29 Oct 2013

21 Elements of International Marketing

Expanding your business abroad is a major undertaking, even for the most experienced entrepreneurs and marketing professionals. Every region has its own cultural, political, economic, legal and technological nuances, which means that a single business plan will almost never allow your organisation to achieve success in multiple global markets.

In order to help our clients navigate the treacherous waters of global expansion, we’ve produced 21 best practice guides outlining the most suitable approaches to international marketing, specifically in relation to:

Market intelligence

Market intelligence is critical to ensuring global success. Organisations with access to the right information at the right time have the power to transform themselves into successful market leaders while companies that don’t have access to accurate and current information risk taking unnecessary risks that may undermine expansion and profitability.

Investor relations

The ease of doing business around the world varies greatly in terms of business-friendly government regulations but also due to cultural differences between countries.  This report, which focuses on the emerging BRIC economies highlights these differences and provides advice on how to tackle investor relations in each of these regions.


Driven by new potential revenue streams and enabled by advancing technologies, more and more corporations have gone global. In doing so, many of them have made mistakes at the expense of their brand and revenue goals. This report outlines some of the differences between cultures and provides advice on acceptable advertising in various regions around the world.

Direct marketing

Once your business has selected its target region, logistics—such as languages, culture, laws, and costs—must be considered. This paper focuses on the development and distribution of marketing collateral at events or face to face in different countries.

Public relations

Today every brand can be a global brand. The internet has increased every organisation’s potential reach and lowered barriers to entry for businesses who want to gain access to foreign markets. However, since a company’s communications can now be delivered and received across the globe, organisations need to ensure that their brand’s message is well received in their target territories globally. This report provides advice to help businesses ensure PR success in the emerging BRIC economies.

Internal communications

It’s immensely important to get your company’s internal communications right so that you can create a climate of openness, promote trust and prevent conflict. This guide provides internal communication advice for organisations who manage multiple global operations.


In order for your business to succeed in overseas markets, you need to ensure that you’re using the right language and that your messages will be accepted by your target audience. This report focuses on the importance of trancreation – adapting your message to the audience within your target region.

Systems infrastructure

Expanding into overseas territories presents huge opportunities, there are also significant challenges regarding technology systems infrastructure which need to be overcome before brands can ensure success in these exciting new markets. This report provides advice on system infrastructure for global eCommerce businesses and multinational corporations.

Content management systems

There are many different content management systems available on the market but you need to ensure that you select the one most suitable for your business. This report looks at the important functionality for international corporate or eCommerce websites to allow businesses to make the best decisions regarding their content management solution.

Domain selection

Even a seemingly simple task such as domain selection should be well thought through since the chosen domain can have a massive effect on trust, engagement and the ability of your multilanguage website to achieve high search rankings on the world’s major search engines. This guide explains the differences between the different domain types so that you can make the best choices regarding domain selection for your international websites.

Website content

Content is extremely important for all businesses and while creating content might be straight forward for your domestic markets, the cultural differences between regions mean that you need to pay special attention to your multilingual content and its ability to engage users and perform well on international search engines. This report provides advice on creating content that will help your business achieve its goals internationally.

Email marketing

There are some basic rules that you should follow to ensure that your emails are being successfully delivered to clients and once delivered, to increase the likelihood that these recipients open the email, read your messages and click on the links contained within the call-to-actions on your email. This report provides insights into these rules – allowing you to improve email marketing success in your target overseas region.

Display advertising

Advertisers attempting online campaigns usually opt to work with support from a service provider or agency, however there are also self-service platforms on offer from global cross-territory players. This report highlights the differences between platforms and countries to allow brand owners to better manage their international display ad campaigns.

Organic search

While world’s major search engines have lots of similarities with the way that they crawl and index web pages, each platform has its own algorithm and distinct ranking factors that need to be considering when launching multilingual international websites. This report provides some information on the different ranking factors used by the world’s major search engines to allow businesses to devise the best approaches to global SEO.

Paid search

The dominant paid search platforms and best practices differ substantially depending on the region which is being targeted. For instance, Baidu is the dominant paid search platform in China while Google rules the roost in the western world. This guide will allow businesses to better understand the different platforms and user behaviour in different countries around the world in order to devise appropriate strategies for each region.


It is clear that eCommerce is a growing and dominant trend in international retail. The growth in the sector, particularly driven by BRIC economies, has been impressive and brands are continually viewing these countries as potential markets for their products and services. This report will help organisations identify the best approaches to eCommerce in each of the BRIC countries.

Mobile websites and apps

Mobile continues to grow in popularity and reach. As a result, more organisations are developing mobile websites and apps. However, different regions have different expectations regarding an organisation’s mobile offering. This report will help businesses formulate their mobile localisation, advertising and m-commerce strategies for various target regions globally.

Social media

Social media has exploded globally and customers now obtain much of their information on brands and products via social media communities. This report identifies the different types of social media and the proliferation of social media within various regions around the world.

Social media monitoring

Monitoring your customers’ view of your brand can yield great market intelligence, as well as help you manage any customer negativity and help mitigate damage by dealing efficiently with complaints or bad experiences with your brand before these escalate. Social monitoring can also yield other benefits such as driving innovation and provide a source of market research. This report provides advice on how to monitor global social media successfully.

Community management

Online communities have the potential to be a powerful transformative force for international business. However, brands expose themselves to negative press and a poor brand impression if they are not monitoring and tackling issues and complains posted on social communities. This report provides advice for brands managing or monitoring communities within various countries globally.

Multivariate testing

Content testing is a way to optimise the performance of your website by testing different elements and observing which ones perform the best for the outcomes you value. Testing is extremely important when expanding your business overseas as it allows you to optimise your website, allowing for better performance within the target region. This report identifies approaches to testing and provides some best practice advice on split content and multivariate testing within various regions around the world.



Sign up to our newsletter

Get our blog articles straight to your inbox.