By Matt Haig
In case your enterprise is to be really aggressive, an e-strategy is vital.
Read or Download If You're So Brilliant ...How Come You Don't Have and E-Strategy?: The Essential Guide to Online Business (If You're So Brilliant) PDF
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Additional resources for If You're So Brilliant ...How Come You Don't Have and E-Strategy?: The Essential Guide to Online Business (If You're So Brilliant)
Sample text
The conclusion to be drawn is simple: if an e-business only communicates in English on the Net, it is placing a language barrier between itself and more than 50 per cent of its potential market. com), the e-commerce solutions company providing global payment processing systems. ‘Without easy access to the right information in a language they understand, shoppers are more likely to go in search of an alternative supplier,’ he adds. Despite this fact, e-commerce businesses of all sizes have so far been slow to offer multilingual options.
Although cultural differences need to be acknowledged, it is inadvisable to pass off a Web site as American or French if the content is produced in London. Indeed, there are many instances when accentuating the country of origin may actually be a bonus. For instance, Inverness-based manufacturer of Scotch whisky, The Whisky Shop, acknowledges that Scottishness helps sell its products abroad. com) incorporates evocative Highland imagery. However, the secret to targeting markets successfully is to target one market at at time.
If you sell aromatherapy oils, for instance, you could provide an A–Z of health problems followed by a suitable remedy. This would be a great way of incorporating the aromatherapy products you sell into the information the site visitor requires. Tailored content is the secret to satisfying information hunger. The more interactive a site is, the more each site visit is a unique and personal experience. Equally, it follows that the more you know your online audience, the more relevant the material throughout the site will be.
