International advertising and marketing is not reserved for manufacturers with deep pockets, neither is it a trouble for advertising and marketing managers who deal with all advertising and marketing efforts.
At present, any enterprise could make its mark globally with a artistic method and a strong grasp of worldwide markets.
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So, let me stroll you thru what a great world advertising and marketing technique ought to appear to be and share a number of the finest examples worldwide.
Desk of Contents
What’s world advertising and marketing?
International advertising and marketing entails packaging your merchandise to satisfy a common market’s wants and preferences. It includes creating, consolidating, positioning, and selling your services and products, specializing in world shoppers.
International advertising and marketing is not a brand new idea. Established corporations like Coca-Cola have been utilizing this technique to succeed in their worldwide shoppers for many years.
With the invention of social media, web sites, and different internet marketing companies, world advertising and marketing has develop into very simple. Each small and huge companies can use this method to broaden their client base.
This advertising and marketing method requires methods that can assist you grasp the worldwide markets and join with the buyer in probably the most acceptable means.
In my expertise, this begins with correct new advertising and marketing analysis to know who your shoppers are, the international locations they’re from, what type of your services or products attraction extra to them, and the very best method that may work for them.
The advertising and marketing course of can also require localizing your model to mirror the wants and needs of the folks the technique means to succeed in.
With that mentioned, localization is important for each world advertising and marketing plan. Some manufacturers go for a world standardization technique, which means it’s the identical for everybody.
5 International Advertising Methods Defined
1. Localization
Localization means adapting a model, product, or service to really feel prefer it’s made for a particular native market, even when it initially comes from some other place.
Right here’s what advertising and marketing localization often includes:
- Translating content material into the native language.
- Adapting type and format to match native shopping for habits.
- Tweaking visuals, colours, and designs to swimsuit cultural preferences.
- Displaying costs in native forex and the precise measurement items (e.g., metric).
- Formatting dates, addresses, and telephone numbers based mostly on native norms.
- Utilizing in style native communication channels.
- Guaranteeing world campaigns adjust to native legal guidelines.
“We localize content material into 4 totally different languages, however we by no means simply translate it. We guarantee each piece, from weblog posts to social media, is exactly tailor-made to every market,” says Mia Jozipović, Content material Supervisor at FamilyCare Group.
“For instance, we created 4 articles about pet-sitting costs in Croatia, the Czech Republic, Slovakia, and Hungary. Every article had its personal distinctive infographic that includes a map of the precise nation, highlighting native costs. These articles are amongst our best-ranked for a motive.
“Right here’s how maps look in two related however utterly totally different (localized) articles:
“One other factor we all the time attempt to do is discover a related influencer or professional from every market after we localize an article,” she added.
“Mainly, we workforce up with 4 totally different consultants from 4 totally different international locations for a similar matter. This not solely boosts the article’s credibility but in addition makes content material distribution extra profitable. And naturally, the content material feels extra relatable to native readers.”
Questioning how poor localization appears? Uber Japan is an ideal (or higher but, imperfect) instance.
The app’s person expertise is filled with missteps, like mixing English and Japanese within the account setup, requiring names within the Western “First-Final” format quite than the Japanese “Final-First,” and utilizing a U.S.-style deal with entry that ignores Japan’s auto-fill by postal code.
These oversights reveal the pitfalls of straightforward translation with out true cultural adaptation.
Professional tip: I don’t advocate utilizing on-line translators or a ChatGPT for this objective. Rent native content material creators or companies that perceive the nuances of the market to proofread all of the texts. Not solely do they guarantee your content material is linguistically correct but in addition culturally resonant and interesting.
2. Glocalization
No, this isn’t a typo. The time period “glocalization” merges “world” and “native”. It blends world advertising and marketing methods with native aptitude, and it’s a sensible means for companies to attach with totally different buyer bases.
This method is especially efficient in industries like retail, the place client preferences can range considerably throughout areas.
IKEA affords an amazing instance of this.
They actually get how dwelling areas range world wide. As an illustration, in Japan, they provide smaller furnishings items that match these compact residences completely.
