What Matters for Website Localization

The ITU statistics shows that, by the end of 2014, the number of Internet users globally have reached almost 3 billion. 45% of worldwide internet users were located in Asia Pacific, followed by 23% of users in Europe, 12% of internet users in North America, while the online users in Latin America accounted for 10% as well as Middle East and Africa. The experts further estimate that there will be 3.2 billion people using the Internet by the end of 2015, of which 2 billion are from developing countries*.

Such a widespread usage of Internet provides a great opportunity for companies to reach large amount of potential customers. To capture the opportunities, companies usually establish website localization strategies for their target markets.

According to the article, customer experience and brand recognition are the biggest drivers for website localization. In order to meet the drivers of need, adopting localized content (e.g. local promotions / sales contact info) with a localized SEO strategy is essential. Providing more relevant content to the local targeted customers enhances the quality of engagement when they navigate the sites or perform searches on local search engines. Using keywords that match local users’ search behavior is an example of site localization tactic.

How will you then manage the content of a multilingual site with different regional content coming from different regional marketing teams, each with their own publishing timeline? Given this complexity, we believe the best way to manage this is a content management system (CMS) that is capable of support multiple sites deployment but flexible enough to cater to local SEO and cultural requirements. The goal for selecting a professional CMS is to facilitate your team on streamlining website maintenance. It should enable a single point of management with well-designed approval workflows, so that your team can handle content maintenance efficiently.

* http://www.itu.int/en/ITU-D/Statistics/Pages/facts/default.aspx
Source article: http://www.emarketer.com/Article/What-Matters-Website-Localization/1012561

Mobile Audience Targeting is a Strategic Direction for Digital Marketers

Marketers had voiced out their concerns on the veracity of the data used for mobile audience. Yet, marketers still invested more on mobile audience targeting: In 2014, 75% of the digital media and marketing professionals who had been surveyed by eXelate have targeted ads to specific audience segments on smartphones, and 73.1% of them did so on tablets. Why? We believe marketers could not afford to miss the m-commerce opportunities.

In China, m-commerce is maturing due to the rapid growth of affordable mobile infrastructure and hence user base. Cinema in China have worked with mobile carrier to target customers who are in close proximity to their premise, promoting the latest movie hits. Movie tickets can be purchased through a mobile app.

We think the mobile company can further enhance their promotions based on consumer behavior. For example, cinemas may target consumers who have previously viewed a movie trailer (re-targeting) or a movie review.

Marketers need to pay attention to privacy concerns when conducting target marketing. Obtaining consumer consent before accessing geo-information based on GPS, cellular or Wi-Fi network is essential. After all, building consumer trust is always a priority for successful branding and m-commerce efforts.

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