NetGuido

Indeed communicate already 9% of Internet users in Chinese, followed by Japanese-8.6%, 6.1% German and 4.5% Spanish-speaking users. With a 47.5% share is English only for less than half the online community the preferred language. About 400 million people are now online, which is about 10% of the adult world’s population. In five years, this figure is likely to again tripled. If you have to consider that to UN figures about half the people have never in life even a single phone call has led, it is easy to see that the majority of consumers, companies and institutions in the global economic and information affairs participate, the Internet is already an everyday tool has become or in the near future. [...] back to top What consequences arise from this development for the use of the Internet by German companies? Finally, Germany as “world export champion” in particular rely on its products and company information for the positive image of “Made in Germany” to promote internationally. The above figures, which are not science fiction visions, but the actual state document, leave two clear conclusions: 1st The Internet is used globally, who is not found, is for customers, business partners, authority current and future staff quickly UNSICHTBAR. Positive words, the importance of the function of the Internet as a way to communicate with markets and market participants is all the more so, ever “also” these markets. The acquaintance of the market and spreading positive information about your company and its products are more important, the less these markets by geographical proximity or long-familiar process. 2nd A website in English (let alone in German) reached an ever smaller proportion of the target group. This is not just about whether or not English at all understood, but also about how enjoyable, accurate and fast information can be included if the user feels ERNSTGENOMMEN. Who will show me that he knows my needs and its products, services and job offers to them zuschneidet do well to this in my own language to do …. A recent study, the global web of 38 major German companies etc. examined whether they are in these two points in the three main linguistic areas except German and English, China, Japan and Latin America / Spain, on the amount of time. The results show that even the most important German “global players” little Vorzeigbares on the Internet have to offer. Only the good half of native has ever performances and these are often difficult to find and carefully maintained significantly less than the German and English pages … Nearly two-thirds of the web large German companies were the subject of “international character” smooth. The only reached by 38 companies, Deutsche Lufthansa, with its pages for East Asia and Latin America the predicate “very good”. [...] Three other companies reached a “good”: Bayer, SAP and Sidemen’s. The six biggest weaknesses were: 1st many companies are active internationally, but use the Internet not as regionalbezogenen communication channel. 2nd Almost all the company is not consistent appearance: Positive Solutions in a country with missing or poor performances in other regions, coincidence and randomness play an unduly important role. 3rd Content management is not sufficient or not, timeliness and user-friendliness remain uncontrolled. Some websites are so heavily from the head office determined that the regional offices from a lack of “ownership” out to the local content filled ignore other awaken the clear impression that there has never been a central eye of the Marketing Officer sees it. 4th Interactive opportunities for two-way communication are consistently used nowhere 5th The chances of obtaining information and the development of customer relationship management remain as almost entirely unused. 6th An adjustment of the web of cultural peculiarities, what navigation, colors, additional content, networking in the region, etc., is only occasionally encountered. Cross-Cultural Marketing deals with these rules of the game and is as a tool global companies have long been saying. Globalization and the Internet and allow force but also for small and medium-sized companies working in and with new markets. back to top Germany is still a monokulturelles country where over 90% of domestic customers of the same culture. In striving for predictability, clarity and order, we tend to ignore differences. That honesty, objectivity and timeliness elsewhere as a discourtesy, inflexibility and human translated cold, no one wants to believe. Person and function, business and fun are clean to separate - and then see the sites. A simple one-to-one transfer of the German website in the language of the destination country, unfortunately, not enough to interest and a positive image for the company and products. In this form the first questions of design. Substantive discreet colours in light gray or dark blue are not everywhere, cool ‘, but often simply boring: In every culture associations with colors, moods or even religious and political content, are assigned to specific time periods: The same is true of symbols: Pork is in Germany for happiness and New Year’s Day, in China for wealth and family, in Arab countries for impurity and disgust. Bats in East Asia does not indicate vampirism and fear, but happiness and joy. Photographic images of people to the Germans on company Web sites for more superfluous, Asians important Islamic religious concern. Here, for each country with the help of local experts and panels form the correct language, you will not Fettnapfchen butter barrel to move forward. A variant of German thoroughness is in the adaptation: The Chinese like red and dragons, so let us leave our China Web site look like the kitsch decor, Asia restaurant on the corner. This is one of modern China but also cause as little joy with a Web site full of leather braces, Darken and brass band music in this country (the Free State times excluded). Cross-Cultural Marketing, but also on the form. An example: In Germany, an engineering company through product information and technical data in abundance to convince. In China, these facts are secondary, firstly because they believe without proof anyway not the information and, secondly, the question of the possible establishment of a long-term relationship important. So you interested in information on issues such as: Are there customers in Asia? If a long-term commitment of the company recognize (through direct statements, but also between the lines “)? If the issue of after-sale service raised? Thirdly, the decision to not only technicians, but financial managers or even politicians.
It is not only the design change, but the order and detail of the contents: picture of the boss, detailed description of the good relations and long tradition of the company and the current Asia engagement. Technical details are when it comes to closer contacts, anyway.
