When cultures collide: insights into international search strategies
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Looking at international digital marketing and understanding the impact of not only language (translation challenges) but also culture. How to use digital marketing effectively when trading internationally. How to appeal and engage with a Global audience
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When cultures collide: insights into international search strategies
- 1. When cultures collide: international search – the real secret behind insight.
- 2. Your guides for the tour Hayley “Haych” Phoenix-Stones • 18 years experience in digital marketing, Haych is truly passionate about search, international business and cultural marketing. • Working alongside brands such as UGG, De Beers, Gucci and many of the leading UK Universities. • As channel manager she builds effective and lasting relationships. Emily Mace • Global Head of SEO at Oban, • She focusses on the development of strategies to provide clients with meaningful insights into a return on investment for all our campaigns • including Sports Direct, the BBC and De Beers • 18 years in digital marketing.
- 3. A near miss
- 6. Translation is NOT localisation
- 7. Where next? A new wave of global e-commerce growth has seen emerging markets start to see huge double digit growth. 20% - 30% Growth
- 8. Internationalisation is no longer a stranger Amazon reported 44.5% of its total sales come from the company’s foreign websites. Asos - the UK’s leading online fashion retailer which ships to 180 countries receives more than 43.1% of its revenue from outside the UK.
- 9. But even big brands get it wrong Tesco – Fresh & Easy stores – USA Tesco’s American dream – Fresh & Easy stores in California, Arizona and Nevada turned into a cash black hole with £1.5 billion losses!
- 10. But brands that play their cards right learn about their target market’s culture, their audience, online preferences, shopping habits and tastes.
- 13. Language Tools
- 14. Language and Linguistics Switzerland has four official languages and apart from the native Romansh language none were “born” in Switzerland (German, French and Italian). In the case of Indonesia, it has approximately 700 languages spoken at any one time.
- 15. Itenglian
- 16. Spargentinian
- 17. Localisation Your online marketing strategy should always take into account local knowledge. Remember: • Engagement • Unique cultural insight • Localisation • Personal tastes Give them what they want. In any country. In any language. At any time.
- 18. Our Top 5 Tips To Avoid Cultural Catastrophe
- 21. 2) Interaction – how we buy
- 23. 4) Faith, Festivals and Religion • Sharia compliance : shopping carts literally shut down at prayers • Seasonality is not the same in every country
- 24. 5) Cultural Curveballs • Japan is a nature that thrives on CUTE • Even safety railing gets the pink bunny treatment
- 25. FREE Global E-commerce Calendar To collect your FREE desk calendar, please stop by stand S30
Editor's Notes
- Graphic: asteroid missing the Earth by 777,000 miles 28th January 2015 – miss DM might seem like a slight error but in reality you can be miles and miles away from your target audience. You could talk about:
- Graphic: JD gratuitous iceberg metaphor You could talk about: Most of culture is, like the iceberg, below the surface. Around the world, cultural attitudes and preferences are deeply ingrained and affect (if not dictating) behaviour
- What happens when you put the iconic Queen song, Bohemian Rhapsody through Google Translate a few times.
- Despite the UK e-commerce industry growing to a double-digit percentage in 2013 and 2014, growth is predicted to drop to a single-digital percentage by 2015.
- While these big players are getting it right now, many of them learned about localisation the hard way UPS’s brown shirts in DE did not go down too well. McDonalds - VW - they offer a compass for pointing towards mecca, which has made the car manufacture very popular towards to Muslim community as it acknowledged their culture. IKEA – L’oreal - L’Oréal uses a multi-brand strategy to cover the mass market in China. Acquisition plays a big role in L’Oréal’s strategy in China. For example, L’Oréal China acquired Mini-Nurse (Chinese mass-market skin care brand) in late 2003 and Yue-Sai (a local make-up and skin care brand) in early 2004. Research and development and on-the-ground insight is key to it’s marketing.
- You get one main image, a big picture of a burger, no frivolities or scrolling sidebars. The supporting information is based around the product- nutritional information, locations of restaurants, side orders etc in what is overall a more functional experience. You could talk about: Food less important than the “fun” loving nature of the brand, lots of flashing graphics and cute widgets fit in with Japanese culture when some of the communication is non-verbal/textual
- Food less important than the “fun” loving nature of the brand, lots of flashing graphics and cute widgets fit in with Japanese culture when some of the communication is non-verbal/textual.
