The European market is right there for the taking. It is the largest single economy in the world, in turn, made up of an ample variety of national economies. What does this mean?
Well, for one it means that gaining access to the European market entails the potential to open up the path to countless other opportunities. On top of that, seeing as it is also one of the most digitalized trading blocks of the world, with 92% of households having internet access, the European market is more accessible than ever for brands all around the globe.
How to get successful in a European country like the Netherlands
If you wish to succeed in your venture into the European market, you have to take into account that your local marketing strategies need to be molded into the right fit. In order to do so, it is extremely important to carry out thorough market research to identify both your local business opportunities and your risks.
Furthermore, the best way to go about entering the European market is hand in hand with the right local partner. Only then will you be able to ensure your actions move you closer to your goals.
Once you have both of these things under your wing, you will be able to determine your goals alongside your European partner to properly build an online marketing strategy around your proposition.
Side note: One of the exciting things about online marketing in the Netherlands, is the capacity to create truly spectacular content. The Netherlands is one of the countries with the fastest internet in the world, this allows you to create fantastic, rich video content that the user will be able to enjoy seamlessly.
The Netherlands stands out as a European business opportunity
With connectivity rates being 5% higher at 97% than Europe as a whole, online shopping has become the norm in the Netherlands. Currently, the Dutch market is the 5th largest e-commerce in Europe, with 93% of the population shopping online.
While it used to be a very closed online economy – meaning that it was completely dominated by local retailers and marketplaces, cross-border purchasing within the EU went all the way up to 64% during the first quarter of 2021. The Dutch are increasingly actively looking for the value and choice offered by international merchants.
The favorable Dutch attitude towards online shopping and the elevated English language comprehension in the country, as well as its proximity to the German, French, and Belgian markets, make it the perfect entry point into the European market.
Side note: The Dutch like to pay with a locally developed online payment method, called iDEAL. You’ll have to open an account at one of the 12 Dutch banks first to sign up for iDEAL.
The peculiarities of a local market (a.k.a marketing in The Netherlands) is not the same as marketing elsewhere
Depending on which European country you specifically wish to tackle, your plan of action will vary. A strategy built for marketing in the Netherlands may not yield the same results in Spain, for example. An explicitly Dutch marketing strategy will entail its own market research and most likely a different local partner.
As such, the dutch marketing strategy that you build around this will look different than if you did it somewhere else. While your market research will depend on your product, and your ideal local partner will depend on your needs, there is one thing that all businesses that wish to carry out marketing in the Netherlands will have to face regardless of the industry. And that would be the Dutch audience.
Imperative consideration for a successful dutch marketing strategy: the People
In the same way that you have to adapt your marketing strategy for a European audience when specifically planning for your marketing in the Netherlands, you must tune your actions to cater to the particularities of the dutch customer. There is no successful online marketing strategy in the Netherlands without this step. The Dutch do not have the same way of life as other European countries.
Marketing for a Dutch audience: character
The dutch customer appreciates clarity and straightforward communication. They want to know what a campaign is exactly about, so make sure that this comes across crystal clear in your digital marketing strategy in the Netherlands.
Maximize your Dutch marketing with the right language
While it is true that the vast majority of the Dutch public speaks English to a very high standard, particularly among the youth, this aggregate shrinks the further away you go from the largest metropolitan areas such as Amsterdam, Rotterdam, and The Hague.
Furthermore, despite the high level of English, many customers are still more likely to consume content and purchase something in Dutch. This is reflected in the fact that the most popular websites for online shopping are all in Dutch. Compared to other European countries where Amazon has completely taken over the online economy, in the Netherlands, it comes in 6th trailing behind several local marketplaces. Accordingly, Dutch will be a must for your marketing strategy in the Netherlands.