A lot of businesses market themselves as being “international,” but when you dig beneath the surface, you soon find out that they’re not at all. Even some of the biggest companies in the world struggle to penetrate local markets and gain traction.
The reason for this comes down to several factors, but the most important is communication. Usually, it is not the products that are the problem, but the way that the firm presents them. Customers in faraway lands don’t want a cookie-cutter replication of your domestic business practice – they want something that appeals to their sensibilities.
Making a business truly international, therefore, is a challenge. Not only do you have to overcome some enormous costs, but you also have to put yourself in the shoes of a local person embedded in a preexisting culture different from yours, and that’s not always easy.
The solution to this problem is “communications managers;” people with job titles like marketing manager, brand director, and public relations manager. It is these characters who do the hard work on the ground, ensuring that firms present themselves in the right way for particular target markets.
Becoming a communications manager of some description is often highly lucrative. It is not unusual for people who complete a course in the subject to earn annual compensation well over $120,000.
If you’re interested in communications, communications managers, or expanding your company overseas, take a look at the following infographic. It shows the need for global communications experts and some of the opportunities available to them.
Infographic by USC