Website Globalization And E Business India

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The Website Globalization and E-Business Series includes a series of brief reports on country-specific website globalization and e-business topics. This series of reports is meant to be a primer on …

The Website Globalization and E-Business Series includes a series of brief reports on country-specific website globalization and e-business topics. This series of reports is meant to be a primer on e-commerce as well as a collection of language, culture and website globalization facts by country.

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  • 1. Globalization Partners International White Paper | 2014 Website Globalization and E-Business India The Website Globalization and E-Business Series includes a series of brief reports on country-specific website globalization and e-business topics. The series includes: • • • • • • China Japan Germany US Hispanic Market Brazil India • • • • • Russia Argentina France United Kingdom United Arab Emirates This series of reports is meant to be a primer on e-Business as well as a collection of language, culture and website globalization facts by country. These reports are by no means a complete coverage of these topics. For more comprehensive or customized reports on country-specific Website Globalization and E-Business topics, please email mspethman@globalizationpartners.com. No material contained in this report may be reproduced in whole or in part without prior written permission of Globalization Partners International. The information contained in this White Paper has been obtained from sources we believe to be reliable, but neither its completeness nor accuracy can be guaranteed. The Website Globalization and E-Business paper was researched and written by: Martin Spethman Managing Partner Globalization Partners International mspethman@globalizationpartners.com Phone: 866-272-5874 Nitish Singh, PhD, Author of “The Culturally Customized Website”, “Localization Strategies for Global E-Business”, and Assistant Professor of International Business, Boeing Institute of International Business, John Cook School of Business, Saint Louis University. singhn2@slu.edu Phone: 314-977-7604 1 of 14 © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. ® All Trademarks are the property of their respective owners. All graphics used in this report were provided by Flickr, Google Images and other free internet resources for pictures. Globalization Partners International helps companies communicate and conduct business in any language and in any locale by providing an array of globalization services including: • • • • • • • • Translation Multilingual Desktop Publishing Software Internationalization & Localization Website Internationalization & Localization Software and Website Testing Interpretation (Telephonic, Consecutive, Simultaneous) Globalization Consulting SEO (Global Search Engine Marketing) To learn more about Globalization Partners International, please visit us at blog.globalizationpartners.com. Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 2. I. Market Introduction and Stats Stats/Source Online Activities Top Online Activities on Internet • Emailing 94% • Download Music 72% • Instant Messaging/ Chatting 56% • Job Search 56% • PC to Mobile SMS 55% • Social Networking 54% • Online Communities 50% (Juxt New Age Market Research) Increased Social Networking and Entertainment (Juxt New Age Market Research) • “social interactivity” accounts for over 80% of all regular Internet users • Blogs have lagged; only 29% of Internet users in India read them • watching videos and downloading movies increased dramatically in 2011 The Indian Online Consumer Online, Social Networking and Mobile Statistics on India ÌÌ 67% of e-commerce in India takes place through mobile connections ÌÌ 40% of Internet searches in India take place through mobile connections ÌÌ 75% of India’s online population is under 35. ÌÌ India’s extended online universe is in excess of 145 million ÌÌ 20 million people in India use the Internet every day Fast Facts $1.842 trillion (World bank 2012) 4.8% (2013 Est.) Population 1.237 billion (World bank 2012) Population Growth 1.344% (Cia World Factbook) Internet Population 151.5 million (Wikipedia) Mobile subscribers with Internet access Internet GDP GDP Growth General Stats Numbers 70% population penetration (IMAI 2013) LL67% of e-commerce and 40% of Internet searches in India are done via mobile devices. (trak.in) LLIndia’s retail market was estimated at $470 billion in 2011 and is expected to grow to $675 Bn by 2016 and $850 Bn by 2020, – estimated CAGR of 7%. (Retailopia.com) LLIndia has the world’s second largest population, after China. LLIndia has the world’s second largest workforce, after China. LLChildren are considered precious to Indian families, and