Exploring International Digital Marketing Strategies and Tools

International digital marketing involves using various online channels to advertise and promote products and services globally. The aim is to reach and engage potential customers through digital communication, understand consumer behavior, and utilize tools such as social media marketing, SEO, conversion optimization, and more. This publication delves into different types of digital marketing, planning and managing campaigns, and emphasizes the European Commission's non-endorsement disclaimer.

• Digital Marketing
• Global Marketing
• Online Advertising
• Consumer Behavior
• Marketing Tools

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1. e4f e4f- -network.eu network.eu International digital marketing: International digital marketing: strategies and tools strategies and tools "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

2. Objectives and goals Objectives and goals At the end of this module you will be able to: Learn about diferent types of digital marketing Plan and manage a digital marketing campaign Learn about the main marketing tools "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

3. Index Index Unit 1: Introduction. Unit 1: Introduction. What is international What is international digital marketing? digital marketing? Unit 2: Successful Unit 2: Successful strategies for your strategies for your international digital international digital marketing campaign. marketing campaign. 1. RACE Framework 2. RACE: Reach 3. RACE: Act 4. RACE: Convert 5. RACE: Engage Unit 3: Main tools. Unit 3: Main tools. Unit 4: Unit 4: Recommendations Recommendations and Tips. Do's and and Tips. Do's and Dont's Dont's 1. General tips 2. Do s and Don ts 1. Social media marketing tools 2. SEO (search engine optimization) tools 3. Conversion optimization tools 4. Other useful tools 1. International digital marketing 2. Types of digital marketing 3. Multichannel and omnichannel models "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

4. 1. Introduction. What is international digital marketing? 1. Introduction. What is international digital marketing? 1.1 International digital marketing 1.1 International digital marketing International digital marketing (also known as online marketing digital channels digital channels to advertise and promote products and services in a international market. online marketing) refers to the use of any number of Its aim is to reach and connect potential customers through internet internet and any forms of digital communication digital communication. It can also be very useful to approach consumers understand their behavior understand their behavior. approach consumers and "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

5. 1. Introduction. What is digital marketing? 1. Introduction. What is digital marketing? 1.2 Types of digital marketing 1.2 Types of digital marketing It is possible to classify the different types of digital marketing according to the channel channel used. Website Marketing Website Marketing Promotion of a website to drive relevant traffic to the site Pay Pay- -Per Per- -Click (PPC) Advertising Click (PPC) Advertising The advertiser pays a fee only when a user actually clicks on the advertisement Content Marketing Content Marketing Creation and distribution of valuable and relevant content Email Marketing Email Marketing Using e-mail as a means of communicating messages to the target audience Social Media Marketing Social Media Marketing Using social media to generate visibility and interactions Affiliate Marketing Affiliate Marketing Process by which an affiliate earns a commission for marketing another person's or company's products Video Marketing Video Marketing Based on the use of the audiovisual image "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

6. 1. Introduction. What is digital marketing? 1. Introduction. What is digital marketing? 1.3 Multichannel and 1.3 Multichannel and omnichannel omnichannel models models Companies often choose to reach potential customers combining traditional and digital marketing techniques. Multichannel Multichannel Omnichannel Omnichannel There are too ways to combine this types of marketing channels: eCommerce eCommerce Multichannel Multichannel: the use of all channels (physical store, mobile, online marketing) to contact customers without a connection between the channels. Physical Store Physical Store Online Marketplace Online Marketplace User User Omnichannel Omnichannel: a modality that provides seamless integration and response between the channels. Mobile Mobile "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

7. Summing up Summing up International International marketing refers marketing refers to the promotion to the promotion of products in a of products in a international international market market Digital marketing Digital marketing refers to the use of refers to the use of digital channels to digital channels to advertise products advertise products and services and services It is possible to It is possible to classify the classify the types of digital types of digital marketing marketing according to the according to the channel used channel used There are too There are too ways to combine ways to combine this types of this types of marketing marketing channels: Multi channels: Multi and Omni and Omni channel models channel models "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