- There are countless tools dedicated to the daunting task of keyword research and there’s a greater pickup in tools for multilingual keyword research. Tools can never replace the work of a native expert in a given market. You could talk about: search language and behaviour
- Graphic: your choice You could talk about: search language and behaviour
- Graphic: search volumes for Cheap Flights in Italy You could talk about: Voli low cost Vs Voli Economici
- Graphic: search volumes for slot machines in Spanish and Argentine Spanish. You could talk about: Maquinas Vs Tragamonedas
- Your online marketing strategy should always take into account local knowledge. It’s an innate understanding of putting your target customer at the heart of your digital strategy. Remember: Pinpoint how your audience engages with your local website and how to respond to them Drive the difference between just responsive to optimum performance Believe in unique cultural insight and know that innovation and localisation makes all the difference Don’t compromise on your customer’s personal tastes Give them what they want. In any country. In any language. At any time
- What’s wrong with this picture, a smartly dressed, mature, smiling man – in Korea this image would be wholly unsuitable. Smiling overly is considered pushy and insincere. You could talk about: The relationship between buyer and seller changes between cultures. In China, users prefer a more formal relationship (our test results for Chapman Freeborn showed that they preferred the CTA language “Request Quote”. The US and UK preferred “get quote” and Australia “free” quote.
- Green as a colour means what in the UK or the west? What do you associate the colour with? Ask audience – Lucky, spring, environmental, health Maybe jealousy or greed? In the East it’s similar, its linked to re-birth and also fertility. In China it shares some meanings but if you give a man a green hat, his wife is cheating on him, its also the colour of exorcism. In India this is the colour of Islam and it’s the colour of Wednesday in Thailand. Japanese link it to eternal youthfulness, in Ireland it is the national colour – the emerald isle, in North Africa its linked to the drug culture and corruption, Saudi Arabia it’s the colour of wealth and prestige yet in South America it’s the death colour, and finally in Indonesia, it’s forbidden!
- Graphic: your choice You could talk about: The relationship between buyer and seller changes between cultures. In China, users prefer a more formal relationship (our test results for Chapman Freeborn showed that they preferred the CTA language “Request Quote”. The US and UK preferred “get quote” and Australia “free” quote.
- Graphic: from the 2012 DIBS survey You Could talk about: It’s interesting to contrast the payment methods popular across Europe. The UK, Spain and France are heavy users of credit or debit cards. However in Germany only 20% use a card to fulfill online payments, the most popular method is by invoice with 27%, followed by micropayment services on 26% and internet banking transfer with 12%. In Finland, only 19% of visitors use a card, with 45% preferring internet banking transfer and 22% invoice. The Nordics: There are major payment differences when it comes to how consumers wish to pay for a product online. In Denmark and Norway, a distinct majority (80 percent and 67 percent respectively) prefer to pay by debit or credit card. While the majority of Swedes like to pay by invoice after having received the goods. However the proportion of Swedes that prefers this payment method has been decreasing in Sweden for several years with debit and credit cards gaining popularity. The Finnish, on the other hand, choose in the first instance to pay directly through their bank. So in summary, research how your customers want to pay: it will be one of the areas where you can significantly increase overall conversion rate by tailoring your shopping cart to their needs.
- Graphic: your choice You could talk about: Sharia compliant ecommerce (i.e. shopping cart shuts down at prayers) Russian Xmas (in January) Singles Day in China Seasonality is not the same in every country Mention Global ecommerce Calendar
- Graphic: “Kawaii” style “cute” safety rail in Japan. You could talk about: Kawaii: the Japanese concept of cuteness pervades the whole of Japanese culture, lots of brands have cute little cartoon characters to support their branding and pastel colours are popular
- Graphic: “Kawaii” style “cute” safety rail in Japan. You could talk about: Kawaii: the Japanese concept of cuteness pervades the whole of Japanese culture, lots of brands have cute little cartoon characters to support their branding and pastel colours are popular