What’s International Advertising? See 13 Companies with Sensible 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.

In the present day, any enterprise could make its mark globally with a inventive strategy and a stable grasp of worldwide markets.

So, let me stroll you thru what a very good international advertising technique ought to appear to be and share among the greatest examples worldwide.

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International advertising is not a brand new idea. Established firms like Coca-Cola have been utilizing this technique to succeed in their worldwide customers for many years.

With the invention of social media, web sites, and different internet marketing businesses, international advertising has grow to be very simple. Each small and huge companies can use this strategy to broaden their client base.

This advertising strategy requires methods that can assist you grasp the worldwide markets and join with the patron in probably the most acceptable manner.

In my expertise, this begins with correct new advertising analysis to know who your customers are, the nations they’re from, what type of your services or products enchantment extra to them, and the very best strategy that may work for them.

The advertising course of may additionally require localizing your model to mirror the wants and needs of the individuals the technique means to succeed in.

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

5 International Advertising Methods Defined

1. Localization

Localization means adapting a model, product, or service to really feel prefer it’s made for a selected native market, even when it initially comes from some place else.

Right here’s what advertising localization often includes:

Translating content material into the native language.
Adapting type and structure to match native shopping for habits.
Tweaking visuals, colours, and designs to go well with cultural preferences.
Displaying costs in native forex and the appropriate measurement items (e.g., metric).
Formatting dates, addresses, and cellphone numbers based mostly on native norms.
Utilizing standard native communication channels.
Guaranteeing international campaigns adjust to native legal guidelines.

“We localize content material into 4 completely different languages, however we by no means simply translate it. We guarantee each piece, 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 related however fully completely different (localized) articles:

“One other factor we at all times attempt to do is discover a related influencer or professional from every market after we localize an article,” she added.

“Principally, we crew up with 4 completely different consultants from 4 completely different nations for a similar matter. This not solely boosts the article’s credibility but in addition makes content material distribution extra profitable. And naturally, the content material feels extra relatable to native readers.”

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

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The app’s consumer expertise is full of 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 suggest utilizing on-line translators or a ChatGPT for this objective. Rent native content material creators or businesses 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 in addition culturally resonant and interesting.

2. Glocalization

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

This strategy is especially efficient in industries like retail, the place client preferences can differ considerably throughout areas.

IKEA presents an amazing instance of this.

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

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Moreover, in India, IKEA tapped into native optimism by emphasizing that enhancing house 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 group by way 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 individuals to make snug properties with out spending lots, which resonated with busy Koreans wanting steadiness of their lives. To earn belief, IKEA promised to take a position in the neighborhood long-term and labored carefully with native leaders to handle considerations about international competitors.

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

“Our first and arguably our most necessary step was to know the tradition of the nation and the aspirations of its individuals. 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 goals. Solely then might we begin to place the IKEA model and create a suggestion that is smart in that context.”

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

3. Transnational Technique

A transnational technique means mixing international 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.

Corporations discover a candy spot between being globally constant and domestically 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 example. They typically 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 regardless of the place you’re, the skin displays what’s standard 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 client needs.

4. Product Adaptation Technique

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

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

The automotive trade is likely one of the greatest examples.

Automotive producers tailor every little thing 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 modify 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 related in working techniques and options, there are some variations. For example, FaceTime audio calls are disabled by default on iPhones offered in China, whereas they’re enabled on American fashions.

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Professional tip: Design merchandise with modular options that may be simply personalized 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 capability to make use of standardized advertising messaging and campaigns throughout markets, nations, and cultures.

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

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

In distinction to localization, the place there is a extra differentiated advertising strategy to every market, international standardization gives vital value advantages. This strategy requires much less messaging and fewer campaigns.

Nonetheless, the secret is to know when a worldwide standardization technique can be efficient. You may have to analysis whether or not clients use or take into consideration your merchandise in another way relying on their market.

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

Selecting localization or international standardization is one facet of making an amazing international advertising technique.

To provide you an thought of what an amazing international advertising technique appears to be like like, I’ve compiled a listing of manufacturers that completely “get it.”

