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In 2012, we conducted research into how the recession had affected attitudes towards global trading opportunities.
We found that many of the respondents had been forced to rely heavily on global markets to maintain or grow their revenues.
There are many brands who have not considered selling on marketplaces like eBay and Amazon, let alone Ozon, Tmall and Allegro.
But it’s an opportunity only the foolish would dismiss out of hand. For many brands it can bring in another big chunk of revenue if done well and a customised page on eBay for example, doesn’t necessarily devalue a brand’s image.
BMW is one example of a company that successfully dipped its toe and then plunged into marketplaces. In fact, BMW used eBay before it had any of its own ecommerce functionality.
I attended the MetaPack Delivery Conference this week and heard from Al Gerrie of We Are Pentagon about the advantages of selling on marketplaces and what brands should look out for.
So what is there to know?
You have a website, or perhaps you have multiple websites, and you want to ensure that conversion in markets outside of UK and US is as high as possible.
In this case, especially for markets in the Middle East and Asia, it pays to know how a country’s culture will impact interaction with your content.
Whatever market you are approaching, make sure you have considered how these eight factors play.
If you’re interested to learn more about international digital marketing, check out Econsultancy’s training courses.
Responsive design as a standard feature on a website is growing quickly.
There is no longer much of a debate over whether brands need a mobile site, as consumer demand dictates that sites need to be optimised for small screens.
The choice now is between a dedicated mobile site, an app, or responsive design.
So to show how responsive design can be applied in practice, here are 10 examples from around the world...
Welcome back. I hope you caught the first part in this series where I stressed how important it is that businesses recognise that countries and cultures interact with websites differently and how it’s key to provide bespoke experiences in order to succeed.
In the concluding part of the series, I’ll explore the challenges of brand consistency and my final thoughts on the matter. There is a big world out there and this is neither a quick nor easy process.
It is one that will help increase conversions and ROI though, something businesses can’t ignore as global online competition accelerates.
When I moved to the UK in 2007, aside from acclimatising myself to a new city, culture and a host of new accents, I found myself having to adjust to being regularly mistaken for an American.
At first, it bothered me but as with most things though, you adapt. But it bothered me because, despite all our apparent similarities, Canadians and Americans are very different.
These differences can be translated to today’s online world, where it’s important for businesses to recognise that countries or cultures interact with websites differently and should therefore be treated with a bespoke experience.
In the realm of conversion optimisation, there are a number of best practices that can be considered.
Thanks in no small part to the internet, we live in a global economy in which companies can compete in markets they never would have a decade or two ago.
For B2B businesses in particular, globalization has created countless market opportunities. But exploiting them isn't always easy, and for companies already overwhelmed by the number of marketing options they have in their home countries, international marketing can seem like a daunting challenge.
Taken from our Internationalisation of E-commerce Best Practice Guide, this extract provides a framework to enable you to quickly review the opportunities and challenges presented by a specific market and help you make an initial judgement of what markets to enter.
Here are the 11 Cs of e-commerce internationalisation...
Targeting international customers involves a lot more than just translating a website. Global companies, such as McDonald's and Twitter, show the importance of adapting designs to reach different audiences.
It’s said an image can tell a thousand words, and a well-designed website can make or break an online company. But the message it’s sending can vary depending on the audience.
Communicating effectively with global customers can involve much more than simply translating the content. It also means thinking carefully about other design aspects, from choice of colours to navigation.
When Google first threatened to exit China over concerns about the government's censorship stance and involvement in a hacking incident, I called Google's move a "calculated business decision" while at the same time questioning just how calculated it really was.
And when Google decided to run a Chinese language search engine from Hong Kong, I noted that Google was clearly "to have its cake and eat it too", albeit with little chance of success.
Groupon may be the 800 pound gorilla in the super-hot group buying space, but its prominent success story, coupled with low barriers to entry, has led to a significant amount of competition, both in Groupon's home market, the United States, and globally.
Not surprisingly, Groupon isn't content with its current U.S. dominance. Investors haven't poured nine-figures into the company so that it can maintain its current market position. So it's rapidly expanding internationally to tap into new sources of growth. But expanding beyond a home market almost always comes with challenges and risks, and that's becoming apparent as Groupon tries to move at breakneck speed into far-flung markets.