International Brands tend to understand the power of digital marketing. Anyone can take an international platform like Google, Facebook or YouTube, and attract consumers globally, using much the same approach as they do to target local business.

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In many markets however, this strategy is both costly and ineffective.

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The players are different

There’s a long list of countries where Twitter, Facebook, Google and YouTube have either been banned or are not considered major players.

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In China there’s Weibo, WeChat, Baidu and 360.  In India you’ll need Whatsapp, in Russia Yandex and in Korea Naven, just to name a few…

Each of these platforms has its own processes, online interfaces to master, and rules and regulations to comply with.

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Local Language and Customs

The campaigns that won over audiences back home won’t necessarily work in overseas markets.  There’s a long list of brands that got it wrong (often in hilarious ways).

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If you’re serious about International growth, then Google Translate is not your friend.  Using native speakers that understand both dialects and local context is the only way to ensure your regional success.

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Laws and Regulations

Laws in Asia and the Middle East are very different from what we’re used to in the West. 

Using the wrong photograph in China can get your brand banned from advertising in the country.  Several sectors and many specific ingredients are illegal in some countries although they’re readily available in the West.

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Counterfeit and fraud is rife and local laws tend to protect the party that lodges their paperwork first rather than the rightful brand owners.

Understanding upfront which products are banned in which regions, where the loopholes exist for imports and how to protect your brand from counterfeits and misrepresentation is not just good business sense, it has saved our clients million of dollars.