How Marketing Strategies has to Change for Globalisation
Over the past decade, the world has changed dramatically and along with its marketing strategies. Globalisation by no means is a new phenomenon and some may argue that the Mongols in Asia were responsible for international trade and influence. Others believe the World Wars drew the globe together economically. Whether you think the expansion began in the 13th Century or the 20th, one thing is certain: The era of digital technologies has drastically bought the world a lot closer together and a whole lot quicker.
With the race towards worldwide coverage and the demand for increased revenue, we are seeing all sort of business in all sizes turning to package software for their selling solution for quicker, scalable and affordable expansion. Plus, these types of platforms also offer localisation including integration with translation services, multiple language options and a variety of payment methods. Closing the gap between worlds even more.
But is this enough?
If you’re thinking about expanding your business footprint globally, starting with a platform makes sense, but this will only get you so far. It’s the marketing strategies and experiences you execute that could result in a 10% lift in sales. Realise that your international consumers expect similar service and personalisation as if they would buy from a local store down the road. These consumers are not interested in re-hashed experiences. A business’s digital experience cannot be one-size-fits-all or even one-size-fits-all-with-a-language-selector.
In order to resonate with your international consumers, marketing strategies and experience must be addressed if going global is an important factor in your business mode./plan.
Here are the top three key marketing strategies elements you should focus on to prepare your business for the world.
1) Content/Catalog Localisation
Most businesses opt for a time and cost efficient language translation programmes, taking content from the English site and translating it for the global audience. You could do this—but are you sure about that?
Language is extremely nuanced. Not all cultures use irony, sarcasm, figurative language or double meanings. Language is changing rapidly at the influence of trends that don’t necessarily translate.
Until AI tech is able to better understand and translate nuance in languages, it’s imperative that a human has final editing rights. An automatic word for word translations just won’t cut it.
2) User Flows
Local or global, the goal is the same: Enable your customer. This means you have to understand and appreciate your consumer’s behaviours and motivations in order to cater to the difference in experiences and remove any obstacles of enablement. Consider Indian shoppers who often favour cash on delivery and don’t require payment processing as part of their experience. Or Chinese shoppers who like to learn more before a purchase and prefer to browse content rather than a Western search-and-find-as-soon-as-possible preference. Or European shoppers who like buying online, but prefer to pick up in store as they still enjoy spending time in the physical store
Understanding the differences will require some research and doing your homework of cultural tastes, blended with user data to speak to the fancy of each one of your unique customers.
3) Operations Process
The relationship with your customer shouldn’t end with a confirmation message or even a shipping notice. Brands need to understand that the customer experience will continue as long as there is an experience. And the experience is not the same globally. I personally prefer and love my Amazon Prime and its one- or two-day shipping. In that short window of time (between click to order and a package delivery notification), there’s not a lot of additional engagement necessary. Customers in Ghana, however, wait for 12–22 business days for their expedited (not standard) shipping to be delivered. A lot of conversation, engagement and, potentially, additional transactions can happen in the month they wait for the initial delivery.
One size does not fit all, and if you expect your business to succeed in globalisation, it’s important to invest in more than a technical platform. Understand your customers, understand their culture and behaviour to create something that enables unique experiences.