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BEST PRACTICE: Using technology for marketing abroad

Predicting the next big thing in communication technologies isn't always the key to success. It is more often the way in which technology is used that is important – in fact, new digital tools are only as good as the added value they bring. This is why understanding the dynamics of a society has become crucial in determining which marketing tools will work.

Marketers do not need to invest large amounts in research or travel around the world to see how businesses in different societies have adopted communications trends. Globalisation has made it easier to learn and pick up some ideas from their counterparts across regions. The following are ones to bear in mind when marketing around the world: