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I'm not telling you anything new here, I know; but sometimes it is useful to go through the basics
It is vital to understand the market nuances of each country when planning international marketing campaigns. It's more than just about messages and cultural differences.
You should consider how popular certain platforms are locally and how different techniques perform in different countries.
This is true everywhere, but in Italy it takes on a connotation that goes to the extremes due to the cultural melting pot.
What are the essential things to know before planning your marketing campaign for Italy?
Here is a summary of the most important information that you may want to consider.
Digital and online marketing
You should know that While content marketing is losing popularity around the world in the past years, it's still one of the most popular marketing tools in Italy..
However, Italian companies tend to spend less on digital marketing than international counterparts, especially when it comes marketing automation tools.
It is important to note that content marketing in Italy requires significant resources in terms of human capital and working hours.
It is important to note thatMajor Italian brands, especially those that are well-known, still heavily rely on traditional marketing channels like radio and TV ads.
Online marketing budgets are often cut because of this. Italian companies invest heavily in online marketing.
They mean mainly "social media marketing".
Company websites are often just an afterthought.E-commerce platforms
On the other hand, Customers will expect to be able buy directly from the seller as they are on the rise.
There are many benefits to marketing your product in a traditional cultural setting.
It allows you to innovate in a safe environment. This may seem an absurdity, but it's not.
If you don't have the opportunity to test these technologies in a real-world marketing environment, it can pose a risk when you incorporate them into your marketing campaign.
If your audience is tech-savvy, then you have a limited window of opportunity to try out tools and techniques that will impress them and grab their attention.
On the other hand, if you're marketing to an audience who is used to traditional advertising,You can use technologies that have been extensively tested elsewhere but are still innovative and relevant to the market you are targeting..
It is possible to include Italy in your marketing campaign.Virtual or augmented realityFor example,You are more likely to make a lasting impression and stand out from your competition..
All brands need to be known, but brand awareness is crucial in Italy.
It is particularly vital within certain industrial clusters like fashion, lifestyle, travel and food.
It is important that your brands is known and understood by consumers.
You should consider setting up cyclical campaigns focused on brand awareness, with the sole purpose of letting the consumer know your peculiarities.
Talking about brand awareness and quality?
Quality is crucial
Italian consumers pay attention to the product's quality..
It has a lot to do with Italy’s manufacturing heritage and the way that advertising has been handled for the better part of the XX Century by the national media.
Your initial success and brand reputation will be affected if your product quality isn't up to standard with your marketing campaign.
It is not what you say, it's how you say it
If you could only take home one thing from this article take this:
Don't assume that if you've launched a successful campaign elsewhere, you can translate it into Italian.
Tone and imagery are very important. It is worth taking the time to understand the sensibilities of each country.
An Italian audience will likely find bold statements, such as those found in American advertising, arrogant or laughable.
A little bit of irony and understatement are more likely to be appreciated.