Cross-cultural online marketing campaigns are key to success in tourism
The internet has no borders. But there are several rules to follow if search marketers are to look for localised search engine optimisation (SEO) campaigns. One marketing specialist says that to be successful in multinational campaigns it’s important to remember that what works in the United States and Europe will probably not work elsewhere. Google is far from dominant in China, for example, where Baidu is the leading search engine, and Russia, where Yandex holds 67% of the search engine market. Baidu is likely to continue to grow – by 3.5 to 4 times in the next four to six years by some estimates.
It is wrong to handle localisation by simply translating the original text. Other markets use words that are often not translated and related to their cultural backgrounds and behaviour. The solution? Outsource online promotions to qualified professionals.
[pictured: Google Search Appliance; courtesy Google]