Skip to content
Home » 4 Ways to Reach New Audiences With Cross-Border Business – Adweek

4 Ways to Reach New Audiences With Cross-Border Business – Adweek

By Clément Schvartz, Head of Mid-Market Sales
People have always been drawn to discovering shopping opportunities beyond their national borders. The difference is that, today, it’s possible to discover and purchase products around the world in an instant—with the tap of a finger. And thanks to advancements in technology, people are experiencing moments of global discovery online through their mobile phones without the need to travel.
According to Ipsos’s “Global Retail Re-emerge Study,” commissioned by Meta, 41% of people who buy items online from other countries shop for items that are less expensive than what they can find in their home countries. Around one third of these shoppers are in the mindset of discovery, hoping to find new and interesting products. This consumer behavior has resulted in international business growth, with the global cross-border commerce opportunity expected to reach $156 trillion in 2022.
Cross-border shopping also presents benefits to businesses—gaining access to larger addressable markets, achieving economies of scale across the value chain and diversifying their risks. For Christian Scott, vp of global marketing at Blenders Eyewear, the benefits of international marketing are clear. “Launching international marketing initiatives drove business impact much more quickly than anticipated last year,” he said. “We were able to outpace our goals, and international markets became a key strategy to diversify our revenue streams.”
While beneficial, expanding operations, marketing and sales across borders can introduce new complexities for a business. To mitigate these, take advantage of cross-border opportunities and spark product discovery in more places, leveraging technology effectively is crucial.
Increasingly, customers around the globe are looking to discover new products online. In fact, 60% of online shoppers surveyed globally in a 2020 Meta-commissioned study said that they purchase products because they happen to come across them unexpectedly while browsing. This is a phenomenon called discovery commerce.
For customers, this experience feels serendipitous, but behind the scenes, marketers are driving discovery across borders through the following four key technology strategies.
Using machine learning for personalized marketing: Machine learning is the engine behind personalized marketing, automating the process of matching products with people most likely to love them—across geographies. Even with a broad international audience, businesses can reach the most relevant people, regardless of where they are located and what motivates them to make a purchase
Localizing content for meaningful connections: Once you find your ideal customers, localized content can help you build deeper connections with them. According to the Ipsos study, 55% of people prefer ads on social media to reflect their country’s culture. This goes further than just translating text in social ads. It’s about working with partners to develop a variety of creative outputs based on customers’ diverse motivations.
Building frictionless shopping journeys: Removing friction points from a shopping journey makes it easier for customers to decide to make a purchase. This is particularly important when someone is considering buying and shipping a product from another country.
In a recent Ipsos survey, customers highlighted multiple factors that they deemed very important when making a purchase decision from another country: delivery tracking (78%), reasonable shipping time (76%), easy return and refunds (76%), and multiple payment methods (71%).
Measuring for outcomes by regions: Measuring what matters makes a difference as you navigate the complexities of reaching international audiences. It’s not enough to measure the last click, share or even view-through—you need to measure the holistic customer experience. ​
This can include measuring the lift of a campaign to assess whether there was an incremental increase in conversions when you focused marketing on certain regions. Testing and learning will help you sharpen and evolve your global expansion strategy further.
Leading our partnership with thousands of brands at Meta, I frequently see advertisers reach new audiences successfully when expanding across borders. A recent case in point is Lumin, a Los Angeles-based men’s skincare brand. Lumin wanted to boost sales in a new market while optimizing campaign costs and improving performance. So, the brand tested its Meta ads in Mexico, a new market for Lumin, in addition to its traditional markets. Lumin saw a 40% decrease in cost per website purchase and 62% decrease in cost per landing page view when it expanded its marketing to Mexico.
The internet has led to a democratization of access to global commerce, providing anyone with the tools to create and publish content, set up an online storefront, and accept payments in a number of currencies. Now businesses can more easily reach the people who need them, wherever they are in the world.
By harnessing the power of discovery commerce and technology across borders, you can reach new audiences and drive incremental sales. The world is waiting for your business. For more info on how to expand your business to new markets, visit the Meta Cross-Border Business page.
Automotive Marketing Today Is All About Finding Opportunity in the Known Unknowns

