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What are the latest trends and best practices for international marketing?

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International marketing is the process of planning and executing strategies to reach customers across different countries and cultures. It involves adapting to the local preferences, regulations, and challenges of each market, while maintaining a consistent brand identity and value proposition. In this article, we will explore some of the latest trends and best practices for international marketing, and how you can apply them to your own business.

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Mohamed Khaled

Chartered Marketer-Assistant professor of Marketing Studies- Arab Academy for Science, Technology and Maritime Transport
Cristóbal Alvarez Teruel

Director Global de Marketing Digital e Innovación Tecnológica | Linkedin Top Voice | Harvard Executive Program | PhD…
Jorge Aponte

BD & KOL Manager | Web3 Growth Marketing | Crypto Emprendedor | LinkedIn Top Voice

1 Globalization and localization

Globalization refers to the integration and interdependence of markets, technologies, and cultures around the world. It offers many opportunities for businesses to expand their reach, scale, and innovation. However, globalization also requires businesses to be more sensitive and responsive to the diverse needs and expectations of their customers in different regions. Localization is the process of tailoring your products, services, messages, and channels to suit the specific characteristics and preferences of each market. It involves not only translating your content, but also adapting it to the local culture, values, norms, and regulations. Localization can help you build trust, loyalty, and relevance with your target audience, and avoid potential misunderstandings or conflicts.

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Cristóbal Alvarez Teruel

Director Global de Marketing Digital e Innovación Tecnológica | Linkedin Top Voice | Harvard Executive Program | PhD Candidate
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La adaptación a estas diferencias culturales es esencial en el proceso de localización. No se trata simplemente de traducir contenido, eso es un error frecuente. Sino de entender la psicología y los valores de cada cultura. Un trabajo a fondo con estos resortes constituye el puente que conecta nuestra marca con audiencias de todo el mundo. Nos ayuda a evitar malentendidos y conflictos, y nos permite ofrecer mensajes que resuenen con la cultura y las expectativas locales. Sin ir más lejos, muchas marcas adaptan sus estilos de marca al mercado asiático reforzando nuevos canales o la presencia del color rojo.

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Jorge Aponte

BD & KOL Manager | Web3 Growth Marketing | Crypto Emprendedor | LinkedIn Top Voice
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Globalisation opens up diverse opportunities for companies to expand their reach, scale and innovation worldwide. However, it also drives the need for companies to be sensitive and responsive to the diverse needs and expectations of their customers in different regions. Localisation, which involves adapting products, services, messages and channels to the specific characteristics and preferences of each market, becomes crucial in this context. It is not only about translating content, but also about adapting it to local culture, values, norms and regulations. Localisation can help build trust, loyalty and relevance with the target audience, and avoid potential misunderstandings or conflicts.

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Ricardo Heinze

Marketing Head @ MLG | LinkedIn Top Voice
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La localización va más allá de adaptarse a cultura y normas; implica entender tendencias socioeconómicas y políticas locales que afectan la percepción de un producto o servicio. Es esencial estar al tanto de cambios en el entorno político y económico de cada región, pues influyen en decisiones de marketing y precios. Integrar estos factores en la estrategia puede marcar la diferencia entre éxito y fracaso. Además, el análisis detallado de las preferencias del consumidor, los comportamientos de compra y la dinámica del mercado es crucial. Conocer historias locales, los eventos y los influencers prominentes puede ofrecer insights valiosos. Hay que construir relaciones duraderas y significativas con clientes de diferentes culturas.

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2 Digital transformation and e-commerce

Digital transformation is the adoption and integration of digital technologies and processes to improve your business performance, efficiency, and customer experience. It can help you streamline your operations, optimize your resources, and enhance your competitiveness. E-commerce is one of the key aspects of digital transformation, as it allows you to sell your products or services online, and reach customers across borders and time zones. E-commerce can also help you reduce your costs, increase your flexibility, and improve your customer satisfaction. However, e-commerce also poses some challenges for international marketing, such as managing logistics, payments, taxes, security, and customer service. You need to ensure that your e-commerce platform is user-friendly, secure, and compliant with the local laws and standards of each market.

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Cristóbal Alvarez Teruel

Director Global de Marketing Digital e Innovación Tecnológica | Linkedin Top Voice | Harvard Executive Program | PhD Candidate
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Caminamos hacia una intersección entre el contenido y el Ecommerce. Asimismo, el entretenimiento ha irrumpido en nuestras vidas en forma de Economía de creadores. Este hecho, hace dar un vuelco al mundo del comercio electrónico y sus fuentes de adquisición. Esta transformación hace que entremos a un mundo del Ecommerce 'sin el Ecommerce'. En Asia, por ejemplo, el 49% de los internautas se califican de 'social buyers', en India, del 60% y en Singapur el 48% según WARC. Es una tendencia imparable.