Moreover, in India, IKEA tapped into local optimism by emphasizing that enhancing dwelling life does not require wealth. Their advertising and marketing highlighted household values and easy pleasures (issues Indians really admire) — positioning the model as accessible to all.
In addition they engaged the neighborhood by means of workshops and small occasions and thus fostered a way of belonging and connection.
In South Korea, IKEA centered its advertising and marketing on the brand new president’s message about happiness.
They inspired folks to make snug houses with out spending quite a bit, which resonated with busy Koreans wanting stability of their lives. To earn belief, IKEA promised to speculate in the neighborhood long-term and labored intently with native leaders to deal with issues about international competitors.
Ulf Smedberg, former IKEA Nation Advertising Supervisor, revealed what the corporate did first:
“Our first and arguably our most vital step was to know the tradition of the nation and the aspirations of its folks. We researched what life at house is like for native shoppers and tried to get a really feel for his or her wants, expectations, hopes, and desires. Solely then may we begin to place the IKEA model and create a proposal that is sensible in that context.”
Professional tip: I like to recommend creating a two-tiered advertising and marketing technique the place world campaigns set the overarching theme, however native groups have the flexibleness to regulate techniques, messaging, and execution to suit regional preferences and tendencies.
3. Transnational Technique
A transnational technique means mixing world effectivity with native aptitude. It’s about tweaking sure components of a product or advertising and marketing technique to suit native markets whereas nonetheless having fun with the perks of centralized operations.
Firms discover a candy spot between being globally constant and domestically related by standardizing some issues, just like the core options of a product, whereas customizing others – e.g., packaging and promoting.
Take Pepsi, as an illustration. They usually change up their bottle designs to showcase native sports activities stars or groups throughout massive occasions just like the Olympics and the UEFA European Championship.
So, whereas the drink inside stays the identical regardless of the place you’re, the surface displays what’s in style and significant in every nation.
Professional tip: Create suggestions loops that permit native shoppers to voice their preferences. Use surveys or social media polls to assemble insights, making certain that advertising and marketing methods stay aligned with client needs.
4. Product Adaptation Technique
The product adaptation technique tailors merchandise to suit native wants or preferences with out dropping their core identification.
You’ll see this throughout industries, the place corporations tweak options to align with cultural expectations or meet native rules.
The automotive trade is likely one of the finest examples.
Automotive producers tailor every little thing from steering wheels to security specs based mostly on the nation. In Australia and the U.Ok., vehicles are produced with right-hand steering wheels, whereas within the U.S. and far of Europe, they’re on the left.
In addition they regulate flip sign colours — crimson within the U.S. versus amber in Europe — to adjust to regional rules.
Tech corporations additionally observe adaptation.
For instance, PlayStation has totally different energy plugs for the U.S. and Europe.
Moreover, whereas the Chinese language and American variations of the Apple iPhone are related in working methods and options, there are some variations. As an illustration, FaceTime audio calls are disabled by default on iPhones bought in China, whereas they’re enabled on American models.
Professional tip: Design merchandise with modular options that may be simply custom-made to suit native preferences. For software program, guarantee it has modular choices that permit for straightforward updates or adjustments with out redesigning all the system.
5. International Standardization Technique
A world standardization technique refers back to the potential to make use of standardized advertising and marketing messaging and campaigns throughout markets, international locations, and cultures.
The world’s greatest manufacturers, corresponding to Adidas and Coca-Cola, use a world standardization technique to create a constant model expertise throughout areas and languages.
The expertise and imagery are just about the identical no matter the place you go to these manufacturers.
In distinction to localization, the place there is a extra differentiated advertising and marketing method to every market, world standardization offers important price advantages. This method requires much less messaging and fewer campaigns.
Nonetheless, the bottom line is to know when a world standardization technique might be efficient. You will have to analysis whether or not clients use or take into consideration your merchandise in a different way relying on their market.
A world standardization method is sensible if there isn’t any distinction between the utilization and understanding from nation to nation.
