Digital Export: the key factors for a successful journey

In an increasingly digitized world, a growing number of Italian companies see in Digital Export an essential strategic lever for expanding one's business beyond national borders.

This approach allows us to seize the opportunities offered by foreign markets, leveraging the strength of Made in Italy and taking advantage of the positive trend that characterizes the sector. However, to achieve concrete and lasting results, it is essential to adopt the most effective strategies promptly.

Digital transformation now, more than ever, represents a necessary step to succeed in international markets. In addition to improving the efficiency of business operations, it also enhances online promotion and sales activities, ensuring greater visibility and long-term benefits for businesses.

In this scenario, incentives such as the Digital Export Bonus Plus, sponsored by the Ministry of Foreign Affairs and International Cooperation, offer valuable support to sustain this growth path.

Ma quali sono le strategie vincenti da adottare per affermarsi all’estero? Quali linee guida seguire per costruire un servizio di Digital Export really effective? 

Selling abroad Online: the steps to follow

Exporting online means leveraging the enormous potential of digital sales channels to expand one's customer base and reach new markets.

This path requires a well-defined strategic vision and constant support. 

È essenziale affrontare tutte le fasi del processo, dall’analisi strategica alla pianificazione operativa, fino alla gestione pratica di un e-commerce. The strategies put in place should be monitored and evaluated regularly to ensure effective and sustainable results over time.

In aggiunta, sarebbe opportuno fornire una formazione specifica al personale aziendale, così da rendere l’impresa autonoma e competente sotto ogni aspetto. L’ottimizzazione dei tempi e delle risorse dovrebbe essere sempre una priorità, tenendo conto delle esigenze specifiche del cliente. L’intero processo dovrebbe essere strutturato in modo da essere fluido ed efficace, con l’obiettivo di garantire il massimo successo.

What is Digital Export?

Il termine “Digital Export” si riferisce a tutti quei canali e strategie che permettono a un’impresa di espandersi digitalmente sui mercati esteri. Non si tratta solo di vendere online, ma anche di elaborare piani che sono mirati a rafforzare la presenza digitale dell’azienda. Tra le attività principali ci sono l’competitor analysis, the search for new business partners and the identification of the most effective channels to capture a share of the target market.

The Digital Export It is, therefore, a complex path that requires particular attention and a global, integrated vision from the outset. Often, relying on a limited approach risks compromising results. For this reason, it is necessary to adopt a holistic perspective, which allows this risk to be avoided. Before entering the operational phase, both online and offline, a thorough analysis of the company and its target market must therefore be prepared. 

Sicuramente, le aziende che adottano strategie digitali innovative hanno l’opportunità di accedere a nuovi mercati e intercettare segmenti di clientela precedentemente irraggiungibili, aumentando così la loro competitività a livello internazionale. Il Digital Export diventa quindi un elemento cruciale per competere nei mercati globali, consentendo alle imprese di superare le barriere geografiche e di espandere la propria presenza nel modo migliore.

Business analysis and market analysis

In any path of internationalization, and especially in the Digital Export, è fondamentale scegliere con cura i mercati di destinazione. Prima di passare all’azione, è indispensabile pianificare ogni fase con un’analisi dettagliata dell’azienda e del target market.

This involves gathering, processing, and evaluating all necessary data, analyzing every possible scenario to identify the most effective direction to take. A consistent path of Digital Export, should include:

• In-depth strategic analysis to define clear and achievable goals, identifying strengths, weaknesses, opportunities, and threats.;
• Technical evaluation Of existing digital tools;
• Creation or development of the business model, adapting it to the growth needs;
• Study of competition, both online and offline, to identify competitive advantages;
• Identification of target countries, selecting the areas with the greatest potential for success;
• Defining the marketing strategy, calibrated to maximize results internationally.

Ogni fase di questo processo dovrebbe quindi essere orientato a garantire una pianificazione solida e strutturata, che prepari l’azienda a competere efficacemente nei mercati esteri.

Lstrategic planning and online and offline operations

Dopo un’approfondita analisi dell’azienda e del mercato, il passo successivo è la pianificazione strategica, in cui si devono definire gli step intermedi per raggiungere gli obiettivi previsti. In questa fase tracciamo il percorso da seguire, stabilendo tempistiche e operatività.

The main elements of planning include:

• Construction of the Digital Export Plan, customized to the specific needs of the company;
• Business and financial planning, to ensure the sustainability of the project;
• Verification of digital channels and marketplaces more effective for distribution.

Successivamente, si entra nella fase di operatività, che coinvolge sia l’ambito online che offline. They are constituted all intermediate milestones, and results are constantly monitored to ensure that the course is always on track.

Operational activities include:

• Online operations With continuous performance monitoring;
• Offline operation, with the same level of monitoring and optimization;
• Corporate digital training, to make the team autonomous in managing digital tools.

All these actions contribute to the realization of a Digital Export that best meets the company's needs, and adequately supports it in its internationalization process. 

The role of the Digital Export Manager (DEM):

Today, there is increasing talk about Digital Export Manager (DEM), a key figure for companies looking to expand internationally. Similar to the Temporary Export Manager, the DEM is a specialized external consultant who supports the company in its growth journey in foreign markets, managing export projects in all their phases.

Il suo ruolo non si limita solo alla selezione dei mercati e all’identificazione dei clienti, ma include anche la gestione delle relazioni e delle attività di follow-up. Il DEM collabora strettamente con l’azienda, integrando le competenze tecniche e il know-how dell’imprenditore e del team, in modo che tutto il patrimonio di informazioni e materiali raccolti rimanga a disposizione dell’impresa anche dopo la conclusione del progetto.

What sets this figure apart is the combination of traditional skills for offline export development with digital skills, necessary for sell abroad through online channels. DEM thus represents the convergence of export and digital technology, leveraging databases, platforms and CRM tools to identify and manage potential customers in international markets, and increase sales. 

Octagona can be the ideal partner to successfully guide you in Digital Export, offering comprehensive advice and tailored strategies, including through a dedicated Digital Export Manager.

Contact us to find out how we can help you expand your business internationally and achieve tangible results while optimizing time and resources.