For businesses around the world seeking growth, expanding to Europe is an excellent opportunity. Europeans, who number over 500 million (per collective official country estimates), have some of the world’s highest disposable household incomes (per an OECD index) and drive a massive regional e-commerce industry valued at EUR 200 billion and growing at just under 20% annually, per an Accenture US-EU cross border study. The single most important fact to consider when developing a European marketing strategy is that Europeans should not be approached as a single market or customer type. While many European countries do share similarities, such as regulations and a common currency via the European Union, each country has its own unique culture forged through millennia of history. Things To Consider When Formulating A European Business Strategy There are many differences between Europe and the United States — cultural, economic and legal. Here are a few to keep in mind when developing a European business strategy and setting up your search campaigns. The Basics There are many different conventions — written and spoken — that exist for basic cultural elements, including: Date. In most European countries, the day is placed before the month — so, “July 21,…
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