SALES & MARKETING: Localizing your digital media buying to maximize international growth potential

We talk a lot in advertising about building trust; trust as the foundation of a strong brand-to-consumer relationship. But even if a brand has nailed this in one country or region — the UX is smooth, the website has won awards, the ad campaigns run like well oiled machines and deliver consistently strong ROAS — the same company cannot take for granted that this will translate directly to success when entering a new market. In this case, one size does not always fit all, no matter how well it’s been done before. New market = new playbook. Brands have to approach entering and advertising in new markets in a highly localized way. Even though businesses may exists within a global marketplace, media consumption habits and purchasing behaviours can differ greatly from country to country. In order to build a solid foundation of trust with new consumers in a new international market, a brand’s digital marketing and media buying strategy has to "think small to go big”. Media buying is the art + science of using quantifiable data and qualitative research to reach the right person at the right time in the right context with the right content. Missing the mark means not only wasted impressions and decreased ROI, but potential harm to a brand’s hard earned reputation at home. Topics covered • Specificity/defining and finding your audience “think small to go big” • Cultural sensitivity • New market = new playbook • Media Mix considerations • Cross-border data regulations • Path to purchase experience/pain points