Global Means Going Local In Today’s Digital World
Companies have been expanding their global footprints for years, but now more than ever, globalization is becoming more mainstream. Companies of all sizes are looking to grow their businesses across multiple continents. While global expansion represents great opportunities for retailers to grow their brands and drive more revenue, it also poses several logistical and technical challenges. A company’s website is the core of its brand, especially for e-commerce and B-to-B companies. It’s where the conversion begins. So for companies going global, one of their top priorities — and challenges — is globalizing their websites.
Website globalization is a strategic, high-priority initiative for retailers spanning multiple vertical markets, and one that directly impacts site engagement, lead generation and revenue. However, successfully deploying your website in multiple countries throughout the world doesn’t mean a simple native translation of an organization’s primary site, but rather the development, deployment, localization and regular maintenance of many distinct sites with regionally specific content.
These responsibilities fall largely into the hands of marketers — those responsible for generating compelling content, driving sales and maintaining a unified brand presence globally. They’re responsible for not only integrating campaigns and promoting their brands across multiple channels, but also for managing multiple sites in multiple languages and including custom content that’s unique to each specific region.
Website globalization is a complex process and daunting to many retailers. In fact, research shows that many are facing challenges doing this successfully and have struggled to globalize their websites because they lack the human, monetary or technical resources needed to effectively manage multiple international sites. Fortunately, there’s sophisticated technology today to make this process more seamless than ever.
Managing Multiple Regional Websites
Website globalization is the process of launching an adapted, multilingual version of a company’s core website into different regions throughout the world. A regional website is an adapted version of the company’s core website whose content has been translated and/or altered to match the region that it serves. In a recent survey of chief marketing officers, 92 percent said they currently manage regionally focused sites in addition to their main corporate site. About one-quarter manage three to five regional websites, nearly 30 percent manage six to 10, almost 20 percent manage 11-20, and about 15 percent manage 21 or more.