In the last four years, according to the International Telecommunications Union (ITU), Internet usage in Africa was projected to double, and Asia comprises nearly half the world’s online population. This new global Internet is now going mobile, and at a rapid pace.
With mobile device sales on the rise in the same foreign markets, consumer access to the Internet has never been greater, and it’s projected to continue growing.
Benefits of a Globalized Internet
So what does this “new” Internet mean for your organization? More users plugged in means more potential consumers and, ultimately, more sales and revenue. Regardless of the size of your business, it is simply easier than ever to reach new customers. The tricky part is figuring out how to navigate this new mobile, global Internet in order to get your brand message heard (and understood) in diverse communities.
Taking the Global Internet Local
Although the new global web may not be bound by geographical borders, every new market has more than just its own language or set of languages; it also has its own cultural norms and values. So, to reach these new consumers globally, businesses must think locally.
Machine translation of your web content is often not enough to entice new customers. Instead, tailoring your global marketing campaigns to each individual marketplace makes an impression that allows you to feel familiar to them. Researching and understanding the local culture is important to personalizing the customer experience in this way, while building a positive reputation and avoiding any embarrassing snafus. Consider how everything from text, to images, to background site color can reflect the country-specific ideals and practices that make you a genuine neighbor to this user base.
At the same time, however, you don’t want to lose sight of your brand voice. Working with a human interpreter through your translation software platform can best address these nuances and help you create high-quality content that strikes the right balance between speed and authenticity.
At the Speed of Mobile
Speaking of speed, with mobile users on the rise, the demand for instant information is higher than ever. Smartphones put the Internet right in consumers’ pockets, which means staying constantly accessible and relevant is key to global marketing. To stay competitive, your localized websites can’t lag behind. Translation software that includes tools like translation memory and translation proxy can provide the speed you need to launch a new site quickly and keep it updated without sacrificing quality.
Increased mobile use also means increased networking. Promoting your content and engaging consumers via social platforms like Facebook and Twitter is a great way to interact your target audience. Just like website translation, however, it’s important to localize this content as well. Take into account the same cultural nuances you would with your marketing content. Research which platforms are most popular in any given market, as well as the behaviors and mindsets at play there.
Taking Responsibility
With so much to gain from a truly mobile, global Internet, it’s up to businesses to shoulder some of the responsibility of ensuring continued open access to the web. Geopolitics and network vulnerability always threaten the nature of an open, global platform, which is why it’s up to businesses — the ones that rely on the Internet to reach new customers — to stay informed on these issues and explore how their services can change the global conversation.
The mobile, global Internet has a vast potential for businesses, but you can’t meet that full potential without understanding your target audience and localizing your brand. With the right translation software, you can reach global audiences and build lasting relationships that ensure satisfaction among any user who sees you.
About Shahrzad Warkentin Shahrzad Warkentin is freelance writer who is passionate about connecting with audiences through great storytelling. For the past five years she’s covered a variety of topics, with a focus on brand marketing techniques. She speaks three different languages, including Swedish and Farsi.
