We have all faced this issue, to a larger or smaller degree. You are expanding, and more and more customers start trusting your products and services. In which direction should your global marketing strategy evolve? What are your localization goals?
The harsh reality is that many departments within the company fail to adapt successfully, and this is mostly caused by the company’s focus on other areas. Of course, each department could expand, if given the right direction to do so.
Global Marketing Strategy In The Spotlight
Marketing is at the forefront of any company, helping attract new customers, but also retaining your current ones. Therefore, it’s a very public part of the company that is responsible for your image, and directly also your income.
If it gets stuck while you enter new markets or improve your presence in the current ones, it sends out an irrelevant message to existing clients and fails to attract new ones due to inconsistent brand messaging.
What do you do to help your global marketing strategy evolve? In order to have a personalized relationship with your audience, you need to work on the strategy. Let’s have a look at some basic guidelines on how to do this.
Global Marketing Strategy Evolution
- How do your customers like to be contacted? Which channels and platforms do they use?
There is no single answer to this, as most countries have preferences in terms of marketing channels they use. We have covered this question in our line of articles on entering new foreign markets, such as China, Russia, or Brazil.
Different age groups will be using different channels (e.g. Facebook, Instagram, Twitter) and you will also need to decide on who your target groups are in order to tailor the experience to their desires.
Another small detail which can greatly influence your messaging is the tone. For example, you can contact your audience in the US by using their first name, but this approach will yield poor(er) results in countries like Germany or Japan.
- How often do you contact people?
This is a problem in any customer-oriented area. If you use automated emails to send out any new content automatically to your whole new audience, you will be drowning them in information.
No-one likes to receive 10 emails a day from one single service they use (just multiply this by the number of services you use, and you will get the idea).
Set up schedules in your automation tools so your audience gets a personalized experience, not a nightmarish scenario in which they have to click Unsubscribe to regain their sanity.
We all still vividly remember the Y2K for marketers, GDPR. It was, ironically, marketed as the end of (outbound) marketing, and many were using the panic to generate as many clicks as possible with clickbaity article titles.
Today, we all know that we need to be GDPR compliant. Try to set up initiatives that will give you consent from users to reach out to them.
There’s no global marketing strategy evolution without crossing borders
Of course, even if you have all of this, and you are entering a foreign market, you will face the language barrier very soon.
For that reason, we have developed our Translation Management System, that will help you automate the whole translation process, organize your translations properly, and have the best-suited translators working on the localization of your content.
Feel free to reach out to us to ask for any advice about the start of your global journey!