June 2011 Newsletter

International SEM isn’t an easy feat. But when you add cultural, social, political and language differences into the mix, there’s even less room for SEM error. Senior Account Executive Chris Chang has 3 Steps for Marketing Online to an International Audience.

1. Partner with translation management agency with cross-cultural competencies

The first step is to partner with a translation management agency with speaking, writing and cultural fluency in the specific countries and languages your advertising targets. What languages is the translation agency trained and capable of translating? Spanish, Hindi, French, German, Chinese? What languages is the staff fluent in speaking, reading and writing? Have staff members lived and worked in the countries and regions your ads will target?

While digital is an integral part of our DNA, there are some instances where human interaction and experience is far more valuable. We strongly encourage brands and marketers to request and monitor their translation agency to use MANUAL translation, rather than automated programs like Google Translate and Google Language. Using native speakers and people who have lived and worked in the countries you’re targeting are KEY to delivering maximum ROI for your campaign. But if you still want an extra helping hand, we’d suggest using Google Translate or BabbleFish as a supplemental tool when marketing online to an international audience.

2. Know Your Audience

If you want to reach an audience in Spain, India, China or anywhere else in the world, be conscious of who your audience is, their likes/dislikes, cultural disparities and sensitivities and messaging norms. This will help your ads reach, engage and retain its desired audience. There’s one thing we know for sure – Internet lingo and cultural norms that vary from one country and region to another. How many Internet users in Spain or China know what the term ‘BOGO’ means?

3.  Localize and Hybrid Your Content

Don’t just test your banner ads in English and the native language of the country/region you’re targeting. You should also Incorporate hybrid lingo and phrases that will connect with your audience. For example, if you’re targeting Internet users in India to promote “Friendship Day” which draws natives to retail and online stores in droves, you could target the country’s obsession with all things Bollywood by using text in your banner ad that not only promotes this holiday, but also taps into the country’s Bollywood obsession. For example, your banner ad could read: “Mujhse Friendship Karoge?” (Direct Hindi-To-English Translation: “With Me Friendship Will You Do”), which adds a unique twist to a popular Bollywood film called “Mujse Dosti Karoge.”

Language isn’t the only factor to consider when localizing your content. Be aware of the local ad regulations and currency of each country/region you’re targeting. When designing a multilingual banner ad for users in India, you may want to create creatives and messaging in the local language of Hindi, while displaying the price of your product in the currency of U.S. Dollars. Or vice versa, you may want to use creatives and messaging in English and advertise the product in the local currency of Indian Rupees.