A practical guide for running and structuring International Marketing Campaigns

Use our planning guide to create international campaigns that stand out

Managing International Marketing Toolkit
This guide is part of a Toolkit with 2 other resources. Find out more?

Running international marketing campaigns guide

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Running international marketing campaigns gives a fantastic opportunity to gain leads and sales from new countries where you don’t currently do business. But it also adds complexity and additional challenges to every single market activity. From coordinating activity across multiple languages, tackling differing levels of brand, product or service awareness, social and cultural market differences as well as the demands of managing an international team. These are just some of the challenges that marketers need first to understand and then deploy the tools and techniques at their disposal to tackle them.

Who is the guide for?

Our guide to running international campaigns is aimed at anyone coordinating or contributing to international marketing campaigns, whether they are responsible or hands on with digital marketing channels or for those wishing to learn more about the role that digital channels play in the running of international marketing campaigns. The guide covers key considerations for planning and budgeting as well as campaign execution and optimisation.

About the Running international marketing campaigns guide

About the author

This guide was produced by digital marketing consultant, Jon Paget

What does this guide include?

The guide focuses on the digital elements of international marketing campaigns, and it will show how integration with offline activity should be managed.

This guide aims to review these challenges, answers key questions and lays out a practical way to structure a campaign. It is broken down into seven sections, which are: 

  • Campaign Objectives
  • Campaign Insights and Targeting
  • Campaign messages, media and proposition
  • Campaign resource and asset production
  • Campaign execution
  • Establishing legacy from your campaigns
  • Summary

Related resource: Campaign planning templateRunning Effective Digital Campaigns guide

About this guide

The guide shows the key issues to focus on for the digital elements of international marketing campaigns. It also shows how integration with offline activity should be managed. It will review the key challenges, asks the key questions and lays out a practical guide to answer them when running international marketing campaigns.

Guide structure 

  • Step 1: Campaign Objectives
  • Step 2: Campaign Insights and Targeting
  • Step 3: Campaign messages, media and proposition
  • Step 4: Campaign resource and asset production
  • Step 5: Campaign execution
  • Step 6: Establishing legacy from your campaigns
  • Step 7: Summary

Look Inside the Running international marketing campaigns guide

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Managing International Marketing Toolkit

The Running international marketing campaigns guide is part of Smart Insights Managing International Marketing Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 2 other resources in the toolkit.

..but that’s not all. With Business Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

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