Marketing Products and Services Outside Your Local Market

Working in translations many of my clients work within the marketing industry and a large percentage of the work we undertake is to provide a localised version of a marketing communication campaign into specific languages. Typically this involves taking pre-existing copy for (usually) a pre-existing product or service and adapting it to fit the language of the desired non-native market. This can often be a complex process and there are many examples of companies that have gone through the localisation process of their products and services only to realise (often too late) that what they have produced is not suitable or, even worse, insulting to their intended market.

This article examines the various approaches organisations may adopt when looking to expand from their domestic market and also looks at localisation strategies they can use to aid in the success of their international marketing efforts. The main themes will focus more on the written word and the actual process of translating a marketing communication message, and does not take into consideration other issues that will affect the localisation process, such as the technological issue that may be present when developing a marketing strategy in a non-domestic market.

At this point it is worth what motivates organisations when promoting and selling their products and services into non-native markets. Typically, marketing products in markets outside the domestic domain fall into 4 categories. In the first approach, companies undertake what can be referred to as infrequent foreign marketing. Here companies will use foreign markets as a means to eliminate surpluses which an over saturated domestic market is unable to absorb. Here marketing activities may be very short term and may only require a minimal amount of translation and localisation. Alternatively, companies may believe that there is enough of a sustainable foreign market on an ongoing basis and will adopt regular foreign marketing activities. In this instance the domestic market is still the main focus, however, often by the use of middle men and agents, companies who use this approach are able to service both domestic and international markets simultaneously. The third approach is to focus on international marketing as part of a whole marketing strategy. Here international markets are seen as equally important as domestic markets. Companies will often perceive their markets to possess unique characteristics for which individual marketing strategies and characteristics will need to be adopted. The process involved in localisation and translation in this approach can be fairly complex, however, it will also allow for a closely targeted market, reaching segments that perhaps a more uniform approach may not reach.

The fourth approach is to view the world as a single market. Referred to as global marketing, this approach standardises its processes and activities to offer a common product or service through all the markets they serve.

It is worth considering which approach your organisation or, if you are working on behalf of someone else, your client is adopting. These different approaches will affect the overall process of how you implement your marketing strategy and will also involve varying amounts of resources. Although advances in technology have made the deployment of a targeted message more cost effective, individual translation will need to be processed by a human and therefore marketers and business managers will need to consider the potential ROI (return on investment) that an approach such international marketing will generate versus the resources needed to process this strategy.

Fundamental to the successful launch of a marketing campaign into a non-domestic market is a good understanding of the nature of that market. If, for example, your objective is to launch a specific product or brand into a new market, analysis should be undertaken into the suitability of the existing brand’s identity (e.g., colour, shape, text) in the existing market. What works well from a branding perspective in one market may be disastrous in another, and there are many examples of companies who have launched an international campaign based around a specific domestic campaign only to discover that the brand that is at the heart of the message carries an unsavoury name or connotation. At the very least we suggest a brand name analysis should be undertaken prior to launching a brand into a new market.

It’s also worth noting the other cultural convention of your proposed target market. Colour, for example, can play a key role in a company’s identity but this identity may have many different connotations depending on the target market. It is also crucial to understand how your market responds to messages. Some markets may respond very positively to a less formal approach when delivering a message, whereas more conservative markets may see this approach as sloppy or unprofessional.

A common approach in copy writing is to use analogies in an attempt to make the reader draw similarities with the product or service under discussion and an existing, perhaps well known product or service. Often these analogies will be based on an understanding of an entity that is known to the reader in the existing market, but may be unknown or alien in the new proposed target market. Examples are comparing physical size of somewhere to a geographically known location in the domestic e.g., “an area the size of Birmingham” etc.

Because of the subjective nature of translation, whenever undertaking any translation assignment it is vital to use a translator who is not only an expert linguist but also an expert in their respective field. Using a technical translator to localise a marketing brochure selling financial services just will not do. Translation of marketing material goes beyond the literal and involves the ability to interpret the essence of the message. Translators who are used to translate branding and corporate identity need to distil the message, taking the key elements and present it in a language that the target market will respond to. In this instance, using mother tongue translators based in the country of origin is vital.

In summary then we suggest that, as a minimum, prior to launching a marketing message into a unknown market, initial research is undertaken into the feasibility of using the core message (be it the brand or what ever is at the heart of the communication) within the market. It is likely that business leaders and managers will have already determined that there is a need for a particular product or service in a specific market and that their product or service can successfully fill that need. It is then the job of the marketer to communicate this product or service to the desired new market.

Finding Internet Marketing Services Right for Your Business

The Internet is huge. No one will deny that, and the role it plays in business is becoming more and more important as well. It is no longer sufficient to do business offline, if you want to succeed in this technology driven new age, then you will have to do a bit of Internet marketing.

