Guest blog by Sam van Gentevoort from Translation agency Perfect
Do you have ambitions to start a campaign across the border? Do you want to choose the right media channels internationally? Do you know which media channels are the most popular among your target audience? In this article we discuss media and international advertising, so you can immediately start setting up a successful cross-border campaign.
International marketing: choices and influences
- Local and national legislation regarding advertising
- Is there variety in terms of media use in the targeted market?
- The degree of economic development of the country or area
When choosing channels for international advertising, it is important to take into account the average academic level of the region or area. What kind of products or services will you provide and for whom? How will you communicate this in your ads? Which campaigns were effective in the intended market and how were they structured? These questions are important for the outcome of the campaign. Do you have a clear answer? Then your plan of approach is already reasonably specified.
Nice to know: research shows that when the level of education is lower, people are more visually oriented. Is the academic level in the targeted area below the national average? Then use the above knowledge to your advantage and include this in your campaign.
Every culture has different norms and values, so using a campaign for different countries is not wise. Because a culture has been acquired by humans, it differs per region, area, per country but certainly also per target group. Is your advertisement tailored to the habits of a certain area? Choose you for sponsored content, branded content or an advertorial? When your campaign matches the uses of the intended market, you reach the target group better. This is important because an advertisement that does not fully comply with the conventions of your target group will not appeal to the potential customer. By taking into account the characteristics of the potential customer, you (naturally) increase the chance of success.
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Do you not fully master the language? Then use the qualities of a professional translator, then you are sure of a good end result. Translation agency Perfect has a lot of experience with translation for specific sectors, target groups and markets. Our experience shows that in setting up a campaign you must always be ahead of the competition in quality, content, language, but also in marketing. By always being just a bit better, faster and more precise than the competitor, the effect of your campaign will only get bigger.
Have you set up your campaign in different languages and do you know which languages are spoken the most in the targeted market? If you set up your campaign in one language, it is unlikely to be successful. In China, for example, there are already 16 different, commonly used dialects spoken in an area. Therefore, make sure that a professional provides you with the right translations for the desired end result.
Choose the right channels
Do you want the best possible result with minimal resources? Choosing the right channels helps you get good results. Does your target group watch TV? Do you know which channels are popular and at what times the TV is switched on? Do they watch via cable or satellite or digital TV? Google marketing or right Facebook marketing? If you know the channels used by your target group, you can make the most efficient choices.
Make an overview for yourself and try to map the regional and national press channels. There is almost always a division between the two. Choose the focus areas that work best for your company. It is a lot more effective to focus the ads on the intended target group than to target a wide audience. Which areas are most relevant to your company? Determine the focus areas and concentrate the ads on suitable channels that work for your products or services.
Difference in devices
Worldwide there is a big difference in the use of mobile devices. Do you know which mobile devices are most loved by the target group? For example, people in Asia use Phablets a lot, in the US 76% of people only use mobile internet. The difference in the use of devices is large per country and area. Use the available data and knowledge to your advantage to set up an effective campaign.
People are always looking for a certain sense of belonging and interaction. The needs of the customer differ per target group and market. In the Middle East, for example, people attach great importance to interaction with brands. The costs per view are important to include in your strategy. These are low in the Middle East because the market is relatively young. Investigate which forms of interaction are attractive for your product or service. Try to find a conscious, powerful, result-oriented and effective way of customer communication that fits your company. This way you get the best results!
Maintain contact and communicate with your target group to show your loyalty to your customers. For example, use your social media channels optimally in addition to regular updates:
- Respond quickly to the customer
- Responding to current events
- Ask questions
- Add photos and videos to posts
- Create exclusivity for your fans
- Share positive responses
All in all, there is a lot involved in setting up a cross-border campaign. Always try to start from the core of the campaign, and always ask yourself the following two questions:
- What do you want to transfer?
- Why is your product / service worth it?
Try to find the right form for your message and choose the right channels for your target group. If you make the right, most efficient choices, do extensive research into the target group, the market, your competition and the opportunities that you can use, the campaign will produce results.
Also guest blogging on Bloeise? Read more!