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What is international marketing?

Understanding the challenges of expanding beyond your borders

You have a successful business in your local market and you’re thinking ‘Why not conquer the world?’

Excellent idea!

But there’s more to exporting internationally than simply translating your website and hoping the magic happens.

Welcome to the fascinating world of international marketing!

So how do we understand and interpret this concept, you might ask? And what if I told you that it could be your passport to business growth?

Today, thanks to the impact of globalisation and new technologies, it has never been easier for a company to consider expanding beyond its own borders.

But there’s more to selling a product in Tokyo, Paris or New York than simply translating a website and converting prices into local currency. That’s where international marketing comes in.

In this article, we’re going to find out what international marketing really is, how it differs from local marketing and why it’s an essential growth lever for companies looking to conquer new markets.

International marketing in a nutshell

Let’s go back to basics: what is international marketing?

This type of marketing refers to all the strategies that a company implements to market its products or services in several countries. It involves adapting its offer, its messages and its distribution channels to the constraints of each market.

Why is this adaptation necessary, as opposed to the application of a lambda strategy?

I’m certainly not going to tell you today, but each country has its own culture and consumer habits, its own regulations and its own adaptation of communication. What works in one country may be an abject failure in another!

My question is: Do you behave in the same way when you visit another country as when you are in your native country? Don’t you conform to local customs and learn from the locals?

Let’s take McDonald’s as a concrete example. McDonald’s adapts its menu to local preferences (tastes) and beliefs. In India, where a large proportion of the population does not eat beef, the fast-food chain offers the McAloo Tikki, a vegetarian burger with a spicy potato pancake. In France, on the other hand, McDonald’s has launched the McBaguette. Here, consumers prefer a more gourmet offering. International marketing and local marketing: what’s the difference?

A little anecdote for those of you who speak several languages: Researchers have discovered that a person’s behaviour and personality change, however little, depending on the languages they use.

Let me explain.

A native French speaker who speaks 2 other languages, for example English and Spanish, will behave slightly differently from his or her usual behaviour when speaking English and Spanish.

Did you know that?

To go further 👉 The role of digital marketing in international expansion

International marketing vs local marketing: what’s the difference?

Before going any further, let’s take a brief aside to understand the difference between international and local marketing.

Local marketing: a proximity strategy.

Local marketing, as the name suggests, focuses on a single national and regional market.

The company adapts its actions to local consumers, taking into account their preferences and specific needs. This is an effective strategy for an SME that wants to establish a solid foothold in a country or town without any ambition to expand abroad.

Example: A bakery in Brittany that emphasises its local specialities and works only with local suppliers uses local marketing.

International marketing: a broader vision

International marketing, on the other hand, involves more global thinking and more complex adjustments. As well as understanding the expectations of foreign consumers, you need to master cultural codes, local regulations and international competition.

For example, Tesla, which sells its electric cars all over the world, adapts its marketing to the priorities of each country. In Norway, where the electrification of transport is a government priority, Tesla focuses its communications on tax incentives and recharging infrastructure. In China, where the car market is ultra-competitive, the company is focusing more on technological innovation and the exclusivity of its models.

Challenges in international marketing

Launching a brand internationally is not something you can do in a snap of the fingers. Are you aware of the challenges that lie ahead? Here are just a few of the challenges you’re likely to face:

  • Cultural differences
    • An advertising message perceived as humorous in one country may be deemed offensive elsewhere.
      The classic example: Pepsi had to revise its campaign in China after discovering that its slogan ‘Come alive with Pepsi’ was translated as ‘Pepsi brings your ancestors back to life’… Oops! Missed!
  • Local regulations
    • Each country has its own laws on advertising, labelling and consumer protection. A product that is perfectly compliant in Europe may be banned in the United States.
  • Consumer habits
    • In some countries, online payments dominate (as in China with Alipay and WeChat Pay), while others remain attached to cash payments.
  • Local competition
    • Entering a foreign market means coming up against local players who are already well established. A striking example is Walmart’s failure in Germany: the hard-discount culture was already dominated by Lidl and Aldi, making the American chain uncompetitive.

Subject that might interest you 👉 4 common mistakes in international marketing that can easily be avoided

Why opt for an international marketing strategy?

Despite these challenges, international marketing offers considerable opportunities. And if you’re a company looking to export, ignoring international marketing to apply concepts you already know would be like navigating the high seas without a compass.

Good luck 😉

In particular, international marketing allows you to:

  • Access new markets: Increase your customer base and diversify your sources of income. Increase your sales by reaching a wider audience and new consumers.
  • Reduce risks: It can be useful not to be dependent on a single market in the event of a local economic crisis. We always say that we shouldn’t put all our eggs in one basket, for fear that if it falls, some eggs will still be saved.
  • Enhancing the brand: An international presence strengthens a company’s credibility. You’ll gain visibility and notoriety on a global scale.

Take Netflix, for example, which has conquered the world by adapting its catalogue to the cultural preferences of each country (with local productions such as ‘Lupin’ in France and ‘La Casa de Papel’ in Spain).

But, as we saw above, this adventure is not without risks. Cultural differences, local regulations, consumer preferences… All these factors need to be taken into account, and should not be dismissed out of hand.

A successful international transformation

International marketing is more than just selling abroad: it’s a genuine strategic transformation that requires preparation, an understanding of cultures and constant adaptation.

At The International Path, we support companies in this adventure by providing them with a structured and effective approach to international success.

How do we do this?

With the Bridge to Global Success method, a four-step process for effectively conquering European markets:

  • Discovery audit: The discovery audit is a 30-minute meeting during which I will provide you with an overview of your environment, your needs, the target market and the risk analysis that this entails. This stage is essential if we are to offer you support and a plan tailored to your business, market, team and schedule.
  • Preparing the team: Preparation consists of intercultural training on the country in which you have difficulties or wish to position yourself. It consists of 4 days of face-to-face training for your team using modules and exercises. The aim here is for you to be autonomous internally when faced with the development of the target country.
  • Installation: This stage involves strengthening and monitoring the teams over a period of 3 months, in order to apply and implement the processes discussed in the previous stage.
  • Organization: A finishing stage to give you all the keys to successfully organising international events (trade fairs, webinars).

Have more details on services 👉 Bridge to global success

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