parents of all income groups do everything they can for their offspring. (Euromonitor) LLThe International Monetary Fund (IMF) ranks India as the ninth largest economy (by market exchange rates) and the fourth largest by purchasing power parity, or PPP. (Wikipedia) LLAbout one out of four Indians possess a credit card. Juxt New Age Market Research LLThere are 22 recognized languages in India and well over 100 linguistic dialects. (CountryWatch) LLIndia now has the world’s third largest internet population – after China and the US. (ComScore) LLIndia’s e-commerce market is expected to reach US$ 24 billion by the year 2015 with both online travel and e-tailing contributing equally. Another big segment in e-commerce is mobile/DTH recharge with nearly 1 million transactions daily by operator websites. (Wikipedia) ÌÌ 59% of Internet users in India only access the Internet via mobile devices ÌÌ On an average, Indian web users spend 26 minutes online each day ÌÌ 87.1 million users experience Internet on their smart phones and this number is expected to grow to 165 million by 2015 ÌÌ Facebook has 45 million, Twitter has 15 million and LinkedIn has 45 million users in India ÌÌ India ranked to be the second largest country with 142,339 users in Google+ 2 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 3. II. India Culture and the Online Consumer Cultural Values Individualism: Cultures like India that are high on the individualism value tend to value individual goals over group goals. Independence, individuality, and self expression are preferred values. Power Distance: A belief in authority and hierarchy (high power distance). Cultures like India that are high on power distance accept power and hierarchy in society and are low on egalitarianism. In such cultures, less powerful citizens are accepting of unequal power distribution in society. Uncertainty Avoidance: The importance of predictability, structure, and order (high uncertainty avoidance) versus a willingness for risk-taking and an acceptance of ambiguity and limited structure (low uncertainty avoidance). People from cultures low on uncertainty avoidance like India tend to have higher tolerance for uncertainty and are more accepting of differing opinions, spontaneity, are competitive and value risk and adventure over security. Masculinity-Femininity: A belief in achievement and ambition (masculine) versus a belief in nurturing and caring for others (feminine). Masculine cultures like India value achievement orientation, material possessions, and success. (Hofstede, Geert. Culture’s Consequences, Comparing Values, Behaviors, Institutions, and Organizations Across Nations Thousand Oaks, CA: Sage Publications, 2001) India Culture and Values India is a traditional society full of symbols, rituals, traditional values and contextual elements. At a macro-level, Indian culture can be described using five cultural values based on the work of Hofstede (1980). Professor Geert Hofstede conducted perhaps the most comprehensive study of how values in the workplace are influenced by culture and is the author of several books including “Culture’s Consequences”, and “Cultures and Organizations, Software of the Mind”. Hofstede demonstrated that there are national and regional cultural groupings that affect the behavior of societies and organizations that are very persistent across time. Hofstede’s research showed that cultural values like Individualism-Collectivism, Power Distance, Masculinity-Femininity, High-Low Context and Uncertainty Avoidance can be used to categorize various national cultures. (See sidebar for definitions of these terms.) A country’s culture is made unique by which of these five values are incorporated into daily life and the emphasis it puts on each. For example, the India rates significantly on four of the five values. Insights Into Indian Consumer Values: LLFamily: Family ties, both nuclear and extended, are extremely important to Indian consumers. It is expected that families will share resources with their members. In addition, families often go shopping together, if only to window-shopwhile 60% of web users in India visit online retail sites. LLLuxury Brands: Double digit growth in India’s luxury market drew strong attention from various global luxury brands during 2011 and 2012. Whilst India is one of the smaller markets in value terms globally, its growing number of high net worth individuals and their strong appetite for luxury products ensured that the market saw one of the strongest growth rates in the Asia Pacific region. Increasing disposable incomes, the slow improvement in infrastructure as well as the expansion of modern retailing and influence of Western culture all provided a solid platform for promising growth for luxury goods. (Euromonitor) India Consumer Decision-Making: €€Movies: India is a country that is highly influenced by films, which dictate fashion in clothes and often activities, such as weddings. €€Price: The consumers of India do not want to seem cheap, but price is an important factor in decision-making. Therefore, instead of always looking for the lowest price, they look for the best value-for-money. 