Navigating International Digital Marketing: Challenges and How to Overcome Them

Globalisation is more present than ever before, and digital media has made international expansion accessible from anywhere. With the click of a button, you can advertise your products on the other side of the planet. But while it is easy to reach people around the world, that does not mean you are doing so effectively for your brand.

What works at home does not always translate abroad, so it is important to understand the complexities of international expansion in order to maximise your investment and protect your brand. Here are some of the most common challenges companies face in international digital marketing and how you can overcome them.

Challenge #1: Cultural and linguistic nuances

Anyone who has used Google Translate knows that a word-for-word translation does not always get the meaning across. You could copy and paste your existing campaigns for international expansion, but it is unlikely they will perform at the same levels as your home market.

Even within the same language, keywords can vary between regions and critically impact the meaning of your advertisements. For example, an ad for “trainers” would mean a type of shoe to a British customer, but to an American, it would mean a person who trains you in fitness.

According to research from Cogent Business & Management, cultural factors have a great impact on the way consumers evaluate brands, respond to ads, and go about making purchases. Effective international expansion requires localisation, so it is important to invest in local market research and involve native speakers in your creative production and marketing efforts.

Ensuring that your ads make sense and resonate with local consumers makes your marketing feel more authentic and, in turn, builds trust with that audience. Try to put yourself into the shoes of the consumer; even something as simple as publishing campaigns in the relevant time zone or referencing a local holiday can make a big difference.

Challenge #2: Search engines and social platform preferences

While Google is the most popular search engine worldwide, there is variation within different countries. Baidu reigns supreme in China, Yandex is the most popular in Russia, and Naver holds a strong market share in South Korea, to name a few examples. The same is true for social media platforms; it’s not just Meta, TikTok, and X. In China, 86% of the population uses WeChat.

Each of these platforms has its own algorithms and advertising systems that need to be understood in order to reach users in their market. Before entering a new international market, take time to audit the digital ecosystem and identify the essential places to advertise based on where your target audience already spends time. It does not matter how good your ad is if you are not actually reaching your audience.

Challenge #3: Regulatory and compliance requirements

Beyond thinking about creative and platform decisions, you have to keep in mind varying privacy and advertising laws in different countries. This means ad targeting, tracking, and reporting within international campaigns must comply with local laws.

Certain industries, such as finance, healthcare, or sports betting, which are considered more sensitive to consumers may also face increased advertising restrictions. The UK, for example, has restrictions on TV and online advertising of “less healthy” food or drink.

Prevent your campaigns from being stopped by local regulations by investigating local laws ahead of time, and ensure your market entry is not halted pre-emptively.

Challenge #4: Budgeting across borders

To put it plainly, the goal of international expansion is to make more money. But when entering a new market, you have to adjust to varying ad costs and currency fluctuations. Consumer purchasing power can also vary across borders; something may be considered affordable in one country but expensive in another (especially if you have to add on international shipping).

Before full market entry, run pilot campaigns in target regions to gather performance data that will allow you to spend strategically. Think of your international digital marketing expansion as an investment that drives sales, and focus on maximising value.

Challenge #5: Local competition and market saturation

A new market means new competitors. Whether it is other international entities or local players, existing competitors have experience on their side and very likely have a better understanding of the cultural context, consumer expectations, and regulatory environment.

Try to highlight what makes your brand unique and frame it in terms of local customer needs. At times, you might even find that your best (or only) route to market is through partnering with an established local distributor, reseller or even competitor.

Being in a position to expand means that you have a strong product, now it is all about making an impact in that new environment.

Key takeaways

1. Research: Learn about local customs, search patterns, and consumer behaviour.
2. Localisation: Modify every aspect of your campaign, not just the translation.
3. Compliance: Create strategies that prioritise privacy and foresee regulations.
4. Flexibility: Adjust budgets and creatives based on real-time performance.
5. Partnership: Work with experts who understand both local nuance and global strategy.

There is no secret key to international expansion. In fact, doing so effectively relies on adaptability and not making generalisations. But keeping these pillars in mind will help you to achieve your global goals.

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