What’s International Advertising and marketing? See 13 Companies with Good Methods

International advertising is not reserved for manufacturers with deep pockets, neither is it a problem for advertising managers who deal with all advertising efforts.

At the moment, any enterprise could make its mark globally with a inventive method and a stable grasp of worldwide markets.

So, let me stroll you thru what a very good world advertising technique ought to appear to be and share a few of the finest examples worldwide.

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With that mentioned, localization is crucial for each world advertising plan. Some manufacturers go for a world standardization technique, which means it’s the identical for everybody.

“We localize content material into 4 completely different languages, however we by no means simply translate it. We guarantee every bit, from weblog posts to social media, is exactly tailor-made to every market,” says Mia Jozipović, Content material Supervisor at FamilyCare Group.

“For instance, we created 4 articles about pet-sitting costs in Croatia, the Czech Republic, Slovakia, and Hungary. Every article had its personal distinctive infographic that includes a map of the particular nation, highlighting native costs. These articles are amongst our best-ranked for a cause.

“Right here’s how maps look in two comparable however utterly completely different (localized) articles:

“One other factor we all the time attempt to do is discover a related influencer or knowledgeable from every market once we localize an article,” she added.

“Mainly, we staff up with 4 completely different specialists from 4 completely different international locations for a similar matter. This not solely boosts the article’s credibility but additionally makes content material distribution extra profitable. And naturally, the content material feels extra relatable to native readers.”

Questioning how poor localization seems to be? Uber Japan is an ideal (or higher but, imperfect) instance.

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The app’s person expertise is filled with missteps, like mixing English and Japanese within the account setup, requiring names within the Western “First-Final” format moderately than the Japanese “Final-First,” and utilizing a U.S.-style deal with entry that ignores Japan’s auto-fill by postal code.

These oversights reveal the pitfalls of straightforward translation with out true cultural adaptation.

Professional tip: I don’t advocate utilizing on-line translators or a ChatGPT for this goal. Rent native content material creators or companies that perceive the nuances of the market to proofread all of the texts. Not solely do they guarantee your content material is linguistically correct but additionally culturally resonant and interesting.

2. Glocalization

No, this isn’t a typo. The time period “glocalization” merges “world” and “native”. It blends world advertising methods with native aptitude, and it’s a wise method for companies to attach with completely different buyer bases.

This method is especially efficient in industries like retail, the place shopper preferences can range considerably throughout areas.

IKEA gives an excellent instance of this.

They actually get how dwelling areas range around the globe. For example, in Japan, they provide smaller furnishings items that match these compact flats completely.

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Moreover, in India, IKEA tapped into native optimism by emphasizing that enhancing residence life does not require wealth. Their advertising highlighted household values and easy pleasures (issues Indians really admire) — positioning the model as accessible to all.

Additionally they engaged the neighborhood by means of workshops and small occasions and thus fostered a way of belonging and connection.

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In South Korea, IKEA targeted its advertising on the brand new president’s message about happiness.

They inspired folks to make snug properties with out spending loads, which resonated with busy Koreans wanting stability of their lives. To earn belief, IKEA promised to speculate locally long-term and labored intently with native leaders to deal with issues about international competitors.

Ulf Smedberg, former IKEA Nation Advertising and marketing Supervisor, revealed what the corporate did first:

“Our first and arguably our most necessary step was to grasp the tradition of the nation and the aspirations of its folks. We researched what life at house is like for native customers and tried to get a really feel for his or her wants, expectations, hopes, and desires. Solely then may we begin to place the IKEA model and create a suggestion that is sensible in that context.”

Professional tip: I like to recommend growing a two-tiered advertising technique the place world campaigns set the overarching theme, however native groups have the flexibleness to regulate techniques, messaging, and execution to suit regional preferences and developments.

3. Transnational Technique

A transnational technique means mixing world effectivity with native aptitude. It’s about tweaking sure elements of a product or advertising technique to suit native markets whereas nonetheless having fun with the perks of centralized operations.

Firms discover a candy spot between being globally constant and regionally related by standardizing some issues, just like the core options of a product, whereas customizing others – e.g., packaging and promoting.

Take Pepsi, as an illustration. They usually change up their bottle designs to showcase native sports activities stars or groups throughout huge occasions just like the Olympics and the UEFA European Championship.

