8 pitfalls of international market

1. Language
Don’t translate. Good marketing communication does more than convey information. It
motivates and inspires. These are often the first attributes to be killed in translation. To reduce
this risk, create in English, then adapt (not translate) into required languages in such a way and
culture. And, whatever you do, don’t try to write in a way that you feel will be easy to translate
that your message retains its motivational power in addition to reflecting local grammar, usage,.
That is guaranteed to suck the life right out of your copy in all its languages.

2. Culture
Compensate for culture. In addition to language, the wider cultural and behavioral aspects should
be understood and reflected in all aspects of the strategy and execution. The concept around
which the communication is based must be culturally relevant and acceptable in all markets. It
helps to have a methodology in place to understand local markets and to conduct cultural and
linguistic checks. This will be a lot easier if you use planners and creatives who are experienced
in producing concepts for multi-cultural use.

3. Target
Seek understanding, not just knowledge. In domestic marketing, you share much in common
with the target no matter how different their demographics. This can blind you overseas. As a
rule of thumb, it’s best to approach new markets by assuming the new target segment is both
very dissimilar to you and different from all other market segments you serve. You may be
pleasantly surprised to find out otherwise, but starting from this perspective helps to avoid the
number one trap of international marketing: assuming the target is pretty much like your
domestic target, just communicating in a different language. Market demographics can provide
knowledge, but can only get you so far. The rest of the way will require insight gained through a
deep understanding of the culture you are visiting and the people who inhabit it.

4. Brand Strategy
Brand strategy : How the company will action on the market to cultivate the designed brand
image among a given target segment in a given segment.
Fine-tune your strategy for each market. Strategic aspects like category, value proposition,
position, and profile that were developed around your domestic market, target, and competition
are unlikely to work as-is. Some parts of the strategy should change for each market and others
should not. This requires a strategic architecture designed for international marketing. As a
starting point, we try to ensure a global value proposition and localized positioning.

In relation to brand strategy, We’ve all seen this pitfall in action: a lawn-care service trying
desperately to be hip, for instance, or a colorful clothing store with no personality.

Though it’s ultimately up to you to choose the right voice for your brand, make sure you’re
basing that decision on the reality of your customers. Who are they? Where do they work? What
sort of activities populate their daily lives? If your product is most useful to 40-year-old men,
don’t pepper your marketing with teenage lingo. Apple knows that creative professionals are
among their best customers, for instance, so they create campaigns that speak directly to that
audience. Be aspirational, but don’t wander into fantasy land; an awkward brand identity will
just decrease customer loyalty from the people you want most.

5. Documentation
Don’t wind up debating the creative. Working domestically, there are typically fewer people to
get approvals from and they often all share the same cultural references. Because of this,
campaign strategies are often loosely documented, but understood implicitly by market manager
and agency. You won’t have this luxury working across borders — especially if you need
approvals or cooperation from local marketing managers and partners. A sound written strategy
is essential to ensure that the campaign addresses the complexities of the various markets and
also to get local stakeholders onboard. If you need to get locals to join your team, do it based on
the strategy. Without this, the discussion quickly devolves into a highly subjective and
inconclusive debate over the creative. For tips on how to avoid getting mired in subjectivity,

6. Search and Social

Rethink for each market. The Internet has revolutionized international marketing. However,
digital habits can vary from country to country with regard to which social platforms are used
and for which purposes. You’ll also need to decide if English language social assets will suffice
in foreign markets (in many cases, they won’t) and, if not, how you will set up and manage your
foreign language social presence and/or other digital assets. Mobile habits can also vary and need
to be accommodated. SEO and buzz monitoring will need to be rethought locally for each
market, since simply translating your English keywords won’t be enough. Likewise, search and
social advertising plans will need to be developed for each market and language.
7. Project Planning, Process, and Management
Retool for international. There are a lot more moving parts to an international campaign in terms
of people, processes, and approvals. This will require more advanced planning and project
management to maintain deadlines, quality, and cost control. Well-defined processes help keep
things running smoothly.

8. Partners
Go with experience. Companies often start by using their domestic marketing agency to help
them abroad because they have already invested in the relationship and it’s comfortable and
familiar. The domestic agency then pairs up with a decent translation house and sets off to
conquer the world. This might work if language were the only challenge to encounter. However,
chances are your success abroad will depend on many other factors, some of which are outlined
here. The growth needs of mid-sized companies often exceed the reach of local generalist
agencies that lack the strategic expertise to drive growth abroad and/or the international
perspective and experience to market across borders. Adding translation to that equation further
complicates each factor. The best option for all parties (including the domestic agency) is to
delegate international marketing to a company that specializes.

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