There are a number of Internet marketing services available to you, whether it is in the form of companies that specialise in it, or various standalone apps or tools that, if you have the time and knowledge to do so, can provide information on number of visitors, clicks, purchases and such forth.

If you are looking for Internet marketing services for your business then, what aspects of it should you particularly focus on?

Design will be more important than ever this year. It could be a wise idea therefore, to look for companies specialising in internet marketing services that also offer web development and design as part of the service.

Not only will they be able to offer typical SEO and PPC services, a vital part of any strategy, but they will also be able to offer services above and beyond others, by specifically tailoring your site for the purpose of attracting customers.

With a site tailored to not only your needs, but to attracting customers and getting them to make that all important purchase, you could soon start to see an increase in revenue from the online side of your business.

Social media will continue to offer internet marketing opportunities; however, it might be worth considering services that focus on the visual aspect of campaigns too. Photos, images and videos are a great way of drawing in customers to your site. Many studies suggest a picture or video is a lot more likely to stick in our memory than a bulk of text.

On the social media side of things, there are many tools and apps out there to best utilise social media platforms for your business. Whether it be Wildlife from Google or analytic programmes like SproutSocial. Do a little research into the advantages and disadvantages of these for your company.

You should also look for Internet marketing services that know a thing or two about the potential of mobile, if you find an Internet marketing firm which is not aware of mobiles potential, you definitely need to look elsewhere. Mobile is getting bigger than ever, with more people picking up smartphones, tablets and the like and surfing the web.

Many people will even surf the web on their phone or tablet whilst watching TV, so a product that generates an interest on the TV will quickly get them tapping away on their smart device to find it or similar products.

It is also important therefore to make sure that any marketing that you do online is cross transferable, whether it’s for desktop, tablet or smartphone. Look for Internet marketing services which offer you the best way of utilising all of them.

Content marketing is another vital component of a company offering top level Internet marketing services. Google is constantly punishing sites with substandard or copied content, so it is well worth your while to either invest in companies offering tailor made content services, or looking to do something yourself via company blogs and other such things.

Internet marketing services will be vital in anyone wanting to move or even consolidate themselves in the online world this year, so it is vital to get a grip on them.

Benefits of Internet Marketing Products

With the advent of the revolutionary World Wide Web, a new channel for business and entrepreneurship was opened, which took the market by frenzy. This new channel was called the ‘Internet Marketing Business’. Since its advent to till date, there has been numerous ‘Marketing Gurus’ coming out with their own copy write versions of internet products featuring their ‘100% successful mantras of making millions in marketing through web.’ Many of these gurus are cheats and most of these online marketing products are a sham. That is when Internet Marketing Product Reviews come handy.

Online marketing products have flooded the online market. These products are infused in to the market to assist naive and amateur internet entrepreneurs and to break their age old marketing methods and techniques and replace them with these latest ‘so-called’ foolproof strategies. However, we cannot label all the internet marketing products as a con due to few rotten eggs in the basket. According to many online marketing reviews many of these products actually are authentic and beneficial for your business.

Internet marketing products benefit you by helping you start, set up and build your business, especially internet based business, by proper guidance, strategies and tips. Many online marketers, especially amateurs, have benefited greatly from these products, forums and classes held by some of the most successful and renowned Marketing Gurus and Legends in their own sense.

Benefits of Internet marketing products:

Here when we discuss the benefits of internet marketing products, we are taking about only the authentic, successful and effective online marketing products.

The major part played in the success of this marketing product is of the positive online Marketing Reviews left by many critics, professionals, users and followers. These reviews helped these authentic and reliable products to gain wide spread popularity by spreading a word about their benefits and advantages for internet marketers.

These marketing products provide solutions and answers to common doubts and questions which swarm the brain of a novice internet marketer and entrepreneur. These solutions, tips and guidelines have been formed by marketers with vast experience in internet marketing and after years of research, analysis and experiments.

These internet marketing strategies and solutions can be acquired in the following manner:

  • DVDs
  • E-courses
  • Course study Materials and books
  • Correspondences and literature
  • Interactive Classes and forums.

People who have enrolled themselves for these online courses have benefited greatly from these classes providing the basic knowledge regarding internet business and operations. The newly turned internet entrepreneurs also have been successful in starting up and setting up their internet business by religiously following the directions and guidelines provided.

These products and courses equips the pursuers with knowledge regarding all aspects of internet business, like SEO, automatic income methods, PPC marketing, etc, which also helps already established businesspersons to expand their business and earn more income.

Warning:

As directed above, it is highly important to do your homework first before purchasing any of these products. Read as many internet marketing product reviews as possible and be sure of their creditability by attending a free class or seminar first.