No Habla Global Marketing

Business does indeed make for some strange bed fellows. Who would have thought that India would become manufacturers of Jaguar and China the makers of Volvo, when neither country has ever produced their own automobile? The King of Beers, Budweiser and Anheuser Busch are now owned by a Belgium/Brazilian firm. Yes, it is good to be king!

Today’s market is truly global. The recent depression certainly left an impression on the global marketplace. It only proves how much of a global impact one economy has on the other. As we speak Greece is being bailed out for the second time and must privatize to the tune of 71B Euros. Will Spain be next? Yes, the world is a much smaller place and there is a cause and effect on business dealings. And, while the stakes are high, big business continues to operate as usual routinely wasting billions of dollars in the process.

Mixed Messaging

After decades of off-shoring, strategic alliances and political hook-ups the process for conquering global business around the world has not changed. They still follow the one-message-fits all strategy. Product launches and campaigns are designed in the U.S. and cookie-cuttered for use in global markets such as China, Latin America, the Middle East and Europe. Even when translated often the message is misunderstood. All cultures process communications differently. So, often it is not so much what you say, but how it is interpreted.

Recently one large company brought 25 employees together in a leadership training session each representing a different culture. They were asked to form teams of five to address how to handle an upcoming customer communications. Prior to adjourning they had to agree to a common approach. While the individuals were given the exact same description and wording each understood the message differently. The result was no consensus or in legal terms a “hung jury.”

Another Fortune 100 corporation hosted the second in command of all of China and 120 government officials. During the event it was agreed to play a video with a capabilities overview of technologies off-shored to China featuring the company’s CEO. The CEO planned to have the video play in advance of his speech with the delegation. Upon hearing of this activity the government officials announced this would be unacceptable. In China, it is disrespectful to be in a video while in-person with a delegation. Suffice it to say, the final video did not include an image or likeness of the CEO. I wonder how movie stars fare at Chinese movie premiers?

Reversing the Call

Call centers have proliferated in India due to their low cost. But now many big businesses are reversing the call due to high turnover and inefficiency. Consequently, call centers in India are slowing relocating to the states as frustrated consumers and employees drive up the costs by repeating calls because of the poor and miscommunication by the call center employees. What once was a bargain now is a liability.

Manufacturing too is starting to see a reversal. Several companies such as GE and NCR and others have announced plans to bring jobs back to the states due to large cost of training and labor. Poor communications have made what was thought to be an easy transition into very slow startups and extremely low productivity. Many of these corporate transitions have turned into red ink for years to come.

Spreading the Message

There is no peanut and jelly approach to global communications. Each region, country and culture have their own rules of engagement. First and foremost consider the timing of your messaging. This is a trap that happens around the globe. How often do you see an important message sent a day before the holidays? Even if an email is opened today’s fast paced corporate world it is not top of mind.

One major corporation recently decided to launch a major thought leadership social media campaign just days before the 4th of July. The strategy was to create a steady stream of followers who would weigh in on the positioning of the company. The cost of the effort was in excess of $250,000 and involved a large integration team and months of planning. They had been so obsessive in the planning that they missed one of the most important elements; timing is everything. Once they were informed of the timing they re-thought the approach and pushed the launch out two weeks.

Does anyone know what time it is?

On Friday June 1st if it is 5:00 p.m. in New York City it is 4:00 p.m. in Chicago and 2:00 p.m. in L.A. So if you live in L.A. and plan to send a message at 3:00 p.m. most people on the east coast have left for the weekend. If you were to send that message globally that same message would be received in Beijing on Saturday morning at 6:00 a.m. and Friday at midnight in Rome. Chances are that the message would not be read until the following Monday with a high probability of it being deleted.

Of course, if you do have a negative announcement that has to be made you can follow the tried and true PR approach of distributing it around Friday 4:00 p.m. eastern time. If it is a news release and does get picked up it would appear in the Saturday morning edition, which is the least read edition of the week.

