International Business

Should Successful Internet Marketers Get Into International Marketing?

by on 3 July, 2008

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International Case Studies

iconcatib Should Successful Internet Marketers Get Into International Marketing?Businesses approach international web marketing differently. Based on my personal experience it depends on where your primary business is:

  • Brick and mortar businesses with a website are very interested in international web marketing, almost right from the beginning. International exposure is one of the big calling cards for getting a business online. These businesses already have a marketing role within their company. They often realize they need international marketing.
  • The successful internet marketers I know do not do any specific international web marketing. They already have international sales. Yet they do not try to develop these international sales further, through international web marketing. Some do limited off-line marketing, through presentations and courses in different countries.

Companies with a primary business off-line try to improve all sources of revenue. They also have traditional marketing strategies in place. A website with an international web marketing strategy is a logical step. These businesses evaluate an international web marketing strategy as a business investment. They define guidelines and strategies suitable for their company.

An online company usually does not have the same reasoning. Does the buzz about instant global markets make standard business practices obsolescent? Is it simply because the online e-business does not have the same company structure?

Of course, a successful e-business has an international client base. The size of their international client base may even be significant.
The question is:

  • Does this e-business use one marketing strategy for one global market?

In other words, is the target market the entire world? If so, these internet marketers targeting one global market should look at how international business is developed off-line.

Let’s review some traditional international marketing basics.

Companies who succeed in selling the same product to a global market have already learned how to adapt products to different cultural markets.
International business development usually goes through 5 marketing steps in a sequence. Jumping over any one of these steps is difficult. You can only succeed either:

  • if you have a distinct international business advantage,
  • or if you invest massively,
  • …or both.

Jumping all 5 steps is either herculean or doomed for failure.

You need to know the market you are selling to get your offer and your product aligned to that market.

For a new company this means you:

  • Learn to align your products with one market at a time.
  • Sell your product to one specific market.
  • Develop your best sales pitch.
  • Go into another market or country and repeat the process.

There are three advantages to taking a systematic international marketing approach.

  • You will get more sales from this one market.
  • You will learn the full potential your product has in each different market.
  • This process increases your own market knowledge.

Many online businesses made fast money in the beginning. What was their business model? How much did they know about their full potential in each different market?

You compete in business by using your market knowledge.

Today, competition for online sales is increasing. It makes sense to use as international business development model that works to get more sales.

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Tagged as: International Marketing, internet marketers, web marketing

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"Cindy is a real authority on all things international marketing.
She is who I turn to when I have questions and you should too"
-- Chris Garrett, co-author of the "Problogger" book
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