NONE: ONLINE-ADS>> Non-U.S. markets
ONLINE-ADS>> Non-U.S. markets
Euro-Marketing Associates (bill_at_euromktg.com)
Sun, 06 Jul 1997 22:21:55 -0500
Hello Suzan,
A good post you had this week on Online-Ads (July 3):
>
>I'm curious to know if it's a simple but pervasive view that *only*
>Americans are a worthwhile audience (to offer advertisers) as he
>indicates many sites believe, or if anyone has another experience with
>*their* advertisers wanting (or not) to reach other markets, like Canada
>or Japan or Europe or South America or wherever?
Suzan, this is just the point my company is trying to make with our
"Global Reach" approach (http://www.euromktg.com). Our Website carries, it
seems, the only statistics about the "other 90%" of the planet (i.e., those
who do not speak English), and we estimate that only 75-80% of the online
world is fluent in English. Which leaves 20-25% of all those online who
are not targeted by, and hence never buy from, online advertisers in the
U.S. who work online in English only. (See
http://www.euromktg.com/eurostats.html for references.)
>
>I'd like to hear the experiences of others like ... and
>all who are reaching beyond physical and mental borders to make the web
>local AND world wide, and who are working to get their advertisers in on
>the ground floor of developing markets. I know the U.S. market keeps
>everyone pretty darned busy, but I'd hate to think we were failing our
>clients. What do you think?
If anything, we as online marketers are failing to convince our clients
that there is indeed a nice, juicy market outside of English-speaking
countries. Of course, by offering localized Websites, we can penetrate
much more than an English-language Website. The company I work for has
some small accounts and is just coming to our first large account (a giant
media company) for multilingual online marketing and banner advertising
outside the U.S. But my hunch is that it will still take a little longer
for the real impact of the global perspective of advertising and export
markets to really dawn on decision makers. When it happens, I bet it'll be
like popcorn: just like all of a sudden, smaller American companies will
discover the rest of the world. And after they catch on and start spending
on online marketing/adv'g, other countries will follow suit. (Here, of
course, I'm not talking about the Fortune 500 companies -- 10% of the U.S.
economy (?) -- who are already global: I'm talking about the small/medium
businesses, the "other 90%".) What a heydey that will be!
Best regards,
Bill Dunlap
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Euro-Marketing Associates Autorespondeur: ema-eng_at_euromktg.com
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