8. 2. Successful strategies for your digital marketing campaign. 2. Successful strategies for your digital marketing campaign. 2.1 RACE Framework: Plan 2.1 RACE Framework: Plan PLAN PLAN RACE is a practical framework practical framework to help marketers and business owners to plan plan and manage 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. REACH REACH 4 strategic phases ACT ACT 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 digital marketing strategy in a well essential for it to have good results at the lowest possible cost. It is advisable to take a data data- -driven approach driven approach when planning. well- -structured manner structured manner is CONVERT CONVERT ENGAGE ENGAGE "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

9. 2. Successful strategies for your digital marketing campaign. 2. Successful strategies for your digital marketing campaign. 2.2 2.2 R RACE: Reach ACE: Reach PLAN PLAN At this stage, it is important to reach as many potential customers as possible by exploiting multiple types of channels, possibly with an omnichannel omnichannel model model. This is the time to create awareness of the brand awareness of the brand, products and services. REACH REACH 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 marketing techniques. ACT ACT latest online CONVERT CONVERT ENGAGE ENGAGE "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

10. 2. Successful strategies for your digital marketing campaign. 2. Successful strategies for your digital marketing campaign. 2.3 R 2.3 RA ACE: Act CE: Act PLAN PLAN This is the phase to generate actions channels (website, social media, etc.). Keep in mind that the aim now is to influence the influence the behaviour behaviour and next steps of the audience reached in the previous phase. actions and interactions interactions in one's REACH REACH The specific goals specific goals to be set depend on the type of company. Certainly the first is to generate leads 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. ACT ACT CONVERT CONVERT At this stage, content marketing content marketing can be very useful to entertain inspire inspire and convince convince the potential customers reached. entertain, educate educate, ENGAGE ENGAGE "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

11. 2. Successful strategies for your digital marketing campaign. 2. Successful strategies for your digital marketing campaign. 2.4 RA 2.4 RAC CE: Convert E: Convert PLAN PLAN This is where the crucial step takes place: the conversion action into sale action into sale (both online and offline) and from potential customer into paying customer customer into paying customer. conversion from potential REACH REACH This is a good time to exploit marketing techniques such as: Retargeting Retargeting (or remarketing). Reaching out previous visitors; Lead nurturing 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 Website personalization. Creating customized experiences for visitors to a website tailored to their needs and desires; Conversion rate optimization 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. ACT ACT CONVERT CONVERT ENGAGE ENGAGE "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

12. 2. Successful strategies for your digital marketing campaign. 2. Successful strategies for your digital marketing campaign. 2.5 RAC 2.5 RACE E: Engage : Engage PLAN PLAN After the first purchase of a new customer, work on customer loyalty loyalty. The aim is to develop long long- -term engagement commitment and relationship with the customer. customer term engagement, REACH REACH At this stage we have already collected enough data on the behaviour of the new customer. This data can be exploited to create hyper hyper- -personalised personalised marketing campaigns and communications ACT ACT This is also the right time to measure the percentage of active customers and their satisfaction level satisfaction level. CONVERT CONVERT ENGAGE ENGAGE "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

13. Summing up Summing up RACE is a RACE is a framework that framework that can help to plan can help to plan and manage and manage digital marketing digital marketing strategies strategies This framework This framework consists of an consists of an initial planning initial planning moment, moment, followed by 4 followed by 4 strategic phases strategic phases RACE stands RACE stands for: for: Reach Reach Act Act Convert Convert Engage Engage It is advisable It is advisable to take a data to take a data- - driven driven approach approach when planning when planning "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

