As the Internet shrinks the world, it is useful to keep in mind that the world speaks more languages than English. Although English predominates across the Web, a b-to-b company marketing internationally needs to consider the implications of creating its Web site in different languages. According to Jupiter Media Metrix (www.jmm.com), within just a few years, two thirds of the world’s online audience will be non- English-speaking. Forrester Research (www.forrester.com) supports this with its own prediction that 50% of all online sales will be made outside the United States by 2004. Forrester says moving toward multilingual
Web sites will be an inevitable necessity.
Don’t overlook this trend if you anticipate doing serious business in non-English-speaking countries. A June 2000 survey of over 150,000 European Internet users across 15 countries by Pro Active indicated that 65% of the respondents preferred sites in their own language. In
fact, it seems that Europeans prefer online companies that use their own country’s suffix as opposed to .com.
At some point, if you have any interest at all in broadening your business beyond the United States, you will likely need to build mirror sites that accommodate both the languages and cultural differences of other nations. Already, leading global b-to-b marketers are recognizing
this important need. Take a look at the FedEx Web site (www.fedex.com) to see how a truly global company solves the problem. FedEx customizes its Web site for every country in which it delivers packages. Each country page is written in the appropriate language, carries appropriate
photography of people native to that country, and lists the delivery and rate information specific to that country.
Web sites will be an inevitable necessity.
Don’t overlook this trend if you anticipate doing serious business in non-English-speaking countries. A June 2000 survey of over 150,000 European Internet users across 15 countries by Pro Active indicated that 65% of the respondents preferred sites in their own language. In
fact, it seems that Europeans prefer online companies that use their own country’s suffix as opposed to .com.
At some point, if you have any interest at all in broadening your business beyond the United States, you will likely need to build mirror sites that accommodate both the languages and cultural differences of other nations. Already, leading global b-to-b marketers are recognizing
this important need. Take a look at the FedEx Web site (www.fedex.com) to see how a truly global company solves the problem. FedEx customizes its Web site for every country in which it delivers packages. Each country page is written in the appropriate language, carries appropriate
photography of people native to that country, and lists the delivery and rate information specific to that country.
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