Advertising to the Fragmented European Market

September 19, 2018

The European market is home to 50 countries and dozens of languages. Its fragmented nature makes it a challenge in the minds of many marketers. Those looking to break into into the European market need a partner they can trust for all their localization needs.

We talked with Sojern’s Regional Sales Director of  EMEA, Angela Canny, to find out how to advertise in the fragmented European market:

 

 

[Sojern] Why is the European market challenging?

[Canny] The EU is very fragmented. We have many different nationalities, many different language challenges, so to market to all of Europe is quite a challenge.

 

[Sojern] How does language fragment the market?

[Canny] In a past life, when I was marketing to different types of European profiles I would have to think very differently about how I marketed to a French person as opposed to an English person, as opposed to a German person. Whereas now, you can adopt a strategy, where one message can be delivered to that person, in their language, through a solution like Sojern.

 

[Sojern] What has changed?

[Canny] In the past, I think what we used to do was take out adverts on websites that we would hope our customers would find us on. Now, we have the ability to serve ads where the customers are actually looking. We don’t have to guess when a French customer looks on a particular website, or an Irish customer looks on a particular website. We actually serve the ads where those customers are looking.

 

[Sojern] How can Sojern help?

[Canny] With Sojern’s solutions, you can get a very accurate return on your investment. If I had had a solution like RevDirect™ for example, it would have made my life so much easier, because I would have been able to have a true metric to report back to my superiors.

 


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About Ryleigh Hazen

Ryleigh is Sojern's Associate Content Manager. She has an incurable passion for content creation. When not in the office Ryleigh enjoys reading a good book, cooking, and walking her dogs.

Ryleigh Hazen About the author

Ryleigh is Sojern's Associate Content Manager. She has an incurable passion for content creation. When not in the office Ryleigh enjoys reading a good book, cooking, and walking her dogs.