Going Global – International Marketing Strategies

When in Rome…

We can’t tailor the same campaign to two uniquely different demographics so our international marketing strategies require fine tuning in order to cross cultures and language barriers. Fortunately most of the translation leg work is handled by the world-wide-web although the subtle nuances in verbiage can be embarrassing. The niche market we’re targeting isn’t confined by borders so how do we communicate clearly with the same message across the entire globe?

The Picture Worth a Thousand Words

When an image does the translating for us in a single picture ad it stands to reason that a series of pictures, without any words at all, can communicate volumes. Video is the new medium with the most momentum online. The video of this article will likely be published online before anyone has a chance to read these words. Brand new international marketing strategies are being redefined by an avalanche of new products and services to make video ‘come alive’ over the internet.

Blogs and Web 2.0

When we join both printed and video content in one place the only thing missing is interaction. Posting video responses, emailing video to say hello or explain a homework assignment, is slowly becoming very popular. Connecting live to our colleagues on the other side of the world for a conference, and recording it for those who were in bed, all point to video as the solution to global marketing today.

As fast as we can make videos, new hosting sites and software tools are popping up. In a few seconds an ordinary cell phone can capture and post a video to a distribution site. The international communications device of choice just became the most popular international marketing tool.