Your company is launching its product in a new country, for example from India into the UAE. How would you plan the digital marketing?

What the interviewer wants to hear

• Research the market, audience, competitors and search demand
• Localise messaging, language, offers and payment options
• Choose channels by local behaviour
• Check local laws and platform rules
• Start with tests and a learning budget
• Set up tracking and clear launch KPIs

Model answer

I would start with research: who the target customers are, how they search and buy, which competitors are strong and what search demand looks like, using tools like Google Keyword Planner and Similarweb. In the UAE, for example, the audience is very diverse, so I would plan English and Arabic content and possibly other languages for key communities. I would localise the offer, pricing, payment options and proof, such as local testimonials, rather than just translating. Channel choice follows local behaviour; Instagram, TikTok, Snapchat, Google and WhatsApp are all important there. I would check local advertising and data protection rules and any licensing needs for claims. Then I would launch with a test budget across a few channels, with clear KPIs and proper tracking, learn quickly and scale what works. A local partner or agency can help with cultural details.

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