How E-Commerce Marketing Affects Your Glocalisation Goals
Entering a new market can introduce a ton of opportunities for your brand. But the question is, which approach should you consider? The standard globalisation method which is used by large companies or a relatively new approach which coins a funny combination of words, “Glocalisation”.
We’ll discover this together as I discuss Glocalisation’s advantages along with its “gateway” of entering which entrepreneurs often use, E-Commerce Marketing.
What Is Glocalisation?
As you might have guessed, Glocalisation is the mix of the words “Globalisation” and “Localisation”. Despite sounding weird, the term has exceptional and valuable meaning behind it.
In essence, Glocalisation is the process of modifying one’s product or service in order to conform within the culture, behavior, customs and laws of a foreign market. Its very purpose is to integrate a brand deep into the heart of the country’s norm in order to please local customers.
Contrary to immediate assumptions, Glocalisation is also being used by large, multi-national companies. A prime example of this is McDonald’s. If you’ve ever traveled in your lifetime, you would notice how every country has its own distinct McDonald’s menu (and taste).
A simple comparison between Australia’s and America’s McDonald’s tell us that US locals enjoy sweeter food while Aussies love quality beef.
Is Glocalisation Better Than Globalisation?
Before comparing the two, we must first understand their differences. Unlike Glocalisation, Globalisation is a marketing strategy that merely introduces a brand’s product or service to a country without the use of localizing techniques.
Even though this a powerful method for expanding the business, it has major downsides, especially on customer acquisition.
A recent study about ice cream showed that the multi-billion dollar consumer giant, Unilever, only takes up to 7% of China’s market share while 2 localised brands that heavily integrated its system in the country take 14% and 19% of its share.
As you can see, there are many factors that you need to consider when choose between the two. But as a simple guide, small to medium sized businesses would benefit more from Glocalisation as it significantly boosts their brand awareness and familiarity with the locals.
The biggest barrier of entry however would be the research and gradual accustomisation of the brand to its new market.
This is where E-Commerce Marketing comes into play.
How E-Commerce Marketing Makes It Easier For Businesses To Apply Glocalisation
By definition, E-Commerce Marketing is the practice of gaining brand awareness and promoting the products or services of an online business through the internet.
The beauty of e-commerce marketing is its accessibility and ease of use to both the customers and the business. This can be leveraged into breaking that barrier to entry for those who want to implement localization alongside globalisation.
There are 3 steps by which this type of marketing helps companies achieve successful glocalisation. Namely:
Data Gathering & Analysis
1. Familiarity With Your Brand
Like on a first date, the first step is an introduction. In this case, letting the locals know that your brand exists. By promoting your business through subsections of e-commerce marketing (PPC, email marketing, SEO, SEM, content marketing, etc.), you are putting yourself on their grid for potential buys. In this step, you are also able to express your mission, vision, personality, products, services, etc.
Creating a good impression is the key here. A study by The Content Marketing Institute shows that 89% of marketers say brand awareness is the most important goal for any organisation.
2. The User Experience on Shop Purchases
Once you’ve warmed them up with brand awareness, it’s time to start selling. This is where you’ll market for conversions, more specifically, sales.
Because purchasing products is a first-hand experience, new market customers (and people close to them) are exposed to the quality of your products or services.
On this stage, it’s important to gather as much conversions as possible. This is so that your next step will have more accurate findings.
For more immediate and explosive results, Contevo recommends using Pay-per-click. Other types of e-commerce marketing such as SEO and content marketing takes ample amounts of time to be effective on this step.
3. Analyse Data From Results
This is the final step. After imprinting your brand onto the new market’s minds and having them experience your products or services first hand, it’s time to hear what they say.
The most common way to acquire these data is through reviews. Having reviews from foreign markets hits two birds with one stone. Not only will you know what they think of your product from the perspective of their country as a whole, but you’ll also be gaining credibility along the way.
Other examples data can be:
From here on, you can find out their preferences on pricing, features, brand personality, cultural likes and dislikes, trends, and so much more.
What exactly is E-Commerce Marketing’s Role For Globalisation?
We’ve talked about the advantages of using e-commerce marketing for breaking new market’s barrier of entry, but what is its actual role in all of this?
Globalization is like going on a vacation with no research or schedule planned out. You’ll not only waste a lot of time asking for popular tourist attractions, but also disrespect locals with your behavior because it’s not customary in their country.
Glocalisation is the opposite. You’re all prepped with a list of things to do and sights to see while also being polite to the locals with your adjusted mannerisms and behavior. This scenario is much more efficient and also involves less risk.
But Glocalisation can be a daunting venture, especially with the wrong mediums.
Imagine going on a trip from Sydney to Melbourne or vice versa. Traditional marketing would be like driving for 2-5 days with stops in between. Meanwhile, e-commerce marketing is like flying for 2 hours. It’s less of a hassle and it gets you to your destination quicker.
E-Commerce Marketing is a convenient medium that uses the power and resources of multiple online strategies to ease the transition of your brand from being an unknown and unbeknownst company who entered the country’s market to one that deeply integrates its values onto the new market’s interests, preferences, norms and laws.
By using it’s 3 steps (Familiarity > User Experience > Data Gathering), you can easily acquire feedback on your products and services and adjust it accordingly to attract more customers on that particular market.