Gemma Houghton

International Marketing: People Are Different, But Also The Same

Bas van den Beld at ISS London

As the Founder of State of Digital and recent winner of the European Search Personality of the Year Award, there is no doubt that Bas van den Beld is well immersed in the European, and Global, Digital World.

At the International Search Summit London on 19th May, Bas will be sharing some of the learnings he’s gained from travelling around the world – discussing how they relate to marketers and how businesses can achieve better results on the global stage.

Passes for ISS London, which is running as part of SMX London, are still available. Save 15% with code ISS15.

Ahead of his session,  Bas answers a few questions:

Bas, you run a site called State of Digital – so let’s start by asking what is the current state of digital marketing? Where should businesses be focusing their attentions?

Digital Marketing is growing up and actually getting closer to ‘actual’ marketing. Channels are getting closer together and are connecting. It’s not just one channel at a time anymore, but a connection of channels. Within all of this businesses are starting to understand better that the key focus should be on the audience and not the channel. Go where the audience is, but also understand what the audience needs at a certain time point. It isn’t one size fits all any longer.

What are the fundamentals of online marketing that always stay the same, even amongst all the changes and developments we see?

Can I change that to ‘marketing’ and not just online? The fundamentals are that there is always a dynamic: marketers try to reach the audience. The audience doesn’t change. It’s always people that have goals and needs. Marketers act on that. In essence,therefore, it is always the same: understand the needs of your audience before you try and market anything.

You travel and speak a lot in different countries – what are the key lessons you’ve learned from that experience?

Well, that is something you need to come and see for yourself at the conference, because that is what I am talking about ;-). But let me just give a little bit away: what I’ve definitely learned is that everyone is different, and at the same time, everyone is the same. Culturalyl we are different, psychologically we are not.

What is the top tip you’d give to marketers who are targeting different markets online?

Really make an effort to understand your international audiences. Make sure you don’t just understand keyword research, but also the cultural differences as well as the similarities. Stand out by getting close to them.

What will attendees learn from your ISS session?

How to behave with different cultures, whether or not you are travelling or marketing from your own country.

And why should people attend ISS?

Because it is a great conference with great organisers, but most of all, it fulfils a need that no other conference does: it really looks beyond borders, literally. Which, in a big connected world like ours, is hugely important.

Join us for ISS London on May 19th for a jam-packed day of international content, and plenty of networking and discussion opportunities to ensure you leave with the answers to your international questions.

Gemma Houghton

Gemma Houghton

Marketing Manager at Webcertain
Gemma has been working in international search for 6 years and leads Webcertain's marketing team. As well as managing Webcertain’s global online and offline marketing activities, she also organises and programs WebCertain's International Search Summit, a search marketing conference focusing on international and multilingual online marketing and contributes regularly to the Webcertain blog. She has also spoken at conferences such as SES and SasCon and writes regularly for State of Digital. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing and a BA Joint Honors Degree in French and German.

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