Selecting localization or world standardization is one side of making an amazing world advertising and marketing technique.
To provide you an thought of what an amazing world advertising and marketing technique appears like, I’ve compiled an inventory of manufacturers that absolutely “get it.”
From adapting their social methods to translate throughout a number of languages to adjusting their menus to attraction to the cravings of a various group of individuals, these manufacturers are taking optimistic steps towards making a strong presence throughout the globe.
So, in the event you’re on the lookout for inspiration to craft a successful international marketing strategy and develop your corporation‘s attain, take a look at these examples from the world’s most profitable corporations.
International Advertising Examples
- Pink Bull
- Airbnb
- Dunkin
- Domino’s
- Rezdy
- World Wildlife Basis
- Hawksford
- Nike
- McDonald’s
- Harmless Drinks
- Site visitors Ticket Clinic
- Coca-Cola
- Spotify
1. Red Bull
Austrian firm Pink Bull does an amazing job with world advertising and marketing that many People assume it is a native model. How?
One among its most profitable techniques is to host excessive sports activities occasions all around the world. From the Pink Bull Indianapolis Grand Prix to the Pink Bull Air Race in the UK to the Pink Bull Soapbox Race in Jordan, the model’s highly effective event marketing strategy takes them right here, there, and all over the place.
Apart from occasions, Pink Bull’s packaging additionally performs an element in its world attraction.
This rating provides a glimpse into the highest vitality drink manufacturers within the U.S. for 2023, based mostly on gross sales. It seems Pink Bull was the front-runner, raking in round 7.34 billion {dollars}.
Tips on how to Imitate Pink Bull’s Technique
For smaller manufacturers, reaching Pink Bull‘s stage of worldwide consciousness might sound out of attain, however I believe you may undertake the model’s technique by providing one notable product. Then, preserve the packaging the identical regardless of the place you distribute it.
It’s also possible to host virtual events throughout totally different time zones and areas.
2. Airbnb
Airbnb, a neighborhood market for folks to checklist and e-book lodging worldwide was based in 2008 out of San Francisco, California.
Since then, Airbnb has grown to 7+ million listings in 34,000+ cities worldwide. A big contributor to the corporate’s explosive world success? Its video marketing campaign titled “Made Attainable by Hosts.”
Airbnb launched the marketing campaign to convey its worldwide neighborhood of hosts and visitors nearer within the wake of COVID-19. The corporate refeAirbnb Commercial – Forever Young, Made possible by Hostsrred to the marketing campaign as a method to spotlight “the magical experiences hosts convey to visitors.”
To create the marketing campaign, Airbnb took actual movies and images of visitors and put them in a video to create the “sense of nostalgia” we really feel after we journey.
Over 3 million folks have engaged, created content material, or talked concerning the marketing campaign. Simply one among its movies has over 3.5 million views.
Tips on how to Imitate Airbnb’s Technique
Airbnb is inherently a global model. Even in the event you determine as a extra native model, there are methods to globalize your efforts.
First, convey the main focus to totally different clients in several areas once you create a testimonial or case examine. It’s also possible to ask your worldwide clients to contribute a photograph or video of your product in use and have that in your social media content material.
3. Dunkin’
Nationwide Donut Day occurs yearly in June. Whereas we get our palms soiled with a Boston creme (or two) right here within the States, Dunkin’ China serves up a recent batch of dry pork and seaweed donuts.
With over 3,200 stores in 36 countries outdoors of the U.S., Dunkin’ has advanced its menu to fulfill the candy tooth of its world clients.
From Korea‘s Grapefruit Coolatta to Lebanon’s Mango Chocolate Donut to Russia‘s Dunclairs, it’s clear that Dunkin’ is not afraid to have fun cultural variations to strengthen its worldwide presence.
Tips on how to Imitate Dunkin’s Technique
In case you run a restaurant enterprise, Dunkin’s technique ought to draw loads of inspiration.
To globalize your restaurant model, attempt to serve regional or cultural menu objects throughout particular holidays for these cultures and areas.
