How frustrating must it be to have a pile of money in plain sight, yet be unable to get your hands on it?
That’s the case for many banks and financial services firms when it comes to young expat professionals. They see huge revenue potential, but often fail to get their message across.
Rupert Bedell, Head of Group Marketing at Moneycorp, talks to Expat Marketing about the challenges facing financial services firms trying to reach young expat professionals.
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.
Young expat professionals do not respond to traditional campaigns. They’re not interested in photos of dressed up models or sanitized PR speak. What they crave for is authenticity, says Lukas Ritzel, Marketing & Web Strategist at Switzerland’s IMI University Centre–and they’re looking for it on social media sites. In an interview with Expat Marketing, Lukas explains why traditional marketing managers are struggling to cope.