International Marketing: Definition and Essential Steps

The business world is becoming increasingly globalised. New businesses are expanding beyond borders and beyond simple exports. We're talking here about the pure and simple implementation of a business that has been so successful in its own territory that it has decided to expand to others, even to other continents.

One of the biggest dreams of Brazilian entrepreneurs is to expand abroad. The United States is the first choice, but the second is often to Europe, to Portugal, the United Kingdom and Germany.

You might think that developing your business abroad is very simple: all you have to do is copy and paste. But that's not the case. The richness of human diversity makes each country unique in terms of language, customs and, above all, culture.

That's why, before anything else, entrepreneurs wishing to expand into any country will want to know more about, or at least discover, international marketing, which has become essential for companies wishing to expand their operations beyond national borders.

In this article, we'll explore what international marketing is, its main differences from local marketing and the great importance of adapting strategies for different cultural and economic trades.

Join us on this journey through the world of international marketing and be prepared to conquer the world market!

What is International Marketing?

International marketing transcends local marketing. area that identifies the needs and desires of customers in order to promote and sell solutions. The international character translates into the simple fact that this complex set of studies, strategies and actions are designed to commercialising a brand in multiple regions on the global stage.

This global approach does not simply consist of copying and pasting the marketing approaches used in the home market to new countries.

In short, effective international marketing strategically adapts local marketing to meet the specificities, desires and limitations of global audiences, ensuring integration and success in international markets.

Difference between Local and International Marketing

The distinction between local and international marketing is remarkably clear. Let's elaborate using a practical example:

Suppose you have a company in France specialising in cloud services for French professionals. Operating within the French market, you use classic marketing strategies, studying the behaviour of the local public and adapting your services to meet their specific expectations and needs.

However, imagine now that you decide to expand your business into the German market, looking to offer your cloud service to German companies. In this case, simply replicating your French approach would be a significant mistake. It's crucial to realise that each country has its own peculiarities in terms of product research, selection and consumption.

For example, while in Brazil consumers primarily value the dream that the product can offer, in France consumers value concrete, quantifiable evidence of a product's effectiveness, and in other countries the deciding factors may be different. Therefore, when exporting to France, rather than just selling "dreams and fine words", it is important to present data that proves a return on investment, adapting the approach to the cultural norms and expectations of the new market.

Local marketing focuses on similarities and peculiarities of consumers within the same territoryIn this way, we can take into account traditions, customs, thinking styles and general behaviour when evaluating, buying and consuming products. In contrast, the international marketing recognises and prioritises differences between audiences in different territoriesadapting strategies to accommodate their different behaviours.

Although international marketing often derives from local strategies, it requires an in-depth analysis of the needs and behaviours of the new market before any implementation. It is not always necessary to create a new brand, but it is essential to adjust the strategy, product, communication and sales approach to ensure success in a diverse international environment.

The Importance of International Marketing in Business

International marketing is crucial to the success of your business in the following respects:

Market Fit: It helps you determine whether your product will be successful beyond national borders. Through detailed analyses, you can adapt your offer to meet the expectations and needs of international markets, ensuring a greater likelihood of acceptance.
Risk Mitigation: When entering an unknown market, risks are inevitable. However, international marketing allows these risks to be identified and analysed during the market research phase. This makes it possible to implement strategies to minimise them before going ahead with significant investments.
Identifying Opportunities: This approach not only protects against risks, but also highlights international markets full of untapped potential. By understanding the dynamics of different regions, you can identify where your offers have the greatest potential for success.
Building a Global Reputation: International marketing not only increases your brand's visibility worldwide, but also strengthens your reputation with international consumers, business partners and global talent. This opens doors to new strategic partnerships and recruitment opportunities that can be transformative for the business.

Through these aspects, it is clear that international marketing is not just an expansion of territory, but a robust strategic growth mechanism.

Expansion beyond borders: opportunities and challenges

Launching into the international market is not an easy task. It requires thought, substantial resources and represents major risks for the entrepreneur. However, the opportunities can be countless.