You don‘t essentially should develop to worldwide areas first. Nonetheless, if it’s financially viable, opening new areas or launching regional web sites can assist you develop into a world model.
4. Domino’s
Much like Dunkin Donuts, Domino’s has prioritized menu innovation to extend worldwide curiosity and consciousness.
By trying to achieve a greater understanding of the preferences of the markets it‘s making an attempt to interrupt into, Domino’s can ship pies various sufficient to achieve worldwide consideration.
Tips on how to Imitate Domino’s Technique
Domino‘s technique is one other you’ll wish to use as inspiration in the event you run a restaurant enterprise. Attempt to invite cooks from totally different cultures and areas, then have them prepare dinner your menu objects of their regional type and with regional components.
Spotlight the cooks in your social media profiles. By doing so, you‘ll present your followers in these areas that they’re additionally top-of-mind, increasing your world attain.
5. Rezdy
Some corporations might not be making an attempt to draw world markets instantly, but when their shoppers are, they higher know the way. Rezdy is an Australian-based reservation software program designed to make on-line reserving smoother for vacationers and brokers.
Although Rezdy‘s shoppers are Australian-based, the corporate must cater to its shoppers’ worldwide guests. Its homepage says it really works for operators and brokers in over 100 international locations.
The service is used globally, with hundreds of personalization options for the software‘s time zone, language, and forex. Rezdy’s web site and advertising and marketing collateral are in English, so that they cater to English-speaking tour operators, notably in Australia, the U.Ok., and North America.
They know their clients‘ audience is in different international locations overseas, so that they emphasize the software’s internationalization capabilities.
Tips on how to Imitate Rezdy’s Technique
Rezdy successfully globalizes its companies by contemplating that its clients’ audience might be in different international locations. Even when your organization is advertising and marketing to different regional corporations, take into account their world clients as in the event that they had been your personal.
In case your product, software, or software program can be utilized overseas in numerous functions, add that to your advertising and marketing collateral — even in the event you function regionally.
6. World Wildlife Fund
Earth Hour 2024 rallied world communities to boost consciousness for environmental safety, with folks throughout 180 international locations dedicating 1,466,285 hours to actions like cleanups, tree planting, and academic occasions.
Iconic landmarks just like the Acropolis and Sydney Opera Home dimmed their lights, whereas #EarthHour trended in 25 international locations.
In Japanese Europe, international locations like Bulgaria, Romania, and Hungary noticed lively involvement: Bulgaria held charity screenings, turned off municipal lights, and gathered 3959 hours of neighborhood effort; Romania organized occasions in 107 cities, with 202 faculties taking part; and Hungary led eco-hikes close to Budapest.
Ukraine’s WWF workforce collaborated with authorities efforts to advertise environmental schooling. Via these collective efforts, Earth Hour left a world digital footprint and impressed tens of millions to reconnect with nature.
Tips on how to Imitate WWF’s Technique
WWF has a whole bunch of places of work that make it simpler for the non-profit to go world, however due to the web, it is simpler than ever to attach with worldwide audiences, particularly for a sure initiative launch, like Earth Hour.
If in case you have a cool thought, don‘t be afraid to attempt it out on one worldwide market — simply guarantee it’s the suitable viewers. (Additionally, do not be afraid of the darkish).
7. Hawksford
With places of work in Dublin, London, Vancouver, Atlanta, and Wellington, Hawksford has develop into a global authority on company and belief buildings. Nonetheless, it takes greater than places of work all around the map to succeed in a global viewers.
That‘s why Hawksford retains content material flowing on its weblog that engages its numerous markets. They put up a whole lot of content material that includes worldwide affairs referring to the corporate’s observe.
It additionally ranges out exterior articles with Hawksford content material, that includes information from locations like Germany, Eire (the place it has a Dublin workplace), and the U.Ok. (the place it has a London workplace).
Tips on how to Imitate Hawksford’s Technique
This is a superb instance of specializing in widespread pursuits shared amongst your organization’s numerous markets whereas making the content material relatable to clients by area.
Globalizing your advertising and marketing will be so simple as creating content material that caters to totally different goal audiences in several areas.