Time can be on your side if you consider the time zones and plan accordingly. Also, take in consideration that holidays and vacations times vary wildly. For example the combination of vacation and paid holidays in the U.S. is 25 while in France it is 40. In Europe most people take the month of August off for holidays. And, in the Middle East Friday and Saturday are their weekend. Business resumes there on Sunday.

Putting the holidays in perspective also provides a revealing look at the global communications messaging window. While most of the world celebrates Christmas, Chanukah is celebrated December 20-28. China does not celebrate Christmas. Their main holiday is Chinese New Year typically the first week in February. If you take vacation time and holidays on a global basis you would potentially black out the following dates:

U.S.
Vacations-June-September
Holidays-Thanksgiving, Christmas

Europe
Vacations-August

China
Chinese New Year/Spring Festival (late January)

Therefore, a global communications approach would eliminate messaging for the months of June, July, August the last week of November and the last two weeks of December to be effective. On a weekly basis in order to include the Middle East and cover the Asia Pacific time zones all important messages would be delivered by midday Thursday eastern central time.

Look who’s talking!

Every culture has their own protocols. For example, Chinese value rank and status. When conducting meetings your senior member of the team must lead the meeting. Introductions are formal and titles are expected. Do not expect for decisions to be made quickly. Many Chinese will wait for a sign of luck before making decisions. Business cards are handed out with two hands and appointments are always prompt and on time.

Correspondingly, in Saudi Arabia and Israel do not discuss women or inquire about their health. Saudis may dismiss themselves during a meeting to say their daily prayers. Often the person asking the questions are the least important. Decision makers prefer to remain silent.

In Spain much of your communication will be over dinner or lunch. Time is very relaxed and appointments and deadlines are met if possible, but they are not considered essential. Dinners typically start late around 9:00 p.m. There are four official languages in Spain.

Brazil favors scheduled and meeting are planned at least two weeks in advance. It takes a long time to establish business relationship so plan to commit the time. Titles are very important and Portuguese is the official language. Midday is the large meal of the day and dinner is typically light.

Indians just can’t say no. They would rather say what you want to hear and consider it rude behavior to not give a person what they asked for. Since they are not prone to giving bad news they may provide vague responses. They revere the titles of Professor, Doctor and Engineer. Most Indians expect concessions in both price and terms. It is acceptable to expect concessions in return for those you grant.

Earnings is a foreign language

Today the international business language is English and taught in schools around the world. So while English is much more prominent than ever before it still is not universal. Many CEO and their staffs tailor their communications to their peers with a predominance on the key drivers for their success; financials.
At the Manager level financial indicators such as EBITA (earnings before taxes) is not a language they speak. So many of the presentations the executive leaders make go on deft ears. No wonder that strategic plans are not actionable. They are misunderstood at the doer level.

Correspondingly at the manufacturing level not only don’t they speak “Earnings,” they might not speak English.

In one Fortune 100 corporation has half of its 50,000 employee base do not speak English. They provide no translations. So, over half of the employees never understand the message. Another large corporation provides translations but plant employees have no access to computers to read the message. In both cases the businesses are confused on why employees are not engaged.

Globally, 1.8 billion people speak English 5.2 billion don’t.

Lost in translation

A study by SIS International revealed that 70% of small to mid-size businesses claim that ineffective communication is their primary problem. A business with 100 employees spends an average downtime of 17 hours a week clarifying communication. This translates to an annual cost of $528,443. Now scale this up to large corporations with global workforces and you see the importance of a true global marketing communications strategy.

Global marketing indeed is a puzzle, but when done right it can have tremendous impact on a business. The key to successful global marketing is regional insight. Successful global marketing strategies require a regional focus and team. Just like waging any campaign you need an on the ground team who can engage in a timely manner. Prior to launching any communication it is important to solicit a regional perspective. This can be very helpful in translation, protocols and delivery channels. A strong team in each of the regions can help modify the message so it will be understood and resonate globally. The result will be a consistent message and approach both within the business and the marketplace.

