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El Marketing, Das Marketing, Le Marketing
El Marketing, Das Marketing, Le Marketing
by: A. Raymond Randall, Jr.
While reviewing site stats, I noticed
18 foreign countries as domain origins. This
prompts my curiosity. Should I hone my marketing efforts to serve
these visitors
effectively in their native tongue? My college age daughter studies
French,
German, and Spanish simultaneously. The Word "marketing" is
an "American"
word she informs me; distinguished in Spanish, German, and French
with slight
nuance. Although my daughter learns conversations in Spanish, German,
and
French, much more talk is in Chinese.
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Despite this fact, Kenji Kitao, a
professor of English at Doshisha University in
Japan, points out, "English is the major language of news and
information
business and government maritime communication
and international air traffic
control" English
headlines & text appear on more than half of the newspapers
published in the world. Three thousand magazines publish in English
for Indian
readers, according to Kitao. If so many read so much English, what
reason would
a webmaster have for providing multiple language translations for
web sites?
Web marketing seeks global participation
by its nature. Every villager, whether
dressed in a Brooks Brothers suit or shorts and sandals may click
a favorite URL,
and each villager speaks a unique language. Marshall McLuhan, a communication
visionary, says "Our new environment compels commitment and
participation."
That new environment includes the Internet.
So, the question is: should a webmaster
consider multiple languages for a site?
If no, stop reading here, but first consider the fact that Yahoo
provides local (or
village) site translations for 24 countries and ethnic groups. Further,
Yahoo
provides state specific sites for every state in the U.S. Local marketing
matters.
Just take a look at Yahoo's home page. In fact, a study by IDC informs
us that only 45% of online surfers speak English, yet 85% of Web
pages appear in
English.
Most webmasters work solo,
or with a very small staff, & our
budgets are smaller
yet. We don't have a Yahoo staff of international writers. So, what
do we do if
this concept matters? Here are 7 rudimentary steps you may consider.
1. Check with your site design company.
Many web designers provide provide
foreign language support. Here is an example of one designers commitment,"Our
templates support the following languages: English, Danish, Dutch,
Faroese, French, German, Icelandic, Irish, Italian, Norwegian, Portuguese,
Spanish and
Swedish. We are planning to translate our site in several languages
in the future
as well. We have already started doing translation into Spanish."
2. Really small budget? See if a
language department of a college anywhere in
the world would consider using your site as a class project. Inquire
about college
foreign language interns. Find a student with a passion for language
and a
commitment to accuracy with a professor looking over their shoulder.
3. Don't use on line translators.
As one writer points out, the Swedes will laugh
while the French excoriate you for your aloof effort. On line translators
work for
a phrase or a word, but not a sentence or paragraph. However, if
you must, the
University of Maryland recommends two sites: Systran and Transparent
Language
4. Be very aware of graphics that
please in one culture and offend in another. If
fact, less is best when it comes to graphics; it's all about content.
Additionally,
most people around the world access the Internet using dial up.
5. If your site offers multiple language
pages, be prepared to respond to inquiries
in that language.
6. Research and manage all currency
exchange and local tax issues when
marketing offshore.
7. Be certain that your product or
service provides a relevant resource to your
prospective foreign customer or client.
English may not remain the leading
language of commerce, but even if it does,
we have an obligation to consider the importance of global marketing
in a local
way. In the long term, success may mean el marketing, das marketing,
and le
marketing, and the results may be grande, Großartig, or grandioso!
Just
something to think about.
About The Author
Ray Randall serves clients as a registered investment advisor with
his firm, Ethos Advisory
Services, Essex, Massachusetts http://www.ethosadvisory.com . He
has wide experience
within the financial services industry, writes a weekly newsletter
for Ethos Advisory Services,
and coordinates the developments at Echievements . Ray holds a Masters
Degree from Gordon-
Conwell Theological Seminary, Hamilton, MA. Email him at: rayrandall@echievements.com
or call (877-895-3756).
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