From adapting their social methods to translate throughout a number of languages to adjusting their menus to enchantment 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 increase what you are promoting‘s attain, take a look at these examples from the world’s most profitable firms.

1. Purple Bull

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Austrian firm Purple Bull does an amazing job with international advertising that many Individuals assume it is a native model. How?

One among its most profitable ways is to host excessive sports activities occasions all around the world. From the Purple Bull Indianapolis Grand Prix to the Purple Bull Air Race in the UK to the Purple Bull Soapbox Race in Jordan, the model’s highly effective occasion advertising technique takes them right here, there, and all over the place.

Apart from occasions, Purple Bull’s packaging additionally performs a component in its international enchantment.

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

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Methods to Imitate Purple Bull’s Technique

For smaller manufacturers, reaching Purple Bull‘s degree of worldwide consciousness might sound out of attain, however I believe you may undertake the model’s technique by providing one notable product. Then, maintain the packaging the identical regardless of the place you distribute it.

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

2. Airbnb

Airbnb, a group market for individuals to checklist and guide 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 international success? Its video marketing campaign titled “Made Doable by Hosts.”

Airbnb launched the marketing campaign to carry its worldwide group of hosts and visitors nearer within the wake of COVID-19. The corporate refeAirbnb Industrial – Endlessly Younger, Made doable by Hostsrred to the marketing campaign as a technique to spotlight “the magical experiences hosts carry 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 after we journey.

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

Methods to Imitate Airbnb’s Technique

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

First, carry the main focus to completely different clients in several areas whenever you create a testimonial or case research. You can too 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 arms soiled with a Boston creme (or two) right here within the States, Dunkin’ China serves up a contemporary batch of dry pork and seaweed donuts.

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

Methods to Imitate Dunkin’s Technique

For those who 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 gadgets throughout particular holidays for these cultures and areas.

You don‘t essentially need to increase to worldwide areas first. Nonetheless, if it’s financially viable, opening new places or launching regional web sites might help you grow to be a worldwide 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 making an attempt to realize a greater understanding of the preferences of the markets it‘s attempting to interrupt into, Domino’s can ship pies various sufficient to realize worldwide consideration.

Methods to Imitate Domino’s Technique

Domino‘s technique is one other you’ll need 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 gadgets of their regional type 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 international attain.

5. Rezdy

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Some firms will not be attempting to draw international markets instantly, but when their shoppers are, they higher understand how. Rezdy is an Australian-based reservation software program designed to make on-line reserving smoother for vacationers and brokers.

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

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

They know their clients‘ target market is in different nations overseas, so that they emphasize the software’s internationalization capabilities.

Methods to Imitate Rezdy’s Technique

Rezdy successfully globalizes its companies by contemplating that its clients’ target market can be in different nations. Even when your organization is advertising to different regional firms, take into account their international clients as in the event that they have been your individual.

In case your product, software, or software program can be utilized overseas in numerous 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 international communities to boost consciousness for environmental safety, with individuals throughout 180 nations 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 nations.

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

Ukraine’s WWF crew collaborated with authorities efforts to advertise environmental training. By way of these collective efforts, Earth Hour left a worldwide digital footprint and impressed thousands and thousands to reconnect with nature.

Methods to Imitate WWF’s Technique

WWF has a whole bunch of places of work that make it simpler for the non-profit to go international, 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 have a cool thought, 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 grow to be a world authority on company and belief constructions. Nonetheless, it takes greater than places of work all around the map to succeed in a world viewers.

That‘s why Hawksford retains content material flowing on its weblog that engages its numerous markets. They publish 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).

Methods to Imitate Hawksford’s Technique

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

Globalizing your advertising could 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 international presence by rigorously deciding on worldwide sponsorships, comparable to its earlier long-standing relationship with Manchester United.

Though sponsorship spending could be fairly unpredictable — demand prices are inclined to surge as a result of triggers like championships and tournaments — these partnerships have helped the model seize the eye of a worldwide viewers.

