Going Global - A Guide to Planning and Executing Consistent Global Marketing Campaigns

As marketers, we all know that access to data to power the planning and execution of marketing campaigns is key

If you’re working in a single country and you have all the first party data you need to model out your Ideal Customer Profile (ICP), your marketing plan could look something like this:

• Find more of these people online, on TV, on Out Of Home advertising etc.?
• Activate your campaign using a range of publisher lookalike data, 2nd and 3rd party data sources where your target audience is interacting.
• Measure, refine and repeat

But how should you decide where to invest next? Which country, city or town is right for you? How does the market compare to the locations you’re familiar with – and how big is the opportunity overall?

Giving yourself the best chances of success means answering these critical questions. But getting hold of answers that you trust can be challenging – especially if you’re exploring unfamiliar markets using different languages.

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