These slides are from a presentation given at the International Search Summit Barcelona 2023. When you want to enter a new market, accept that you know nothing. Even if you are an expert in your market in your own country, you need to learn what your new customers in your new market need. And that is not simple. In these slides, Sypha├»wong Bay from ASSONANCE.Agency explores common cultural mistakes and how to avoid them. She also explains how to target your new audience efficiently.