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Top Digital Marketing Internationalisation Trends for 2022

To have a solid short or long marketing plan and strategy, it’s important to look at future trends to gauge which direction you should be heading. And when it comes to global trends in digital marketing, there are challenges companies from all walks of life experience. Some may be technical barriers, while others might be cultural barriers that mean your core message won’t translate well to various global audiences. So how do you get ahead of these challenges?

Trends are always changing, but due to the effects of the global pandemic, 2022 will be a particularly important year to pay attention to trends. We’ll show you exactly how you can stay ahead of the curve.

What are 5 future trends in internationalisation?

We’ve narrowed it down to the top five internationalisation trends. We’ll also explore how you can incorporate them into your strategy, while still having your values and key messages come across as authoritative and understandable. 

  1. Adopting a mobile-first mindset

While mobile-first design has always been a crucial aspect of designing any website, the rapid increase in mobile use and the importance Google is playing on mobile-first design in terms of SEO means it’s more important than ever.

Translating words from one language to another often creates an issue with the layout of a website. For example, if you translate a page from English to Spanish, you shouldn’t be surprised that Spanish words tend to be longer than the original text. The aesthetic of the layout, therefore won’t align with the design. 

When it comes to reaching a global audience, there isn’t room for error because you want to come across as an authority in your field. Ensure your site is spick and span when it’s translated in various languages with the assistance of expert mother-tongue language specialists.

  1. Personalised conversation marketing

It’s no secret that there is a huge flood of marketers desperate to grab your attention before you’ve even arrived at their product. Just think about how many bots are trying to befriend you with friendly, quirky messages as soon as you arrive on a site. 

A challenge arises when it comes to figuring out how you can stand out from the crowd. This is where personalised conversation marketing comes into play. Nowadays, customers don’t want to be spoken to, they want to be spoken with.  

Conversation marketing helps businesses create more meaningful and valuable relationships with their customers. As more and more companies expand into global markets, stronger importance needs to be placed on building the right connections across numerous cultures and languages

How is this done? Customers need personalised attention and individualised solutions to their problems. Expert translation services can transcreate messages so that tones, nuances and conversational gestures can be understood across languages. This creates a more human-centred interaction. 

  1. Multi-channel social media marketing strategies

Changes are, your users aren’t limited to using one social media channel, and neither should you be. When it comes to international marketing, it’s crucial that businesses understand that social media platforms vary in popularity depending on the country. If you’re putting all of your eggs in one basket and creating a brand identity on Twitter, you’re missing out on opportunities to target Instagram users who are more populous in another country or even city

In the majority of first world countries, Facebook takes the throne when it comes to being the most used social media platform. But when it comes to the smaller, more niche sites like TikTok, Pinterest and Twitter, that’s really when you’ve got to pay attention to the numbers. According to Statistica, 52,5% of UK social media users use Instagram - it is the 5th most popular social platform. Whereas 62,94% of US social media users use Instagram, the 2nd biggest social media platform in the states. 

Internationalisation requires you and your company to not only expand your reach across social media but ensure that your message works well with different cultural trends and languages. 

  1. Thanks to the pandemic, the world is becoming virtual

The digital disruption that the pandemic has brought has shown us just how important internalisation is. While remote work is on the rise, so is the need for businesses to expand their goods and services globally.

If businesses want to continue attracting opportunities, they’ll need to reassess how effective their global strategy is. For example, physical shops are moving to sell their products online, while physical events are moving to zoom rooms. 

The global digital world is growing ever more challenging and competitive as the world adapts to the effects of the pandemic. Strategies include city rebranding, facilitating global investment and stimulating digital innovations. 

  1. AI for international growth

Artificial intelligence (AI) is no longer a futuristic concept but something that is being used today to help companies grow worldwide. With all of the major giants in tech investing heavily into AI, it's becoming more and more critical for business owners and entrepreneurs to understand how they can use this new technology as well.

AI offers many benefits to the company during internationalisation including increased efficiency, customer experience improvements, lower costs and better quality control measures. In addition, AI technology provides companies with the means to better understand audiences and customers across the globe with hyper-personalisation at scale. 

Voice search and smart assistance is a major draw of AI chatbots, as it allows businesses to provide services across languages and in all parts of the world. It also means that time zones aren’t an issue, so your customers will receive a timely response. 

To conclude major trends in internationalisation 

As we move further into the 21st century, technology becomes an increasingly important part of our lives. And as technology evolves, so do digital marketing and internalisation strategies. With the latest internalisation trends to keep an eye on in 2022, you’ll stay ahead of competitors and have a wider reach when it comes to attracting customers and users in all parts of the world.

Get in touch with us to see how we can work with you to develop internalisation strategies by translating your content across languages and cultures.

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