Globalization brings exciting opportunities and enormous challenges for all parts of a business, but nowhere is that more apparent than in the marketing department.

On the one hand, digital channels have opened up global markets in new and exciting ways; on the other, appealing to a worldwide audience adds a layer of complexity to marketing campaigns. Today's consumers continue to demand messaging that's more individualized, compelling, and real-time than ever before, and that's as true overseas as it is in the States.

At Aprimo, for instance, we've been growing our European presence, adding capabilities, and bringing integrated marketing management solutions marketers worldwide. That means we've had to refocus on learning to appreciate the preferences of the European consumer. I believe it's imperative for other marketers in the US to do the same.

Many American companies fail to recognize the nuances of marketing in Europe, even though those subtleties are vital to building a strong customer experience.

If you're marketing to a European audience for the first time, it's easy to make a mistake if you don't examine the differences between American and European consumers.

Here are five common marketing pitfalls we've learned to avoid after talking to our colleagues and clients across the ocean.

1. Broad-Based Marketing

Europe is culturally diverse, and culture plays a key role in personal identities and values for Europeans. Accordingly, our European teams recommend that American marketers adopt a country-by-country strategy, complete with localized content and local experts for each culture and market.

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image of Bob Boehnlein

Bob Boehnlein is general manager of marketing operations at analytic data solutions company Teradata. Previously, he was president at Aprimo, which has been acquired by Teradata.

LinkedIn: Bob Boehnlein