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3 Social media and influencer marketing

Social media is a powerful tool for international marketing, as it enables you to connect with your customers, prospects, and stakeholders in real time, and across different platforms and devices. Social media can help you increase your brand awareness, engagement, and advocacy, and generate valuable insights and feedback. However, social media also requires you to be consistent, authentic, and transparent with your audience, and to monitor and respond to their comments and queries. Influencer marketing is a form of social media marketing, where you collaborate with influential individuals or groups who have a large and loyal following on social media, and who can endorse or promote your brand, products, or services. Influencer marketing can help you increase your credibility, reach, and conversions, and tap into the trust and influence of your influencers. However, influencer marketing also requires you to choose the right influencers for your brand and goals, and to establish clear and ethical guidelines and expectations for your collaboration.

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Mohamed Khaled

Chartered Marketer-Assistant professor of Marketing Studies- Arab Academy for Science, Technology and Maritime Transport
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- when considering influencer marketing, you should match and analyze the segments behind that specific influencer. -Consider their customer persona before making a decision to use their personal brand. - Differentiate between social media influencers and celebrities, however, I prefer original influencers with concise target audience and personas. -UGC “user generated content “ is the most powerful influencer marketing “use it wisely and ethically “.

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Jorge Aponte

BD & KOL Manager | Web3 Growth Marketing | Crypto Emprendedor | LinkedIn Top Voice
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Influencer marketing has become a key tool in social media marketing, enabling collaboration with influential individuals or groups who have a large and loyal following on social media, and who can endorse or promote the brand, products or services. While influencer marketing can be highly beneficial, it is critical to carefully select the right influencers for the brand and its objectives, and to establish clear and ethical guidelines and expectations for the collaboration.

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4 Content marketing and SEO

Content marketing is the creation and distribution of valuable, relevant, and engaging content that attracts, educates, and persuades your audience to take action. Content marketing can help you establish your authority, expertise, and thought leadership in your industry, and build long-term relationships with your customers. However, content marketing also requires you to produce high-quality, original, and useful content that meets the needs and interests of your audience, and to distribute it through the appropriate channels and formats. SEO, or search engine optimization, is the process of improving your website's visibility and ranking on search engines, such as Google or Bing. SEO can help you increase your organic traffic, leads, and sales, and reach customers who are actively searching for your products or services. However, SEO also requires you to follow the best practices and guidelines of each search engine, and to optimize your website for the keywords, languages, and locations of your target market.

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Ricardo Nóbrega

Jornalista e Mestre em Comunica??o | Coordenador de Comunica??o Corporativa e Eventos | Líder de Treinamentos em Comunica??o | Social Media Training | Professor
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N?o podemos esquecer do planejamento e ficarmos atentos aos temas quentes. Claro, e n?o deixarmos de acompanhar as atualiza??es das plataformas no que diz respeito ao SEO. O que funciona hoje pode n?o funcionar amanh?.

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5 Customer-centricity and personalization

Customer-centricity is the philosophy and practice of putting your customers at the center of your business decisions and actions. It involves understanding your customers' needs, preferences, behaviors, and feedback, and delivering value and satisfaction to them at every touchpoint. Customer-centricity can help you increase your customer loyalty, retention, and advocacy, and differentiate yourself from your competitors. However, customer-centricity also requires you to collect, analyze, and use customer data in a responsible and ethical manner, and to respect your customers' privacy and consent. Personalization is the process of tailoring your products, services, messages, and experiences to the individual needs and preferences of each customer. Personalization can help you increase your customer relevance, engagement, and conversions, and create a more memorable and meaningful relationship with your customer. However, personalization also requires you to segment your customers based on their characteristics and behaviors, and to deliver the right content, offer, or solution at the right time and place.

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Ricardo Nóbrega

Jornalista e Mestre em Comunica??o | Coordenador de Comunica??o Corporativa e Eventos | Líder de Treinamentos em Comunica??o | Social Media Training | Professor
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A comunica??o robotizada interpelada pela otimiza??o dos servi?os de atendimento ao consumidor trouxe tensionamentos que mostram um certo desgaste. Pessoas querem falar com pessoas, e isso passa pela personaliza??o. Sai o fale conosco e entra o fale comigo. A máquina pode gerar respostas, mas n?o empatia.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the latest trends and best practices for international marketing?

1

2

3

4

5

6

1 Globalization and localization

2 Digital transformation and e-commerce

3 Social media and influencer marketing

4 Content marketing and SEO

5 Customer-centricity and personalization

6 Here’s what else to consider

Marketing

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What are the latest trends and best practices for international marketing?

1

2

3

4

5

6

1 Globalization and localization

2 Digital transformation and e-commerce

3 Social media and influencer marketing

4 Content marketing and SEO

5 Customer-centricity and personalization

6 Here’s what else to consider

Marketing

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