14. 3. Main tools. 3. Main tools. 3.1 Social media marketing tools 3.1 Social media marketing tools 1) 1) Sprout Social Sprout Social: a social media management platform that helps business organise their content calendar, publish and schedule content across multiple platforms and according to when followers are most active, and simplify collaboration with colleagues and customers. 2) 2) Loomly Loomly: this brand success platform is ideal to collaborate efficiently within marketing teams. It has a variety of features such as built-in calendars, content library, optimization guide and tips, post ideas based on trending topics, analytics and much more. 3) 3) Audiense Audiense: this platform can help business in the processes of audience segmentation and targeting, and advertising by putting social listening, consumer segmentation and cultural understanding at the center of the marketing strategy. "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

15. 3. Main tools. 3. Main tools. 3.2 SEO (search engine optimization) tools 3.2 SEO (search engine optimization) tools 1) 1) Ahrefs Ahrefs: an all-in-one SEO toolset: it has a project dashboard, site explorer, keywords explorer, site audit, rank tracker and content explorer. 2) 2) Clearscope 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. 3) 3) SEMrush 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. "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

16. 3. Main tools. 3. Main tools. 3.3 Conversion optimization tools 3.3 Conversion optimization tools 1) 1) Unbounce 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. 2) 2) Optimizely 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. 3) 3) Hotjar 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. "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

17. 3. Main tools. 3. Main tools. 3.4 Other useful tools 3.4 Other useful tools 1) 1) Sendgrid Sendgrid: a suite of tools to create engaging email campaigns. 2) 2) Typeform 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. 3) 3) Canva 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. 4) 4) Powtoon 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. "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

18. Summing up Summing up There are several There are several tools that can tools that can help to plan and help to plan and manage the manage the international international digital marketing digital marketing The main ones The main ones can be divided in: can be divided in: Social media Social media marketing, SEO marketing, SEO and Conversion and Conversion optimization tools optimization tools There are also There are also useful tools that useful tools that can help with the can help with the graphic aspects graphic aspects of marketing of marketing campaigns campaigns "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

19. 4. Recommendations and Tips. Do's and 4. Recommendations and Tips. Do's and Dont's Dont's 4.1 General tips 4.1 General tips Know your target audience Know your target audience 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. Know your brand and competition Know your brand and competition 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. Find the right channels Find the right channels When you have a target market and you have to reach them effectively, you need to identify the right channel where you can reach out to them with your content. "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

20. 4. Recommendations and Tips. Do's 4. Recommendations and Tips. Do's and Don'ts and Don'ts 4.1 General tips 4.1 General tips Create engaging content Create engaging content Make sure you are using high-quality photos, selecting pleasing fonts and colors, and making them useful to your audience. Be consistent Be consistent This way your audience can regularly find your content and engage with it, and your consumers will know that you are active. Be flexible in the international market Be flexible in the international market 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. "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

21. 4. Recommendations and Tips. Do's 4. Recommendations and Tips. Do's and Don'ts and Don'ts 4.2 Do s and Don ts 4.2 Do s and Don ts DO DO DON T DON T X X Be afraid to ask for professional help X X Place quantity quantity over quality X X Spam Spam or Overshare Overshare X X Ignore or underestimate email marketing X X Be impatient X X Overlook video video in your marketing mix X X Forget to optimize for local search X X Forget to double double- -check check translations professional help quality Set realistic goals realistic goals Implement clear and concise calls Invest in a business blog business blog Optimize for a mobile mobile- -friendly website Integrate personalization personalization in your customer journey Keep your website updated website updated Create country country- -specific specific websites calls- -to to- -action action email marketing friendly website local search translations websites "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

22. Summing up Summing up It is advisable to It is advisable to know the brand, know the brand, the target the target audience and the audience and the competition, and to competition, and to find the right find the right channels channels It is advisable to It is advisable to create engaging create engaging contents, to be contents, to be consistent and consistent and flexible in the flexible in the international international market market "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."

23. e4f e4f- -network.eu network.eu Thank you! Thank you! "The European Commission support for the production of this publication does not constitute endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein."