Increasing your cultural intelligence to leverage diversity means accessing knowledge about cultural norms and applying that knowledge in respectful ways. Keyboards, system applications, hardware and software vary by country -- and so do social norms. For example, the "bowing" icon would be appreciated differently in Asian countries than in North American countries. An emoticon that sends "hugs and kisses" is interpreted very differently in different communities around the world.
How do you translate an idea? Global marketing often has to be customized to elicit the same emotional response in a different culture. That can mean straying from the original source to get the message across, and it requires deep familiarity with culture, as well as its language.
Once upon a time, taking a company global required a massive investment of time and resources. Brand awareness and product placement meant boots on the ground, and without a dedicated group of marketers and salespeople willing to relocate long-term, any attempt at opening new cultural doors would inevitably fail. These barriers to entry ensured only major corporations could successfully create an international presence.
The United States is a global leader in education, as evidenced by the steady increase in international applications to American colleges and universities. Research from the Institute of International Education shows a 10 percent increase of international students studying in the U.S. during the 2014/2015 school year for a total of nearly 1 million scholars. Chinese students make up the largest group of international students, though there is a growing number coming from India.
Not long ago, retail businesses needed significant startup funds to open a single brick and mortar store. Today, selling globally is not only possible, but real and growing fast. Many retailers have realized that they can increase global sales by expanding their target markets far beyond their local reach via the use of e-commerce. Similarly, the rise of the Internet has made expansion of brands that began in one country viable in others as well. Think Tokyo Disney, Disneyland Paris or McDonald’s serving fast food in 52 countries. Still, many owners and executives are left with the question - How do I market to a global audience?
Here are 9 tips to increase global sales in today's robust international landscape.
Can you say Google in Chinese? Do you know which social network dwarfs Facebook in Japan? Climbing the search engine rankings can seem a big enough challenge in English, without considering other languages. But optimizing your site for a multilingual audience can reap big rewards, by taking advantage of growing, relatively untapped markets.
Internet use is increasing rapidly - mainly among non-English speakers. Fewer than 27 percent of web users speak English, according to Internet World Stats, and more than half of Google searches are in other languages. The number of Arabic users grew a huge 2501.2 percent between 2000 and 2011, compared to just 301.4 percent for English use. And research shows consumers are reluctant to buy goods online if they can’t read about them in their native language.
With nearly 975,000 international undergraduates enrolling each year in American universities alone, it’s worth getting familiar with those universities seeking international students around the globe– and learning just how they go about it. Here are 8 universities across the globe that are taking a proactive stance on reaching out to prospective international students.
Social media has transformed globalization, bringing people together from around the world to share experiences and information — and it isn’t just individuals making connections. Innovative businesses are using social media marketing to promote products to an international audience with great success. Many find that Facebook is the clear leader in advanced solutions for companies of all sizes.
From audience insights to performance metrics, Facebook’s tools have made it possible for organizations to connect with consumers on every continent. As of September 30, 2016, the site had 1.79 billion active users — 84.9 percent of whom are outside the United States and Canada. When creating Facebook ads, targeted parameters for audience segmentation is critical. These parameters then allow you to localize your facebook ad copy and images that will resonate with the target audience of specific loocale. It is important to understand that ad copy that targets millennials in Seattle, WA, when translated, may not resonate when shown to millennials in the UK.
In a world that is becoming more global everyday, especially for business, the ability to communicate has become stronger than ever. For a business to compete and stay relevant, they have to become effectively multicultural in their marketing. This means having a website and marketing materials that are available in two or more languages. A simple translation may seem like enough, but it often falls short. That's where transcreation has become the hot trend of the marketing world when it comes to global marketing. What is transcreation? Transcreation will address the nuances of language or the eccentricities of culture that can make a pitch to potential clients or your marketing audience work. Messaging and images are all evaluated by a native linguist with a subject matter expertise in marketing.
Emerging markets are an attractive prize for companies in every industry, no matter which country they call home. However, engaging international consumers isn’t always easy. Some businesses seem to catch on quickly, while others never make inroads. The difference lies in transcreation of marketing methods.
Transcreation goes far beyond simply translating existing marketing materials into the local language. Transcreation involves creating appropriate marketing for the target audience, taking cultural details and local customs into consideration. Below, are five companies that mastered transcreation, and as a result, they enjoy strong sales in countries around the globe. Here are five companies that mastered transcreation: