Internet economy, while having the global potential, is not without its barriers of entry. A lot of regular web users and even marketers are certain that English is the language of the majority on the web. The fact remains that English websites are consumed by only 25% of the web population – The rest of the junta is comprised of non-English and multi-cultural net citizens – and contrary to the belief, Google is not omnipresent. China is hooked to Baidu, Russia to Yandex and France to Voila.
So, as marketers in a new era, what factors are of prime importance if we need to take our business to a truly global stage?
Internet language landscape
US holds center-stage as far as the digital economy is concerned, with silicon valley acting as the incubation center for some of the digital economy concepts and innovation in the 21st century – and naturally English is the language of the land. Well, a quick look at the statistics will reveal that almost 40% of web browsing is accomplished in Spanish (with Hispanic population growing at a brisk pace). It’s a tricky situation for translators and marketers as the Hispanic Spanish is different than the Spain’s Spanish.
It is a known fact that even the users proficient in English are loyal to websites offering services in their native language – alignment of our thoughts is always in the mother tongue. The ratio continues to tilt heavily towards the foreign language web consumers with each passing day. So, will a great translation strategy do the trick for a business planning to expand its roots?
Facts & Figures: Chinese use online grew by 755% and Arabic by 2064% between 2000 and 2008, compared to a 204% growth for English.
Language compatibility of the business content is certainly a major factor for a global marketing campaign, but then technology itself can become a barrier in many cases. Consumers are no longer traditionally locked to their desktop or notebook for initiating a transaction and neither do they approach your website ( predictably) through a search engine – Today’s multi-channel sales architecture combined with the mesh of social media presents endless opportunities for the consumers and unprecedented challenges to the global marketer.
Marketing pitch: Sentiments of the Land
Every industry, product and service has their unique social, cultural and economic trademark – and this trademark acquires a flavor specific to the region where the product or service is positioned – thus the game of globalization is dictated by the rules of localization. The online channel offers the marketer the long (Search optimization) as well as the shorter route (paid marketing) to market – not to mention the social media channels. In addition, the hybrid approach (Facebook & LinkedIn PPC Ads) of social and search marketing channels have created unprecedented marketing intelligence to the marketers.
The marketing pitch, irrespective of the region or the product, can be rendered ineffective if certain pockets influencing the shopping behavior of consumers are ignored – influence from society, social and cultural affiliations, peer pressure, economic strata and the market buzz.
Multi-lingual Site Promotion
Internet has leveled the playing field for companies conducting business over the web. Your site’s audience might be from any corner of the globe – having a different native language and a culture which is entirely alien to you. Our website acts as a mediator between the multilingual consumer community.
Is your website prepared to welcome a visitor who does not understand English …Is your product catalog ready in a different language…Is your marketing plan and social networking equally solid for Non-English regions?
That is where CopperBridge team
comes into the frame – We make your website a global citizen on the web while pushing your marketing statement to all the regions. With a global marketing plan, we help you make inroads into local markets where English is not the base language. The fundamentals of our localization expertise lies in the groundwork and research we undertake..
- Its not only the language – But, the underlying culture and social values that have to reflected in the website
- The power of consumption of different regions are not same
- Focus on regional directories & Search Engines while optimizing your site for Search Engines (SEO)
- Keyword research in the Non-English language plays a big role in the promotion of a website
- Social networks vary in popularity for regions speaking a Non-English language
- Majority of the languages are LTR (Left to Right) while some languages in Middle east are RTL (Right to Left)
Talk to us if you want to chart a global acceptability path for your websites.