How can I develop localized marketing strategies?

You can use the Country standard metric to gain insight into market trends across countries.

Your company’s marketing team is planning their marketing strategy for the next quarter. The marketing team turns to your business analyst for information on user activities and industry trends by country.

With information from the Country standard metric (as seen in the graph to the right), the business analyst can easily provide the marketing team with the resources they need to hone their localized marketing strategies.

Country data gives insight into national and regional markets

The business analyst reviews the available user activity and country data. She notes any areas where user activity is markedly different from other countries or regions and brings the following insights back to the marketing team:

Rosie’s Insights

Takeaways for Marketing Strategy

In the United States, virtual channels remain popular

 Expand digital marketing materials for the US market

In the Asia Pacific region, content utilization is very high, as seen in the graph below. Users with country codes in the Asia Pacific region display content in about:

  • 95% of virtual meetings on Engage
  • 75% of video engagements
  • 55% of in-person interactions
  • Develop more CLM material for the Asia Pacific region
  • Encourage users to display content in all video meetings and in-person interactions

In Latin America, your company's emails get progressively lower open rates even though similar amounts of email are being sent each month
  • Double down on SMS outreach and in-person meetings
  • Hold a focus group to identify possible issues in email marketing approach

In the United Kingdom, in-person interactions are the lowest of any European country due to continued HCP access restrictions. See country comparisons in the graph below.
  • Build out your company’s marketing materials for virtual platforms
  • Focus on increasing video and email interactions with HCPs

 

Asia Pacific: Content Use Over Time

Europe: Weekly User Activity By Country

Market insights guide localized strategy

With the insights made possible by the Country standard metric, your company’s marketing team executes on their localized strategies to meet HCP’s preferences by country. Ultimately, because your company’s marketing is now better tailored to the conditions in particular countries, HCPs are more responsive than ever.