MediaPost: ‘Scaling In Europe: A Golden Opportunity For US Brands?’

MediaPost’s Marketing Insider recently published an article from Nest CEO Will Ashton: ‘Scaling In Europe: A Golden Opportunity For US Brands?’.

“To succeed in Europe, U.S. brands must focus on long-term brand building alongside immediate sales. This full-funnel approach has often been overlooked, which is a big misstep. Businesses need to remember they are starting fresh in multiple countries and so should create awareness-building content to introduce their brands to new audiences.

Interestingly, European brands are far more developed with a full-funnel approach. This is down to the sheer size of the U.S. market, and the fact it takes brands a lot longer to exhaust bottom-of-the-funnel demand, before they reach diminishing returns,” Ashton explained.

Read more in the full article here.