How to Boost Global Sales With Multicultural Content Marketing
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Multicultural content marketing is the most effective way for brands to engage local audiences in the international market. This becomes evident in online retail's busiest period, the lead-up to Christmas. Why you need to think now about your Multicultural content marketing strategies? How to create a successful multicultural content marketing strategies What to consider for a smooth launch into new markets How multicultural pioneers like hotels.com localize their website content and what can you apply to your business?
Transcript of How to Boost Global Sales With Multicultural Content Marketing
Speaking today:
Frank HartkopfHead of European ContentAxonn Media Ltd. London, UK
@Fruehstuecker
Eric Ingrand VP Content MarketingEnveritas GroupLondon, UK
@EricEVGEurope
Outline
1. Driving sales for Christmas
2. Emerging markets: a window of opportunity for
retailers
3. Implement a multicultural content marketing strategy
4. All I want for Christmas: 5 tips for ecommerce retailers
5. The most wonderful time of the marketing year
6. Holiday marketing lessons from Coca-Cola
7. 10 tips for a smooth launch into new markets
8. Hotels.com marketing strategies for emerging markets
Now speaking:
Driving sales for ChristmasThe Holidays: retail’s most important season
• In Germany, 25 million people are buying gifts online for Christmas – 1 in 2 internet users
• Time to spruce up your shop now in time for the big rush
• Engaging, useful, meaningful or entertaining content has become the key factor to attract traffic, increase dwell time and convert
John Lewis Christmas AdThe joy of giving gifts to the ones we love
http://johnlewis.scene7.com/is/content/JohnLewis/the_bear_and_the_hare_071113_mp4
Driving sales for ChristmasThe Holidays: retail’s most important season
Emerging markets: a window of opportunity for retailers
Emerging markets: Italy, Spain, Russia → strong growth of internet shopping
● huge potential: growing economies & emerging business markets
→ achieving success abroad is not easy!
→ need to adapt to cultural behaviours, differences and taste
● more established ecommerce nations: act sooner rather than later
Emerging markets: a window of opportunity for retailers
● need to understand local and cultural differences of each regionfor capitalisation on Christmas
● Globalisation means localisation→ McDonald’s: rice McMeals in China
Driving sales for Christmas
Source: http://www.mcdonalds.com.cn/cn/ch/food/a-la-carte-explorer-view/2-2.html
Implementing a multicultural content marketing strategy
→ written by native speaker
→ adapted to regional culture and behaviour
“Don’t translate - transcreate!”
Content for your customers abroad
Implementing a multicultural content marketing strategy
Review your online shop content
→ shoot new product photos
→ increase the information value of your product descriptions
→ use videos to show how to use your products
→ user reviews are a great way to convert buyers
All I want for Christmas5 tips for ecommerce retailers
Update your SEO
→ rank higher for the keywords your buyers search for
→ get up to speed with current best practices in SEO and content optimisation
→ get rid of any links from suspicious sites
→ create content for humans, but also understood by machines
All I want for Christmas5 tips for ecommerce retailers
Check the look and feel of your online shop
→ improve the visual appeal of your online shop (new colours, clearer design, intuitive navigation, …)
→ perform usability tests with volunteers
→ test your shop on different browsers/ mobile devices
All I want for Christmas5 tips for ecommerce retailers
Analyse your pricing and product range design
→ analyse last year’s Christmas sales data
→ check out what your competitors are doing on pricing
→ 67% of buyers are more likely to buy from brands whose content they enjoy (Axonn Media survey)
All I want for Christmas5 tips for ecommerce retailers
Make your user experience truly international
→ do not simply translate product descriptions and list prices: adapt to cultural expectations and interests
→ establish clear delivery costs and timescales for each country (detail pages)
→ make foreign customers aware of early international order
deadlines
All I want for Christmas5 tips for ecommerce retailers
→ convert sizes of clothes and shoes to foreign units
→ adapt your address form fields to local and regional customs
→ offer foreign buyers e-payment methods they are used to
All I want for Christmas5 tips for ecommerce retailers
Now speaking:
The most wonderful time of the marketing year?
→ Brands have the opportunity to become publishers! Use it
→ Best time of the year to engage with universal stories
→ It’s the time where you can enter homes, create souvenirs and get closer to your audience. Use it wisely.
→ Listen, adapt and create the right content for the right audience
→ Find out about Christmas traditions around the world here and start adapting your local communication plans: http://www.whychristmas.com/
Holiday marketing lessons from Coca-Cola→ Create Liquid Content
→ Ideas worth spread
→ Engage sincerely, you cannot fake it!
→ Coca-Cola transformed a brand into a media asset to create affinity with the audience
→ To know more watch the Video content 2020
10 tips for a smooth launch into new markets
Research, Engage, Local site, Test Avoid automated translation and even better
localize, don’t translate! Create high quality content Create a style guide for each market,
each language
10 tips for a smooth launch into new markets
Use local Social Media platforms
Act based on insights from web or social media
analytics
Create and follow a publishing calendar for web,
social & external blogging
Keep campaigns local
Identify influential bloggers and create a
relationship
Gather focus groups, community user groups…
Case Study: Hotels.com’s marketing strategies for emerging markets
→ Key Market driver for the next 3 years
→ Marketing and Communication strategies in new markets
→ 85 Localised web sites in 36 languages!
→ Social Media not as direct response marketing but as a trust builder
Hotels.com’s marketing strategies for emerging markets
→ Get Mobile
→ Track, measure, decide
→ Cultural and Linguistic differences
Wrapping it up
5 key takeaways
1. Seize the opportunity and focus on emerging markets 2. Implementing a multicultural content marketing
strategy will boost your sales cost-effectively3. Optimise your online shop for international customers4. Adapting to cultural and linguistic differences = better
conversion rates5. Never ever trust Google Translate
THANK YOU!
Questions?
Contact us: Frank Hartkopf: [email protected]@Fruehstuecker
Eric Ingrand: [email protected] @EricEVGEurope