Nike’s “Nike by You” co-creation platform serves as one other technique to enchantment to worldwide markets. By placing the ability of design into the arms of the patron, Nike can ship personalized merchandise that align with completely different cultural preferences and kinds.

Methods to Imitate Nike’s Technique

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

For those who promote a client product, why not give the choice on your viewers to customise — and resell — the merchandise as nicely? 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 international model. Whereas conserving its overarching branding constant, McDonald’s practices “glocal” advertising efforts.

McDonald‘s brings an area taste to completely different nations with region-specific menu gadgets. For example, McDonald’s presents 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 study from the enormous.

Methods to Imitate McDonald’s Technique

Like the opposite restaurant examples on this checklist, opening eating places in different areas stands out as 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 strategy will get you on the radar of those that get pleasure from these meals day by day and allow 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 are actually out there in 18 nations 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 international growth and speedy progress can generally 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 manner worldwide, Harmless can create a extra recognizable model.

Methods to Imitate Harmless Drink’s Technique

Keep true to your model voice at the same time as you increase 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 worldwide viewers.

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

11. Site visitors Ticket Clinic

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The phrase “glocal” could be outlined as “Assume Globally, Act Domestically.” However what occurs whenever you swap the 2 round?

Site visitors Ticket Clinic is a visitors ticket legislation agency that defends drivers within the state of Florida. Not very international, proper? Effectively, the Site 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 on the market in English and Spanish. With these choices, Site visitors Ticket Clinic can cater to 4M+ households in Florida talking Spanish. Don‘t miss out on increasing your consumer base — generally, you don’t need to look far to draw enterprise.

Methods to Imitate Site visitors Ticket Clinic’s Technique

One of many best methods to start international advertising is by providing your web site in several languages. For those who personal a WordPress web site, you should utilize a translation plugin.

However keep in mind: Have a look at your goal market first to find out the very best languages you must provide in your web site. For example, don‘t provide 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 group 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 Assist My Faculty initiative to enhance services at native colleges. The model sticks with promoting an emotion that may’t get misplaced in translation: happiness.

Methods to Imitate Coca-Cola’s Technique

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

Attempt to enchantment to a common human feeling as nicely. For those who’re a marketer at a hospital, you would possibly enchantment to grief and hope in a 1-minute video a few hospital go to.

These are emotions that transcend nations and languages, robotically serving to you attain a worldwide 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, increase from Sweden into different nations?

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 targeted 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 may hearken to “nation” and “hip-hop” but in addition 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 nations just because their merchandise are categorized in another way.

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

Methods to Imitate Spotify’s Technique

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

In case your product lends itself to that, strive that includes gadgets or merchandise that enchantment to individuals from completely different areas and nations.

2025 International Advertising Developments

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

Personalization is a key focus for main advertising groups.
Social media apps might drive larger ROI than ever as they evolve into frictionless ecommerce platforms.
Fb (actually, Fb) nonetheless proves to be a strong platform for entrepreneurs.
Brief-form video presents the very best content material ROI and can earn extra funding than all different codecs.
AI is driving advertising trade progress, however it nonetheless faces adoption boundaries like job safety considerations, model fame, and a lack of expertise about the way to use it.
Bettering all the client expertise is a superb technique to beat the competitors and encourage customers to interact with what you are promoting.

Begin International Advertising in Small Steps — Then Scale Up

Suppose you will have international aspirations for what you are promoting. In that case, it’s good to discover out what clients in several communities have in frequent — and the way to localize your product for these completely different markets.

Your first step? Take inspiration from one of many companies above. Begin small, then work your manner up as what you are promoting grows.

However significantly, don’t rush. This isn’t one thing you may dive into with out a stable plan. Method it strategically and get to know every market. Analysis is your greatest pal right here.

Be sure to’re giving individuals what they need — ideally much more than that.

Present real respect for his or her tradition, beliefs, and what makes them distinctive. When you’ve achieved your homework and tailor-made your technique, you may confidently launch into completely different markets. Belief me, with the appropriate preparation, you may have a very good probability of success even with a good funds.

Editor’s word: This publish was initially printed in November 2013 and has been up to date for comprehensiveness.