Multinational Marketing

SUMMARY: If you’re known for marketing to big companies, what happens if you’re suddenly tasked with creating a centralized lead generation system and told to target smaller and medium-sized businesses, too?

SAP developed a global approach that could still be customized to address prospects’ needs on a local level. Includes tips on creating regional demand gen hubs and how they ran a pilot campaign in Europe to work out the kinks. read the complete case study

SUMMARY: Preparation for our Germany Email Summit next week got us thinking about the challenges of conducting international email campaigns. One of the most important issues is how to adapt email content for language and cultural differences in each country.

So we went back to this article from our archive, which collects proven advice on email localization from experienced global marketers. Includes tactics for:
o Hiring translators
o Using appropriate images
o Adjusting tone for cultural differences read the complete article

SUMMARY: "European online ad spending will grow just 10% in 2009, down from 30% annual growth in 2007." "Rich media and video advertising will grow to account for 59% of European online display ad spending in 2013 as marketers of all types embrace richer creative formats to improve the performance of their display ads." view the complete research record

SUMMARY: QXL.com always intended to be ‘the leading Internet auctioneer across Europe,’ says CEO Jim Rose. And they’re doing pretty well so far: they’ve built up the largest pan-European online auction community, currently conducting C2C and B2C auctions in umpteen different countries – that means umpteen different languages and, EMU or not, umpteen different currencies. So – how does a UK-based firm set about conquering Europe? read the complete interview

SUMMARY: Different email laws aren’t the only challenges marketers face when creating multi-national email campaigns. They also must adapt email content for language and cultural differences in each country.

Recent news about Canada’s anti-spam regulation got us thinking about those other campaign localization challenges. So in this piece, we’ve collected proven advice on email localization from experienced global marketers. Includes tactics for:
o Hiring translators
o Using appropriate images
o Adjusting tone for cultural differences read the complete article

By Anne Holland, Content Director

The dollar is so low right now that people outside of America are viewing us as one vast discount store. We’re the Wal-Mart for the rest of the developed world. For example, hordes of European tourists are buying European antiques more cheaply in Manhattan than they can in Europe.

That’s great news for the US tourism industry as well as for US-based companies that offer ecommerce shipping overseas. It’s also great... read the complete blog post