Localization Strategies for Global Digital Marketing
Good business acumen, in today’s competitive market, is to spread your business around the globe. Ecosystems in the global markets are designed to have a flexible architecture where you can spread your wings. Exploring business opportunities across the globe does not mean you have to start visiting them. In the age of high-tech gadgets, the internet, SEO, and digital marketing, you can achieve all of this from the comfort of your office or shop.
Its 2017 and everyday people are now internet-savvy. The majority spend hours every day on their mobiles, laptops, and tablets. In addition, with the sudden Tsunami of Apps, social media platforms like- Facebook and Twitter there are lots of channles to choose from where you can market globally. When you start leveraging these channels through online marketing tools and efforts to generate business or position your business globally it is called – Digital Marketing.
Advancement in Digital Marketing
There are various aspects when it comes to digital marketing and professionals categorically use their expertise to make use of them. The challenge with digital marketing is making sure you reach your ideal customer. Extracting business using digital marketing in a particular state or provision can be easy, as you may belong to the same area and you understand the needs and behavior of the customer. The challenge comes when you initiate the journey to explore opportunities outside the state. Understanding a different state or country and accordingly designing strategies to capture the best out there is the real dare. You may call it “Localization Strategies for Global digital marketing”!
The below examples will make it clear why it is critical to understand, adapt, and save your time and money by localizing. It will also show you how if you get it wrong, it can cost you. You can lose a customer by irritating them, or even worse hurting sentiments to the extent where you may lose not only the customer permanently, but may also lose the market.
- Translation of the famous brand “Coca-Cola” in Chinese is – “ko-ka-ko-la” and it means “bite a wax tadpole”.
- Use of Swastikas on Bedspreads in India created an outrage.
- Pronunciation of “Four” in Japanese sounds like the word “death” and hence products packed in four are not liked.
- In the US the figure “420” is associated with Cannabis culture and in India, it is associated with a conman or con-woman.
Few critical things must be considered while you strategize for global markets:
- Keyword selection
Ensure you use the correct keyword which connects with the market and your web page is optimized correctly. You must take the service of a local marketing expert and a translator to zero-down on the list of keywords. Even when same languages are spoken you must take care selecting the keyword. Just imagine how the same word may have different spelling when it comes to British and American English. Incorrect use of keyword will result in poor rankings.
- Space for different languages
While exploring global market you need to work on the local language and there are languages which occupy a lot of space. Therefore when you design your original web page you must keep an appropriate buffer of space to accommodate as per the language. For example, German and French on average takes 30% more space than English.
- Avoid pictures
Try not to use too many photographs and pictures as it will need translation and doing same with a different culture and people will not be easy and sometimes may give rise to conflicts. Using a picture of the beach in middle-east countries, where a woman must be covered, may be deadly. If at all you need to add editable pictures.
- Not just translation
You must gather information on the local culture, likes and dislikes of people, their beliefs, and traditional inclinations and accordingly decide on communication. Your simple translation from English to the local languages may be fatal.
- Speed matters
- Use of CDN
You may also install the “Content Delivery Network” (CDN) which uses the local servers to download your content with speed and accuracy to local users. This enhances the user experience and hence higher rankings and traffic.
- Integrating optimization
This will make your SEO presence as per the local markets and your visibility will be at the highest levels across all search engines. As a result, your online content and ads receive the optimum amount of clicks and conversions. Optimized contents will certainly drive traffic and the flow of visitors from organic listings increases. This will ultimately lead to a higher conversion rate.
- Cost and Logistics.
Logistics is an important factor for the product or service you offer, as per the culture and local preferences. For example, if you have large packs to offer in one state you may not be able to do so in smaller, economically weak markets, with potential. You must act accordingly and come up with smaller packs and pricing as well.
- Local distribution network
Do your homework on local market and distribution networks so that you may leverage the upper hand in distribution. For example, Japan has a huge network of corner stores- Konbini, who play a critical role in the daily life of Japanese. Their network is been used by companies like Amazon for their online business.
You must observe, local practice, tradition, and liking of people that connects them to you faster. Strategizing or localizing in and around those things will add value to both the customer experience and your business.