This week in international marketing: Global Paid Search | App Localization | App Marketing for Emerging Markets | Top 10 Languages

by Julia Litvin

1. Taking Paid Search Global: How to Develop an Effective Strategy 

For many companies, especially with mature domestic campaigns, the biggest growth options involve tapping into traffic from foreign markets.

While going global can be complex, it doesn’t have to be complicated.

Rather than diving into adapt your SEM campaigns to a given market, it is worth to take a stepping stone approach and devise an incremental strategy.

In doing so, it is also critical to align your paid search tactics with your or your client’s wider marketing strategy and operational capabilities.

Source: Taking Paid Search Global: How to Develop an Effective Strategy

2. How to Define the Boundaries Of the App Based on Your Target Audience

It strange how some applications become super popular in one country and stay absolutely ignored by others. It may happen if citizens of one area see something offensive in the content of an app or, they already have something similar. Each developer and a product owner have to decide whether they will develop an app for global or for local market because it can be a turning point in the history of either beloved or forgotten application. 

Source: How to Define the Boundaries Of the App Based on Your Target Audience

3. App Marketing for Emerging Markets: how 20 Companies are Tackling It

Emerging markets are currently in their growth phase. Smartphone penetration is increasing as millions of users are added every year.

By 2020, they will contribute to more than 50% of the revenue and downloads on app stores.

Thus, if you are looking to increase your revenue from mobile apps, emerging markets should be a key component of your marketing strategy.

Also, CPIs are currently the lowest in these markets. It offers app developers a chance to get users at the lowest possible cost.

But these markets are quite different as compared to the mature markets like US and UK.

Low-cost smartphones with lesser storage and battery life, expensive mobile data with unreliable networks, and the dominance of Android phones with 90% market share means that the marketing strategies for mature markets can’t be applied to them.

You need to focus on the app marketing strategies that take these difference into account.

Even if you apply a few of them, you will be ahead of the majority of apps which didn’t fine-tune their strategy. Remember, the market size is huge and even a small share can give you decent returns.

Source: App Marketing for Emerging Markets: how 20 Companies are Tackling It

4. The Top 10 Languages In Higher Demand For Business 

It is clear that the world is becoming increasingly connected and business today is certainly international. Most global companies have at least given thought to the many possibilities that could arise with providing their content in different languages. In fact, any business aspiring to sell its products and services to different cultural and linguistic backgrounds will need to take its content to the next multilingual level.

To successfully engage audiences, you should do it in their preferred language: be it localizing online training to better communicate with their employees, translating user guides and product manuals for customer support, or localizing your website to attract visitors from across the globe.

Defining a translation and localization strategy for your business is becoming ever more necessary, as it paves the way forward for these global interactions. Yet, with 6,909 known living languages, it can be difficult to decide which language/s your company should invest in providing.

Source: The top 10 languages in higher demand for business

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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