3 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 4. II. India Culture and the Online Consumer Demographics Definitions ÌÌSocio-demographics: The analysis of different social groups. The criteria used to segment consumers based on age, economics, etc. ÌÌGeographics: The geographical distribution of the market being analyzed. The criteria used to segment these consumers can be country, region, town, etc. For example, consumers can be segmented by residence or work. (about.com) ÌÌPsychographics: The criteria used to segment consumers based on lifestyle, attitudes, personality, buying motives, and/or extent of product usage. (about.com) Consumer Segments of the India (Euromonitor): ””Tweenagers: This consumer segment is aged between 10-13 years old. They are an important influence on family decision making due to increased awareness through television and advertising. In addition, they are able to persuade their parents into making purchases of both products and gadgets that they want. Among tweenage boys, the sport of cricket is a huge passion. Tweenagers have influence over new food choices in their house, from chocolate bars to cereal, as well as some new technology gadgets. ””Teenagers: This consumer segment is aged between 14-19. They utilize new technology and are heavy users of value-added services, include SMS, social networking and cricket score updates. Although, most teenagers still rely on their parents for pocket money, a new part of an allowance would be pre-paid SIM cards. Teenagers are extremely conscious of their physical appearance and are beginning to fuel the demand for skin care products. In addition, teenagers are still interested in Cricket and like to purchase books, music and footwear. They are also starting to attend movies and socialize with their friends outside of the home. ””Studying Age: Studying age for India begins in grade 12, when students are taking their schoolexit exams. Their greatest concerns are to get into school and to be able to save money for it. Therefore, during the summer breaks, members of this group usually have a summer job and those that don’t are pursuing more social activities that will give them life experience, such as river rafting or rock climbing. Because males in Indian society are more highly valued than girls and are indulged, the boys in the Studying Age segment have been labeled directionless. Girls, on the other hand are often labeled ambitious. Outside of a small percentage of high-ranking boys, girls are scoring much higher on the competitive exams and making faster progress the boys. ””Young Adults: This consumer segment has their first job. They are purchasing more material items for themselves, saving money for a house, attempting to advance their career and trying to find a life partner. ””Middle-Aged Adults: This consumer segment is between 45 - 55 years old and often finds that its children are either preparing to leave or have left their home. Men and women might find that this is an appropriate time to make a career or job change or are start their own company. They are focusing on saving money for the future and helping their children through school. ””Baby Boomers: This consumer segment ranges in age from 42 – 60. They were born in an era of constrained resources, so they are cautious about consumerist tendencies. They have adopted the functional uses of cell phones, but still prefer not to use credit cards or buy brand-name clothes. The primary purchases of this consumer segment are health-related products, education for children, retirement planning, insurance products and travel/leisure. ””Pensioners: This consumer segment is 60 and older. They are starting to break with some of the Indian traditions. Due to financial difficulties, instead of living with their oldest son and allowing him to take care of them, many pensioners are deciding to live independently. There has been an increase in retirement communities and the perception of them is changing. 