from austria to zimbabwe - international digital marketing.


Ever considered selling your online products or services to an international market? Simply translating the copy and currency certainly won’t maximise sales, there’s lots more that will require careful thought. Here are a few areas for consideration (then see you at the Global E-Commerce Summit)…

Even translating a website can be more difficult than you think. There’s sometimes more than one dialect to consider and perhaps more than one language too. It’s worth remembering that certain words, abbreviations and phrases just don’t translate well so use a professional translation agency.

European design styling offers a minimal ‘less is more’ approach and we are more than happy to engage with powerful, creative advertising. Further afield though, you may find that your audience prefers a text heavy website that simply says it like it is. Consider also the placement of search tools and navigation sections if text is running from right to left rather than left to right. Images that once worked because they led the viewer back into the page now send the eyes off the page (and simply flipping some images due to content does not work).

Images that get across a key marketing message well in the UK, may not work or deliver the desired message in other countries. Consider the culture that you’re targeting, for instance, the use of cute animals might be OK in the UK or Singapore since animals are considered part of the family in these countries. But in some islamic countries, animals are considered unclean so alternative imagery needs to be used. Likewise in Thailand, animals are seen as a lower life form.

Think about how the various seasons change around the world. You might have an offer on women’s winter clothing coming up in the UK but for bikini clad ladies in Australia, that’s not going to be relevant! Spend some time researching for relevant country specific holidays and festivals that you might be able to base promotions and offers around to help maximise sales. 

Besides your actual site content, consider how your site will be found and how it will be viewed. Different countries use different search engines and Google is not the most popular search engine in every country… ensure that you look to get your website indexed in the relevant country’s most popular search engines. Browser use across the globe varies also, so the developers beloved IE needs to be taken seriously I’m afraid! Check out the most popular browsers used in relevant countries and ensure that your site looks wondrous in every way. Older browser versions may also need to be considered.

Besides the above, do your research on social media channels used in the country you are targeting along with mobile devices - you may find that some of these are unique to certain countries.

Keep in mind that it’s ‘localisation and not just translation’ and you’ll be heading in the right direction.

If you have an international project to discuss - we look forward to hearing from you - 01752 222744.

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