GOST-buster! New consumer segmentation tool helps companies succeed abroad
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Transcript of GOST-buster! New consumer segmentation tool helps companies succeed abroad
Who ya gonna call?Introducing the GOST-buster
Gary MuddymanCEO Conversis
Communication. In any language.
Test your Ghost Busters knowledge
• Ghost Busters was made in:
– A) 1981
– B) 1983
– C) 1984
• Answer: C) 1984
Communication. In any language.
Who’s the ghost?
• Which actor did NOT star in Ghost Busters?
– A) Harrison Ford
– B) Bill Murray
– C) Sigourney Weaver
• Answer: A) Harrison Ford
Communication. In any language.
I ain’t ‘fraid of no ghost!
• Who performed the hit theme tune, “Who ya
gonna call? Ghostbusters!”
– A) Lionel Richie
– B) Ray Parker Jnr.
– C) Huey Lewis and the News
• Answer: B) Ray Parker Jnr.
Communication. In any language.
Ghost Busters and globalisation
• Most successful comedy of all time
• Licensed in 19 countries
• First film ever released on a USB flash drive
BUT
• Foreign film is actually growing and gaining
ground in places like the UK
Communication. In any language.
What’s the point?
• Globalisation does not equal homogenisation
• How do we know how much to localise?
• A great job is localising the whole site or a
great job on the bits that need localising?
Communication. In any language.
Standardize or Localize?
StandardizedLocalized
• The decision whether to standardize or to localize is not dichotomous.
• Instead of having a black-and-white view, we need to understand degrees of localization.
Communication. In any language.
Homogenisation v. creolisation
• Homogenisation led to creolisation of global
consumer patterns
• A new pattern of consumption in which local
and global consumption traditions have
blended together
• New online consumer = global + local
consumption patterns
Communication. In any language.
The challenge
• How do the forces of cultural homogenisation
and fragmentation interact to form unique
consumer segments?
National/traditional Global
Communication. In any language.
Professor Nitish Singh
“Lumping all international consumers as global, national
or ethnocentric, or under some clearly defined heading
might be self-limiting and an incomplete picture of the
global consumer reality. A recent trend to equate
globalisation to global community, or, as some say the
‘global village’, is to discount the proliferation of
civilisational, continental, regional, societal, and other
particularistic dimensions of the global human
condition.” – Dr. Nitish Singh
Communication. In any language.
Introducing the GOST-buster
Communication. In any language.
Global Consumer Segments
High Global Identity/ Low National Identity
(HGLN)
High Global Identity/ High National Identity
(HGHN)
Low Global Identity/ High National Identity
(LGHN)
Low Global Identity/ Low National Identity
(LGLN)
Users‘ National Identity
Users‘ Global
Identity
Proprietary Research.
Communication. In any language.
Meet Boomerang Bob
• High global and high national
identity
• Businessman from San Diego
• Travels the world with his
multinational company
• Has diversified cultural values
• Loves home and local products
Communication. In any language.
Coke is it for Boomerang Bob
KO: China
KO: Norway
KO: Brazil
Communication. In any language.
Meet Tony Trendy
• High global identity, low
national identity
• Loves global brands,
products and websites
• Very little localisation
required
Communication. In any language.
Tony goes nowhere without his iPod
APPLE: USAAAPL: Brazil
APPLE: Denmark
Communication. In any language.
Meet Henna Housewife
• High on national identity and low
on global identity
• Don’t identify with any aspect of
global culture
• Strong ties to local customs
• Fully localised website
Communication. In any language.
Web localization Strategies
Unilever: Denmark
Unilever: Netherlands
Unilever: India
Communication. In any language.
• Low on both global and national identity
• Driven by a unique identity
• Can be an elusive category
• Must appeal to this self-interest
Meet the Rainbow Warriors
Communication. In any language.
Greenpeace – global but not
Communication. In any language.
Web localization Strategies
Communication. In any language.
Why should language agencies care?
• It’s not in our interests to tell every client that they need to localise their site from top to bottom
• We become global consultants
• Empirically validated tool to help our clients achieve ROI on their localisation spend and the best chance of success abroad
Communication. In any language.
Download the White Paper
• http://conversisglobal.com/news/detail/gost-buster_how_to_target_your_global_online_audience_more_effectively/
Communication. In any language.
Contacts
Gary Muddyman, CEO Conversis
Telephone: + 44 1869 255 820
www.conversisglobal.com
www.conversishealth.com
Nitish Singh, St Louis University
http://www.professornitishsingh.org