3 Ways to Build Brand Love by Elevating Small Businesses

3 Reasons Why Live Shopping Is Transforming Digital Commerce

Creator Karen X Shares Her Secret to Successful Brand Partnerships

3 Marketing Tactics That Local Businesses Can Adopt to Drive Profitability

5 Mindset Shifts for a Privacy-Focused Marketing Era

5 Reasons to Use Branded Content on Social Media to Connect With Customers

What’s Holding the Industry Back From More Inclusive Advertising? A Conversation with Deloitte’s Nicole Patterson

3 Ways a Growth Mindset Can Unlock Your Team’s Potential

Why Digital Video and Influencers Are Shaking Up Travel Marketing

Petco Reveals the Creative Video Tips That Helped It Achieve a Big Impact

What’s Next for Media Measurement in an Evolving Advertising Ecosystem

Launching Health Brands With Facebook

Forward-Thinking Marketers Know That More Viewing Options Means Happier Movie Fans

Are You Able to Accommodate the New Shopper Mindset?

How Can Brands and Retailers Prepare for the 2021 Holiday Season?

Helping Protect Brands and People From Problematic Content Online

Webex and GoDaddy CMOs Share How They Build Genuine Connections Through Emotional Storytelling

6 Tips to Help Women Break Into the Boardroom

As People Turn to Digital Spaces to Connect, Video Viewership Rises and Brand Opportunities Increase

What Would Your Media Strategy Look Like If Your Company Was Founded Today?

A Digital-First Mindset Positioned Liberty Mutual as an Industry Leader for Customer Experience

10 Ways Your Brand Can Help Women Thrive By Driving Inclusive Representation

How Instagram Brought Black Creatives and Small Businesses Together to Collaborate on Visual Storytelling

Rebuilding the Economy With DEI at the Core: A Conversation With ADCOLOR’s Tiffany R. Warren

Lessons From the Entertainment Industry to Help Marketers Succeed in 2021

How Business Leaders Can Champion Equity and Inclusion: A Conversation With AT&T’s Anne Chow

What National Franchises Are Doing to Help Local SMBs Find Their Digital Advertising Footing

3 Future-Proof Marketing Strategies to Help Cable and Internet Companies Thrive

4 Value-Based Marketing Lessons Inspired by a Delivery App

3 Ways CPGs Can Grow Market Share, Meet Customer Needs and Share Their Story

Underrepresentation and Misrepresentation Have No Place in Advertising Today—Insights from the Geena Davis Institute’s CEO

It’s Time for Automotive Marketers to Accelerate Their Digital Transformations

How Authenticity Can Help Brands Connect With Consumers This Holiday Season

3 Tips to Help Pivot Your Marketing Strategy Right Now

Reinventing Restaurants With Digital Commerce

Building Strategic Partnerships for Today’s Marketing Challenges

3 Ways Your Brand Can Stand Out This (Unusual) Holiday Season

Device Use Is Soaring, But Are You Removing Friction From Your Mobile Experiences?

4 Ways to Evolve Your Brand for the Ecommerce Boom

Small Businesses Are Struggling but Remain Hopeful, New Facebook Research Finds

3 Ways Small Business Can Band Together With Big Businesses to Lift Up Communities

The Way Forward for Telecoms

The Streaming Marketer’s Roadmap to Profitability

Covid-19 Has Created a Huge Opportunity in Video

3 Ways Virtual Events Build Stronger Communities

How Brands Will Need to Rethink Holiday Planning as They Navigate the New Abnormal

Building Relationships With Mobile—What Your Customers Need From You During Covid-19

What Using Tech for Good—as One Community—Looks Like

Adweek is the leading source of news and insight serving the brand marketing ecosystem.


Leave a Reply

Your email address will not be published. Required fields are marked *