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Multi-National Marketing: Effective Strategies for Global Marketers
Tuesday, February 12, 2008
I am live blogging about a Search Marketing Now webcast featuring Chris Sherman from Search Engine Land. The webcast is entitled, "Multi-National Marketing: Effective Strategies for Global Marketers". This is great stuff as there simply are not enough quality resources on this topic. I recently launched a new endeavor with Manoj Jasra from Web Analytics World to address global online marketing issues. The goal of GlobalThoughtz is to provide information about global marketing strategies will a focus on what's going around the Globe in online marketing.

Multi-National marketing is something that is not new, but in the online space, high level global strategies are something that many have found to be elusive. Running a successful global search marketing campaign involves more than just translating your sites, or dealing in multiple currencies. The webcast outlined best practices for running a successful global search marketing campaign.

Why Go Global?
  • there are a number of opportunities that are available for search marketers in the Global market.
  • Yahoo properties are the most visited properties in the World. You need to target Yahoo on a Global basis.
  • Baidu is the third most popular search engine based on comScore worldwide search share.
  • there are 760 million searchers in the online space
  • 75% of all searches are done outside North America
  • Google totally dominates North America and most of Europe
  • Yahoo is dominant in Asia
  • Baidu has a 61% market share in China (Google 20%)
  • Naver has a 74% market share in South Korea (Google 4%)
  • Yandex has a 57% market share in Russia (Google 23%)
Searcher Behavior
  • searcher behavior varies by country
  • multinational campaigns can be run in English depending on the goal. this is best for Global brands and products with the same name in all cultures.
  • people use different search terms, there are different eye tracking patterns, result scanning patterns (note Chris made reference to Enquiro's eye tracking study where we identified Google's Golden Triangle.)
Should you use a paid or SEO campaign when you go Global? For larger markets it is probably ok to do either or both if you have the resources. For the smaller markets, you'll want to consider each option individually. You need to identify the proper target markets for your business. Ask yourself if you have sales and logistics resources in a market? Do you have support resources that speak the language in these markets? Are you able to handle shipping, duties, and different currencies? Will you be able to rank in the various Global markets?

Process for Going Global
  1. Find Good Translators - they must know local idioms, they must be able to translate unique or technical terms for your product or service.

  2. Translate text, images and navigation

  3. Make sure SEO is involved from the beginning - this is done to help avoid costly mistakes when translating content and such.

  4. Optimize Translated Content - remember that English content that's optimized does not automatically become search engine friendly. The same can be said for your PPC ads and landing pages. It's a great idea to translate your keyword list first before any other content.
According to Hitwise, the Long-Tail varies. For example Romance language searchers (Spanish, Italians etc.) tend to use fewer, more common words. English, Dutch/German searchers tend to use more terms and less common terms. In the UK, nine keywords account for the majority of searches.

Duplicate Content - same language content on multiple servers in different countries may be subject to duplicate content penalties. This may or may not be a problem. Content translated into different languages and hosted in different countries is not duplicate content to search engines (as of February 2008)

Choosing the Right Domain

This boils down to your intent. If possible go for both.
  • dot-com or country specific domain?
  • IBM for example, has one global website with sub-domains for individual countries
  • Sony has local domains in all countries
  • When redirecting users to country specific site pages, make sure that the destination page is search engine friendly. Avoid things such as Flash and other items that prevent crawlers from accessing the content.
IP Address Considerations
  • Search engines do give more weight in country specific results to sites with the local IP addresses.
  • In some cases, you must have legal residence in the country that proves that you have some legal business presence in that country.
  • Google's Webmaster Tools allows you to specify country, Microsoft is working towards this as well.
Localized Links
  • Crucial for a multi-national campaigns. It's not enough to translate and set up a site in a different country.
  • You need to acquire local links from that country. Most of the links should come from local authority sites, not from the out-of country sites.
Multi-Country PPC
  • Translate both ads and landing pages
  • Can be very effective as Geotargeting can be very precise.
Global Brands in Multiple Countries
  • Trust your PR team or "offline experts".
  • Some cultures like and accept Global brands.. however others prefer homegrown/localized brands
  • Emphasize brand attributes in a culturally appropriate way. Don't neglect images.
Consider Smaller Markets
  • In Denmark, over 70% of people are online and use search.
  • Estonia, is very connected to the Internet. Nellie.ee is the most common search engine here.
  • 85% of the population in Iceland is connected to the Internet
Multi-national search marketing offers a number of opportunities, but it's not for everybody. Success requires deep localized knowledge of the markets. Your online campaigns need to be optimized and tailored for both language and culture.

Great information for going Global.

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posted by Jody @ 9:36 AM  
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