PR Coverage

Taking an Agile Approach to International Expansion

In the second part of a featured series for The Drum, Locaria's Lindsay Hong discusses how the agency approaches gauging international demand, and then implementing an agile expansion strategy.

So you know you want to grow internationally, while keeping control of monetary and reputational risks, but where should you invest? Which channels should you introduce and when?

We have developed a four-step approach to address these questions and provide a clear path to structure international expansion. Based on a test-and-learn Agile approach, small scale fully localised PPC campaigns are launched in phase one and tested over a three-month period to better understand the market opportunity. We call this a Global Market Scoping Test. There is no need to localise any on-site content at this point, as enough data can be gauged and conversions can occur with localised PPC activity alone.