global marketing

Which trends are changing the way marketers engage with global customers?

Every marketing team in every organisation is having to deal with a furious pace of change in all areas of business.

Customer behaviour, technology, media, data analysis, the way we connect and interact with one another and companies… All these trends are evolving exponentially, but not necessarily at the same speed or in the same way in every territory.

This creates many challenges for marketers with a global remit.

Why global retailers are taking a multichannel approach

Costco and Zara are two of the latest Western brands to open online stores in China via Alibaba’s Tmall marketplace.

They’re hoping to follow the success of companies such as Apple, Burberry and Marks & Spencer which have used this route to reach millions of consumers. 

With ecommerce growing fast around the world, more British and American companies are shifting their focus overseas. And often marketplaces and other sales channels are the key to reaching a global audience.

Seven common pitfalls when taking websites international

With cross-border ecommerce booming, it’s not surprising that more businesses are launching international websites. Britain generates the biggest online trade surplus in the world, according to research by OC&C. 

The value of exports is $1bn more than imports, putting it ahead of the United States and Germany.

It’s not just major retailers such as ASOS and Marks & Spencer that are contributing to this trend. A survey by Royal Mail found six in 10 small and medium-sized businesses are looking to boost their international sales in 2014.

Website localisation: three examples of best practice

Increased globalisation has presented brands with huge opportunities to expand into new markets and the internet has drastically lowered the barriers to entry.

This has resulted in increased global competition. So brands need to ensure that their multi-language websites are properly localised in order to succeed internationally.

I regularly advise clients on the best approaches to website localisation in various different regions around the world, and perhaps because of this, I can’t help but analyse the websites that I come across to see how well they are localised for their target markets.

In this article, I’ve identified some critical success factors to site localisation and highlighted some sites that, at least in my opinion, do it particularly well.

Global businesses eye the emerging Indonesian ecommerce market

Ecommerce is growing rapidly in Indonesia, with the market expected to soar to $10bn by 2015. More global businesses are looking to take advantage of this fast-growing market, with its resilient economy and huge population.

With the world’s fourth largest population, more than 700 languages, and 18,000 islands, Indonesia is a fascinatingly diverse country. Its idyllic beaches and stunning mountains draw tourists from around the world.

But for global businesses, its huge population, resilient economy, and emerging ecommerce market, are the main attractions.

Developing a multilingual content marketing strategy

For digital marketers, content marketing is top of the priority list for 2013. And as more of the world gets online, the global audience for content is growing fast.

According to the UN Broadband Commission, a third of the world population already has internet access, and this is set to rise to 40%, or 3bn, by 2016.

Delivering great customer service across borders

The old adage “the customer is always right” applies just as much in a global digital economy. 

A recent survey by American Express of international customers found that almost two-thirds were willing to spend slightly more money with a company which provided better service. Others say they expect “excellent service” as standard, and it’s essential to gaining repeat business.

Yet it can be particularly tricky when marketing online, especially across different markets and languages.

Here are seven ways to make sure your customer service isn’t lost in translation:

Seven avoidable mistakes in global marketing

Global e-commerce business-to-consumer sales are set to soar past the 1 trillion euro ($1.25trillion) mark by 2013, according to a recent report.

The IMRG concluded “the future of ecommerce is global”, with strong growth in Asia, Latin America, and the Middle East.

For businesses of all sizes, the internet is a relatively low-risk, and cost-effective way to test the waters in new markets. But it’s all too easy to go wrong, by failing to take cultural differences into account.

Here are a few common mistakes to avoid…