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So, whereas the drink inside stays the identical irrespective of the place you’re, the surface displays what’s fashionable and significant in every nation.

Professional tip: Create suggestions loops that enable native customers to voice their preferences. Use surveys or social media polls to collect insights, making certain that advertising methods stay aligned with shopper wishes.

4. Product Adaptation Technique

The product adaptation technique tailors merchandise to suit native wants or preferences with out dropping their core id.

You’ll see this throughout industries, the place firms tweak options to align with cultural expectations or meet native laws.

The automotive trade is among the finest examples.

Automotive producers tailor every part from steering wheels to security specs based mostly on the nation. In Australia and the U.Okay., automobiles are produced with right-hand steering wheels, whereas within the U.S. and far of Europe, they’re on the left.

Additionally they regulate flip sign colours — crimson within the U.S. versus amber in Europe — to adjust to regional laws.

Tech firms additionally follow adaptation.

For instance, PlayStation has completely different energy plugs for the U.S. and Europe.

Moreover, whereas the Chinese language and American variations of the Apple iPhone are comparable in working programs and options, there are some variations. For example, FaceTime audio calls are disabled by default on iPhones bought in China, whereas they’re enabled on American fashions.

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Professional tip: Design merchandise with modular options that may be simply custom-made to suit native preferences. For software program, guarantee it has modular choices that enable for simple updates or adjustments with out redesigning all the system.

5. International Standardization Technique

A worldwide standardization technique refers back to the potential to make use of standardized advertising messaging and campaigns throughout markets, international locations, and cultures.

The world’s greatest manufacturers, resembling Adidas and Coca-Cola, use a world standardization technique to create a constant model expertise throughout areas and languages.

The expertise and imagery are just about the identical no matter the place you go to these manufacturers.

In distinction to localization, the place there is a extra differentiated advertising method to every market, world standardization offers important value advantages. This method requires much less messaging and fewer campaigns.

Nevertheless, the hot button is to know when a world standardization technique might be efficient. You may must analysis whether or not clients use or take into consideration your merchandise otherwise relying on their market.

A worldwide standardization method is sensible if there is not any distinction between the utilization and understanding from nation to nation.

Selecting localization or world standardization is one side of making an excellent world advertising technique.

To offer you an concept of what an excellent world advertising technique seems to be like, I’ve compiled an inventory of manufacturers that completely “get it.”

From adapting their social methods to translate throughout a number of languages to adjusting their menus to attraction to the cravings of a various group of individuals, these manufacturers are taking constructive steps towards making a stable presence throughout the globe.

So, in case you’re searching for inspiration to craft a profitable worldwide advertising technique and broaden your small business‘s attain, try these examples from the world’s most profitable firms.

1. Crimson Bull

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Austrian firm Crimson Bull does an excellent job with world advertising that many Individuals assume it is a native model. How?

Certainly one of its most profitable techniques is to host excessive sports activities occasions everywhere in the world. From the Crimson Bull Indianapolis Grand Prix to the Crimson Bull Air Race in the UK to the Crimson Bull Soapbox Race in Jordan, the model’s highly effective occasion advertising technique takes them right here, there, and in all places.

Apart from occasions, Crimson Bull’s packaging additionally performs a component in its world attraction.

This rating offers a glimpse into the highest power drink manufacturers within the U.S. for 2023, based mostly on gross sales. It seems Crimson Bull was the front-runner, raking in round 7.34 billion {dollars}.

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Imitate Crimson Bull’s Technique

For smaller manufacturers, reaching Crimson Bull‘s stage of worldwide consciousness may appear out of attain, however I feel you possibly can undertake the model’s technique by providing one notable product. Then, maintain the packaging the identical irrespective of the place you distribute it.

You too can host digital occasions throughout completely different time zones and areas.

2. Airbnb

Airbnb, a neighborhood market for folks to checklist and ebook lodging worldwide was based in 2008 out of San Francisco, California.

Since then, Airbnb has grown to 7+ million listings in 34,000+ cities worldwide. A big contributor to the corporate’s explosive world success? Its video marketing campaign titled “Made Potential by Hosts.”