For businesses to flourish they need to speak the language, recognize the cultural differences, the timing and content to each of its stakeholders. Without these considerations it results in simply, No Hablo de Marketing Global!

Global Next Generation Sequencing Market – Technology

The Global market for Next Generation Sequencing is poised to reach $10 billion by the end of 2020 growing at a CAGR of approximately 20%. The instruments and consumables is the largest segment with a share of around half of the market in 2013. The fastest growing segment is the services with a highest CAGR during the forecast period. The major players are interested in services segment as it provides additional revenue for the company at the same time, increases the sales of instruments and reagents.

Currently the factors contributing to the growth of the market are increasing applications in clinical diagnosis, efficient replacement of traditional technologies and drug discovery applications demanding NGS technology are the most instrumental factors.

However, legal & ethical issues, interpretation of complex data, lack of skilled professionals are hindering the market growth.

Currently, North America is the largest market for NGS. This is due to the increased awareness about the quick return of investments and accuracy. Asia Pacific is the fastest growing segment. The Next Generation Sequencing market can be segmented on the basis of Technology (Whole Genome Sequencing, Targeted Resequencing, Whole Exome Sequencing, RNA Sequencing, Chip Sequencing, De Novo Sequencing and Methyl Sequencing), Products (Instruments, Reagents & Consumables, and Services), End user (Hospitals & Healthcare Institutions, Academics, Biotech & Pharma Firms, and Others), Applications (Drug Discovery, Genetic Screening, Diagnostics, Personalized Medicine, Agriculture And Animal Research, Infectious Diseases, and Others) and Geography (North America, Europe, APAC & RoW).

From the technology forefront, the current technologies used in the NGS market are Whole Genome Sequencing, Targeted Resequencing, Whole Exome Sequencing, RNA Sequencing, Chip Sequencing, De Novo Sequencing and Methyl Sequencing. Microarray based, genome wide association studies (GWAS) have been the most common approach for identifying disease associations across the whole genome. The rapid drop in sequencing cost and the ability of WGS to rapidly produce large volumes of data make it a powerful tool for genomics research. WGS is considered to be the fastest growing segment of the NGS market. It is one of the reasons that there has been a considerable price decline when it comes to genomic research. Currently, Targeted Resequencing the most dominant technology used in the global NGS market. Exome sequencing is considered to be the most widely used targeted sequencing method in the market currently. Following them are other technologies such as RNA sequencing, Chip Sequencing, De Novo and Methyl Sequencing.

The major market players in the NGS market are Roche, Qiagen, Illumina, Perkin Elmer, Life Technologies, Agilent Technologies, Beijing Genomics Institute, DNAstar, Oxford Nanopore Technologies and Pacific Biosciences.

The Global Market Place of International Professional Marketing

International professional marketing is the byproduct of the global acceptance of international trade which makes the globe one huge market. Global trade continues to grow in scale due to several reasons. One of the biggest fuels of globalization is technological advancement. Improved communication and transportation has made trade more practical than ever. Access to the very best products from all around the globe now has almost no limits. The rapidly changing technology has also forged strict competition between firms as to which is fastest in developing and producing the newest in technology.

Countries in the past decades have all taken several steps to promote global trade through various trade agreements such as the General Treaty on Trade and Tariffs, and trade organizations such as the World Trade Organization (WTO), North American Free Trade Agreement (NAFTA), and the European Union (EU) as a means of accommodating the realities of an economy gearing towards one global market.

Stages in the International Involvement of a Firm based on International Professional Marketing
A firm may go through several stages before it becomes fully able to compete across local boarders and into the international scene. A business generally starts as a purely domestic firm, focusing full attention on its home market and has no current plans of offshore expansion and does not consider any material threats from abroad. Such firm may eventually receive orders from abroad. Such orders may be seen under two different lights. First, the firm may see them as a hustle especially in the case of small orders because of the great deal of effort and expenses required in relation to the very modest related revenue. Second, the firm may see them as new opportunities, realizing that potential to expand and enter the foreign markets exists.

