Posted April 09, 2018 17:08:22 A new survey shows the best ways to reach overseas audiences in Australia, and a range of foreign marketing strategies are being used to target them.
Key points: Foreign marketing campaigns can be as simple as posting an ad on Facebook or Twitter and asking for the consumer to share the campaign on social media The study found that Australians are more likely to share posts if they are seen by someone overseas.
The study, conducted by global marketing research firm SBM Marketing, found that Australian consumers are more open to overseas marketing campaigns.
The research found that consumers in the US, Germany and the UK are more interested in social media sharing.
The most popular tactic used by Australians was posting a Facebook post or tweet, with a majority of respondents also posting a Twitter post or a blog post.
“The most commonly used tactics for overseas marketing are posting a message on social networking sites, using social media platforms to promote products and services overseas, or engaging in ‘marketing campaigns’ such as ‘shopping lists’ or ‘social marketing’ campaigns,” said SBM marketing chief executive and research director, Ben Smith.
“These are all common tactics used by retailers and brands who want to reach their overseas markets.”
“The Australian consumer is more likely than other countries to share a post or retweet a message in social networking or via social media, particularly when someone is abroad,” Mr Smith said.
“This is in contrast to the United Kingdom where many consumers are concerned about the privacy and safety of their communications, particularly where the communication may be sent via social networks, mobile phones or text messages.”
Foreign marketers’ latest moves overseas?
Foreign marketers are using a range or methods to engage with overseas consumers.
“They include marketing to the ‘fence-neighborhood’ by using the use of targeted advertising and other online campaigns, or by creating and promoting branded content,” Mr Thompson said.
Aboriginal and Torres Strait Islander consumers were also more likely in the survey to share content and images overseas, with the majority of them posting a link to their Facebook profile on the overseas campaign.
Foreign marketers have been using social networks to promote their products overseas, particularly those that they have sold to.
The majority of consumers (58 per cent) in the UK and US were familiar with these overseas campaigns, while the majority (57 per cent and 56 per cent respectively) in Germany, France, the Netherlands and Japan were also familiar with them.
“As an Australian consumer, I am familiar with the different ways that overseas marketers engage with my overseas market and the different products they can offer to Australia,” Mr Taylor said.
Foreign marketing strategies vary from brand to brand, but many rely on a mix of traditional marketing and digital marketing.
“For example, Australian brands are not the only ones using social platforms to engage overseas,” Mr Williams said.
In Australia, the majority use Facebook to reach out to their overseas audience, with only 3 per cent of Australian consumers saying they used Twitter.
There were also a number of strategies being used overseas by overseas marketers.
In Australia:Foreign marketers used social media to reach a global audience, posting links to their websites or Facebook pages and asking their Australian followers to share.
They also used Twitter to reach an international audience.
Foreign marketers also targeted Australia’s traditional retail sector.
“Foreign retailers and retail businesses in the major cities like Melbourne, Sydney, Brisbane and Adelaide are using social networking to reach Australian consumers,” Mr Wilson said.
They include posting links on Facebook, posting a ‘shopped list’ or posting a blog about a particular product or service.
“One of the most successful ways foreign retailers have used social marketing to reach Australia is through targeted advertising campaigns, in which they offer specific goods and services,” Mr Stewart said.
The findings also showed that Australians were more likely if they saw an overseas advertisement to share it on social networks.
About 60 per cent in the United States, 65 per cent across Germany, 59 per cent the United Arab Emirates and 58 per cent South Korea shared content on social platforms.
In China, about half of consumers said they shared content overseas, compared to 41 per cent worldwide.
The SBM study also found that the majority are familiar with their overseas campaigns.
A majority of Australians were familiar and willing to share information about their campaigns, with more than half (53 per cent).
Mr Thompson said overseas marketers’ marketing strategies can be quite different from those in Australia.
“We find that most international marketers are very different from Australian brands, because they’re based in China and are using different marketing tactics and they have a different understanding of what Australians like to see and what Australians want to see,” he said.