Today, the U.S. accounts for 53.2% of the global stock market. The U.S. market may be the largest, but it certainly isn’t the only contender. As the digital age continues to connect the global community, businesses have found it increasingly easy to do business internationally. Recent technological advancements, attractive tax incentives, and diversified revenue streams mean more and more brands have expanded into global markets.
There are a number of challenges that these growth-oriented brands face when growing internationally, however. For example, China has emerged as the world’s second-largest economy with an average annual economic growth of 10% over the past 30 years. However, bureaucratic red tape and government regulations are just a few of the barriers these companies face when expanding into Chinese markets.
If a key business objective is to grow in China, marketing must be strategically optimized for that specific locale. To reach new audiences from around the world, companies need to speak to users in their native language – literally. In these instances, translation and localization are integral components of the marketing process. That’s why the world’s leading distributed brands are increasingly using the power of Local Marketing Automation (LMA) to successfully support multilingual marketing initiatives.
To succeed in global business, companies must develop appropriate procedures and strategies to effectively analyze the international marketplace. With careful analysis and strategic planning, marketers can be equipped with greater clarity to launch into international markets. Here, a healthy dose of customer data and business intelligence grants marketers with the knowledge and insight to deliver a tailored marketing approach. Before deploying multi-language marketing, brands must consider the following:
To learn how the most successful distributed brands scale, we recommend 4 Ways to Scale Your Multi-Location Brand with Local Marketing Automation.
For enterprise marketers, competing across international markets presents a variety of localized communications challenges. The most obvious challenge is to produce, manage and deliver messaging in the primary language of the target audience.
“Machine learning and translation memory tools provide a great deal of accuracy and almost provide perfect translations,” says Forbes’ Contributor, John Winter. “However, be cautious and ensure that all translations are approved by a local agency to avoid any potential embarrassment.” For example, when Pepsi debuted the slogan “Pepsi Brings You Back to Life,” it was translated into Chinese as “Pepsi Brings You Back from the Grave.” Not sure that’s quite the kind of “energizing kick” the brand marketers at HQ thought they were going to share with their customers.
Distributed brands must be able to support local marketing affiliates by overcoming these multi-language marketing hurdles:
Local Marketing Automation tools are designed for branding and messaging precision. The world’s most effective CMOs are leveraging the power of marketing software to deliver multi-language marketing across global markets. By selecting a software system that supports end-to-end local marketing support, brand managers can scale their resources to support quality multi-language marketing success no matter what country or market it’s in.
CampaignDrive empowers local marketing affiliates to make the right messaging and design choices when they’re running a local campaign. Convenient in-language translations within the system interface means users have a more natural experience in their own language. Even better is the ability to link content from multiple languages together based on theme or topic. This means that local users can access all the equivalent content for any given dialect the brand is marketing in just by choosing the same subject matter and specifying a new language.
Learn how the world’s most successful distributed brands use Local Marketing Automation to create winning local marketing strategies. Download our free e-book: The Local Marketing Playbook: The Templates, Campaigns, and Tools That Help Multi-Location Brands Become Local Marketing Champions.