4 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 5. III. The Hindi Language Language Facts/Tips ÌÌDiacritics: These marks also known as matra, can be placed above, below, before or after letters to represent different vowel sounds. ÌÌNumbers: Hindi numbers can either be represented by either Devanagari Script or numeric digits, for example ९ versus 9. Hindi is an Indo-Aryan language and a direct descendent of Sanskrit through Prakrit and Apabhramsha. Over 180 million people speak Hindi as their first language and over 300 million speak it as their second language. In addition, Hindi is the third most spoken language in the world. (http://www.cs.colostate.edu/~malaiya/hindiint.html) Standard Hindi, along with English, is one of the 22 official languages of India and used for administration of the central government. (Wikipedia.com). ÌÌText expansion: When some languages, such as English, are translated into Hindi, the text can expand up to 25-35%. This means the text takes up more physical space on the page and the words inside the graphics, tool bars, tables, etc. can all expand. ÌÌDouble-Byte: Hindi is a double-byte language and single-byte will not work. ÌÌLetters: Hindi words can change depending on the context. Therefore, articulatory phonetics is used to determine the order to the letters in a word. (omniglot.com) ÌÌScript: There are several scripts that can be used to write Hindi. The most common script is Devanagari script, although some Arabic scripts can be used for Hindi letters. (omniglot.com) It is important to consistently use the same script throughout the translation process. The primary script used in India for Hindi is Devanagari, which is written left-to-right and utilizes the Alphasyllabary writing system. There are several important features of the Devanagari script: (omniglot.com) ÂÂConsonant letters carry an inherent vowel which can either be altered or muted by means of diacritics or matra ÂÂVowels can be written as independent letters. In addition, they can be written using a variety of diacritical marks above, below, before or after the consonant to which they belong. ÂÂWhen consonants appear together in clusters, special letters are used to conjoin them. ÂÂArticulatory phonetics is used to determine the order of the letters. 5 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 6. IV. Website Globalization Whether you are trying to launch a multilingual website in order to expand the markets for your products and services, or you are trying to increase your company’s global operational efficiencies by developing multilingual extranets and intranets, Website Globalization is a requirement to make either a reality. In order to enable your web presence to communicate, conduct and complete international e-Business, you need to translate (globalize) your website. Website translation is also known as “Website Globalization”. In order to truly “translate” a website into other languages you may need both Internationalization (I18n) and Localization (L10n) services. + Internationalization (I18n) involves enabling the backend of a website to handle different languages, character sets, currencies, submit form data, site search capabilities, etc… and involves understanding what database and content management systems you are using to author, store and publish your site’s content. Localization (L10n) involves translating and localizing the front end of your website into different languages ensuring all content (text and graphics) is translated in an accurate and culturally correct manner. 6 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 7. V. India Cultural Correctness and Web Customization Cultural Customization: Key Issues The basis for cultural customization of websites is a theoretically-sound, empirically-validated framework built on five unique cultural values that account for similarities and differences across global cultures. Research studies indicate that attitude towards web sites, interactivity and usability of web sites, as well as purchase intentions at web sites are enhanced when sites are congruent with the target customers’ cultural predispositions. (See “The Culturally Customized Web Site”, Elsevier) The cultural customization framework is drawn from established research and is based on five unique values: Individualism-Collectivism, Power Distance, Uncertainty Avoidance, Masculinity-Femininity, and Low-High Context. (See page 3 of this report) These five predominant country cultural values can be represented in comparison to other countries using the maps below: Masculinity - Femininity vs. Uncertainty Avoidance Power Distance vs. Individualism - CollecƟvism 100 Individualism - CollecƟvism Index Uncertainty Avoidance Index 100 ÌÌIndia 50 Masculinity - Femininity Index 0 0 Arab World Canada Czech Republic El Salvador Guatemala Iran Japan o r ay oland South Korea hailand n ited States 50 ArgenƟna Chile Czech Republic Finland Hong Kong Ireland Malaysia akistan ortugal Spain urkey rugua y Australia China Denmark France Hungary Israel Me ico anama Russia S eden S Hispanic Market enezuela 100 Austria Colombia East Africa Germany India Italy eth erlands eru Singapore S itzerland n ited Arab Emirates West Africa Brazil Costa Rica Ecuador Greece Indonesia Jamaica e ealand hilippines South Africa ai an n ited Kingdom ÌÌIndia 50 Power Distance Index 0 0 Arab World Brazil Colombia El Salvador Hungary Iran Malaysia