Multinational Companies Must Localise Or Die
The age of global dominance is gone. The Internet has changed the rules of the business game – for everyone. Even multinational corporations. In fact, especially for multinationals.
It used to be that big was great. Now, big is bad. And what is better is going small. In fact, marketing maven Seth Godin says “Small is the new big.”
If multinational companies want to compete in the global marketplace they will need to figure out that localisation is the newest trend. Sure, build a big and pretty website. Will it get found? Likely not, unless people look for your specific company by name. And with many people around the world a bit on the biased side against megacorporations and their exploitative practises, it doesn’t look too good for them.
Multinationals wanting to compete today will need to build websites around local niches. Not necessarily a website for every city in the world, but one for every region. In other words, if you do business in more than one country then you should have a website in each country in which you have a presence – you should have a website for every top level domain name serving those countries. And you should target specific keywords within your industry that will attract traffic in those countries.
Multinational companies that fail to follow this route won’t last very long in the global Internet marketplace. I guarantee it.
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