The internet has opened up several opportunities for SMEs and large-scale organizations. Gone are the days when the competition was confined to the local boundaries. First of all, businesses did not have the budget to globalize their business by advertising their brand to the global audience. Secondly, language barriers and cultural gaps made it super challenging to compete with global businesses. Today, even small-scale firms have taken their brand to the global level. Thanks to digital marketing!
Every year, new marketing tools are launched to help brands promote their businesses in the international market. These technical and marketing tools are easy-to-use and so simple that brands kickstart their international marketing straight away. However, it is important for businesses to understand the difference between localized and globalized eCommerce marketing strategies. If you intend to promote your brand to the global level, then know that the marketing strategies you used for your domestic audience may not work for international clients.
The Market Differences
So, are you planning to get started with your international marketing campaign? Before you plan your marketing strategies, let’s have a look at the meaning of local and globalized marketing.
The first aspect of global marketing is to send a generalized message that targets everyone, regardless of their demographic and location. For businesses targeting a global audience, your website homepage is the first place your prospects will consider before doing business with you. So, it has to be developed and designed in such a manner that a majority of people can understand your message and the services you intend to offer.
Note: Being the most spoken language in the world, English is the best language for businesses that target a global audience.
Simply put, globalized marketing involves strategies that target audiences on a global level. It is best for the companies that plan on expanding their services to the international markets.
Localized marketing, on the other hand, focuses on a smaller group of the target audience. For example, the sales strategy or email campaigns designed for the audience from a particular city or country will be a part of localized marketing.
Let’s say you have a business in France and you would like to bring your prospects into your brick and mortar store in Paris. For maximum conversions and best results, you need to create email campaigns in French. Any marketing campaign designed for a local audience must be written in the region’s native language so that your message is clear to the local audience.
Businesses need to understand their local audience, their demands, budget, and other aspects to build an effective marketing campaign.
Localized or Globalized Marketing – Which one is the Best?
According to the research, 67% of localized businesses spend approx $2 million on translation services annually.
Google supports the idea of localization through pay-per-click (PPC) marketing campaigns. These campaigns are designed to target the audience based in a specific area. It may not bring significant traffic to your website, but localized ads will drive the interested local audience to your landing pages. There is a good chance your audience will convert into leads if your services or product benefit your audience.
If you don’t optimize your landing page for the local audience, then it will result in unnecessary visitors from international countries. Now that you have to pay for each visitor, it will be a complete waste of money and time. The results will be disappointing. In fact, there is a possibility you may end up spending more on PPC than earning from the campaign.