Airbnb launched the marketing campaign to deliver its worldwide neighborhood of hosts and visitors nearer within the wake of COVID-19. The corporate refeAirbnb Industrial – Eternally Younger, Made attainable by Hostsrred to the marketing campaign as a solution to spotlight “the magical experiences hosts deliver to visitors.”

To create the marketing campaign, Airbnb took actual movies and pictures of visitors and put them in a video to create the “sense of nostalgia” we really feel once we journey.

Over 3 million folks have engaged, created content material, or talked in regards to the marketing campaign. Simply one in every of its movies has over 3.5 million views.

Imitate Airbnb’s Technique

Airbnb is inherently a world model. Even in case you determine as a extra native model, there are methods to globalize your efforts.

First, deliver the main target to completely different clients in several areas while you create a testimonial or case examine. You too can ask your worldwide clients to contribute a photograph or video of your product in use and have that in your social media content material.

3. Dunkin’

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Nationwide Donut Day occurs yearly in June. Whereas we get our palms soiled with a Boston creme (or two) right here within the States, Dunkin’ China serves up a recent batch of dry pork and seaweed donuts.

With over 3,200 shops in 36 international locations outdoors of the U.S., Dunkin’ has developed its menu to fulfill the candy tooth of its world clients.

From Korea‘s Grapefruit Coolatta to Lebanon’s Mango Chocolate Donut to Russia‘s Dunclairs, it’s clear that Dunkin’ is not afraid to have fun cultural variations to strengthen its worldwide presence.

Imitate Dunkin’s Technique

If you happen to run a restaurant enterprise, Dunkin’s technique ought to draw loads of inspiration.

To globalize your restaurant model, attempt to serve regional or cultural menu objects throughout particular holidays for these cultures and areas.

You don‘t essentially should broaden to worldwide areas first. Nevertheless, if it’s financially viable, opening new places or launching regional web sites will help you turn out to be a world model.

4. Domino’s

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Much like Dunkin Donuts, Domino’s has prioritized menu innovation to extend worldwide curiosity and consciousness.

By trying to achieve a greater understanding of the preferences of the markets it‘s making an attempt to interrupt into, Domino’s can ship pies various sufficient to achieve worldwide consideration.

Imitate Domino’s Technique

Domino‘s technique is one other you’ll wish to use as inspiration in case you run a restaurant enterprise. Attempt to invite cooks from completely different cultures and areas, then have them prepare dinner your menu objects of their regional model and with regional elements.

Spotlight the cooks in your social media profiles. By doing so, you‘ll present your followers in these areas that they’re additionally top-of-mind, increasing your world attain.

5. Rezdy

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Some firms is probably not making an attempt to draw world markets immediately, but when their purchasers are, they higher know the way. Rezdy is an Australian-based reservation software program designed to make on-line reserving smoother for vacationers and brokers.

Although Rezdy‘s purchasers are Australian-based, the corporate must cater to its purchasers’ worldwide guests. Its homepage says it really works for operators and brokers in over 100 international locations.

The service is used globally, with a whole bunch of personalization choices for the device‘s time zone, language, and forex. Rezdy’s web site and advertising collateral are in English, in order that they cater to English-speaking tour operators, significantly in Australia, the U.Okay., and North America.

They know their clients‘ audience is in different international locations overseas, in order that they emphasize the device’s internationalization capabilities.

Imitate Rezdy’s Technique

Rezdy successfully globalizes its providers by contemplating that its clients’ audience might be in different international locations. Even when your organization is advertising to different regional firms, contemplate their world clients as in the event that they have been your individual.

In case your product, device, or software program can be utilized overseas in varied purposes, add that to your advertising collateral — even in case you function regionally.

6. World Wildlife Fund

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Earth Hour 2024 rallied world communities to boost consciousness for environmental safety, with folks throughout 180 international locations dedicating 1,466,285 hours to actions like cleanups, tree planting, and academic occasions.

Iconic landmarks just like the Acropolis and Sydney Opera Home dimmed their lights, whereas #EarthHour trended in 25 international locations.

In Jap Europe, international locations like Bulgaria, Romania, and Hungary noticed lively involvement: Bulgaria held charity screenings, turned off municipal lights, and gathered 3959 hours of neighborhood effort; Romania organized occasions in 107 cities, with 202 colleges taking part; and Hungary led eco-hikes close to Budapest.

