How can businesses set up their international marketing for successful communication?
Has the world really become a global village? The internet and television media seem to leave us with this impression through their coverage of major political or economic events. Yet in the international marketing of industrial goods it really is all about the communication of specific content; this is where strategic planning is important. This should then be followed by meticulous implementation on a solely national level.
If you are beginning to think about the differences in the target group's national mentality in the individual countries, you aren't wrong. Of course in the initial stages it is much more important to be able to answer a few central questions, such as: “What is our intention in international communication, and what exactly to we wish to achieve?” Asking these questions quickly leads to “Where do we want to achieve this, which countries come first in our strategic planning, and which can we hold off with for now?”
For international marketing communication and public relations there is no universal formula. Every business needs an integrated and individual marketing and communications concept in order to successfully market to their target groups on an international level – and that is independent of the size of the company, the budget, or the aims. This is the only way the marketing department can effectively strengthen their brand, and thereby give their business that necessary head start on the competition in international markets too.