International media planning and buying can be a complex business, with variations in media profiles, rate card formats and lead times, not to mention significant cost differentials and regulatory implications. So while digital media is a great way to reach the 7.6 billion people the world has to offer, there are a number of considerations to factor in.
1. Cross-cultural competency
Having your site translated into other languages is a huge advantage when marketing to an international audience, but having a deep understanding of your own and others’ cultures is more important.
Think about how your country’s cultural norms differ among age groups, genders, geographies an
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
