International marketing is the practice of getting familiar with one or more potential foreign markets that are aligned with your brand, business, or service’s intended audiences and purposes. The initial process involves understanding the values of international marketing, consistent investment in key areas, and global marketing and advertising.
Moreover, you need to pay close attention to your intended target market or markets, if you do so then international marketing won’t feel alienated from the marketing your brand or business does domestically.
Table of Content
- Modern International Marketing
- Cultural Factors in International Marketing
- Legal and Regulatory Considerations
- Economic Factors in Global Marketing
- Political and Geopolitical Influences
- Technological Advancements and Innovation
- International Advertising and Promotion
- Strategies for Successful Language Translation and Localization
1. Modern International Marketing
Primarily international marketing is the marketing of products or services beyond the domestic circle. You can understand it as a part of international trade. Your business can not only attract customers from foreign markets but also build a global audience, create brand awareness, and ultimately grow revenues.
Now it is possible to conduct business in one country or in a dozen countries, the credit goes to the advancements in international marketing. Basically, with minor changes in tariffs, financial regulations, promotion, execution, and marketing strategy of products or services are the same worldwide.
Furthermore, in recent times especially in the post-pandemic world, companies prefer to go beyond national borders to capture international audiences. The main instigator is the constant change in customer demands, choices, preferences, and tastes. That is why, brands and businesses should act responsively and cater to the demands of customers with well-researched and well-defined marketing strategies.
Importance of Language Translation in International Marketing
Many businesses never go beyond the domestic market. But if you have a small product and want to make it accessible for different markets or languages, we would say it is the best option. This approach is not only logical but in the contemporary market, unavoidable. This might resonate as an unpopular opinion but we think that marketing is one of the most effective uses of language translations for products and services.
“The primary motive of a marketing translation should be to get your product or services to generate revenue. Localization is an essential part of the international marketing strategy because no matter how attractive, useful, or compelling features your product or services might offer if the target audience is not aware they are most likely to buy something else.”
2. Cultural Factors in International Marketing
For those businesses and brands who are considering “going global”, it is a prerequisite to strategically study and align with the lifestyle and culture of the target country.
Understanding Cultural Diversity in Global Markets
Diverse cultural elements work as key factors in determining the product or service as an essential, useful, luxury, or even a futile thing in the target country. Taking into account cultural diversities and differences is a key part of making the international marketing strategy work.
It is important to note that some products or services are considered essential in one country. And there is a chance that they might be considered a trivial or futile thing in the target country.
So it is important to be mindful of the cultural differences of global markets while making marketing strategies for your products or services.
Adapting Marketing Strategies to Cultural Differences
Apart from linguistic differences, the product purpose, packaging, color, and style of your product should be aligned with the cultural preferences of the target market. One of the primary steps in adapting to cultural differences for international markets is to identify the relevant cultural gaps or differences of your target foreign market or markets that can directly affect your business, product, or services. These are some recommended steps to ensure the industry-leading market strategy of your international branding.
- Translation of Marketing Material
- Align your Advertisement to the Cultural Norms of Target
- Run Localized Marketing Campaigns
- Building Relations with Local Partners
The Role of Language in Cross-Cultural Communication
There is no debate about the defining role of languages in cross-cultural communication with other relevant factors like non-verbal cultural elements etc. Language is the key to unlocking misunderstandings and building relationships based on trust, understanding, and mutual interests among partners and customers from different linguistic and cultural backgrounds.
The study, identification process, and the role of language in effective cross-cultural communication is the most important part of marketing strategy. While curating your international marketing campaigns, it is crucial to remember that language is not only confined to verbal or written communications, it also includes a person’s cultural preferences, values, and beliefs. These are some important tips for ensuring productive cross-cultural communication muscle.
- Be Mindful of the Cultural Differences
- Do not Presume
- Build Active Listening Skills
- Take Control of Your Non-Verbals
- Try to Use Simple Language
3. Legal and Regulatory Considerations
Apart from linguistic challenges, linguistic barriers are operational barriers for companies and businesses that are trying to expand beyond national borders. Amid the international trend of globalization, the main exporting countries including, the US, Netherlands, and China have shown 20%, 23%, and 22% increases in their international business growth.
With the new market, increased revenue, and new customer portfolio, there are many legal challenges involved with internationalization. Furthermore, knowing how to navigate through these legal challenges of international trade can make the process easy.
Navigating International Trade Laws and Regulations
International trade laws are complex to navigate because regulations, trade agreements, and user requirements are constantly evolving. Moreover, these never-ending advancements make them hard to navigate. You have to be updated and keep in touch with legal and government authorities to stay one step ahead.
