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Interactive Brand Communication Class 13 Global Brand Communication Issues Featuring today . . . . Class 13 Should you go global via the Net? Obstacles & Opportunities in Going Global Message Issues & Tactics Media Issues & Tactics Should you go global and online? Class 13 There should be a market to tap with the use of the Internet Review your site traffic to see if you have enough traffic from outside your home market Review your online sales to see if enough sales is or can be generated among people outside your home country Should you go global and online? Class 13 The Internet is an efficient and effective way to expand your sales Examine e-readiness of the market Economist Intelligence Unit (EIU)& Pyramid Research in 2003 came up with the 60 largest economies on “e-readiness” E-readiness refers to the extent to which a country’s business environment is conducive to Internet-based commercial opportunities The top thirteen e-business leaders were USA, Australia, UK, Canada, Norway, Sweden, Singapore, Finland, Denmark, Netherlands, Switzerland, Germany, and Hong Kong Should you go global and online? Class 13 The Internet is an efficient and effective way to expand your sales Examine e-readiness of the market (continues ..) The EIU research employed six categories to come up with the e-readiness score for a market: Internet connectivity (30%), general business environment/strength of economy (20%), consumer and business adoption of e-commerce (20%), legal and regulatory environment (15%), supporting e-services (10%), and social and cultural infrastructure (5%) Obstacles & Opportunities in Going Global Class 13 Technological/Economical Obstacles The Internet penetration varies widely from less than one percent in most of the underdeveloped countries to 40% to 70% of the market population in most of the developed countries The cost of Internet use is often too high in many countries for individuals to use on a daily basis or for more than minutes The lack of choice or competition in ISPs keeps prices high and access limited Obstacles & Opportunities in Going Global Class 13 Legal/Regulatory Environment The legal and regulatory environment varies widely across national borders Just because you can do something in one country doesn’t mean you can do it elsewhere Obstacles & Opportunities in Going Global Class 13 Social/Cultural Differences There are notable cultural differences across nations The marketer should understand the cultural differences when they advertise their products or services on a global basis Obstacles & Opportunities in Going Global Class 13 Hofstede’s Cultural Dimensions Individualism/Collectivism the orientation to personal or group achievements Time Orientation a culture’s emphasis on patience Gender roles: Masculine vs. feminine the degree to which a culture separates or does not separate traditional gender roles Obstacles & Opportunities in Going Global Class 13 Hofstede’s Cultural Dimensions (continued) Power Distance the extent to which people accept social hierarchies and the power gaps they create Uncertainty Avoidance the degree to which a culture is uncomfortable with ambiguity and seeks certainty Obstacles & Opportunities in Going Global Class 13 To learn more about cross-national differences in culture and advertising approaches, refer to Zandpour, F., Campos, B., Catalano, J., Chang, C., Cho, Y., Hoobyar, R., Jiang, H., Lin, M., Madrid, S., Scheideler, P., & Osborn, S. (1994), "Global Reach and Local Touch: Achieving Cultural Fitness in TV Advertising," Journal of Advertising Research, 34 (5), 35-63. Albers-Miller, N. & Gelb, B. (1996) Business advertising appeals as a mirror of cultural dimensions: A study of eleven countries. Journal of Advertising, 25 (4), 57-70. Kuen-Hee Ju-Pak (1999), Content Dimensions of Web Advertising: A Cross-National Comparison, International Journal of Advertising, 18 (2), 207-231. Message/Creative Issues Standardization vs. Localization Strategy Class 13 Same message across markets vs. customized message to each market Previous literature supports localization approach on the ground of cross-national differences in culture, economic, legal, and media environment “Market globally, think locally” in the Internet -- a challenge The Need for a cost/benefit analysis to achieve flexibility & profitability How much to localize advertising depends largely on cross-cultural differences Localizing The Website, Ads, & Customer Services: Language Translation Methods Class 13 Using automatic translation software simplest approach to translation Example software: V6 from Vignette; Teamsite by Interwoven; VIP Enterprise from Gauss, Documentum 4i your translation software should have: a version control mechanism that allows multiple language versions of content to coexist a strong, yet flexible templating mechanism workflow that can manage every step of the process offers cost advantages, but lots of room for errors Localizing The Website, Ads, & Customer Services: Language Translation Methods Class 13 Use of global outsourcing agencies SDL of Plano TX, and GlobalSight, Bowne Global Solutions to find more about the agencies and the industry, check out the website for the American Translators Association and the Localization Industry Standards Association work with an agency that has experience in handling Web localization ask them how they measure and control quality of the translation quite effective, but costly approach Localizing The Website, Ads, & Customer Services: Class 13 Language Translation Methods Have translators on staff being able to speak a language does not necessarily make you a good translator Localizing The Website, Ads, & Customer Services: General Tactics Class 13 Write in simple, short sentences, with substantive headlines Avoid technical jargons, specialized terms Test the market audience to speak their language correctly & to avoid culturally misleading innuendos How much to translate should be based on local interest and ROI Think globally even at the development of the ads and web site Provide customer service in multiple languages Localizing The Website, Ads, & Customer Services: General Tactics Class 13 Offer multiple channels for communication: If possible, give them a local phone number, fax number and mailing address If local contact is not feasible, offer your international customers e-mail communication only, and have native speakers handle all communication and translate the questions and answers Make information in own website easily searchable and printable Provide FAQs Localizing The Website, Ads, & Customer Services: Design Tactics Class 13 Visuals and design elements should be localized Be aware of the look of the local language and understand the impact of text expansion or contraction on the design of your ad or site When a block of text is translated into another language, it tends to expand or contract, depending on the target language Avoid embedding text into graphics Do not use flags but use the word to indicate the local language Localizing The Website, Ads, & Customer Services: Design Tactics Class 13 Don’t draw lines on diagrams Brand names, slogans, logos, colors, and navigation items could be constant Other variables may be localized: measurement & sizes, prices & currencies, dates, calendars, time zones, product selection, contact info, images & icons, forms and input fields Read “Are you cultured” by Aaron Markus in the readings list Media/Placement Issues Class 13 Find out where your audience goes and advertise there Use high target traffic sites for a branding campaign; use more targeted approach (e.g., keyword search) for a direct marketing campaign Start with portals and search engines that offer global reach (e.g., Yahoo!, MSN) Use of multinational ad networks is a good idea Test the sites before a big buy