By M. Isi Eromosele

Today, the whole world is global market. Nations trade with nations. Countries trade with countries. Regions trade with other regions. One element that has given great to the growth of international trade is the Internet. It has played a significant role in facilitating the processes (marketing, dealing, negotiations and communication) needed to conduct global trade. As a result of the above, it is now simpler to trade and market globally.

A key component of the Internet is the search engine. A recently released survey of the global search market showed that 180 billion searches were performed worldwide during the year 2010, an increase of 44% when compared to 2009. Europeans and Asians search far more than Americans and everyone else. Latin Americans lead in the categories of which regional group does the most searches per searcher.

As you prepare to enter a foreign market, say in Europe, you may want to go in with a sub-domain, as you implement a search campaign. Your will need to use a particular country’s name abbreviation, rather that the language. An example in Germany would be http://www.entry.de instead of http://www.entry,german However, if you are planning to enter any foreign market for the long term, you will need to purchase a local domain name along with the local hosting service.

Building a website for the foreign market requires a certain level of sensitivity. You need to be very careful with the translation of the website content. It is more efficient to use the services of a local translation company who has better knowledge in the local language relevant to your industry. If you cannot translate the entire site, it is imperative that you translate as much of the site as possible, including forms and buttons. A translated page that is linked to English content forms on your main site is not going to work. You should have the translation work carefully proofread because terms could possible misinterpreted.

Global online search marketing offers challenges and rewards. You will discover the following: With your website, you will discover that the German’s purchasing behavior is different from that of Americans; the French are choosy shoppers and the Japanese are not good at follow-up after they make a purchase.

To succeed with your Internet search marketing plan, you will need to treat each market as separate entities and approach these markets in a culturally sensitive way. Analyze how your first entry competitors are doing in your target markets. Most importantly, make sure you website is easy to use for your foreign market target audience.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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