akistan ortugal Spain S Hispanic Market enezuela 50 ArgenƟna Canada Costa Rica Finland Hong Kong Israel Me ico anama Russia S eden n ited Arab Emirates West Africa Australia Chile Czech Republic France India Italy eth erlands eru Singapore S itzerland n ited Kingdom 100 Austria China Denmark Germany Indonesia Jamaica e ealand hilippines South Africa ai an n ited States Belgium Colombia East Africa Guatemala Ireland Japan o r ay oland South Korea urkey rugua y Cultural Maps for India Tables and section based on the book, “The Culturally Customized Website: Customizing Web Sites for the Global Marketplace” – by Nitish Singh and Arun Pereira. Cultural maps are from Hofstede, Geert. Culture’s Consequences, Comparing Values, Behaviors, Institutions, and Organization Across Nations Thousand Oaks CA: Sage Publications) 7 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 8. V. India Cultural Correctness and Web Customization The Cultural Customization Scorecard Once we have identified the country’s predominant cultural values using the cultural maps, the next step in customizing a website is to evaluate the site on the cultural values relevant. This can be done in the form of the Cultural Customization Scorecard. The scorecard is produced by analyzing the site on the features that conform to the cultural values of that market. The cultural values of interest for India are Collectivism, Masculinity, Low Context, Power Distance and Uncertainty Avoidance. These are carefully derived based on the cultural distinctions that are meaningful to the members of a given society. (For a detailed cultural analysis of your website, please contact mspethman@globalizationpartners.com) The Cultural Customization Scorecard™ - India Values Individualism Collectivism Uncertainty Avoidance Power Distance Masculinity Low Context High Context Cultural Scores Grading Scale: > 90% Excellent Customization on Cultural Value 70-89% Good Customization on Cultural Value < 70% Poor Customization on Cultural Value Cultural Customization (Examples) ÂÂIndividualism: India is an individualistic culture. The targeted websites may be culturally customized to a degree by emphasizing values important in such cultures. These include and “I-consciousness”, a strong privacy statement and emphasizing the uniqueness, reliability and distinctiveness of products. For example, the Oberoi, Mumbai website highlights the quality and uniqueness of its products and how they are designed to pamper a person. This is exemplified by a picture of a woman receiving a massage. ÂÂMasculinity: India is a masculine culture. There are numerous ways masculinity can be depicted for the Indian audience. These include achievement orientation, success, product durability, as well as a sense of adventure and fun. For example, Colgate is hosting a contest to meet Bollywood stars to promote their new MaxFresh toothpaste in India. 8 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 9. V. India Cultural Correctness and Web Customization ÂÂPower Distance: Since India’s score is high on power distance, cultural customization may be achieved by adding elements that emphasize this value. For example, displaying awards or honors that a company or the brand has received are ways to dictate power distance. For example, Dukan Fine Arts and Antiques highlights their history and current accomplishments and has a picture of all the past owners (CEO’s). ÂÂUncertainty Avoidance: India is not a riskadverse society and rates low on uncertainty avoidance. Blogs, discussion boards and product rankings are features in a site that compliment this type of culture because they elicit customer feedback and interaction. For example, Maya Organic highlights its entrepreneurial spirit and encourages people to build communities based around this very spirit. Website Customization Considerations Symbols and Icons An ancient culture like India has a long list of symbols and icons that carry special cultural meaning. It is important to be aware of them to avoid any cultural blunders and inadvertent use of offensive symbols. Some examples: LLFeet: Feet are considered unclean. Therefore, one should not point their feet at another person. In addition, if one’s shoes or feet touch someone else’s shoes or feet, it is important to apologize. LLThe Head: The head is considered the seat of the soul. Touching another person’s head should be avoided. 