After the fascinating introduction to Psychology of Management, our next challenge in the MBA Tech program was International Marketing. This session, led by Luca Bertocci, offered a hands-on exploration of how companies can succeed globally by putting the customer at the center of their marketing strategies.
Luca highlighted the importance of a human-centric approach—meaning brands must genuinely connect with people, not just treat them as data points. A good brand, Luca explained, is meaningful, deliverable, and defendable. This was a key theme throughout the session, reminding us that successful marketing requires going beyond superficial tactics. You need to understand what truly matters to your audience and create lasting value for them.
Customer Segmentation and Targeting: Knowing Who You’re Talking To
A key takeaway from the session was the importance of customer segmentation. Effective segmentation allows brands to tailor their messages to the unique needs of specific groups, making the communication far more impactful. We discussed various approaches to segmentation, including geographic, demographic, and psychographic factors, and how applying these filters creates a clearer picture of the target audience.
One fascinating example was the shift in Poland’s consumer market over the last 20 years. Previously focused on security, Polish consumers now prioritize personal satisfaction and enjoyment—a change that reflects the evolution of Polish society and culture. Additionally, we learned about a unique segment known as the Revitalizers—a group found only in Poland, with its own set of needs and preferences. This segmentation example drove home the point that understanding local trends and cultural evolution is essential in international marketing.
Our discussion also touched on data-driven insights for deeper segmentation. Luca shared the layered approach of Kantar Media for customer segmentation, which organizes data into stages: total population data, life-stage filters, psychographic filters, and consumption behavior. By drilling down in this way, marketers can craft messages that resonate specifically with each targeted segment, creating campaigns that feel personal and relevant.
Customer Insight and Behavioral Data
In discussing data collection, Luca shared Cambridge Analytica as a high-profile case of the power and ethical complexity of data-driven marketing. This example illustrated the double-edged nature of data collection: while it enables precise targeting, it must be used ethically and responsibly. As Luca put it, „You would market differently when you understand why they are buying.” However, while data-driven insights allow for powerful connections, brands must balance this with a strong ethical stance to maintain customer trust and loyalty.
Important to notice: You need around 1 year to regain the trust of your brand, if a customer had a bad experience in the past
We also touched on psychographic filters and how they enable marketers to focus not only on customer demographics but also on values, motivations, and lifestyles. Understanding the psychology behind buying decisions allows marketers to reach beyond surface-level data and truly speak to the heart of the customer. In today’s market, where personalization is highly valued, these insights can be the key to standing out.
Emotional and Functional Needs in B2B Marketing
A particularly insightful part of our session was focused on B2B marketing and the importance of balancing functional and emotional needs. Often, B2B campaigns focus exclusively on functional benefits, such as efficiency or cost savings, but neglect the personal motivations of decision-makers. Luca explained that it’s crucial to frame the customer as the hero of the story rather than focusing solely on the company’s product or service.
An essential tactic shared was researching the background of key decision-makers before a pitch, customizing the approach to their individual needs and preferences. „Get into the skin of your customers,” Luca advised, emphasizing that successful B2B marketing involves understanding not just what the company needs but what will resonate personally with each decision-maker. This advice was particularly relevant for startups, where making a strong, memorable impression in every interaction can be crucial for long-term success.
Competitive Strategies: Attacks and Positioning
One of the more strategic parts of the session focused on how to position yourself against competitors. We explored concepts like the flank attack and the guerilla attack, with case studies that illustrated how companies like Pepsi and Coca-Cola have used these methods to capture market share. These strategies require deep insights into how your competitors perform in the market and how you can exploit their weaknesses.
There are five types of attack strategy
During our session on competitive strategies, we explored five types of attack strategies that businesses can use to challenge competitors:
- Frontal Attack Strategy: This involves a direct confrontation with competitors by attacking their strengths. It requires significant resources and is often a high-risk strategy.
- Flanking Attack Strategy: A more strategic approach, focusing on weaker or overlooked areas of the competition, making it easier to gain market share without direct conflict.
- Encirclement Attack Strategy: Surrounding the competitor by launching multiple attacks on different fronts, such as product features, pricing, and distribution channels, creating a well-rounded offensive.
