multilingual marketing

Expats can make use of digital tools such as the ipad. — Wouldn't making it easier for expats to download content present a massive opportunity for expat marketers?

For the media-hungry expat, portable devices like iPads and Kindles are a godsend. But if expats are clearly a perfect demographic, why is it so difficult for us to access the content from abroad and why are we subjected to such irrelevant marketing?

For example, the other day I tried to download a game to my PSP (PlayStation Portable) device. I’m an English expat living in Spain, so I tried to use the Spanish PlayStation Store to make the purchase. However, there was no option to download an English-language game, it automatically assumed that because I was based in Spain that Spanish was my first language and I’d only be interested in Spanish products. Continue reading

Google search — Believe it or not, the key to effective global SEO is thinking locally.

Reaching a global expatriate audience requires more than flashy web design.

Key to quality expat SEO is optimization in multiple languages. Google Translate just won’t cut it.

As John Tavadros, COO of iProspect, recently observed:

‘But can’t I just optimize my site and translate it?’ I can’t tell you how many times I’ve heard that from large global organizations […] To be most effective, content needs be localized in many ways. Continue reading

Foreign languages online — 90% of people prefer to browse the web in their native language

Any business targeting expats–whether it’s a huge multinational or a web start-up–faces the hurdle of multiple languages. Chances are your customer base reads at least a little English, but it probably isn’t their language of choice.

Consider the findings of the 2006 book Can’t Read, Won’t Buy, which showed 90% of shoppers wanted access to online information in their native languages. A 2011 EU survey found the same holds true today: 90% of Europeans prefer to browse the web in their mother tongue. Continue reading

Expat Marketing

Tag Archives: multilingual marketing

Are digital content providers ignoring the expat market?

Good expat SEO depends on language

Is your website multilingual?