ONLINE-ADS>> Targetting international markets

Nabil M. El-Khodari (fits_at_servtech.com)
Wed, 25 Jun 1997 22:25:22 -0400

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I have been following with interest the discussions about targetting
international markets. A project of mine is actually targetting
Arabic-speaking audience. It is in-progress.

In this regard, the following observations would have to be taken in
consideration:

- The high price to internet connectivity means that only affluent
people (may be also those who can afford to buy) are the ones who have
accounts. Also they would use their time more efficiently, i.e. actual
sales /click through would be higher.

- Internet demographics plays a role. The 'Latin-speaking' web sites
would have more number of hits as compared to 'non-Latin speaking'
sites. This causes ad agencies to be more 'critical' of the value of ad
on these sites. So multi-lingual sites depending on ads to cover part of
the cost should - rightfully - expect a higher rate/exposure/click
through.

- Industry Canada has identified that failure to speak to the target
audience in their own language is one of the 10 top causes of failure of
international trade. This may be a selling point to advertisers.

- To be more effective, multilingual ads should ideally lead to a
multilingual site - though not necessary - with the added expenses of
translation/hosting.

- Cultural factors would mean that different ad strategy may have to be
adopted.

I appreciate more comments/proposals.

Sincerely,

Nabil M. El-Khodari
FITS (Falcon Int'l Telecom/Translation/Trade Services)
Arabic web designer
WWW pager http://www.mirabilis.com/1644287
http://www.arabesque.com (not yet on-line)

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