This week in international marketing: App Localization​ | International Domain Extension | Business in Germany | UX for International Audience

by Julia Litvin

1. Why App Localization is Super Important 

Those who speak foreign languages know it very well:

 -  Even if you speak a foreign language very well, you probably know that every expression doesn’t correspond to a sensible statement in another language.

 -  In terms of cultural differences, each word and saying have their own impact and profoundness.

We can easily say that localization can be a necessity even for your home country. From the perspective of a mobile entrepreneur, this is a significant concern that should be addressed. When you come up with an app in a foreign locale, you may generally just consider your home country’s particular culture. However, if you want to effectively enter another country’s mobile market, you ought to consider their mindset and culture as well.

Source: Why App Localization is Super Important

2. How to Choose a Domain Extension for Your International Web Properties

Many ecommerce or content websites with mass appeal have a global audience, even if they are intending to focus on just one country. However, depending on your product or content you might want to go the extra step and intentionally target international users. The decision to focus your site on an international audience is a big leap forward and there are many logistic and technical complexities to work through.

In addition to issues around language choices and translations, there are also some big SEO and brand requirements, including exactly what domain to use for your international presence.

Source: How to Choose a Domain Extension for Your International Web Properties

3. Doing Business In Germany: Why Is It Better To Not Keep Your Fingers Crossed? 

"If your company is going to do business in Germany by sending out newsletters or distributing any other form of marketing material, it is best not to push your luck. Instead, do it like my client did and set up a localization plan that involves local experts. They know that, in Germany, showing your crossed fingers to somebody does generally not mean that you are wishing them good luck. But that you are lying to them."

Source: Doing Business In Germany: Why Is It Better To Not Keep Your Fingers Crossed?

4. Five Ways to Optimize UX for Your International Audience 

There are all sorts of reasons to care about getting digital user experience right.

It’s good for your customers. They have a good time interacting with your business online, getting what they need, leaving delighted, and hopefully coming back.

That means it’s better for you. Good UX makes it easier for your customers to click, download, sign up, make a purchase, or whatever else you want them to do.

And it’s a huge part of conveying your brand as a whole. If you claim to be the smartest, quickest or most reliable company out there, the experience your customers have with you had better reflect it.

That’s why leading businesses put a huge amount of effort into the UX of their websites. But here’s the thing: lots of companies only put the hard UX work into their home-language websites. Global audiences are then lumped in as ‘the rest of the world’ and they expect the same user experience rules to apply.

Guess what? They don’t. That’s why this approach is such a huge mistake. If you don’t localize your UX and make sure it’s optimized for each market, you’re almost certainly leaving revenue on the table—and giving your international customers a bad experience.

Here are five principles that will help you get your international UX right.

Source: Five Ways to Optimize UX for Your International Audience

This was our 'best of the week'. Next week we will continue to provide you with the interesting and current news on digital globalization, culture, language, localization and international digital marketing.

Stay tuned.

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