The firm that possesses the second view will eventually begin to export more and more. It soon fully enters the export stage where little effort is made to market the product overseas, although the number of offshore orders continues to increase.

The firm may then opt to enter more countries sequentially, with the aim of establishing a network of markets over a geographical group of countries. The firm can begin with the country from which the most overseas orders come and start developing the products popularity there. Little learning and marketing efforts are going to be shared among countries and the firm will likely have branch offices or subsidiaries focused only on the market of the country in which they are located.

The firm upon reaching the multinational stage will then engage in standardization across a certain region such as Central America, West Africa, or Northern Europe to make its activities and processes simpler and easier. Developing a standard marketing mix that will work for a certain group of countries is likely to generate more revenues through greatly decreased costs. Such marketing mix can be made possible with international professional marketing.

The firm upon multinational success will eventually reach the global stage wherein all focus centers on the entire World Market. Decisions will be made with the aim of optimizing the products position across the global market as a whole. The home country as the center of the product completely becomes a thing of the past. An example of a truly global company that makes use of international professional company is Coca Cola.

These stages demonstrate the growth from a fully local point of operations to a completely global scale. The journey is not easy and companies may fall in between these stages, get stuck in one stage or even fall back to one of the stages it has already passed. Certain parts of the firm may possess the characteristics of different stages such as the pickup truck division of an auto-manufacturer may be largely domestically focused, while the passenger car division is globally focused. A global focus is generally fitting for large companies, but such may not be the case for smaller companies as some hindrances may prove to be too big to conquer. For example, manufacturers of ice cubes may do well as domestic, or even locally centered, firms.

Search Engine Optimization needed for Globalization

It would have been very difficult to convince the web owners or the organizations looking to make their presence felt online, to look out for global possibilities and prospective of the Internet, in the 1990. But, as it does with almost everything, the scenario has greatly changed and more and more business owners are looking to market their products and services in the International market. Okay, so why we need Search Engines? It should be noted that there are millions of sites that relate to the product or the business that you are involved with, and to reach out to your potential customers, you need to be at the top of the list, and also have an appealing presence to generate more and more leads. This is where the professionals, experts, and wizards of Internet suggest the use of Search Engine Optimization–it leverages and expands your vistas to the Internet user, who is prompted and convinced about the quality and the credibility of your business.

Why Search Engine Optimization

Many web owners, who have some knowledge about the techniques used for web technology and Internet Marketing, has the repeated question–why we need to spend on Search Engine Optimization, when there are different options available for specific tasks about marketing? Note that it has been proven time and again that search engines are the most popular means by which web users find web sites, ahead of banners, pop-ups, viral campaigns, and email. Statistics show that more than 90% of Internet users use Search Engines to visit any site either locally or globally.

Global prospects of Search Engine Optimization

The best thing about Search Engine Optimization is that when you are indexed with popular International Search Engines, like Google and Yahoo, you are visually present before the users of other countries who might be interest in hiring or buying your services and products. You can reach out the users of a specific region by using the local search engines. If you have thought about addressing the four issues of your online business, namely, visibility, functionality, customer loyalty, and profitability, then Search Engine Optimization is the best policy to adopt.

Things that Search Engines help you for your global marketing:

Search engines provide you data about your online positioning, performance, and potential from an international perspective. It allows you to know and develop what your customers are looking for from you.
The needs of local search engines are different, and often, the technologies used to build a website are also different. So, local search engines can provide you information and strategies as how you can best reach out to the customers and convince them about your credibility.
You can also accustom yourself with the language that the local users like to read on the web pages, and appoint a native copywriter to develop the content for your website, which will ensure higher search engine visibility, and also the native touch for the visitors.

Global Marketing – What Is It?