Protecting Intellectual Property in Foreign Markets
Businesses and companies have to take protective measures and comply with regulatory authorities of the foreign market or markets to safeguard IP assets. Protecting IP plays a defining role in establishing a competitive edge over your opponents. Furthermore, it translates into long-term success in the global markets. However, these are the prerequisites for protecting intellectual property rights in foreign markets:
- Enforcing Rights
- Internal Policy Implementation
- Comprehension of Local IP Laws
- Securing Trade Information
- An IP Audit
- Filing for Patients
- Registering Trademark & Copyrights
4. Economic Factors in Global Marketing
The economic conditions of your foreign market directly impact the sale of your products and services. Likewise, in the domestic market, you are not directly affected by international economic conditions. Whereas, if you are playing in the global market then not only the economic condition of the target market is relevant but the international economy plays an active role and guides your marketing strategy.
The target region’s economy guides how you approach your potential customers while the international economic framework restricts your production and distribution, and creates cost and regulatory complications. Consequently, the best marketing strategy incorporates both local and international economic factors seamlessly.
5. Political and Geopolitical Influences
The world is witnessing a defining technological and geopolitical transition. Populations are decreasing, technology is enabling people to access information and connect with each other at an unprecedented speed. Meanwhile, one downside of the increasing adoption of globalization is that it made the seemingly irrelevant geopolitical factors a prominent decisive factor in the decision-making process. For example, the political conflict between China and the US. The seemingly insignificant geopolitical differences force both countries to restrict and ban the import and export of many technological accessories.
6. Technological Advancements and Innovation
No one can argue that technology has facilitated international trade. Moreover, lenient trade barriers are another big factor in the adoption of globalization trends. But it is the advancement in technology that has translated the theoretical leaps into everyday reality. Furthermore, the advancements in the below-mentioned sectors not only paved the way for global marketing trends but also facilitated the process of international marketing.
Utilizing Digital Marketing in Global Campaigns
Primarily, digital marketing is an integral part of international advertising strategy. Although there are no strict restrictions on the target audience since it is online. Above all, the development of a specific and curated digital marketing plan is a must. These are 5 effective methods for a successful digital marketing strategy and execution.
- Search Engine Optimization
- Identify and Target a Specific Scope
- Flexibility and Scalability
- Build Relationships
- Monitor and Evaluate
The Role of Localization in Technology-Driven Marketing
There are many factors that contribute to a defying role in the successful implementation of a localization program. But the key factor is the role of technology. Furthermore, It is important to know that choosing the right localization program is crucial.
Despite choosing any available localization program you need to identify your requirements and then acquire the localization service provided to meet your demands. Furthermore, always do your due diligence and ensure that the service provider has the technology sacks to cover the basics. These are the key benefits of choosing a leading translation service provider.
The most crucial element in efficient translation is the consistency of style, format, and context. In the process of localization, your whole brand image is at stake, any negligence in the translation process can harm the brand image, message, and purpose.
Modern-day Translation Management Systems (TMS) ensure the seamless flow of localized content flow. That is readily available for the connectors to integrate.
Scalability & Co-Efficiency
The leading translation service providers can translate your product or services to a broader scale. Furthermore, it is not limited to just one language, you can translate your product to your desired number of languages. Moreover, efficient translation service providers also offer a centralized single platform for localization services.
7. International Advertising and Promotion
International advertising is a communication process that is performed in multiple cultures and is diverse in terms of values, communication style, and the patterns of end users. Moreover, each brand or business has its promotional objectives well defined and narrowed down. It will help to implement these objectives as well as highlight the difficulties of the process. These are some key features of international advertising and promotion.
- Trial and Error Process
- Observations about the Attitude of the Consumers
- Reasons for Temporary & Permanent Sale Increase
Creating Effective Multilingual Advertising Campaigns
There has been a shift in how these multilingual marketing campaigns have evolved. Moreover, the process of localization has enabled the brands to achieve global recognition and acceptance. Although the concept of localization is not new, multinational brands like Pepsi and KFC have been running these multilingual campaigns for decades.
8. Strategies for Successful Language Translation and Localization
In today’s global world, people must interact with multilingual peers, businesses must interact with markets from different countries, speak different languages, and have diverse cultural backgrounds. Moreover, statistics show that 72.4% of consumers prefer to shop in their native language when buying online.
Language translation and localization of your product, business, or services is a prerequisite for your global branding. Therefore, going for localization is not an easy task to manage. It is a fluid process and the localization service provider must have to maintain consistency of meaning and context which must align with your project and target audience. Consequently, it can assist you in aligning the outcomes with your desired objectives.
This specific type of translation style is opted for when there is a source language. Consequently, the translation service provider has to provide a bit of context to the target audience to communicate the essential message of the source language.
To conclude, international marketing is the diverse terms that include the multiple aspects of localization, cultural significance, and the scope of the product or services in the target region. Moreover, the best practice is to get familiar with the standard procedures of international marketing and hire industry-leading experts for the localization (translation and transcreation) of your brand or business. Furthermore, other highly relevant factors include the technical execution of the international marketing strategy. The significance of aiming for the same outcomes becomes crucial when you are focusing on a specific target audience.