1. Entering a new
market via
digital marketing
SIMONE CASTELLO
BIPC – SEPTEMBER 2023

2. Entering a new
market via
digital marketing
• Enterprise roadmap
• Steps & key questions
• B2B versus B2C
• Frameworks: strategy & digital marketing
• Mission statements & slogans
• Preparing to launch & campaigns
• Free tools

3. Enterprise roadmap
Infographic: Simone Castello, all rights reserved

4. *International markets: cultural,
administrative, economic, fiscal and
legal differences, plus logistical
challenges.
• Goals
• Market overview
• Product/service
development
• Sales, including
delivery
• Marketing: where* are your
customers and how can you
reach them?
• Sourcing: producing the
product/service or buying it?
• Control: entering the market solo
or partnering with businesses?
Market entry: steps & key questions
Infographic: Simone
Castello, all rights
reserved

5. B2B versus B2C
•Customer targeting
B2B: niche/narrower field; B2C: funnel-focused.
•Branding
B2B: positioning; B2C: messaging.
•Messaging
B2B: use terms familiar to customers; B2C: more
playful and emotional.
•Customer relationships
B2B: personal relationships; B2C: more
transactional.
•Decision-making
B2B: procurement; B2C: quick and easy process.

6. Framework: strategy
 Key
players &
market
share
 Difference
s
 Competiti
ve
advantage
Competito
r analysis
Market
voice
 Views -
social media
listening &
focus groups
 Trading
landscape
 Differences
 Competitive
advantage
Market
researc
h
 Size, trend
& forecast
 Segmentati
on
 Drivers,
risks &
challenges
 Rules &
Regulation
s
Market
entry
 Capability
& skills
 Opportuniti
es
 Finance
 Go to
market
model:
what,
where &
how to sell

7. Framework: digital marketing
Infographic: Simone Castello, all rights reserved

8. Mission statements
https://dealdesign.com/2021/06/01/tagline-mission-vision/

9. Slogans
https://dealdesign.com/2021/06/01/tagline-mission-vision/

10. Preparing to launch: ecosystem
Infographic: Simone Castello, all rights reserved

11. Preparing to launch:
actions
Infographic: Simone Castello, all rights reserved

12. Audience Overview
1 Nov 2018 – 28 February
2019
Building &
Implementing
 Use client queries/insights
for content or from social
media listening create
product info, reports, case
studies, infographics,
podcasts
and videos.
 Set up an editorial calendar
and monitor reactive
opportunities, including
events and trends.
More Activities & Follow-
up
 PR initiatives such as
product/service launches
 Events
 Communities
 Print & digital media outreach
 Strategic alliances with
organisations and brands
 Blogs & blogger outreach
 Email marketing (newsletters)
 Measure engagement to
fine-tune the campaign and
assess performance.
Campaign Planning
 Identify needs using market
research data. Promote
benefits more than features.
 Insights: get demographics
to define messaging and
build personas.
 Choose channels Facebook,
LinkedIn, X, Instagram,
TikTok, Threads, etc.
Campaigns

13. https://learndigital.withgoogle.com/digitalgarage
https://app.hubspot.com/signup-
hubspot/academy
https://www.semrush.com/academy/
Search Engine Watch, Social Media Examiner,
E-consultancy, Smart Insights.
Free digital marketing e-newsletters
D. Cattrall, S. Castello: The Virtuous Circle of Omnichannel CRM
https://www.preprints.org/manuscript/202105.0359/v1
D. Cattrall, S. Castello: Using Social Media to Build the Loyalty
Loop in Omnichannel Retail
https://www.preprints.org/manuscript/202206.0027/v1
https://www.slideshare.net/SimoneCastello
@simonecas -
www.linkedin.com/in/simonecastellodigitalstrategy/
Free tools
Learn digital marketing
Speaker’s free resources
https://blog.hubspot.com/blo
g/tabid/6307/bid/29437/20-
free-social-media-and-brand-
monitoring-tools-that-
rock.aspx
Online business resources
BIPC resources to help you understand
your market & research your business
idea: great for competitor analysis.
https://www.cambridgeshire.gov.uk/residents/libraries-
leisure-culture/business-intellectual-property-centre-
cambridgeshire/business-resources
Social media listening &
monitoring

14. Questions?
Infographic: Simone Castello, all rights reserved
• Enterprise roadmap
• Steps & key questions
• B2B versus B2C
• Frameworks: strategy & digital
marketing
• Mission statements & slogans
• Preparing to launch & campaigns
• Free tools