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Facebook Is Not Nearly Enough: Digital Marketing on a Global Level

Facebook Is Not Nearly Enough: Digital Marketing on a Global Level

Taking your jewelry brand from the national level to the point where your name is known all around the world is a complex undertaking. One important concept to internalize early in the process is that reaching a global audience means widening your understanding of available marketing tools – in this case, social media networks – exponentially.

Facebook is the world’s largest social media network, with active users in almost every country on the planet. However, Facebook is far from the most popular social media in each country; there are regional variations. In many countries, users tend to have preferential local social networks that they will check before or in addition to Facebook. These networks are smaller than Facebook, but that doesn’t mean they’re tiny: sites like Bebo, Hi5, SkyRock and Netlog have millions upon millions of loyal users.

Knowing what social media networks are most popular in your given target market is a great starting point. You also want to fully understand how people use each particular social network. Of particular interest are shopping-oriented social media platforms like Multiply, which serves the Philippines, Indonesia, Malaysia, Singapore, Thailand and Vietnam. Professional networking sites, such as Xing, can provide brands with the ability to connect with potential vendors and partner retailers in countries such as Germany, Austria and Switzerland.

A third component to effectively marketing a jewelry brand on a global level is understanding how the content you share on different international platforms needs to be tailored to best reach those audiences. There is a definite balancing act between maintaining the core, essential elements of your brand’s identity with content designed for local appeal: Coca-Cola isn’t in the jewelry business, but they’re a great brand to look toward if you’d like to see this masterfully done.

Use the understanding you’ve developed on these three key points to influence your global social media strategies. That’s how top jewelry brands have made it where they are. You can do it too.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office