International online advertising should consider cultural customs, import regulations, and consumer needs. With over 2 billion internet users, it has the potential to be a powerful media force. Research is key to success, including establishing relationships with vendors and suppliers, understanding cultural norms, and listening to consumers.
The best tips for international online advertising are to listen to the needs of consumers in specific regions, honor specific cultural customs unique to each country, and look for countries that have import regulations. Of the 6.9 billion people on earth, over two billion have access to the Internet, an unprecedented number of people who can be reached by international online advertising. It may become the most influential media force since the invention of radio. Add in the ability to access and purchase products and services online via smartphones and other mobile electronic devices and the future of international online advertising is quite bright.
When considering the best methods for successful international online advertising, look for a country that has existing import-friendly policies and regulations. More import regulations likely mean it’s more difficult to enter the market in that country. Establishing and maintaining relationships with the right vendors and suppliers is also a key to success in international online advertising. Do some research and meet these people and businesses face-to-face. The amount of face time needed will vary from country to country, so be sure to check with local experts for specific details.
Different countries will have different cultural and social customs and unwritten rules about such things. Get to know the local people in the areas where business will be conducted and learn what is acceptable and what is not. For example, in some countries a handshake is appropriate and in others a kiss on the cheek is more appropriate. Find out who foots the restaurant bill for a business lunch, what words they can mean or imply, and even the meanings of different colors in a specific culture.
Listening to consumers is vital to success. For example, Proctor & Gamble went to great lengths to observe, listen and understand the shaving needs and desires of men in India before introducing or advertising a single shaving product. The road to success with international online advertising is to understand the initial needs, wants and desires of consumers in a particular culture, make the necessary changes or innovations to the products or services offered online, and offer those products or services in a way that meet consumer needs. The most successful international online advertising initiatives will be those that respect the distinct personalities and different preferences of a country or culture, listen to consumers beyond what they are actually saying, and deliver products and services that meet their needs.
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