Ukraine’s WWF staff collaborated with authorities efforts to advertise environmental training. Via these collective efforts, Earth Hour left a world digital footprint and impressed hundreds of thousands to reconnect with nature.

Imitate WWF’s Technique

WWF has a whole bunch of places of work that make it simpler for the non-profit to go world, however due to the web, it is simpler than ever to attach with worldwide audiences, particularly for a sure initiative launch, like Earth Hour.

When you’ve got a cool concept, don‘t be afraid to strive it out on one worldwide market — simply guarantee it’s the suitable viewers. (Additionally, do not be afraid of the darkish).

7. Hawksford

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With places of work in Dublin, London, Vancouver, Atlanta, and Wellington, Hawksford has turn out to be a world authority on company and belief buildings. Nevertheless, it takes greater than places of work everywhere in the map to achieve a world viewers.

That‘s why Hawksford retains content material flowing on its weblog that engages its varied markets. They submit loads of content material that includes worldwide affairs regarding the corporate’s follow.

It additionally ranges out exterior articles with Hawksford content material, that includes information from locations like Germany, Eire (the place it has a Dublin workplace), and the U.Okay. (the place it has a London workplace).

Imitate Hawksford’s Technique

This is a superb instance of specializing in frequent pursuits shared amongst your organization’s varied markets whereas making the content material relatable to clients by area.

Globalizing your advertising may be so simple as creating content material that caters to completely different goal audiences in several areas.

8. Nike

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Nike has strengthened its world presence by fastidiously deciding on worldwide sponsorships, resembling its earlier long-standing relationship with Manchester United.

Though sponsorship spending may be fairly unpredictable — demand prices are likely to surge on account of triggers like championships and tournaments — these partnerships have helped the model seize the eye of a world viewers.

Nike’s “Nike by You” co-creation platform serves as one other technique to attraction to worldwide markets. By placing the facility of design into the palms of the buyer, Nike can ship custom-made merchandise that align with completely different cultural preferences and types.

Imitate Nike’s Technique

Accomplice with different manufacturers, influencers, and ambassadors in your worldwide goal markets. Select them fastidiously. For example, Manchester United is a outstanding cultural drive within the U.Okay., which helped Nike develop in that nation.

If you happen to promote a shopper product, why not give the choice to your viewers to customise — and resell — the merchandise as effectively? You‘ll find yourself capturing a a lot bigger viewers, and customers from completely different areas will seize their area’s preferences and tastes significantly better.

9. McDonald’s

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Everyone knows McDonald‘s is a profitable world model. Whereas maintaining its overarching branding constant, McDonald’s practices “glocal” advertising efforts.

McDonald‘s brings an area taste to completely different international locations with region-specific menu objects. For example, McDonald’s gives McArabia, a flatbread sandwich, in its eating places within the Center East.

McDonald’s has additionally launched macaroons to its French menu.

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And added McSpaghetti to its menu within the Philippines.

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It doesn’t matter what, there’s one thing to be taught from the large.

Imitate McDonald’s Technique

Like the opposite restaurant examples on this checklist, opening eating places in different areas could be the first and most pure reply.

If that is not possible, particularly in case you run a regional model, have fun the flavors of the world by internet hosting an “Worldwide Day” and posting about it in your web site.

This method will get you on the radar of those that get pleasure from these meals each day and enable you to unfold the phrase in different markets.

10. Harmless Drinks

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Harmless Drinks is the main smoothie firm within the U.Okay., however that‘s not the one place you’ll discover its merchandise. Harmless merchandise at the moment are accessible in 18 international locations throughout Europe.

And regardless of its widespread attain, the corporate’s welcoming branding stays constant throughout the board.

For example, the web site could be very bubbly, with contact info that prompts the viewer to “name on the banana cellphone” or “pop by Fruit Towers,” the identify of its company workplace.

Whereas world enlargement and speedy development can typically distract an organization from constant branding, Harmless Drinks has remained true to itself.

By making certain that the model’s voice is interpreted the identical method worldwide, Harmless can create a extra recognizable model.

