The Web has provided numerous opportunities for businesses including the ability to have global reach. But with that opportunity comes many challenges such as marketing on a global scale. To learn more about global marketing, WebProNews caught up with Anne Kennedy of Beyond Ink and Joblr and Kristjan Mar Hauksson of Nordic eMarketing.
As Kennedy points out, a big SEO challenge is language. However, she believes the biggest challenge is enculturation in matters such as finding the right keyword set for a different country. This could be a problem since it may not translate directly. For instance, soccer cleats in the U.S. are called football boots in the UK and something completely different in France.
It’s also important to think about these cultural matters in regards to content, link building, graphic design, and more. Although localization and enculturation are the most important areas, Kennedy says understanding the language barrier is the first step in getting these areas right.
Although Nordic eMarketing is based in Iceland, Mar Hauksson says it has found ways to market its products in a multilingual environment. He also points out that the company understands the impact of culture and realizes that not everyone speaks and uses English.
“When you understand that, you have a much bigger market that you can market towards,” says Mar Hauksson.
At the time of the recording of this interview, Google had recently made the move to stop censoring its search results on Google.cn and was redirecting visitors to Google.com.hk, which it does not censor. While some developments have occurred since that time, it is far from being over. Just last week, Google reported that its operations in China were partially blocked and that Chinese officials were allegedly reviewing its application to operate in the country.
Today, the company released this statement, “We are very pleased that the government has renewed our ICP license and we look forward to continuing to provide web search and local products to our users in China.”
Both Kennedy and Mar Hauksson believe it is important to pay attention to the Google/China situation from both a SEO and marketing standpoint.
Kennedy also offers some tips for doing social media globally. Just as understanding culture is critical to SEO, it is also critical to social media. She says marketers need to be aware of what social networks are popular in each country and how the people use and interact with them.
“Social media, by its very definition, depends on the nature of the society where it’s doing business,” explains Kennedy.
Are you embracing marketing on a global level?