Advice

What To Consider When Creating A Global Search Campaign

The success of a multicultural campaign is impacted by many variables. The audience and a company’s relevance to that market, should always be top of mind.


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The success of a multicultural campaign is impacted by many variables. The audience and a company’s relevance to that market, should always be top of mind. Here are five things to think about when deciding where to launch a campaign:

Numbers
By using one of Google’s many tools to estimate traffic, a company can see how many people in a specific region are searching for a certain product. For instance, how many people in Japan are searching for hotels in France? With that data, a travel company can decide if it is worthwhile to launch their campaign in Japan. 

Market sector
Does your company fall within the travel, retail, finance, or apps and gaming market sectors? It is much easier to launch these types of products to new markets as opposed to smaller vertical markets. As such, these categories have a lot of potential abroad with new audiences.

Usability
It is critical to figure out if your product or service actually works for the audience you are trying to reach. For example, if a region has mainly Android users, it may be futile to share a campaign for an iPhone-only app.

Price
Certain costs may not be appropriate for new markets. If your fitness app requires a $50/month membership, that may be an appropriate market price in some countries, but an unattainable one in others. Focus your resources on regions that can afford your service.

Multicultural populations
Remember that multiple languages can be prevalent in the same country. If you decide to expand to Canada, but you only translate your campaign to English, you are missing out on a large portion of the population who speak French.

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