9 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 10. V. India Cultural Correctness and Web Customization LLFinger Pointing: Pointing with a finger can be interpreted as an offensive gesture, at times denoting annoyance and should be avoided. LLDeath: Frangipani blossoms are associated with funerals and should not be used as gifts. LLUnlucky: The colors black and white are considered unlucky. LLAnimals: Cows are considered to be sacred creatures by Hindus. Colors For India, certain colors carry specific meaning and symbolize aspects of their culture. €€Red: Purity, fertility €€Yellow: Merchants €€White: Unhappiness, mourning €€Pink: Femininity Spatial Orientation: Spatial orientation refers to how web content is structured. According to Wendy Barber and Albert Badre, authors of Culturability: The Merging of Culture and Usability, spatial orientation has a direct effect on website usability, because it affects visual perception. Manipulating the orientation can change the user’s comfort level. What is user-friendly for one country may be vastly different for another. Websites in India should be oriented left-to right just as they are in the U.S. Text Length: When translating a document or website, it is important to take into account how the length of the text will change after translation. There are a variety of reasons why text expansion occurs. Equivalent phrases in a target language may have more characters or words than in English, and some cultures prefer using a more formal style than other cultures, avoiding abbreviations, for example. Additionally, for both documents and websites both line and page breaks may be different in the localized version than in the English version. Finally, the layout of the document or website itself may change depending on the direction of the text. For example, Urdu is a bi-directional language and is 10 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 11. V. India Cultural Correctness and Web Customization read right-to-left, which will not only switch the layout of the text, but also the graphics, the tool bars, the navigation bars, and the binding of the book, etc... . There can either be text expansion or contraction when a document or website is translated from English into a target language. For example, Hindi can expand up to 30% when translated from English. With document localization, there are several steps that can be taken to help preserve the integrity of the look and feel “layout” of the document. These include: Notice how Nokia.com utilizes red coloring to signify purity. They emphasize the “I-factor” in their language and use a popular Iconic figure to promote their new service “XpressMusic” by having a “Do the Remix” contest. Additionally, they have developed a whole website to this contest, focusing on the rules, showcasing the entries and the iconic Bollywood figure. LLUsing a larger font in the original language, if it is expected the language will expand during translation. This will help to develop a better feel for the final size of the document and how the document elements will be laid out relative to the text. If the text is expected to shrink, use a slightly smaller font for the same reasons. LLTables and graphics may need to be resized or changed. Some, like the Urdu or Malayalam layout, will require more finessing than others. 11 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 12. VI. Internet and Search Engine Marketing for India The key to promoting a website internationally is to create localized content and keywords, register local domain names and then promote it through local search engines, affiliate marketing, online and offline branding and positions. It is recommended that firms plan on and conduct some form of global search engine marketing (SEM) in order to drive traffic to their new language sites. This may include global search engine optimization of your localized web content, submission of pages to key country (locale) search engines, and a pay-per-click marketing campaigns through services like Google Adwords or Overture. For more information on Global SEM Services, see www.globalizationpartners.com/SEM. Some General Rules of India SEM (http://www.praveenkodur.com/blog/) ÌÌWebsites must be optimized for mobile users. ÌÌUse Google Trends. ÌÌCreate a directory structure of listings of localizations. ÌÌTitle tags and headings. ÌÌSub-domains, folders: India.example.com for India ÌÌCommon Words, for Example: Green City Bangalore or Pink City Jaipur, not just Bangalore or Jaipur ÌÌDo not use IP Redirect.2. ÌÌUse back links from geographic specific sites. A search engine marketing campaign for India should be multi-dimensional for both short-term and long-term success. Pay-Per-Click campaigns on targeted websites and search engines should be specific to India and also to the various geographic regions of India. There are 22 languages spoken in India and each region has its own vernacular. It might be appropriate to utilize terms and languages from a specific region to become more familiar with those targeted consumers. Long-term search engine marketing plans should include the use of keywords in Hindi, English and possibly a secondary targeted language for a specific region of India. This is due to the fact that Hindi and English are the languages of the government of India, but there are also 22 other official languages of India that represents the preferred languages of the different regions of India. The top level domain in India is.in. Other domains that are popular in India are .com.in, .info.in, .net.in, .gen.in, .info.in and .biz.in. Top Search Engines in India €€Google (97.64%) €€Yahoo (0.76%) €€Bing (0.63%) €€Babylon (0.36%) €€Conduit (0.17%) Source: statcounter.com References available upon request. 