“So you know you want to grow internationally, while keeping control of monetary and reputational risks, but where should you invest? Which channels should you introduce and when?
We have developed a four-step approach to address these questions and provide a clear path to structure international expansion. Based on a test-and-learn Agile approach, small scale fully localised PPC campaigns are launched in phase one and tested over a three-month period to better understand the market opportunity. We call this a Global Market Scoping Test. There is no need to localise any on-site content at this point, as enough data can be gauged and conversions can occur with localised PPC activity alone.”
Read the full feature on The Drum.
