10 Differences between Local and International Marketing

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OpenVentures is an export consultancy that specialises in assisting businesses in expanding their operations internationally. We offer expertise in internationally marketing, business development  and strategy.

1.     Target Audience and Cultural Considerations:

Local Marketing: Focuses on a specific geographic area or a single country, catering to the local culture, language, preferences, and buying behaviours of the target audience.

International Marketing: Involves reaching diverse audiences across different countries and cultures, requiring careful consideration of cultural nuances, languages, and local customs.

2.     Language and Communication:

Local Marketing: Uses the primary language of the target audience, ensuring clear communication and easy comprehension.

International Marketing: Often requires translation and localisation of marketing materials to effectively communicate across multiple languages and cultures.

3.     Product Adaptation:

Local Marketing: Products and services may require less adaptation as they are tailored to the preferences and needs of the local market.

International Marketing: Products and services may need to be adapted or modified to suit the preferences, regulations, and standards of different international markets.

4.     Pricing Strategy:

Local Marketing: Pricing decisions are influenced by local factors such as cost of production, competition, and local purchasing power.

International Marketing: Pricing must consider currency exchange rates, import/export tariffs, local taxes, and competitive pricing in each market.

5.     Distribution Channels:

Local Marketing: Utilises local distribution channels that are most effective within the specific geographic area.

International Marketing: Requires selecting and managing distribution channels that may vary greatly across countries, including local distributors, agents, retailers, and online platforms.

6.     Promotion and Marketing Tactics:

Local Marketing: Uses promotional tactics tailored to the preferences and behaviours of the local audience, often leveraging local media and events.

International Marketing: Involves a mix of global and local promotional strategies, considering differences in media consumption, advertising regulations, and cultural sensitivities.

7.     Regulations and Legal Compliance:

Local Marketing: Must adhere to specific local regulations, advertising standards, and legal requirements within the targeted country.

International Marketing: Requires a deep understanding of diverse international laws, regulations, and industry standards that vary from country to country.

8.     Market Research:

Local Marketing: Focuses on understanding the specific needs, preferences, and behaviours of the local consumer base.

International Marketing: Requires comprehensive market research to understand cultural nuances, consumer behaviours, competitive landscapes, and market trends across different countries.

9.     Market Entry Strategy:

Local Marketing: Primarily involves strategies for reaching consumers within a specific local market.

International Marketing: Requires choosing appropriate market entry strategies, such as exporting, joint ventures, franchising, licensing, or setting up subsidiaries, depending on the target market's characteristics.

10.  Risk and Uncertainty:

Local Marketing: Involves less uncertainty and risk compared to international marketing due to familiarity with the local market environment.

International Marketing: Inherently involves greater risk due to varying economic conditions, cultural differences, political stability, and regulatory challenges in different countries.

Contact us to discuss your international expansion plans