Today, in virtually any market, the pace is accelerating. As we have said on other occasions, technological advances have not only made it easier and faster to reach customers anywhere in the world, but have also made it possible for us as consumers to feel closer to the brands we buy. And this means we are increasingly looking for more personalised products and services.
In this global environment that connects suppliers and customers in just a few clicks, conversations with potential customers must become increasingly specific and authentic. In order to meet customer expectations, new processes, strategies and global marketing tools must be applied.
Let’s look at three key aspects to keep in mind to optimise a global marketing campaign.
How to optimise a global marketing campaign
Strategy and market adaptation
Broadly speaking, to have a strategy is to have a clear starting point and to set exactly where the finish line is (the goal). It’s just like using a GPS, where we indicate the point from where we start and the point we want to reach, and the route is constantly optimised and updated to move forward more efficiently.
In the new global environment for doing business, digital marketing requires this approach. To have a clear idea of where we start from and what we want to achieve, as well as to carry out constant measurements and analysis in order to make data-driven decisions and introduce the necessary changes. The needs of consumers are changing, so if there is something constant in marketing is the certainty of change.
We must adjust each global marketing campaign in the same way that a GPS operates, evaluate as much information as possible and adopt the newest tools, from SEO to content marketing. So we will always travel the most optimal route.
Balancing global and local efforts
Finding that balance implies that in the process of adapting the brand message to the culture of each market, the coherence and integrity of the brand is not lost.
And in the face of this, the choice arises between focusing global communications on a single language such as English - the language of business or the language of the future as postulated by media such as The Guardian- or speaking to global clients in their local language.
Although a global language like English can reach almost any corner of the planet, according to a 2018 Common Sense Advisory report global consumers still prefer to shop in their native languages, especially if the interaction is online.
This challenge raises the need for companies to be multilingual in order to be more competitive and to be able to adapt to new consumer demands. And that, in turn, they have effective processes and reliable partners to maintain consistency in the translations of business content.
Centralise operations to reduce costs and complexity
As the scope of operations grows, so does the complexity of managing marketing strategies and plans, both in terms of available resources and the customer experience of the era of immediate demand. For example, in a global smartphone launch, customers in each country expect to be able to access the product with information in their own language on the same day it goes on sale in the country of origin of the brand.
If possible, to optimise global marketing campaigns, companies should centralise their operations to reduce complexity and reduce costs.
At Gear Translations we can help you connect with your global clients in their language, customising sales and customer service processes with commercial and technical content that maintains the integrity of the brand discourse.
A team of expert translators and our technology platform allow us to be reliable partners for companies in need of industrial and technical translations.
Visit our Customer Stories to learn how we have helped companies around the globe to overcome their challenges and implement marketing strategies in new markets.