G-Local approach presented in Italy
03 October 2016
The two Ranking Road meetings of the last week turned out to be a great success. Workshops took place in Italy (in Reggio Emilia at Unindustria, and in Parma) and focused on the themes as business opportunities in Europe and correct digital strategy:
Opportunity Europe: is digital market really united?
G-Local approach: think global and act local
In the workshops were involved Ranking Road Italy, France and Germany. Digital marketing specialists representing their countries examined in depth their markets and underlined the necessity of adopting G-Local Approach in order to achieve success abroad.
In fact, even if it’s unique, Europe is made up of countries with great linguistic, cultural, ethnic, social and religious differences… 28 member states have 24 official languages (additionally there are also 11 regional languages recognized as EU’s heritage); the euro is the official currency only of 19 out of 28 EU member countries, other 9 continue to use local currency. The largest religion in Europe is Christianity (Catholicism, Protestantism, Orthodoxy and Anglicanism) but there are also big communities of Islam, Buddhism, Judaism, Hinduism and Sikh believers.
The cultural diversity implicates that customs and habits differ significantly from one country to another so do ways of approaching the same situation – for example holidays organization.
Italians, search for seasonal offers and they much prefer last minute bookings, Germans from the other hand tend to choose only trustworthy websites and prefer traditional airlines over low-cost carriers and they usually do not book in advance for the whole itinerary.
Once again, French people behave differently – they use only travel websites in French language, they are prone to be influenced by the reviews and they do not analyze in-depth the details of the holiday package. [Source: Travel insights connected holidaymakers; Yahoo – 2014].
Moreover, even the same promotional channels have local variations. Taking Social Networks as example, there are various local platforms dedicated to professional relationships so very interesting for B2B companies: for example Xing in Germany and Viadeo in France, both totally unknown in Italy.
When we talk about Google and SEO, it’s important to consider that also the rules and algorithms of the Mountain View giant do not have the same impact in all the countries and that’s why the visibility strategy cannot be duplicated exactly in the same way everywhere.
That’s why Ranking Road vision and G-Local approach are the only way to approach successfully foreign markets: think global, act local and put trust in local experts with profound knowledge of their markets.