8. Nike
Nike has strengthened its world presence by fastidiously deciding on worldwide sponsorships, corresponding to its earlier long-standing relationship with Manchester United.
Though sponsorship spending will be fairly unpredictable — demand prices are likely to surge attributable to triggers like championships and tournaments — these partnerships have helped the model seize the eye of a world viewers.
Nike’s “Nike by You” co-creation platform serves as one other technique to attraction to worldwide markets. By placing the facility of design into the palms of the buyer, Nike can ship custom-made merchandise that align with totally different cultural preferences and kinds.
Tips on how to Imitate Nike’s Technique
Accomplice with different manufacturers, influencers, and ambassadors in your worldwide goal markets. Select them fastidiously. As an illustration, Manchester United is a outstanding cultural pressure within the U.Ok., which helped Nike develop in that nation.
In case you promote a client product, why not give the choice in your viewers to customise — and resell — the merchandise as effectively? You‘ll find yourself capturing a a lot bigger viewers, and shoppers from totally different areas will seize their area’s preferences and tastes significantly better.
9. McDonald’s
Everyone knows McDonald‘s is a profitable world model. Whereas conserving its overarching branding constant, McDonald’s practices “glocal” advertising and marketing efforts.
McDonald‘s brings an area taste to totally different international locations with region-specific menu objects. As an illustration, McDonald’s affords McArabia, a flatbread sandwich, in its eating places within the Center East.
McDonald’s has additionally launched macaroons to its French menu.
And added McSpaghetti to its menu within the Philippines.
It doesn’t matter what, there’s one thing to study from the enormous.
Tips on how to Imitate McDonald’s Technique
Like the opposite restaurant examples on this checklist, opening eating places in different areas would be the first and most pure reply.
If that is not possible, particularly in the event you run a regional model, have fun the flavors of the world by internet hosting an “Worldwide Day” and posting about it in your web site.
This method will get you on the radar of those that take pleasure in these meals each day and assist you unfold the phrase in different markets.
10. Innocent Drinks
Harmless Drinks is the main smoothie firm within the U.Ok., however that‘s not the one place you’ll discover its merchandise. Harmless merchandise at the moment are out there in 18 international locations throughout Europe.
And regardless of its widespread attain, the corporate’s welcoming branding stays constant throughout the board.
As an illustration, the web site may be very bubbly, with contact info that prompts the viewer to “name on the banana telephone” or “pop by Fruit Towers,” the identify of its company workplace.
Whereas world enlargement and speedy development can generally distract an organization from constant branding, Harmless Drinks has remained true to itself.
By making certain that the model’s voice is interpreted the identical means worldwide, Harmless can create a extra recognizable model.
Tips on how to Imitate Harmless Drink’s Technique
Keep true to your model voice at the same time as you develop to different markets. Harmless Drinks is straight away likable due to its tone on its web site and social media. Friendliness makes you’re feeling extra approachable—and thus extra accessible to a world viewers.
Plus, in case your model is constant throughout the board, audiences throughout areas gained‘t really feel like they’re getting cheated out of every little thing your model can provide.
11. Traffic Ticket Clinic
The phrase “glocal” will be outlined as “Assume Globally, Act Domestically.” However what occurs once you swap the 2 round?
Site visitors Ticket Clinic is a visitors ticket regulation agency that defends drivers within the state of Florida. Not very world, proper? Effectively, the Site visitors Ticket Clinic understands America is a melting pot, and that Florida is bursting on the seams with totally different cultures and languages.
Although a home service, the agency’s web site is on the market in English and Spanish. With these choices, Site visitors Ticket Clinic can cater to 4M+ households in Florida speaking Spanish. Don‘t miss out on increasing your consumer base — generally, you don’t should look far to draw enterprise.
Tips on how to Imitate Site visitors Ticket Clinic’s Technique
One of many best methods to start world advertising and marketing is by providing your web site in several languages. In case you personal a WordPress web site, you need to use a translation plugin.
