Are you thinking of taking your marketing prowess across the seven seas? Global marketing is a whole different ball game compared to its domestic equivalent. Here are some top tips for global marketing newcomers. Each of these tips should start you on a deep dive – there is an absolute ton to learn.
Don’t Get Lost In Translation
You are not going to have much luck marketing a product or service around the world if only a small selection of people can read your releases. Traditionally, marketing companies had three options that they could pursue when looking to translate their work. Firstly, they could hire a manual translation company. This was a costly and time-consuming process that involved sending streams of text to a third-party company. Secondly, companies could hire a translator to be part of their team. This was a great option, but not always an avenue that every company can go down. Lastly, companies could use machine translation services. Old machine translation software was unreliable, and often produced translated texts full of misnomers and grammatical errors.
These days, translation management services have evolved. Services such as Smartling use modern software, which uses neural machine translation. Essentially, this uses deep machine learning to assess not only the literal translation of a work, but the context in which it was used. This means that modern software can produce remarkably accurate translations of your precious marketing copy that will genuinely make sense to foreign readers.
Culture Is Crucial
Cultural norms are absolutely fundamental to successful marketing. Think of all the cultural norms that you take for granted when marketing domestically. The conventions of etiquette and politeness that are essential domestically might fall flat when utilized abroad.
As global marketing executive Russ Klien pointed out, “There is no more powerful force than culture in shaping perceptions, beliefs, attitudes and, ultimately, behaviors”. It is very important that you be prepared to take a deep dive into the culture of the nation you want to market in before you engage in any strategic planning. It might be the difference between a successful campaign and an embarrassing failure of etiquette.
Coordinate Launches and Campaigns
Most marketing executives recognize the importance of co-ordination. Launching marketing campaigns in a stuttering, on and off fashion tends to produce uneven results. This applies to the geographic spread of your marketing campaigns as much as it does your timing. In order to create brand awareness, you’ll need to plan your marketing pushes globally.
Co-ordinate your global marketing campaigns so as to raise awareness of your product across the globe in a simultaneous fashion. Co-ordination of global campaigns complex work and involves the administration of local teams.
Use Local Team Leads
You can’t do everything yourself! Local marketing team leads are far more likely to have a working knowledge of the cultural, legal and institutional specifics of a foreign market. Use all of the contacts you have to build a network of locally knowledgeable marketing executives. Global marketing involves the administration of small teams as part of a large and cohesive corporate structure.
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