Global Marketing is about developing a cohesive strategy which succeeds in adding value, or accomplishing a marketing goal on a global scale. Ok, sounds easy enough right? So, what is the catch? It must be done correctly, and within the limitations of one’s time, resources, or budget.

Today, companies around the world struggling to keep up with the one thing which binds us all together… the world wide web. Achieving a global presence online is crucial to both small and large businesses around the world!

By the later part of the 1990’s, the Internet completely changed the way people do business domestically in the United States. As we approached the second decade of this millennium, the web is now evolving into a world-wide marketplace, where anyone (in almost any country) can tap into billions of dollars worth of products, services and information.

Will A Global Marketing Strategy Work?

Finding professional global marketing consultants who stay at the forefront of this evolution is vital. A proven and successful strategy requires a multi-pronged approach through a variety of international search engines, social media groups, news agencies and more. An advertiser should benefit from their efforts exponentially by adopting a complete package of marketing programs aimed at gaining exposure.

So, your international marketing strategy will be most effective by expertly tailoring campaigns to meet your specific needs without exceeding the budget. In order to show consistent growth, it’s best to have a firm understanding on public relations, creative communications, and new technologies to deliver the desired results.

Why Is Global Marketing So Important?

Developing a brand requires putting yourself in front of the people who are willing to give you money for what you offer. What better way to do so than the web? Through these proven techniques, targeted market exposure is best achieved.

Search Engine Optimization – You may have thousands of competitors in your industry, but only the top 10 matter. Make sure your business has a viable presence in all major search engines. Rely only on certified search engine optimization professionals to help you maximize your ranking and start getting (and keeping) visitors to your site.

Global Brand Marketing – More than just logo design; a brand encompasses the customer’s perception and awareness of your company. Be sure to take time to really think your brand through and through. Then, let the professionals put your ideas into a plan of action. This helps develop strategies for branding programs which help build up an introduction to your company, and then carry on to create a greater reach across multiple advertising venues including web, print, screen and more.

Pay-Per-Click Management – In 2003, Google AdWords took the search advertising market by storm by starting its pay-per-click program. The promise is that anyone can play on a “level playing field” – you bid and pay what the big boys are paying for advertising. However, that isn’t necessarily true. The big guys have bottomless pockets and an unlimited advertising budget, which is why it’s crucial that you make every cent count when you start advertising through AdWords and related programs. By working with a credible web marketing agency, you could indeed accomplish better results than larger competitors with bigger budgets.

Social Media – New methods of spreading the word are now available to a global audience. If you aren’t taking advantage of micro-blogging services like Twitter, social networking spaces like FaceBook, or video networks such as YouTube, then you’re missing out on reaching thousands of active potential customers at the click of a button. Learn how to target these ready buyers through superb social media marketing.

Creative Design – A website is your first chance to make a great first impression on your customer. It’s well known that a poorly designed site reflects poorly on the company, regardless of how great your service or products are. Countless “do-it-yourself” web design programs have sprung up in recent years, designed to help you create a site as quickly as possible – but what if your competitors are using the same old “cookie cutter” template? The bottom line is this – customers want a site that loads quickly, is easy to navigate and processes orders securely and without a lot of hassle. If your site’s first impression isn’t leaving them with that kind of attitude – then speak with your Global Marketing Consultants about some tips to make your site perform better.

Public Relations – Have you ever felt lost among a sea of voices when it comes to website promotion? Unfortunately, some public relations specialists feel that the louder they yell, the more attention they’ll get. With the right avenues, you can count on a good global marketing network to deliver the kind of reach that only an experienced firm can provide. So get your company in the news, and start making valuable contacts in the media who sincerely want to hear from you and learn about your company

Global Marketing Consulting – The goal is to find global marketing solutions which deliver a much wider and varied audience than traditional promotional venues can provide. Seek one-on-one consulting to help expand your reach across multiple brand channels to deliver your message right to your target audience – whoever and wherever they might be.