12 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 13. VII. Social Media and Digital Marketing for India With the growth of global communications and marketing you need to adapt your social media communication to different cultural audiences and locales. Since social media is influencing all online communications, it is no longer enough just to localize your content. In today’s dynamic, social networking charged environment, you need to adapt your communication to match your target audience in India to make sure that your message and intent is successfully communicated. It is recommended that firms plan on and conduct some form of global social media localization in order to drive traffic to their websites and social media profiles. This may include global social media localization of your content, social media optimization for local networks, and advertising campaigns through services like Facebook Advertising. For more information on Global Social Media Services, see www.globalizationpartners.com/SocialMedia Key Insights from the Digital Landscape for India: LLFacebook most important platform for marketers in India for engaging customers, followed by Twitter, YouTube and blogging. (Source: ComScore) LL86% Indian web users visit a Social Networking Site. The Mobile and Tablet traffic has grown to 14.2%. India now has the second largest online population in Asia Pacific. Its share has grown from 9.3% to 11.5%. (Source: ComScore) LLThe Indian blogging audience grew 48 percent in the past year to 36 million visitors, while 26 percent of category traffic comes from mobile phones and tablets. (Source: ComScore) LL54 million internet users in India watched online videos on their computer, representing a 27% increase over the past year. (Source: ComScore) Top Social Media Networks in India €€Facebook (80.59%) €€Twitter (5.74%) €€Youtube (4.79%) €€StumbleUpon (2.61%) €€NowPublic (1.97%) Source: statcounter.com References available upon request. 13 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com
  • 14. Resources Search Engines ßßKhoj India Directory www.khoj.com ßßGoogle India www.google.co.in ßßAltaVista India in.altavista.com ßßYahoo! India in.yahoo.com ßßbyIndia www.byindia.com ßßEzilon - India in.ezilon.com ßßGoogle - India, Bengali www.google.co.in/intl/bn ßßGoogle - India, Biharia www.google.com/intl/bh ßßGoogle - India, Gujavati www.google.com/intl/gu ßßGoogle - India, Hindi www.google.co.in/intl/hi ßßGoogle - India, Kannada www.google.com/intl/kn ßßGoogle - India, Malayalam www.google.com/intl/ml ßßGoogle - India, Marathi www.google.co.in/intl/mr ßßGoogle - India, Oriya www.google.com/intl/or ßßGoogle - India, Punjabi www.google.com/intl/pa ßßGoogle - India, Tamil www.google.co.in/intl/ta ßßGoogle - India, Telugu www.google.co.in/intl/te ßßGuruji www.guruji.com ßßIndia Book www.indiabook.com ßßKempe Gowda www.kempegowda.com/directory.html ßßMathukiya www.mathukiya.com ßßODP India - Hindi http://www.dmoz.org/World/Hindi/ क्षेत्रीय/एशिया/भारत/ ßßDialindia www.dialindia.com ßßJadoo www.jadoo.com ßßKriya www.kriya.com ßßNew India www.newindia.com/seek ßßLonely Planet www.lonelyplanet.com/maps/asia/india/ ßßIndian Info www.indiainfo.com ßßInternet Public Library - India www.ipl.org/div/news/browse/IN ßßCenus of India www.censusindia.gov.in ßßTourIndia.com www.tourindia.com/htm/homepage.htm ßßIndia Site www.indiasite.com/ ßßEconomist.com - India www.economist.com/countries/India/ ßßPeople Daily - India english.peopledaily.com.cn/data/india.html ßßIndax www.indax.com/internet.html ßßInternet and Storage Association of India www.iamai.in ßßInternet in India internetinindia.com ßßISP Association of India www.ispai.in ßßBest Indian Sites www.bestindiansites.com/search-engines Useful Links ßßOmniglot www.omniglot.com/writing/hindi.htm ßßU.S. Department of State www.state.gov/r/pa/ei/bgn/3454.htm ßßInfoplease.com www.infoplease.com/ipa/A0107629.html ßßLibrary of Congress Country Studies in.reuters.com ßßGeographia.com www.geographia.com/india ßßTimes of India timesofindia.indiatimes.com ßßIndia.org www.india.org ßß123India.com www.123india.com Acrobat may ask you for permission to open the links. Click on the “Allow” button to let Acrobat open the link in your browser 14 of 14 Website Globalization and E-Business | India © Copyright 2008 - 2014 Globalization Partners International. All rights reserved. www.globalizationpartners.com