Just Landed recently launched ExpatMarketing.com, a new industry portal for international marketeers targeting the more than 200 million people living abroad. The website includes news, best cases and industry data.
Surveys have repeatedly shown expats have more disposable income than people living at home. HSBC found 67% of expats were earning more abroad in 2010, and that 43% were spending more, too. A NatWest survey of British expats reached a similar conclusion, that expats made an average GBP 20,000 more than fellow Brits in the UK. This, combined with the size of the global population, makes expats of all nationalities a valuable target group.
However, big agencies often lack the knowledge to address expatriates effectively, and limited expat budgets give little incentive for building this knowledge. “In many big agencies, expat budgets are handed to inexperienced juniors,” said Tim Eldridge, Managing Director at Eldridge Ranger Advertising, who has spent more than 25 years helping companies target expatriates. “Companies are losing a lot of expertise and large agencies rotating junior staff through accounts every three months don't even notice.”
The new Expat Marketing site is designed as a knowledge base for the segment. “We launched Expat Marketing to help companies overcome the unique challenges of marketing to expatriates,” explained Daniel Tschentscher, Managing Partner at Just Landed. “This includes everything from targeting possibilities to managing campaigns across languages.”
Expat Marketing also provides information on SEO, internet marketing and developments across expat media. Its bi-monthly newsletter features interviews with marketeers worldwide, as well as tips such as effective use of social media.
“Just Landed has eight years of experience marketing to expatriates,” said Tschentscher. “Our clients include some of the premier brands targeting expats. This gives us an insider perspective of issues on both the company and customer side.” Expat Marketing welcomes input from readers and industry experts. Contributions can be mailed to press[.]expatmarketing.com.
About Just Landed
Just Landed (justlanded.com) is a website for expatriates, providing a one-stop solution for information, services & social life abroad. The site attracts more than 20 million users per year. It includes more than 50 country guides, an expat community, an international job board and a marketplace for worldwide property.