The Same Content Can Work Very Differently in Different Markets

One useful thing about running marketing across different markets is discovering how unreliable your instincts can be.

A piece of content that feels fairly ordinary in one country can suddenly become the best performer somewhere else.

Different audiences notice different things. They respond to different rooms, products, language, styles and levels of explanation.

That makes international creative testing interesting because you do not always need to know the answer before you start.

Run a sensible spread of existing material. See what gets traction. Then make more of what that market is actually responding to.

Sometimes the market tells you what the campaign should be.