As North American markets slow down or saturate, the case for Web globalization has never been better. It has become one of the last frontiers for unbridled competitive advantage. If you want continued sales growth, you need to start thinking globally.

For North American companies, economic globalization has been a fact of life for some time, but many have been slow to adapt their marketing practices to the not-so-new global economy. Current trends suggest they will soon have no choice.

According to the Globe & Mail (May 8, 2007), Canada's reliance on trade with the US is at its lowest point in a decade. At the same time, trade with the European Union (EU) is growing at an unprecedented rate.

The article quotes Peter Hall of Export Development Canada as saying "We're gaining market share in Europe in leaps and bounds." In fact, the average annual growth in Canadian exports to Europe since 2002 has been 12%, and to the UK, 21.4%.

For marketers here in Canada, the message is clear: we need to expand our global focus. The 27-member EU represents opportunities for continued growth and decreased dependence on the US market. Using Web globalization to reach this new market frontier will become this decade's Oklahoma Land Rush.

What Is Web Globalization?

Web globalization (also known as localization) is the process whereby a company adapts its website to market to specific geographic and cultural locales. It is not merely translating your existing site, because it requires an in-depth understanding of the new target audiences, whose needs and expectations inevitably differ.

The growing trend toward Web globalization comes in recognition of the fact that the majority of Internet users simply don't speak English. And that majority is growing.

Where Do You Start

"Look before you leap" has never been a more appropriate adage. On the other hand, so is "He who hesitates is lost." If you want to expand into global markets, you need to plan carefully, but you also need to get there ahead of the competition.

Here are just some of the Internet marketing issues you will need to consider before jumping into EU markets:

• Do you have local teams in the new markets? Are they involved in your Web globalization process? The enthusiasm of local teams will help you navigate through many cultural mine fields.
• Is your existing content written in "neutral" English and ready for translation? Neutral English does not contain figurative language and examples that depend on a specific culture for their meaning. For example, you wouldn't use hockey analogies to sell goods to Saudi Arabia.
• Can your central office handle phone calls and e-mails in the targeted languages? If you're planning to maintain central control over your sales processes, then you need these language capabilities. Remember the global sales rule of thumb: If I want to sell to you, I speak your language; if you want to sell to me, you speak my language.
• If your website is e-commerce enabled, does it support multiple currencies? Local customers should be able to purchase goods in local currencies so they can comparison shop.
• Do you have a handle on all of your fulfillment issues, including taxes and tariffs? Are you prepared for returned goods? Fulfillment issues nearly killed e-commerce during the Internet bubble of the late '90s. The ones who got it right were big winners (think Amazon).
• Is your brand international? Does it need to be translated or reconsidered? Remember the cautionary tale of GM trying to market the Chevy Nova in Latin America, where "no va" means "it doesn't go."

Web globalization requires intense and detailed planning, as do all valid growth strategies. Contact Run-time to discuss your strategic needs.