- Bypass Attack Strategy: This avoids direct confrontation by offering an alternative product or service, or by targeting a new market segment, bypassing the competitor entirely.
- Guerrilla Attack Strategy: Involves using smaller, unconventional, and often surprising tactics to harass competitors, making it difficult for them to respond effectively. It’s typically used by smaller companies to disrupt larger competitors.
Each of these strategies can be employed depending on the market situation and the company’s resources, with the goal of gaining competitive advantage and market share.
Example of Guerilla (perfectly match for a low theater budget 😉
More out-of-the box marketing inspirations:
Guerrilla Marketing Exercise: Crafting a Strategy for Poczta Polska
As part of our session on competitive strategies, we had the chance to dive into a creative exercise that challenged us to develop our own guerrilla marketing strategy. This exercise emphasized the power of unconventional, cost-effective tactics to create a memorable impact on the target audience. Our team decided to focus on Poczta Polska, Poland’s national postal service, aiming to reimagine its brand presence in a unique and engaging way.
Creating a Meaningful Brand
Another crucial topic we covered was building and maintaining a brand essence. Luca’s advice was clear: a brand needs to be simple, relevant, and easily understood by its target audience. Without a clear brand essence, companies risk getting lost in the noise of global competition. It’s not just about having a catchy slogan or a visually appealing logo—your brand needs to be a reflection of what your company stands for and what your customers care about.
We also discussed the need for continuous innovation. Even if your brand has a strong foundation, staying competitive means staying relevant. You need to constantly assess how the market perceives you and adjust accordingly. Luca gave the example of Nike, whose marketing strategy evolved from the idea that „winning is for everyone” to a more selective message: „winning isn’t for everyone.” This shift allowed Nike to stay connected to its core audience while still being relevant to broader market trends.
Digital Marketing and Experimentation: Insights from Day 3 with Piotr Marzec
On Day 3, we had the opportunity to dive into digital marketing and experimentation with Piotr Marzec, who brought fresh insights into modern digital marketing strategies. Piotr highlighted the role of AI in marketing, particularly for segmentation and personalization, which he emphasized as key to resonating with today’s digital audience. Tools like Yoodli.ai for preparing pitches and Fal.ai for crafting targeted messages were introduced as must-haves for today’s digital marketer.
One of the most crucial takeaways from Piotr’s session was the importance of A/B testing to optimize digital marketing efforts. As he explained, every small adjustment—like the color of a button or the positioning of a call-to-action—can impact conversion rates. In fact, a one-second delay in website load time can result in a 4% drop in conversions, underscoring the need for quick, seamless user experiences. Piotr also stressed that mobile optimization is essential, as the majority of users now access websites through mobile devices rather than desktops.
Piotr shared some impressive YouTube statistics: „YouTube reaches 90% of people aged 18 to 51,” making it an invaluable platform for video advertising. He emphasized that video content remains the king of digital marketing, not only for its ability to capture attention quickly but also for how it builds trust with the audience. Piotr explained that 50% of ad success lies in the creative approach, especially when it’s optimized for mobile, where users tend to engage quickly. Additionally, by using storytelling in video ads, brands can establish a more personal connection with viewers.
Another valuable insight from Piotr’s session was about remarketing campaigns. Remarketing allows brands to reach customers who have already shown interest in their products, helping to reinforce brand presence and encourage further engagement. Piotr introduced tools like Brand24 for social listening, which can track mentions and sentiment, allowing brands to respond quickly to audience feedback and adapt campaigns as needed.
Final Thoughts: Marketing as a Global Strategy
This session on International Marketing emphasized the power of a human-centric approach and the need to understand customers deeply. Whether through refined customer segmentation, strategic attack plans, personalized digital campaigns, or AI-driven insights, effective marketing begins with putting the customer at the center. „Our opinion doesn’t matter,” Luca reminded us, „what matters is how much your target is willing to pay.” This session reinforced the importance of data-driven insights, competitive positioning, and creativity in delivering meaningful value.
As I continue my MBA journey, I look forward to diving deeper into global marketing strategies and exploring how to apply these lessons in real-world scenarios. The biggest are shaping the market, they spend millions of dollars yearly to make a deep dive into their segments, and it is important to learn from their insights.
