Contributions of Digital Marketing Strategies on New Markets Approach: An Application to The German Children’s Clothing Market

Faced with the decision to internationalize, the digital internationalization process presents several challenges and options of choice among the many channels available to all brands. The main strategic decisions that managers have to make are the choice of priority markets.

This paper aims to analyze the contributions of digital marketing strategies for the companies’ internationalization process, through the entry into new markets. It also has in its genesis the ambition of helping managers to define the best strategies to adopt in the process of digital internationalization. SEO, social networks, and content creation strategies are suggested.

This research opted for the qualitative interventionist methodology, using the single case study method and documentary review applied to the German children’s clothing market.

It was thus possible to conclude, at the end of this paper, that the characteristics of the market can positively influence the achievement of competitive advantage and identify/define the best internationalization strategies in the digital environment.