Report written by Miguel Sepulveda.
As a localization or global marketing team, sooner or later you’re going to be faced with the question of what international markets to focus on. Knowing what countries to launch your digital product in initially and how to enter those markets is something that requires focus, a well-defined strategy and serious consideration.
In this article, we take a look at tactics and best practices to consider when choosing what markets to expand into, but first we must define a global expansion framework. The following infographic represents steps to include in your global expansion strategy in order to increase the reachability and scalability of your digital products or services.
Our Global Expansion Framework is made up of six variables, each of which could theoretically be used by itself to determine which markets to focus on. However, a globalization strategy is much more effective when all of these variables are considered together.
As you begin to expand your target audience to include speakers of languages other than just English, you may quickly find the road ahead of you is much rockier than you had originally anticipated. But don’t fret: creating impactful, lasting multilingual content is a long game, which requires developing the right strategy.
A veteran of the online dating world, LOVOO is best-known in German-speaking Europe — the DACH region — where it is one of the top dating apps. The app is also popular around the rest of Europe, especially in Italy, Spain, and France.
As one of the world’s first action camera manufacturers, GoPro created a category-defining product for capturing and sharing immersive and exciting videos and photos. GoPro owners hail from all over the globe. The company offers official shipping to 70 countries, and repair services are available in nearly half of these.
Deep down, every business person in the world knows it: localizing a company’s content and products can boost revenue — enormously. But how can globalization experts persuade the C-suite — and other stakeholders — to greenlight a localization program? In other words, how do you pitch a localization program? Answer: you create a business case.