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TRANSLATION TIPS -- Going Global with E-Marketing


Going Global with E-mail Marketing 

When it comes to selling products or services that have universal appeal, think in terms of the global outlook but execute with local markets in mind. 
Translation, though critical, is but one aspect of the marketing requirements. Keep in mind that selling to consumers in different regions of the world will require that you apply techniques, wording, tactics and strategies that are suitable to a given locale. Selling a product or service in the province of Quebec would demand a different approach to the one used in, say Vancouver, British Columbia; the same would apply to a State of Maine audience versus a Los Angeles audience – same country, very different people. 
You have to figure out how to relate to a multitude of local audiences. One important consideration is humour – what may be funny to a white New York audience may not be received or perceived as even remotely humourous by a hispanic audience in New Mexico, let alone Mexico. So tread carefully; play it safe, avoid playing the comedian.

 

Target Market Considerations 
  • Your online marketing program's targeting must go beyond a localized response page. The landing page of the URL should also be localized.
  • Content should be available in your prospects' native-language.
  • Non-roman alphabet languages (Russian, Arabic, Chinese...) will require a different page layout paradigm. Don't assume that an American design will be pleasing to visitors who read from right to left.
  • Don't lose sight of privacy legislation. Rules vary widely from one jurisdiction to another, from the very restrictive (Scandinavia is an example) to the permissive. "Opt-in" and "Opt-out" rules and controls also vary widely. 
  •  

    The bottom line is research. Online marketers need to do their homework for every country they wish to target in order to sell effectively and legitimately in far off locales.


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    Date content posted: March 2, 2015, 9:37 pm
    Content ID: 564
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