However bear in mind: Take a look at your goal market first to find out the very best languages you need to provide in your web site. As an illustration, don‘t provide Swahili in the event you don’t serve East Africa.
12. Coca-Cola
Coca-Cola is a superb instance of a model that is well-known for its worldwide advertising and marketing efforts. Although a big company, Coca-Cola focuses on neighborhood applications and invests in small-scale charity efforts.
For instance, in Egypt, Coca-Cola has constructed 650 clear water installations within the rural village of Beni Suef and sponsors Ramadan meals for kids throughout the Center East.
In India, the model sponsors the Assist My College initiative to enhance services at native faculties. The model sticks with promoting an emotion that may’t get misplaced in translation: happiness.
Tips on how to Imitate Coca-Cola’s Technique
Attempt to promote your values in your advertising and marketing efforts by investing in communities worldwide. You can begin small, corresponding to with a yearly sponsorship or recurring donation, after which work your means as much as launching a charity effort on the bottom.
Attempt to attraction to a common human feeling as effectively. In case you’re a marketer at a hospital, you would possibly attraction to grief and hope in a 1-minute video a few hospital go to.
These are emotions that transcend international locations and languages, mechanically serving to you attain a world viewers.
13. Spotify
We have all heard of Spotify (no pun supposed), however how did it all of the sudden, and so shortly, develop from Sweden into different international locations?
In 2023, Spotify boosted its annual income by 12%, reaching €13.24 billion. Over the previous 5 years, the corporate has efficiently tripled its income.
So, what’s the key?
Spotify’s enterprise mannequin is targeted on serving to you discover one thing new.
It‘s one factor to pick a style of music to take heed to — it’s one other factor to decide on a “temper” to take heed to. On Spotify’s “Browse” web page, you may take heed to “nation” and “hip-hop” but in addition to the music that caters to your “exercise” or “sleep” preferences.
By altering how they describe their content material, Spotify satisfies habits and life that individuals share worldwide. That permits worldwide artists to entry listeners from different international locations just because their merchandise are categorized in a different way.
Spotify now has places of work in additional than fifteen international locations world wide.
Tips on how to Imitate Spotify’s Technique
Spotify‘s instance is a winner as a result of its world advertising and marketing technique is completely product-based. It affords music, podcasts, and media in so many languages. The audiences in these international locations couldn’t assist however begin utilizing the product.
In case your product lends itself to that, attempt that includes objects or merchandise that attraction to folks from totally different areas and international locations.
2025 International Advertising Tendencies
With 2024 ending, the one factor that has remained fixed within the world advertising and marketing sphere is change. Listed below are some global marketing trends to watch in 2025.
- Personalization is a key focus for main advertising and marketing groups.
- Social media apps may drive increased ROI than ever as they evolve into frictionless ecommerce platforms.
- Fb (actually, Fb) nonetheless proves to be a robust platform for entrepreneurs.
- Brief-form video affords the very best content material ROI and can earn extra funding than all different codecs.
- AI is driving advertising and marketing trade development, but it surely nonetheless faces adoption boundaries like job safety issues, model repute, and a lack of expertise about tips on how to use it.
- Bettering all the client expertise is a superb method to beat the competitors and encourage customers to have interaction with your corporation.
Begin International Advertising in Small Steps — Then Scale Up
Suppose you’ve gotten world aspirations for your corporation. In that case, you might want to discover out what clients in several communities have in widespread — and tips on how to localize your product for these totally different markets.
Your first step? Take inspiration from one of many companies above. Begin small, then work your means up as your corporation grows.
However severely, don’t rush. This isn’t one thing you may dive into with out a strong plan. Strategy it strategically and get to know every market. Analysis is your finest good friend right here.
Be sure you’re giving folks what they need — ideally much more than that.
Present real respect for his or her tradition, beliefs, and what makes them distinctive. When you’ve achieved your homework and tailor-made your technique, you may confidently launch into totally different markets. Belief me, with the precise preparation, you will have a great probability of success even with a good funds.
Editor’s word: This put up was initially printed in November 2013 and has been up to date for comprehensiveness.
