Customer experience is at the heart of multichannel marketing. Those serving a multinational market must have an understanding of native spoken language, geography and culture and build this into every step of the program, notes Jimmy McCann, head of search engine optimisation at Search Laboratory, a provider of search engine marketing services, in an article in Direct Commerce.
"Knowledge of regional online habits should also be understood in order
to develop appropriate off-page content and links with external
platforms. Trends in Germany for example, highlight that Facebook
commands less popularity than in other markets, indicating that
retailers targeting German customers should consider alternative
channels through which to engage.
"Regional and cultural perceptions of what constitutes a quality online presence also vary. Korea for instance, blogging is seen as a fundamental part of any
website’s visibility. Accordingly, Naver, Korea’s largest search engine,
prioritises blogs created on its own platform over traditional website
content, making backlinks from bloggers of particular importance to a
search strategy focusing on this market."