see four examples of successful

international marketing strategies

dunkin donuts dunkin donuts now has

around 3 200 stores in more than 30

countries how has a donut chain become

so successful on a global scale because

they adapt their donuts to appeal to

local tastes in china they serve up pork

and seaweed donuts and in india it's

saffron and pistachio donuts if your

budget allows for it customize your

offerings to match unique regional

tastes spotify spotify has grown into

one of the most successful brands that's

because they don't simply offer genres

of music for their listeners they offer

music suggestions based on activities

like exercise

or relaxation

this crosses borders and allows new

artists to reach audiences while they

might not otherwise have connected with

airbnb airbnb harnessed the power of

hashtags on social media to generate

engagement and spread brand awareness

the

oneless stranger encouraged people in

the airbnb community to perform acts of

hospitality and take photos or videos

with their guests the social campaign

was an incredible success with around 3

million people participating around the

world so creating a viral social

strategy could also work for you and put

you on the spot red bull red bull is

extremely good at making people think

it's a local brand they do this by

hosting events all around the world like

their air race in the uk grand prix in

indianapolis and rally events and

rotating locals redbull also has their

site and content in many languages with

localized content and that's all for

today i hope you found the information

useful and you learned more about

international marketing strategies and

their fundamental aspects don't forget

to like or comment or even subscribe to

our channel if you want to learn more

about digital marketing see you soon