The world and business are online: levels of over 3.5 billion internet users and e-commerce revenues of $1.25 trillion are anticipated to be reached by 2013(1). In our increasingly 'hyperconnected' world, the importance of creating an effective and international online presence becomes apparent.
However, it appears we are not doing this: 80% of all web pages are in English (2). Considering that 70% of all internet users do not speak English, this leaves 1.4 billion people that are being virtually ignored (3). Even internet users who can call themselves Anglophones unsurprisingly prefer sites in their native languages. The statistics are overwhelming: 90% of internet users visit websites in their native language (4) and stay twice as long if a website is in their own language (5).
The few businesses and organizations that are beginning to move to tackle this language monopoly gain credibility, local international brand image, and stronger relationships with their visitors. Meanwhile, visitors themselves enjoy the comfort and confidence only a mother-tongue provides. Yet, businesses and organizations grasping these opportunities are still in the minority, meaning that not only is at an extremely cost-effective way to develop international business but that those who do enjoy a huge and largely untapped market.
However, reaching out to the overlooked internet users is more than just a question of translation; international variations in cultures and behavior on the internet are equally crucial considerations. While these considerations may seem obvious in designing or building a website, they are often overlooked when it comes to marketing the site. To ensure the continuing flow of traffic to a site and optimal ROI, simple translation of your marketing strategy is not enough. Ensuring international visibility of a website needs a strategy based on local knowledge, whether it is which key words to use for Search Engine Optimization or which social media sites and search engines to target for marketing campaigns – Facebook and Google are yet to achieve total global domination!
To find out more about international online strategies, do not hesitate to contact us!
Data sources:
(1) www.companiesandmarkets.com/News/Retail/Global-online-shopping-market-lead-by-Amazon-com/NI5074
(2) http://news.bbc.co.uk/2/hi/uk_news/1235945.stm
(3) www.obanmultilingual.com/what-we-do/international-seo
(4) http://ec.europa.eu/public_opinion/flash/fl_313_sum_en.pdf
(5) Forrester Research