Cinco preguntas que debes hacerte para internacionalizar tu empresa | Miguel Ávalos

Nearly 68% of companies that operate only in their home country don't export because they don't know how. This statistic comes from Miguel Ávalos, EMEA Group Head of B2B Marketing for Commerce & Vertical Programs at Google. The good news is that much of the information a company needs for international expansion can be found online. "The first big question a company should ask itself is: Where do I start?" says Ávalos. The answer depends on factors such as the potential of the target market, the competition, and regulations. Every market is different, and to succeed in international expansion, it's essential for a company to consider the specific characteristics of each country. Google has identified four key aspects to evaluate, which vary from place to place: localization—which involves not only translating your texts but also adapting them to the local language—adapting payment methods, optimizing the customer experience, and ensuring competitiveness in logistics, meeting the expectations of potential customers. Regarding marketing, when a business internationalizes, it must adapt its campaigns to encompass both the global and local markets. Ávalos also recommends Market Finder, a tool developed by Google, given that the search volume the company handles allows it to identify business trends in each part of the world, as well as the prices paid for ads, providing a measure of the demand for a specific product in each location. In this way, Market Finder can help determine where a business idea has the greatest chance of success and provides the necessary resources to adapt in terms of legislation, logistics, marketing, and more. Ávalos is EMEA Group Head of B2B Marketing for Commerce & Vertical Programs at Google. A graduate of the University of Michigan (USA), he has developed his professional career in sales, strategy, and B2C/B2B marketing at leading companies in technology, banking, and consumer goods. He has worked with local teams in 50 different countries, developing go-to-market strategies, campaigns, product launches, and revenue growth programs. Interview: Rubén Ruiz | Directed by: Benjamin Gordon | Edited by: Cristina López | Sound Post-Production: Mr Peaks | Produced by: Mónica Suárez and Mariel Carrillo | Animations by: Marius Cirja and Manu Díaz The Vodafone Business Observatory ---------------------------------------- Visit our website: http://www.ObservatorioVodafone.com Subscribe to our YouTube channel: http://bit.ly/2qIn3AU Follow us on Twitter:   / vodafoneempresa   Follow us on LinkedIn:   / vodafone-business