©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Companies around the world are looking outside their home countries for new markets to penetrate, and digital channels can make doing so easier. A website can reach potential customers around the world—as can a presence on Facebook, Twitter or other social networks. But without content customized for different regions and languages, a digital presence can seem lacking.
According to research from online presence management firm Limelight Networks, a customized presence is difficult to create and maintain. In a May survey of US-based marketing executives, Limelight found 28% of respondents were currently managing six to 10 regional websites, while 32% managed even more. Many planned to add further regional sites as well as additional language support. But resources are a major constraint. The marketers surveyed said their biggest challenges included the multiple platforms needed to manage such a wide-ranging digital presence, as well as staffing and budgetary issues.