The Right Marketing Mix For A D2C Brand To Expand Its Footprint Worldwide
The global expansion requires a mix of research, localisation, flexibility and patience, says Johnson
Expanding a direct-to-consumer (D2C) brand into global markets requires a thoughtful strategy and a dedication to data-driven testing. The right marketing mix can make the difference between a successful launch and a costly failure. These steps will help your brand find the right balance.
Meet Your Customers Where They Are
Before you even think about spending money, do your research. Where do your target customers spend their time, both online and offline? Which social media platforms do they use? Do they primarily stream shows and movies or do they watch linear TV? Do they use email, SMS, or WhatsApp as their primary mode of communication?
Don’t assume that the same marketing channel mix makes sense for every country. For example, when expanding into India, we found that email, which works extremely well in the United States, doesn’t convert well in India. But WhatsApp, which has minimal marketing reach in the United States, serves as a widespread, extremely efficient alternative in India.
On the other hand, WhatsApp marketing pricing in countries outside of India makes it less cost-effective, and therefore a riskier bet when building a profitable brand worldwide. The rates for influencers or UGC content also vary widely from country to country—you might have to cast a wide net to find what market rates give you a profitable return.
Similarly, channels like SMS and TikTok might provide high potential in some markets but aren’t even legal in others. Instead of dumping resources into the same marketing channels in every country, focus on the ones that produce the best results on a case-by-case basis.
As you narrow down marketing channels, localise not only channels but also content. Do your basic use cases make sense for consumers in the new market, or do you need to adjust core messaging? Budget your marketing spend according to local holidays and gifting seasons. As needed, hire local contractors or agencies to check your creative assets and make sure you’re putting ad spend behind creative that will resonate locally.
Start Small But Try Everything
Diversify your marketing channels as much as possible to avoid putting all your eggs in one basket. The marketing landscape will inevitably shift over time, and once-profitable channels could quickly become obsolete. For example, pay-to-play ads have largely replaced organic social posts, and consumers increasingly question influencer product placements. Having a healthy channel mix allows your marketing team to pivot quickly when revenue dips in a single channel.
When exploring new channels in new markets, embrace an attitude of curiosity—you might find a goldmine your company never tried before. Email, television, social media influencers, user-generated content (UGC), social ads, SEO, billboards, print ads, radio . . . they won’t all deserve time and money, but some might be worth testing on a small scale.
That’s not to say that companies should open the floodgates with every possible marketing channel right away. Start small with a few promising channels and build up as you see what works. You don’t want to blow your entire marketing budget on a massive celebrity campaign, only to discover that consumers in the new market don’t trust endorsements. Starting small allows you to measure the impact of each specific channel more closely. If you turn everything on at once, you may not know exactly which channels have the strongest financial impact.
Set clear benchmarks for success, and give yourself enough runway with both time and budget to measure success. Some channels take longer than others to perform, and you don’t want to abandon a winning strategy prematurely. But don’t fall into the trap of “set it and forget it” either—check in on the return on ad spend (ROAS) early and often to avoid bleeding funds on ineffective strategies. If a channel isn’t working, shut it off and test something new.
Check Legalities
A quick word of caution: Before you begin marketing in a new region, make sure your content across all channels meets data compliance, opt-in/opt-out, and any other legal requirements specific to each country. In some cases, the legalities of a market might warrant hiring a local agency to ensure you do everything correctly upfront. The last thing any company needs is a massive fine before they really get off the ground in a new region.
Successfully expanding a D2C brand globally requires a mix of research, localisation, flexibility, and patience. If you start small and test everything, your brand can establish a strong international presence without wasting resources.
