European Digital Marketing partner for global players in North and South America.

In Europe Google is also the dominant Search Engine, with Bing/Yahoo a distant second. Facebook and Instagram rule Social Networking and DV360 is the go-to for Programmatic Buying. Digital Marketing functions similar to what happens in North/ South America. Yet there are big differences though…….

Being or becoming a global player in the online world can be a challenge. There is no simple copy/paste when it comes to:

  • Cultures – difference in humor, customer journey, meanings of symbols and even preference in colours
  • Languages – UK English is not the same as US English (this article is based on the UK spelling)
  • Measurements – inches or centimeters, pounds or stones
  • Rules and guidelines – Europe is keen on data protection for individual citizens

Localisation is key if you want to be successful in foreign markets. And goes way beyond just translating your website into another language. Wait….. What?


Translating your content in another language is not always sufficient, it needs to be localised; using Dutch language for a Flemish website could limit or even block your conversion ratio.
Bear in mind that you are dealing with multiple languages and dialects; online users still prefer content served in their own language or dialect. It is all about trust.
Make sure to use the correct currencies and measurements; in France they write Euro-amounts differently than in Germany for example. And inches are not centimeters, pounds are not stones.
Also local images can improve trust and online revenue, using your own local photos might break that down.


When entering European markets it is important to keep in mind the rules and guidelines of GDPR (General Data Protection Regulation). This is a regulation in EU law on data protection and privacy for all individual citizens of the European Union (EU) and the European Economic Area (EEA). It also addresses the transfer of personal data outside the EU and EEA areas. The GDPR aims primarily to give control to individuals over their personal data and to simplify the regulatory environment for international business by unifying the regulation within the EU.

As the GDPR is a regulation, not a directive, it is directly binding and applicable, but does provide flexibility for certain aspects of the regulation to be adjusted by individual member states. And that is the tricky part, it is a regulation but could have some flexibilities per country.

So how to deal with all these cultural differences, rules and guidelines? Working with a local digital partner can be the answer, it saves you many headaches and will take a huge pressure off your shoulders.

Digital partner for your European footprints

Are you a global player based in North or South America with footprints in Europe and in need of a digital partner that knows the European cultures and habits? Maxlead can support you on different online levels such as:

Your benefit: no time difference

You might think “Great! But how do we overcome the challenge of the time difference between America and Europe: how to communicate and on what time settings?” We have European native Maxlead consultants located in North & South America. So there will be no time difference for you, communication can be done at any time during your office hours.

Experience with global partnering

We can lean on many years of experience partnering with global companies with their footprints in Europe and therefore are honored to work and have worked for companies such as:

* = Previous partnership

Find our complete client portfolio and some of our business cases.

Our international agency network

Maxlead is also part of an international network of independent online marketing agencies in Europe and beyond. Most of these agencies are full service and each has their own specialisations and international know how. The added value of this network is the cumulative in-depth knowledge of local markets. The agencies get information about which foreign markets present the best opportunities for their clients.

Let us do a free localisation scan

Are you already targeting European countries with your online entities? And, for confirmation matters, would you like a ‘localisation quickscan’ to see if you are on the right track and/or if we can identify additional improvements? Please let us know.

Martine Krop

Need more information?
Ask Martine Krop.