3 Tips for Reaching Global Consumers
These days, millennials are paying attention to how technology is used to market to them, so simply offering local language websites, ad hoc and last-minute fixes aren't nearly enough. If you can provide relevant experiences, you'll have the ability to engage with your customers on their terms.
2. Target consumers in their native, not geographic language. Consumers live in multilingual settings, even within the same country. In the United States, for example, one in four millennials reported that they speak another language at home. In other English-speaking countries, the percentage is 32 percent. By being culturally sensitive and not making assumptions based on geographic location, retailers have an opportunity to reach between a quarter and third more consumers. If you embrace a localization strategy that's grounded in customer engagement preferences and connects with them through culture and conversation that isn't limited to geographic boundaries, it will be easier to establish trust with your customers.
- Places:
- United States
Paige brings over 20 years of experience in senior marketing roles crossing many areas of enterprise software, customer experience, and cloud computing. As Chief Marketing Officer, she combines product marketing expertise with an extensive background in communications and a passion for developing thought leadership programs that build awareness, differentiation, and demand. Prior to joining Sitecore, Paige was CMO at digital workplace platform provider Prysm, where she rebranded the company and helped it transition to a combined SaaS and hardware business. She previously served as CMO at SDL and as Vice President of Marketing for Aprimo, where her thought leadership, demand generation, and communications programs contributed to rapid growth. Paige also served as CMO at PHH Arval and two early-stage startups—Aravo and GreenRoad Technologies. Prior to PHH, Paige spent a decade at Oracle Corporation leading a variety of marketing initiatives.
