Israel Marketing -

Marketing Effectively in the Israeli Market: Strategies and Tips

With a strong entrepreneurial culture and tech sector, Israel offers major marketing opportunities for companies looking to enter or expand in this innovative market. However, the Israeli consumer landscape has its own intricacies requiring a tailored approach.

In this comprehensive guide, we’ll explore the keys to marketing successfully in Israel, along with actionable tips for developing effective campaigns.

Getting to Know the Israeli Marketing Landscape

Israel has a vibrant marketing industry shaped by some unique characteristics:

Small population of 9 million but high GDP per capita
Fast pace of life with heavy internet and mobile usage
Mix of Jewish and Arab demographics with cultural nuances
Thriving tech and startup ecosystem
Challenging political environment and security issues
Fragmented media landscape with niche publications
High cost of traditional advertising in major cities
Shift to digital across search, social, and content marketing
Role of influencers and “word of mouth” in consumer trends

Understanding Israeli culture, consumer behavior, and the media mix is key for brands entering this market.

Top Media Channels and Publications

Here are some of the major media outlets and platforms for marketing in Israel:

Television

Channels 2, 10, 12 and 13 lead in ratings and ad revenue

Newspapers

Top dailies include Israel Hayom, Yedioth Ahronoth and Maariv

Magazines

Key segments include lifestyle, parenting, and news

Digital and Social Media

High internet penetration makes digital key
Facebook and Google dominate digital ad revenue
Top publishers include Walla, Ynet, and Mako

Radio

Galei Tzahal and Galgalatz lead radio listenership

Outdoor/OOH

Main formats are billboards and public transport

Influencers

Micro and macro influencers active on Instagram and Facebook

Developing a Smart Media Mix Strategy

When planning media strategy for Israel, keep these tips in mind:

Prioritize digital

With heavy mobile usage, focus budget on online ads, social, SEO and content.

Match channels to audience demographics

Know where your target segments consume media and allocate budget accordingly.

Consider native advertising

“Native” ads that match the look and feel of media sites can drive results.

Build influencer partnerships

Work with relevant influencers to tap into their highly-engaged audiences.

Experiment with social campaigns

Creative social campaigns can gain traction, especially on Facebook. linkedin

Localize campaign targeting

Geo-target ads and offers to specific Israeli cities or regions.

Compare ROI of channels

Continuously assess and optimize media mix based on channel ROI.

Take a multimedia approach

Combine digital with traditional channels for maximum reach.

The ideal media mix leverages multiple channels tailored for your Israeli target market.

Crafting Campaigns Geared Towards Israeli Culture and Mindset

To resonate in the Israeli market, branding and messaging should align with cultural nuances:

Subtlety. Israelis appreciate understated messaging versus something perceived as “over the top.”

Humor. Clever, tongue-in-cheek humor often works well to connect.

“Israeli-ness.” Embed local cultural references and traditions for authenticity.

Values. Link to aspirational values like intelligence, success, and creativity.

Insider appeal. Using Hebrew slang or terms can help strike an “in the know” connection.

Confidence. Position your brand with boldness but not arrogance. Avoid self-deprecation.

Emotions. Don’t shy away from patriotic touches and stirrings of national pride.

Local adaptation. Ensure translations retain context and local nuances.

Monitoring responses and trends will reveal what creative resonates versus misses the mark.

Leveraging Key Israeli Holidays and Events

Tying into major holidays and cultural events can boost engagement:

Jewish High Holidays

Tailor messages and offers around Rosh Hashanah, Yom Kippur etc.

Hanukkah

Big retail season with gift-giving promotions.

Purim

Leverage costume and theme campaigns around celebration.

Independence Day

Patriotic and national pride marketing hooks.

Memorial Day

Reflective tone, emphasis on community.

Eurovision

Major pop culture moment and ratings bonanza.

Timing promotions and campaigns around Israeli cultural moments can greatly enhance relevance.

Succeeding with eCommerce Marketing

eCommerce is growing rapidly in Israel. To succeed:

Offer Hebrew website and customer support

Appeal to local preferences with site design

Highlight secure checkout and privacy features

Provide relevant payment options

Integrate with local logistics and delivery

Partner with leading price comparison sites

Run localized PPC ads

Email marketing to drive repeat purchases

Social campaigns to boost brand awareness

Compelling calls-to-action and offers

Optimizing the eCommerce experience for Israeli shoppers is crucial.

Strategies for Reaching Diverse Consumer Segments

Israel’s population has key segments that can be targeted:

Younger consumers

Digital-first, price conscious, brand-influenced

Haredi community

Traditional, seek values alignment, Hebrew-only content

Israeli Arabs

Distinct preferences, target in native language

Recent immigrants

Transitioning to local culture, Russian marketing

Affluent Israelis

Premium brand focus, target online and traditional media

Tailoring messaging and channels to reach diverse demographics more effectively.

Marketing Trends to Watch

Stay ahead of evolutions in the Israeli marketing landscape:

Rise of “brandtainment”

Blurring lines between marketing and entertainment through content.

Short-form video boom

Bite-sized video consumption surging on social and YouTube.

Shift from TV to CTV

Accelerating shift from linear TV to connected TV/OTT.

Audio experiences

Podcast marketing and digital audio ads gain traction.

Conversational commerce

Messaging apps emerge for customer engagement.

Personalization and segmentation

Leveraging data and AI to target and personalize messaging.

Online reviews culture

Monitoring and managing brand presence on review sites.

Monitoring Israeli marketing trends will reveal new opportunities to leverage.

Measuring Campaign Impact and Performance

Be rigorous in assessing campaign effectiveness:

Set specific KPIs

Tie campaign KPIs directly to business goals.

Leverage mobile analytics

Track app installs, actions, and mobile site data.

Monitor social engagement

Measure shares, comments, follows, etc.

Evaluate influencer ROI

Assess campaign reach, engagement rates, conversion impact.

Monitor media performance

Compare metrics like cost-per-click across channels.

Conduct surveys

Get direct customer feedback through post-campaign surveys.

Measure offline impact

Match online activity with offline sales where possible.

Refine based on insights

Continuously optimize targeting, messaging, and media mix.

Robust monitoring provides the insights to maximize returns from Israeli marketing campaigns.

Top Marketing Tactics to Test

Some proven tactics to fuel growth in the Israeli market:

App install ads on Facebook and Instagram
YouTube bumper ads for brand awareness
Retargeting through Google Display Network
Amazon sponsored products for eCommerce
LinkedIn lead generation with content offers
Sweepstakes and contests to drive engagement
SMS marketing with personalized offers and promotions
OOH billboards along major Israeli highways
Native advertising in news and entertainment sites
Audio ads on top podcasts and music streamers

Don’t be afraid to experiment across both traditional and digital channels. Agile optimization based on performance can help unlock major opportunities.