Key trends on how brands are building trust in China
As we have just updated our China Digital Marketing Strategy Guide, Lei Chien, the author of the guide, has produced the article below on how brands are building trust in China and outlines the key marketing trends to be aware of.
1. The Latest Trends in China
With 2018 Lunar New Year around the corner, many marketers in China can finally take a deep breath and enjoy a break from a very busy year. To the world, the growth of China's digital economy is no longer a mystery. To say it's a force to be reckoned with can arguably be an understatement. China's continued progress in the digital space is contributed by innovations, fearless attitude towards failure, tech-friendly regulations, and of course its massive consumer market.
As of February 2018, some of the latest trends in China include:
Cryptocurrency: China mines more Bitcoins…
Localization means more than just translation, you must adapt to meet your audience's needs
Selling to a worldwide audience at first might seem like the ideal way to increase your profits, but if you don’t get your messaging right you could end up talking your way out of increased revenue.
Retail E-commerce sales reached 7.4% of all retail sales in 2016, and is set to continue rising for the foreseeable future. It is predicted to increase to over $4 trillion by 2020, making up 15% of all retail spending globally; much of this percentage comes from international sales. Currently the UK holds the highest percentage of online shoppers at 15.4% of all retail sales, followed by China (13.8%), Norway (11.5%) and Finland (10.8%), and the leading destination for those sales is the United States, followed by China, the UK and Germany. By 2020, nearly…
Chart of the Day: Benchmarking digital media and technology adoption of the UK with eight developed countries
At one level, it's simple. The online opportunity for businesses to reach and influence their audiences online depends on the levels of use of the web by different types of individuals and businesses. Defining the Opportunity, Creating a Digital Strategy and taking action works best if you can define how many of your target audience are actively using digital media and technology to inform their buying decisions.
At another level, it's now highly complex to define this opportunity. While we can still use search engine gap analysis to assess the number of people searching for information about products online and review our 'share of search' or search impressions, many other platforms are involved. These include cross-device use from mobile to desktop and use of social media and influencers. Plus, we shouldn't forget that, even in developed…
How to develop a marketing strategy for expanding globally
Globalisation is no longer an obscure term reserved for academics: it is a very real and ever growing phenomenon affecting most people and businesses all over the world. In the digital arena, this means that a company's website also needs to be a part of the global mix. If you'd like to focus on trading and exporting your products and services worldwide, you need to have a solid international digital marketing strategy in place.
The aim of this post is to highlight a wide range of considerations that need to be addressed in order to tailor your strategy to a global target market. The areas that will be focused on are: website design, international SEO, international PPC and international social media marketing.
International Digital Marketing Considerations
Before looking into the international best practices of each of these areas, there are some important points to bear in…
A case study on growing a startup to a billion dollar company
7 years ago Zalando was just an inspiration; it was born from Robert Gentz'z fascination of the recently sold German startup StudiVZ which fetched €85 million. After a failed attempt of their first startup, Unibicate, a social media site for Universities in Mexico, David Schneider and Robert Gentz, with the backing of Rocket Internet’s Oliver Samwer, launched Zalando. It was a well-executed clone of the US Zappos, which quickly expanded beyond retailing shoes.
Once a novel single-country startup, Zalando has become a 6-Billion-Euro company and Europe’s top Fashion retail platform. In 2008, Zalando served only Germany, five years later they were serving fifteen European countries.
So Zalando gives an excellent international Ecommerce and digital marketing case study of how digital media and technology can be used to…
Showing the variation in the decision process within different international markets
Luxury brands are on an upwards trajectory, with a recent McKinsey report showing that online sales are expected to double in the next 5 years – from the 6% to 12% in 2020, before tripling in 2025 to 18%. It's easy to see that the world of digital is currently, and will continue to impact the luxury goods market.
McKinsey discussed the impact of Digital on the Luxury goods market and unearthed some interesting data about how the buying process differs between different countries. When intending to make a luxury purchase, we automatically default to thinking about pre-selected brands, of which 75% of the purchases will come from. Once deciding upon the brands, customers will have multiple touchpoints, or interactions, with brands before making the final decision to purchase.
Your international marketing strategy must prioritise website localisation
The first objective of most direct-response digital marketing campaigns, be they social, email, banner ads or PPC/Adwords, is to drive clicks to the website. The website is the ultimate destination, and the place where you convert visitors into leads or paying customers. This is as true for international marketing as it is for marketing in your own country, so when expanding internationally, you need to make sure that your website will work equally as well in different countries as it does in your home market.
Why fully localise your website?
You may not think you need to localise your website, particularly if you offer services in a field where most of your customers speak English even if it isn’t their first language. However this assumption may be costing you dearly. Studies have repeatedly proven the…
There is no universal system for structuring domains and URLs for international business; even the big brands differ in how they do it.
If you are planning on expanding internationally and want to create translated versions of your site, you’ll have to serve different versions of your site to visitors from different countries. How you set up your URL structures to do this will be important to successfully driving organic traffic through SEO.
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Different domains and unconventional URLs
The different types of domain names can be split into three main groups: country-code top-level domain names (ccTLDs); generic top-level domain…
How to go international with your ecommence
Ecommerce opens up a world of opportunities (pardon the pun). Being based online rather than in a physical location means you potentially have access to vast amounts of customers. You are restricted only by the number of countries you can deliver to; in theory any one of the three billion global Internet users can access your site and thus could potentially be converted.
But expanding into markets in new countries comes with a whole host of issues and although the opportunity is huge, the barriers can be tricky to overcome. When I attended eCommerce Expo last year, I compiled these best practices and approaches based on the many talks on internationalising your ecommerce so I can pass on the best of that advice from industry experts onto you. So thanks to Miles Paterson (…
New report helps prioritise foreign language content for marketing overseas
International marketing provides access to vast new markets, and millions of prospective customers. The opportunities are vast, but it is seldom easy.
One of the greatest expenses when starting out with an international marketing campaign is converting all of ones content into several different languages, so that visitors from all around the world can understand your marketing message and be convinced to buy your products. This can be time consuming and good translators don’t come cheap. However it is not worth scrimping here, as poor quality translators will leave your site riddled with errors and thus it will not have the desired affect.
Wikipedia has versions in 291 languages. It would quite obviously be folly if any marketing campaign attempted to have versions in as many languages as that, but it can be tricky to know exactly which languages to target. That’s…