Expats love the Internet and especially social media – it’s how they communicate with their loved ones at home, or connect with like-minded people who speak the same language and who face the same challenges abroad.

When expats first arrive abroad they usually don’t have any brand loyalties. Either they buy the first product they see, ask colleagues for recommendations, or they research options online. This means online marketing, in particular content marketing, is an essential way of reaching expats.

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