Last week, I had the opportunity to attend the exclusive "Think Global 2025" event at Google's European Headquarters in Dublin. This invite-only event was a fantastic opportunity to gain insights into the latest strategies and trends in global marketing. Over the course of two days, industry leaders and Google experts shared insights covering everything from AI implementation and localisation techniques to market-specific approaches. Here are my key takeaways.
One of the most prominent themes of the event was the increasing role of AI in international growth. With cross-border commerce forecasted to reach $7.9 trillion by 2030, AI is becoming an essential end-to-end enabler, impacting everything from strategy ("where to play") to marketing ("how to play") and operations (also "how to play"). AI can be used for:
AI can also be utilised to test and predict creative performance across different territories and cultures, ensuring that our campaigns are not only globally consistent but also locally relevant. This includes AI-generated localised visuals, dubbed videos, and even AI-relocalised videos with adjusted people and backgrounds. For example putting a model in a chic Parisien street, or a Brazilian carnival backdrop.
A recurring message was the critical importance of localisation. Users are 82% more likely to buy if media is in their own language. Localised ads also have a 12%-35% cheaper CPA. The key to success isn't just about translation; it's about adapting your brand's tone, visuals, and messaging to resonate with local audiences. For example, the German market demands perfect language use, high web privacy standards, and quality seals.
To win global, think and act local. Meet customers where they are, considering factors like payments, logistics, customer service, and localisation. This includes understanding regional targeting. For example, when entering the US market, creating dedicated regional campaigns tailored for audiences in Texas vs. New York vs. California allows you to customize creative, messaging and value propositions based on local preferences and cultural differences.
“To win global, think and act local”
Don’t forget Spanish speakers in the US market. There are 45 million Spanish speakers in the US. Almost as many as the population of Spain! By using English-only creative you’re missing out on an audience bigger than many European countries.
Performance Max (or PMax, for short) campaigns are becoming increasingly important for international growth. Serving as an accessible way to launch in new markets. Advertisers using PMax see an average +27% incremental uplift compared to those not using it. PMax campaigns with 1 video get +12% more incremental conversions compared to those without video, and PMax campaigns that use all video orientations of image and video get a further +20% incremental conversion growth 🤯.
💡 “Advertisers using Performance Max see an average +27% incremental uplift compared to those not using it.” Source: Google
In paid social, an integrated omnichannel approach is essential. Your paid social efforts should be complemented and reinforced by other relevant channels. Simply translating your existing paid social creative and messaging is unlikely to resonate with international audiences. You need to go further by deeply localising your brand's tone, visuals, value propositions, and overall brand persona for each new market. It’s not a copy, paste, and translate job.
The "Think Global 2025" event was a great experience, and provided lots of food for thought. It reinforced the importance of AI, localisation, and integrated strategies for successful international campaigns.
At Genie Goals, we are one of a select handful of UK agencies working closely with Google on their International Growth Program, and our partnership with Google, and events like these, keep us ahead of the curve in the fast-moving world of Digital Marketing.
If you're looking to expand your business internationally, contact us today to learn how we can help you navigate the complex arena of global marketing and achieve sustainable growth for your brand.
