From the course: Global Marketing: Expand the Reach of Your Product and Service Offerings
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Social media, digital marketing, and other promotional considerations
From the course: Global Marketing: Expand the Reach of Your Product and Service Offerings
Social media, digital marketing, and other promotional considerations
- [Instructor] Creating a comprehensive social media and digital market campaign for international markets requires a nuanced approach that considers cultural differences, platform preferences, and the unique behaviors of consumers in the new market. Here, we'll take a closer look at the P that stands for promotion within the four P mix. As part of your PESTEL analysis, you will have likely come to understand the cultural norms and values in the new market. Ideally, you will have learned how these consumers tend to communicate, what resonates with them emotionally, and how they perceive other brands. You may also have learned about their online habits, purchasing patterns, and preferred content formats. For example, some cultures prefer video content while others tend to engage more with texts or images. When you combine this with an assessment of the marketing strategies of the local competitors and international brands operating in the region, you likely have identified what works…
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