This week The Wall Street Journal interviewed Jean-Marc Duvoisin, the recently appointed CEO of Nestlé Nespresso SA. Duvoisin is a Nestlé lifer who in March was put in charge of Nespresso, the company’s branch of single-serve capsule coffee.
The global market for single-serve coffee now accounts for $12 billion in sales, and Nespresso represents 5% of total sales for Nestlé, according to the WSJ article. Duvoisin’s plans for global marketing include targeting North America, Latin America, and the Far East as growth areas for the Swiss based company.
The current obstacles for Nespresso by region are; the North American market for single-serve coffee is largely controlled by entrenched power Keurig, Europe has been introduced to Nespresso but the penetration rates are lower than desired and the populations of China and Japan are traditionally tea drinkers.
Nespresso’s problems by region illustrates how global marketing solutions aren’t one size fits all, but work best when they are specifically tailored solutions that take into account culture and current market state. In the article Duvoisin also acknowledges that he will implement some of his solutions immediately while others will take more patience.
Plans That Are Still Brewing
Duvoisin expressed that Nespresso will have the patience to see through market development in China. He is quoted saying “we should develop in China and it will take a long time, we are not in a hurry. That’s because people drink tea but they’ll come around to coffee.”
One area that Nespresso is operating from a disadvantage is that their competitors’ products are more widely available. Their business model is designed so that sales come mostly from online instead of supermarkets. So during Duvoisin’s plan for expansion he will need his websites to rank well, particularly in global search marketing.
Ecommerce for perishables is still a risky business model because customers want the same freshness that they get from buying at a store, so to overcome this Nespresso has to develop a more efficient system of delivery. Peapod’s success has shown there is an opportunity for online grocery delivery and Nespresso could be the first mover to operate strictly with coffee. Nespresso should adopt smart website features, similar to Netflix Streaming, that allow customers to build a profile. Customers could record their ratings of certain blends, automatically time their reorder frequency and receive recommendations. Features like these would help turn customers into brand loyalists.
How Duvoisin handles his global web operations will be a instrumental in his success. For lessons on how others have successfully managed their global operations, read Improve Global SEO.
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English only accounts for 26.8 percent of Internet traffic. With the increasing amount of Chinese, Arabic and Spanish speakers online, it’s becoming more important to utilize website translation to accommodate these markets.
Adapting content for new markets isn’t as simple as using a translator to spit out a word-for-word adaptation of your current website. Careful localization and strategic planning after in-market research make for multilingual success.
Create an Online Content Strategy
Content is what’s going to pull customers in and keep them there. It should be informative and valuable to consumers while representing a clear image of your brand.
Your website content strategy is your chance to show customers what you’re all about. Stand out by providing insightful information on relevant topics and services. Define your core values and brand in a way that can be understood by multiple cultures after going through website localization.
Facebook, for example, aims to connect people through mutual friends and personal experiences, no matter where they are in the world. This universal understanding has established global success.
Research International Markets
There’s no point in marketing to a region that has no use for your product. Facebook shouldn’t use resources to market to China, for example, as the social network is restricted there.
Before entering a new market, do your research. What are their buying habits when it comes to your industry? Do cultural differences play a role? Is their geographical location feasible? What language to do they speak? All of these are things to consider when evaluating opportunities in other markets.
Don’t Go it Alone
Website translation tools help businesses adapt for multilingual markets, but make sure you’re using the right one.
Google Translate offers free translations in over 60 languages and you can use it on your own, but it leaves room for lots of errors. These word-for-word translations can confuse multilingual readers as not every language translates the same. Localization is important to make sure translations are accurate and appropriate.
Using professional website translation software and seeking advice from native speakers can greatly improve the quality of multilingual content and make sure readers are getting the right information.
Adapt for New Markets
Once you’ve established your website for multilingual markets, optimize it.
Take advantage of national holidays such as the Chinese New Year or Boxing Day in the UK and Canada. In market translators are good resources, but native marketers can help immensely with country specific content and promotions.
Global SEO is another marketing strategy to think about when developing multilingual content. Translated and localized content will improve SEO results on international search engines.
Keywords may need to be localized or changed altogether. Domain names, i.e ja.wikipedia.org, should be adjusted for specific countries to improve search results as well.
Make your Best Effort
If you don’t have the budget to translate enough of your site for new markets to comprehend your message, it might be a good idea to hold off. Half-hearted translations may make international consumers feel overlooked.
To keep this audience engaged until you’re ready for a full site translation, best practices include market specific newsletters or social pages.
For more information about a fast, easy to use tool for website translation, download our free eBook, Translation Proxy: A New Option for Managing Multilingual Websites.
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How long does it take you to click the “back” button when you reach a website in a language you don’t understand? My guess is less than two seconds.
We’ve all experienced the annoyance of clicking a link only to have it bring us to a page we can’t read. No matter how useful that content may be, users who don’t speak the language will never get to it. Website translation is crucial to reach these potential consumers.
According to Internet World Stats, English only accounts for 26.8 percent of the world’s Internet population. What if your customers are a part of that other 74.2 percent of users who don’t speak English? Chances are they need your website in another language.