How to Successfully Launch into New Markets

Our latest blog explores the challenges and opportunities faced by many AdTech leaders who are looking to venture into new regional landscapes.

For many, ‘landing and expanding’ into new markets is high on the agenda when setting out future ambitions for the organisation. And, as technology advancements increasingly become the key driver in organisational success, global expansion is a prerequisite ‘must’, rather than a ‘luxury’ for any serious AdTech leader.. 

Research findings from an annual survey of technology decision-makers, by Equinix, Inc. revealed that global businesses are planning major investments in digital technologies to support ambitious expansion plans following lessons learned from the global pandemic:

• 72% of respondents indicated their organisation is planning to expand into either a new city (31%), a new country (33%), or a new region entirely (38%).
• An even higher 83% of survey respondents stated that enhancing customer experience through technology was a priority, and a key driver in global expansion and entering new markets

However, many fail in their global footprint efforts due to ill-thought-out strategies, an assumption mindset, and/or a lack of due diligence. (In fact, the assumption mindset is one of the biggest downfalls of many businesses that I have met throughout my many years in AdTech!

So many business leaders believe if a product or service works well in one region, it will likely translate to another. But this simply isn’t true. If the global pandemic taught us anything, it is that despite going through unprecedented times on a global stage, recovery strategies and routes to ‘normality’ differed immensely. Audiences differ, external factors differ, and economic landscapes differ; there is no ‘one size fits all’ approach to AdTech, so my advice is to remain humble in every part of the decision process. 

The good news is, by thoroughly working through your ‘new market’ strategy, you will start to see the incredible opportunities available to you and your business’s future, and you’ll most likely be able to do a bit of a ‘spring clean’ in the process, removing tech, vendors, and processes that may no longer be delivering you value. And, the good news is, you’re not expected to do this alone! Embracing change and launching into a new market can be pretty daunting, however, the incredible collective at LaunchPad is here to help. 

We’ve created a How To Guide focused on launching into new markets. Within our guide you’ll learn about the current marketplace regarding business expansion, the ‘Do’s & Don’ts’ when defining your strategy, the legalities in global expansion, and the next steps on how to get started.

Download our Launching into New Markets Whitepaper and start your journey on international expansion!