globe over target
Expat marketers should know how to target their campaigns to the right audience and design their banners to maximize CTR.

Targeting an advertising campaign at expatriates can be difficult. What marketing mix should you use? Do you target expats before or after they have moved abroad? Where do you place your ads?

These are the questions on many advertisers minds when faced with an expat campaign.

“Narrow down your advertising channels and choose media that is already targeting expats for the best results, advises Carlos Duez, business development manager at Just Landed. “Your marketing mix needs to use different channels. The Internet is the cheapest option and you can measure results. This is particularly important if you are on a limited budget.”

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Tim Eldridge is Managing Director of Eldridge Ranger Advertising. He has over 25 years of experience helping companies sell to expatriates.

Tim Eldridge has been helping companies sell to expatriates for more than 25 years. Since he started, the industry has gone through significant changes – and not all of them are positive.

One of the major dangers for Tim is the loss of industry experience due to centralization. “The current trend to centralise media buying through a single agency is often driven by procurement to gain short term cost benefits”, says Tim. “In many cases, this means specialist business units are forced to end long-term relationships with market specialists to conform to group policies.”

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