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Introduction. What is international digital marketing?
International digital marketing 
| International digital marketing (also known as online marketing ) refers to the use of any number of digital channels to advertise and promote products and services in a international market. |
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Its aim is to reach and connect potential customers through internet and any forms of digital communication.
It can also be very useful to approach consumers and understand their behavior.
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Types of digital marketing Multichannel and omnichannel models
| Companies often choose to reach potential customers combining traditional and digital marketing techniques. |
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There are too ways to combine this types of marketing
channels:
 Multichannel: the use of all channels (physical store, mobile, online marketing) to contact customers without a connection between the channels.
Omnichannel: a modality that provides seamless integration and response between the channels.
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Summing up
| Summing up |
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International marketing refers to the promotion of products in a international market |
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Digital marketing refers to the use of digital channels to advertise products and services |
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It is possible to classify the types of digital marketing according to the channel used |
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There are too ways to combine this types of marketing channels: Multi and Omni channel models |
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Successful strategies for your digital marketing campaign.
RACE Framework: Plan
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RACE is a practical framework to help marketers and business owners to plan and manage their digital marketing strategy and improve results from it. This framework consists of an initial planning moment, followed by 4 strategic phases covering the entire customer life cycle.
Nowadays, a lot of companies do digital marketing but many of them do so without prior planning and a well-defined strategy. However, planning a digital marketing strategy in a well-structured manner is essential for it to have good results at the lowest possible cost. It is advisable to take a data-driven approach when planning.
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RACE: Reach
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At this stage, it is important to reach as many potential customers as possible by exploiting multiple types of channels, possibly with an omnichannel model. This is the time to create awareness of the brand, products and services.
The online marketing techniques that can be used are constantly evolving. One must continue to study them and stay up-to-date because our digital marketing strategy must include the latest online marketing techniques.
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RACE: Act
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This is the phase to generate actions and interactions in one's channels (website, social media, etc.). Keep in mind that the aim now is to influence the behaviour and next steps of the audience reached in the previous phase.
The specific goals to be set depend on the type of company.
Certainly the first is to generate leads. The others can range from getting interested and finding out more about the company and its products, reading the company blog, searching for products and much more.
At this stage, content marketing can be very useful to entertain, educate, inspire and convince the potential customers reached.
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RACE: Convert
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This is where the crucial step takes place: the conversion from action into sale (both online and offline) and from potential customer into paying customer.
This is a good time to exploit marketing techniques such as:
Retargeting (or remarketing). Reaching out previous visitors;
Lead nurturing. Set of activities, actions or practices aimed at creating a relationship with contacts potentially interested in a product or service, through
the delivery of relevant and customized content;
Website personalization. Creating customized experiences for visitors to a website tailored to their needs and desires;
Conversion rate optimization (CRO). Process of figuring out what your visitors are looking for when they come to your website and ensuring that they find it.
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RACE: Engage
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After the first purchase of a new customer, work on customer loyalty. The aim is to develop long-term engagement, commitment and relationship with the customer.
At this stage we have already collected enough data on the behaviour of the new customer. This data can be exploited to create hyper-personalised marketing campaigns and communications
This is also the right time to measure the percentage of active customers and their satisfaction level.
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Summing up
| Summing up |
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RACE is a framework that can help to plan and manage digital marketing strategies |
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This framework consists of an initial planning moment, followed by 4 strategic phases |
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RACE stands for: Reach Act Convert Engage |
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It is advisable to take a data-driven approach when planning |
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Main tools
Social media marketing tools SEO (search engine optimization) tools
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1) Ahrefs: an all-in-one SEO toolset: it has a project dashboard, site explorer, keywords explorer, site audit, rank tracker and content explorer. |
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2) Clearscope: a platform that provides a detailed editor to recommend keywords, headers and readability to help you write (or rewrite) high-ranking, well-balanced blog posts and optimize your existing contents. |
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3) SEMrush: This platform contains tools for social media marketing, content marketing and much more. In particular, it is also a great tool for SEO, as it allows you to track the position of your priority keywords and likewise explore new terms to rank for. |
Conversion optimization tools
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1) Unbounce: an AI-powered landing page builder with smart features that let you create high-performing marketing campaigns in just a few minutes to turn more of your visitors into customers. |
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2) Optimizely: Optimizely Digital Experience Platform combines tools for visual creation and audience targeting to quickly run tests on different segments of your audience. It also allows you to test both major and minor edits to your pages and fine-tune your site for performance. |
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3) Hotjar: a platform with powerful marketing tools such as: heatmaps that visually represent where users click, move, and scroll on your site; actual video recordings of your visitor’s journey (scrolling, moving, u-turning, and rage clicking) on your site; live feedback and much more. |
Other useful tools
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1) Sendgrid: a suite of tools to create engaging email campaigns. |
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2) Typeform: a platform that allows you to create forms, surveys, and quizzes that people enjoy answering. It helps you to keep your audience engaged and get more thoughtful responses and higher completion rates. |
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3) Canva: is a tool that allows you to create visual content with which to engage your audience and develop your brand. it is ideal for working in collaboration with other people, even without graphic design experience. |
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4) Powtoon: another very intuitive graphic tool that allows you to create videos and presentations with text, images, characters and animations. This platform also offers the possibility of working on your own projects in collaboration with others. |
Summing up
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There are several tools that can help to plan and manage the international digital marketing |
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The main ones can be divided in: Social media marketing, SEO and Conversion optimization tools |
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There are also useful tools that can help with the graphic aspects of marketing campaigns |
Recommendations and Tips. Do's and Dont's
General tips
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Know your target audience |
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Get an insight into their behaviour, their demographics, and their taste. Try A/B testing and see what your audience likes and dislikes. Address your product to the right audience instead of the mass audience. |
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Know your brand and competition |
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When you invest in digital marketing, it is crucial to building a strong branding strategy and keeping a close eye on what the competitors are doing is unskippable. |
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Find the right channels |
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It is very likely that when opening up to a new market, the product has to be adapted to the new customer segments needs. Be prepared to make various adjustments not only in your product and service offering, but also in your marketing campaigns and business model. |
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Create engaging content |
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Make sure you are using high-quality photos, selecting pleasing fonts and colors, and making them useful to your audience. |
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Be consistent |
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This way your audience can regularly find your content and engage with it, and your consumers will know that you are active. |
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Be flexible in the international market |
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Research and find about the cultural values of the country in which you operate. You often need to change your marketing strategies (as well as your business model) according to the country. What works in your market may not work in other contexts. |
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Do’s and Don’ts Summing up
| Summing up |
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It is advisable to know the brand, the target audience and the competition, and to find the right channels |
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It is advisable to create engaging contents, to be consistent and flexible in the international market |
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