How to Choose the Right Marketing Channels for Different Markets?

Marketing from Poland won't work in Germany or the Czech Republic. How to Choose the Right Marketing Channels for Different Markets?

Warsaw, 03.10.2024: Polish sellers are increasingly expanding beyond their borders, targeting foreign markets with their offerings. In the era of globalization and the growing popularity of e-commerce, cross-border has become a natural development step for many companies. However, even the best products and competitive prices won't guarantee success if marketing strategies aren't properly adapted to local conditions. Markets other than Poland have different purchasing preferences from ours, requiring an individualized marketing approach. What works in Poland may be completely ineffective with our western or southern neighbors.

IdoSell data shows that in 2023, the number of sellers who decided to expand their offerings to additional markets in Europe and around the world increased by 25% compared to the previous year.[1] Cross-border is therefore a great opportunity to understand and leverage the diversity of global markets. According to the CBRE report from December 2023, the Polish market accounts for over 46% of online purchases in the CEE (Central and Eastern Europe) and SEE (Southeastern Europe) regions.[2]

Marketing Differences Between Countries

Marketing specificity varies across different markets

Germany is one of the key markets for Polish sellers. According to data from the "Cross-border from Poland" report, Germany accounts for as much as 72% of all orders fulfilled by Polish shops as part of international sales. Success in this market isn't just about translating Polish ads into German. German customers have very high expectations regarding service quality, customer support, and product delivery. Therefore, it's essential to use precise marketing tools.

Germany is a country where platforms such as Google Ads, Bing Ads, and campaigns on social platforms like Meta Ads dominate. Interestingly, the popularity of TikTok is growing, reaching 34% of German adults in early 2024. Pinterest, used by 25.8% of the German population, is also becoming an important communication channel.

When entering the Czech market, Polish sellers must remember that consumer preferences in this country differ from those in the West. In the Czech Republic, local advertising platforms such as Sklik Ads and price comparison sites like Heureka are gaining popularity. For some industries, specialized platforms such as glami.cz (fashion) and favi.cz (furniture) are also key. Czech customers are more price-sensitive and responsive to promotions, so well-thought-out discount campaigns can significantly boost sales.

One of the most frequently chosen promotional channels in the Czech Republic is Google Ads, but Meta Ads and local marketing tools like Heureka play a key role in reaching consumers. To effectively reach Czech customers, it's also worth investing in SEO and ensuring visibility on local shopping platforms.

Omnichannel as the Key to Success

The key to effective sales in foreign markets is adapting the marketing strategy to the specifics of local communication channels. As the report shows, individual countries clearly differ in their preferences regarding advertising platforms and effective communication methods. Cross-channel activities, i.e., combining different forms of communication such as search engine ads, social platforms, and e-commerce, allow for increased reach and campaign effectiveness.

Technological Innovations in Sales

Automation and Artificial Intelligence in Marketing

Modern technologies such as marketing process automation and artificial intelligence (AI) play an increasingly important role in improving the effectiveness of marketing activities.

- Thanks to advanced AI algorithms, advertising campaigns can be optimized in real time, and tools such as IdoSell offer automatic product recommendations, which accelerates cross-border sales development. An example is the Searching Pro tool, which enables intelligent product search, adapting results to user preferences. As a result, campaigns become more targeted and conversion grows – comments Michał Dmitrowicz, Head of Marketing at IdoSell.

The Importance of SEO in Cross-border

Search engine optimization (SEO) is another important element of marketing strategy in international trade. Well-optimized product descriptions not only increase the shop's visibility in search results but also help build brand trust among local consumers. It's crucial to adapt content to local linguistic and cultural preferences. As data shows, the Czech, Slovak, and Romanian markets are increasingly choosing local shopping platforms, and well-thought-out SEO can significantly increase the attractiveness of the offer.

Summary

Every market has its unique characteristics that must be taken into account in the marketing strategy. Germany and the Czech Republic differ in terms of purchasing preferences, preferred communication channels, and consumer expectations. However, it's not just these countries that have their own specificity, different from Poland's. Each time, it must be carefully tailored to the audience and their preferences. To achieve success in international sales, adapting campaigns to local realities is key. Well-chosen marketing channels, positioning, and automation tools can significantly accelerate cross-border development. The easiest way to do this is with an integrated tool that has knowledge of the specifics of each market we plan to enter.

Concepts from the Article

AI — Artificial Intelligence. A set of methods and systems performing tasks usually requiring human reasoning, learning, perception, or content generation. In HEXX AI CMS, it encompasses language models, document analysis, and automations.

Why it matters: It takes over repetitive tasks — transcriptions, descriptions, translations, selection — and shortens the path from idea to publication. In an editorial team, it means more time for work that machines can't do: evaluation, contacts, decisions.

When it's used: For generating and editing content, document analysis, transcription, translation, and automating the flow of materials.

What happens if you skip it: Without AI, the team manually performs bulk work (photo descriptions, language versions, summaries), and competitors publish faster and cheaper.