This can be worthwhile, especially if your company can no longer find room for growth in the Brazilian market. The world can offer many possibilities, such as

Diversify your sources of income;
Increase your market share;
Innovate your products or services through contact with new cultures;
Expand your reach by including new consumers.

If the list of opportunities for international expansion appeals to you, you can't ignore the challenges that accompany the road to international success. Moving into new international markets is not for everyone.

Firstly, it's essential to be completely sure that your business model works and that your company has a stable cash flow. In other words, if your company has been established for at least five years and hasn't faced any major financial problems, such as threats of bankruptcy or other critical situations, you can start considering implementing it in other markets.

Secondly, you need to prepare yourself financially or obtain investment funds, because you'll need them:

Research the chosen market(s);
Adapt your brand to suit the international target audience;
Developing and implementing a marketing strategy;
Cover administrative, legal and technical costs;
Manage possible risks;
Other possible expenses.

Essential International Marketing Strategies

Although every international expansion strategy is different depending on your sector, the country of penetration, the target audience and your budget, there are actions to be taken before anything else.

Cultural and Linguistic Adaptation

Firstly, it's essential that your company has a marketing professional who has in-depth knowledge of the target country. Whether it's a member of staff or an external consultant, it's vital that this professional is a native or has lived and worked in the country in question for more than two years. This knowledge of the terrain will significantly speed up the development of an effective marketing plan, as the professional will already have the necessary expertise to adapt both the strategy and the company's products or services to local particularities.

Cultural adaptation is a dynamic process and complex that occurs when an entity - in this case, the company - adjusts and integrates into the new culture. This process involves the adoption of local traditions, customs, values, beliefs and behaviours. In addition, it is crucial to have an in-depth knowledge of the social norms, unwritten rules, taboos and lifestyles of the target market.

The need for this type of adaptation stands out when the aim is for the brand to be understood and respected, thus avoiding any disrespectful or inappropriate interpretation in the local culture. It is important that the product name resonates positively, possibly through a play on words that attracts and engages the local consumer, encouraging purchase and consumption.

Therefore, mastering the local language and an in-depth understanding of the culture are fundamental requirements when embarking on an international expansion plan.

Foreign Market Research

Another very important item is market research. In local marketing, market research will study the sector, the competition, the existence and quantity of demand and the ideal customer. International marketing will research the same topics, focussing on the differences between home and abroad:

The sectorits size in volume and currency; its current state in terms of political, socio-economic, legal, technological and environmental opportunities and challenges.
Main competitors and its parts in the sector, its image, its notoriety, its marketing strategy, the keywords used.
The customer their behaviour before, during and after purchasing the product. The keywords they use, where they look for information, how they select it and what convinces them to make a purchase. What kind of content they consume, where and when. In short, everything that can be used to get in touch with them, convince them and make them loyal. This part will also be useful for content marketing

Multinational Marketing Planning

The information that emerges is used to formulate a tailor-made international marketing plan, which takes into account the specific variables of each trade, such as:

Target audience: Different languages, customs and lifestyles require personalised approaches. The brand may need to reconsider not just its name and visual identity, but its essence to ensure it fits the new context.
Product or service: Interest in the product can vary significantly across national borders. Adapting the product or service to the tastes and needs of the chosen audience is fundamental.
Territorial context: The reality of each country or region directly influences the strategy to be adopted, requiring an in-depth understanding of the local trading environment.
Price: Willingness to pay can differ substantially, requiring a flexible and adaptive pricing policy.
Communication channels: The preferred means of communication can vary greatly between different countries. For example, while WhatsApp is widely used in Brazil, other countries may prefer different communication platforms, such as the classic SMS.

Conclusion: The Benefits of Investing in Market Marketing Research

In conclusion, it is extremely important to be ready for the external scenario. This will be a long process with many risks along the way, so it needs to be detailed and anticipated. The company must have a stable base, a financial fund to cover the costs of expansion, and marketing actions based on researched and realistic facts.

That's why market research is the most essential stage of any international marketing strategy. Because it increases the chances of success, reduces risks and costs.

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