Global Company Marketing
Global inter-connectivity between companies and customers is a common trend for industry survival in this day and age.
To be able to market one's company to different clientele from across the world is one of the main goals of top notch international corporations.
So how does a company and its website succeed in setting sail across the high seas to reach out to customers on the other side of the globe? Here are some suggestions to consider.
- Get to Know the Demographic Well
Different races have different cultures and follow different ideals. Getting to know the target demographic can help build a good relationship towards the new market. Knowing what things matter to the locals and what are appealing to them are important. Including information and stories that are valuable and relevant to specific regions are a good way to appeal to the new target group. Current events, natural occurring disasters, politics, economics, and religion are some topics that can be included – or avoided - in the content of the website, depending on the culture of the region. Make sure that the contents of the website are specialized to cater to the specific interests of the people.
- Local law is another aspect to consider when customizing a website for a specific group.
Make sure that enough research is done about contracts, privacy policies, claims, terms of service, internet censorship, and other legal specifics when setting up a website, and that the necessary modifications are actually applied.
- Customize
Being well informed about a country's basic etiquette and customs can give direction as to how the business should be introduced, and how the website should be designed or customized. Believe it or not, applying the wrong color scheme for a website can set one off at the wrong foot. For example, the color red in China is a symbol of good luck and celebration, while the same color is the color of mourning in South Africa. Purple in the Western world is a symbol of royalty, and is often included in splashes to create an interesting look for a website. This color, however, is the color for widows in Thailand, and symbolizes mourning. Choosing the right palette can give a website a good head start in rapport with the target market. Do not be afraid to modify the original look of the website.
It also pays to be well aware of the right terminologies to use to avoid offending the locals or making them feel that the website is not for them. The saying “When in Rome, do as the Romans do” holds true for technology and industry corporations as well. If the customers feel good about the website, the business is likely to take a hit in that market.
- Translate!
Language is another barrier in most parts of the world. Providing translation tools for a website can help to bridge the gap between native and non-native speakers. One good example of a translatable website is Google.com. Small widgets or links can be inserted into the website to allow for an easy change in language. Although English is considered the universal language, going global means adjusting to specific needs of the target market as well.
Vic Carrara
Masterwebsoftware.com
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