{"id":788,"date":"2016-05-11T00:00:00","date_gmt":"2016-05-11T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=788"},"modified":"2023-09-25T10:46:46","modified_gmt":"2023-09-25T14:46:46","slug":"for-telecom-does-new-markets-mean-new-marketing","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/for-telecom-does-new-markets-mean-new-marketing\/","title":{"rendered":"For Telecom, Does \u2018New Markets\u2019 Mean New Marketing?"},"template":"","blog_categories":[5,9],"resource_categories":[],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-788","blog","type-blog","status-publish","hentry","blog_categories-international-business-strategies","blog_categories-marketing-strategies"],"acf":{"blog_short_description":"Learn how savvy telecom companies can adapt existing marketing content for new global customers.","news_inline_styles":"","blog_video_id":"","article_body":"

Telecom companies are among the world\u2019s most brand- and marketing-savvy organizations. But when these corporations expand into new markets, that undisputed skill and craft can lose its clarity. Do new global markets require new marketing? If so, by how much? A tweak of creative here and there, or something more far more systemic and expensive?<\/p>\n

For well over a decade, MotionPoint has helped the world\u2019s largest telecom companies enter new online markets with translated and localized websites. Along the way, we\u2019ve discovered insights on how to cleverly re-purpose and modify a telecom company\u2019s primary-market online messaging for global markets. This can reduce costs, while still wooing new consumers.<\/p>\n

The need to expand into new domestic and international markets is obvious, and critical, for telecom companies. The stakes are high: as wireless carriers saturate their ultra-competitive primary markets with marketing and ad spends (and increasingly find their market share stagnating or slipping), new frontiers in overseas markets now represent untapped sources of revenues and loyal customers.<\/p>\n

Much of the telecom industry\u2019s growth will happen in emerging markets. Analysts continually report<\/a> that \u201cdeveloping countries will experience phenomenal growth in mobile take-up\u201d between now and 2020. (This is also likely contributing to the surging value of global wireless telecom stocks<\/a> in recent years.)<\/p>\n

\u201cWe are opportunistic within a defined area, but it\u2019s within emerging markets,\u201d Ernst & Young analysts recently wrote in its 2015 Global Telecommunications Study<\/a><\/i>. \u201cOur general view is that you have to keep an eye on large markets in Middle East, North Africa and Asia-Pacific.\u201d So how can telecom organizations savvily adapt their primary-market marketing content for new domestic and global customers? Some heavy lifting is required \u2026 though not as much as most marketers might think.<\/p>\n

We consider linguistic fluency\u2014meaning, translating online content for international customers\u2014as \u201ctable stakes\u201d when engaging new markets online. This practice of literally talking the talk <\/i>is the mission-critical first step, but walking the walk<\/i>\u2014communicating in ways, and in channels, that are relevant to these consumers\u2014is essential to long-term success. For example, it\u2019s important to invest legwork into understanding locally-preferred social media networks. (Facebook isn\u2019t the most popular network in many global markets.)<\/p>\n

Simply translating the content of your primary-market\u2019s website as-is will generate interest and engagement with your new customers, but we\u2019ve found that some content customization\u2014aka localization\u2014makes all the difference in making your site resonate in-market. We\u2019ve found that localizing about 10% to 20% of your global site is enough to really move the needle, in regards to boosting engagement, traffic and conversion rates.<\/p>\n

Some analysts call this practice \u201cglocalization<\/a>.\u201d As one marketing agency<\/a> advised, \u201cActually, it\u2019s almost necessary to be \u2018glocal\u2019 with your message when targeting an international audience. It\u2019s not only important to understand the cultural and language barriers and adjust your message for each market, but it\u2019s also crucial to understand all cultural references and significant events and holidays. \u2026 The brands that do global marketing well have a local identity but remain consistent across borders.\u201d<\/p>\n

We\u2019ve helped our telecom clients generate notable success, thanks to this tactic. In 2013, we launched an A|B experiment designed to determine if one of our Spanish-language sites (serving a U.S. telecom client\u2019s Spanish-speaking clientele) could generate more revenue if international calling plans were more aggressively promoted. This seemed like a sound hypothesis; after all, many U.S. Hispanic residents have extended family living overseas.<\/p>\n

Using our exclusive Market Manager technology, we placed a homepage banner highlighting the company\u2019s unlimited international calling plan page. About half of the Spanish site\u2019s visitors saw the homepage promotion.<\/p>\n

The campaign was an unmitigated success. Among customers who saw the banner, visits grew by 850%. Revenue rose by 117%. Average order value increased over 40%.<\/p>\n

The services we provided another U.S. wireless carrier also generated powerful results. After the company rebranded and redesigned its primary-market English site, we translated and localized this content for its site serving U.S. Hispanics. This Spanish site saw an 11% increase of time on-site, a 3% decrease in bounce rate, and a 125% surge in conversion.<\/p>\n

In fact, data suggests our translations and localizations helped this Spanish website convert customers at a higher rate than the company\u2019s English site!<\/p>\n

Indeed, understanding the needs of consumers in new domestic and global markets is key\u2014just as it is in your company\u2019s primary market. Virgin Mobile recently wanted to convey a message of \u201cfriendliness and approachability<\/a>\u201d to its target demographic, 18- to 24-year-olds. By partnering with Buzzfeed, a site popular among these consumers, the company was able to create relatable content that transmitted the appropriate brand message, and created enthusiastic engagement among customers.<\/p>\n

This proactive approach applies not only to on- and off-site marketing content, but also a telecom company\u2019s conversion funnel. We often closely monitor conversion rates on the global sites we operate, and recommend tweaking translations in A|B tests to generate upticks in conversions when necessary. By testing the effectiveness of creative translations against others, companies can quickly identify the most effective messaging to capture a target market\u2019s imagination.<\/p>\n

This tactic works. We recently applied one such test to a client\u2019s checkout flow, and observed that such meticulous variations in word choice yielded higher conversion rates. Without this locally-minded Conversion Rate Optimization (CRO), our client was missing out on revenue growth.<\/p>\n

Another MotionPoint telecom client saw a boost with a similar CRO program. Our conversion-funnel localizations increased visits to promoted content by nearly 15%, and generated a nearly 20% increase in conversions.<\/p>\n

Ultimately, \u201cbe aware of what your target market values,\u201d one of our analysts recently wrote<\/a>. \u201cThe primary feature of your offerings in your flagship market may not be something your next target market cares much about. Instead of pushing what you think is valuable, conduct market research to determine what these new consumers want\u2014and make it clear you offer it.\u201d<\/p>\n

This research can benefit more than your company\u2019s local marketing efforts; it can also inform product development.<\/p>\n","article_body_code":"","news_image":{"ID":7884,"id":7884,"title":"Hero_New-Markets-for-Telecom-100.jpg","filename":"Hero_New-Markets-for-Telecom-100.jpg","filesize":177494,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Hero_New-Markets-for-Telecom-100.jpg","link":"https:\/\/www.motionpoint.com\/blog\/for-telecom-does-new-markets-mean-new-marketing\/hero_new-markets-for-telecom-100\/","alt":"","author":"2","description":" \t","caption":"","name":"hero_new-markets-for-telecom-100","status":"inherit","uploaded_to":788,"date":"2016-05-11 00:00:00","modified":"2016-05-11 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