Imitate Harmless Drink’s Technique

Keep true to your model voice whilst you broaden to different markets. Harmless Drinks is straight away likable due to its tone on its web site and social media. Friendliness makes you’re feeling extra approachable—and thus extra accessible to a world viewers.

Plus, in case your model is constant throughout the board, audiences throughout areas gained‘t really feel like they’re getting cheated out of every part your model can supply.

11. Visitors Ticket Clinic

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The phrase “glocal” may be outlined as “Assume Globally, Act Regionally.” However what occurs while you swap the 2 round?

Visitors Ticket Clinic is a visitors ticket regulation agency that defends drivers within the state of Florida. Not very world, proper? Properly, the Visitors Ticket Clinic understands America is a melting pot, and that Florida is bursting on the seams with completely different cultures and languages.

Although a home service, the agency’s web site is obtainable in English and Spanish. With these choices, Visitors Ticket Clinic can cater to 4M+ households in Florida talking Spanish. Don‘t miss out on increasing your shopper base — typically, you don’t should look far to draw enterprise.

Imitate Visitors Ticket Clinic’s Technique

One of many best methods to start world advertising is by providing your web site in several languages. If you happen to personal a WordPress web site, you need to use a translation plugin.

However bear in mind: Have a look at your goal market first to find out the perfect languages it’s best to supply in your web site. For example, don‘t supply Swahili in case you don’t serve East Africa.

12. Coca-Cola

Coca-Cola is a superb instance of a model that is well-known for its worldwide advertising efforts. Although a big company, Coca-Cola focuses on neighborhood packages and invests in small-scale charity efforts.

For instance, in Egypt, Coca-Cola has constructed 650 clear water installations within the rural village of Beni Suef and sponsors Ramadan meals for kids throughout the Center East.

In India, the model sponsors the Help My College initiative to enhance services at native colleges. The model sticks with promoting an emotion that may’t get misplaced in translation: happiness.

Imitate Coca-Cola’s Technique

Attempt to promote your values in your advertising efforts by investing in communities worldwide. You can begin small, resembling with a yearly sponsorship or recurring donation, after which work your method as much as launching a charity effort on the bottom.

Attempt to attraction to a common human feeling as effectively. If you happen to’re a marketer at a hospital, you would possibly attraction to grief and hope in a 1-minute video a few hospital go to.

These are emotions that transcend international locations and languages, mechanically serving to you attain a world viewers.

13. Spotify

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We have all heard of Spotify (no pun meant), however how did it all of a sudden, and so rapidly, broaden from Sweden into different international locations?

In 2023, Spotify boosted its annual income by 12%, reaching €13.24 billion. Over the previous 5 years, the corporate has efficiently tripled its income.

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So, what’s the key?

Spotify’s enterprise mannequin is concentrated on serving to you discover one thing new.

It‘s one factor to pick a style of music to hearken to — it’s one other factor to decide on a “temper” to hearken to. On Spotify’s “Browse” web page, you possibly can hearken to “nation” and “hip-hop” but additionally to the music that caters to your “exercise” or “sleep” preferences.

By altering how they describe their content material, Spotify satisfies habits and life that folks share worldwide. That permits worldwide artists to entry listeners from different international locations just because their merchandise are categorized otherwise.

Spotify now has places of work in additional than fifteen international locations around the globe.

Imitate Spotify’s Technique

Spotify‘s instance is a winner as a result of its world advertising technique is solely product-based. It gives music, podcasts, and media in so many languages. The audiences in these international locations couldn’t assist however begin utilizing the product.

In case your product lends itself to that, strive that includes objects or merchandise that attraction to folks from completely different areas and international locations.

With 2024 ending, the one factor that has remained fixed within the world advertising sphere is change. Listed below are some world advertising developments to observe in 2025.

• Personalization is a key focus for main advertising groups.
• Social media apps may drive greater ROI than ever as they evolve into frictionless ecommerce platforms.
• Fb (actually, Fb) nonetheless proves to be a strong platform for entrepreneurs.
• Quick-form video gives the very best content material ROI and can earn extra funding than all different codecs.
• AI is driving advertising trade development, however it nonetheless faces adoption limitations like job safety issues, model popularity, and a lack of awareness about methods to use it.
• Bettering all the shopper expertise is a superb solution to beat the competitors and encourage customers to have interaction with your small business.