Form and content of the performance must also obey a wide variety of criteria, depending on whether so a German, American, Indian, Russian, etc. audience will be. Facts Mountains or “human touch”, cultural connotations of color - nowhere can easily crucial mistake, all efforts of the registration in the right search engines and translation fell. “Patent Recipes” there is not, per sector, country and target group is to find solutions.
back to top The most important tools in the Cross-Culture-Internet Marketing
Babywindel, life insurance, motorcycle helmet - what these products have in common? All offer greater security. Nevertheless, nobody would up with the idea of marketing for the target groups of young mothers, fathers and bikers the same way.
On the Internet, where presentations of companies and products potentially at any of 10% of adult humanity are available, but quickly shows that many companies have difficulties to imagine that the world is not like home. “Dear Wolfgang, we are the no 1 experts for the German market and have a fantastic offer for you!” an e-mail, so starts for the U.S. is just right, but when I hear the German Addressee already here to read: Germany-experts, who can no German who do not know that in Germany in commercial transactions used the surname and exaggerated Selbstlob here frivolous acts? No matter how good the product actually is, at this supplier, I will hardly be a customer. Worldwide Marketing on the Internet is not just a voice among millions to be easily uberhort, but also customers in foreign languages and with different cultural backgrounds properly address them. That is where the three main criteria for a successful appearance in the virtual world market: A.) floatability B.) Landessprachlichkeit C.) Kulturadäquatheit back to top Locatability
The most beautiful Cross-Culture website uses nothing if the audience does not find it. More than 100 million domains are now available in the virtual world, the likelihood that someone accidentally “vorbeisurft” is about as big as the likelihood of six right in the lottery with a cross. The usual means of advertising (meta tag keywords, entry into the search engines, banner advertising, etc., mentioning the web address for all customers contact) must be used to support the floatability.

In many groups rather than individual-oriented companies, for example almost everywhere in Asia are not the search engines to visit the Royal unknown websites, but the recommendation of friends or “friendly links” of other sites: Here, especially the local networks, in which a branch or a joint venture in the country of destination real moves, including virtually mirrored, even beyond sachlogischer contexts. back to top Landessprachlichkeit The demand for Landessprachlichkeit constitute a compelling need that derives from the one that the majority of Web users neither German nor understands English, but for the simple marketing principle of “If you want a customer to sell something, speak his language.” In the B2C business, there is no discussion about, but also in the B2B sector, it is not done with English: The buyer speaks the language certainly - but also of skilled workers, the imported machine, the office people who approve foreign currency, duties where, the senior partner … ? [...] back to top The main Internet language areas: English, Chinese, Japanese In mid-2001 sort users in the three major language groups: 45% English, 30% other European languages, 25% Asian languages. Do not play with a maximum of 1% of the Arabic language, the African continent for the Internet is still virtually non-existent. It is useful to compare language groups and not countries, because the offered languages organize the virtual communities. [...] Among European languages dominated German at around 6% of all web users, primarily in Germany, Austria and Switzerland. [...] Digestion kingdom is a comparison with the major language families in the real world, broken down as follows: 22% Chinese, 6% English, Spanish 6%, 3% Bengali, Hindi 3%, 3% Portuguese, Russian 3%, 2% Japanese , 2% German. At least 1% also still Javanese’s, Korean, French, Vietnamese, Teluga, Marathi, Tamil, Turkish and Urdu. Clearly, the position of English as a world language and the importance of the Japanese and Germans because of the economic strength of their countries of origin. Chinese, however, is virtually already among the top 3, but has fallen far short of overriding importance, which it real. Completely under-represented virtually the South and South-East Asian languages, the real eight of the 18 major world languages. Users in their own language to be addressed is for Cross-Cultural successful Internet marketing necessary, but far from sufficient. It should be noted are the respective cultural backgrounds and users’ habits when recording and sending of information. back to top In the following the three main Internet languages: English, Japanese and Chinese received: 1st English: The world language is for. Com address is a must. At the same time it makes its dissemination also difficult, because it applies to satisfy different needs: those of native speakers from the Anglo-Saxon cultures like the other users that are more or less English and from all different corners of the world. In any case, the English translated professionally, actually a truism, but the reality of many German-sites for consideration. Neither native speakers can still Drittsprachler the literal payments from the German “ruckubersetzen”: neither the famous “Mr. Waiter, I will become a beefsteak” the getreuliche screwed over Relativierungen such as “One may be permitted to say without doubt that our product.” , as “Mr Lord, I want a schnitzel” or “You dare doubt noticed that our product.” . Americans and Britons who like their prejudices confirmed, and on the “Krauts” smile, an Indian Industrially, proud of his Oxford-cultivated English, but is expected to fast ‘disgusted’. Also, there are small differences to note: “Please contact Mrs. Dr. Meier” is just awkward, 08-04-01 as the date may be a misunderstanding as 4th August after reading English at a German-intentioned 8th April, where major negative effects.
For clearly the direction of Anglo-Saxon culture pages is thought an extra dose of self-irony and humor certainly not wrong. In the USA should not be too shy to render the benefits of their own products. It is however, not to forget that not all of them. Com users under the Stars and Stripes live. If behind. Com address only the United States without pages arise (example: Volkswagen), angered many users. Back to top 2nd Japanese: One third of the Japanese population now regularly uses the Internet and makes both users number as Japanese purchasing power as the world’s second language. The argument should already be enough for a japans chsprachigen appearance. They’re also the fact that in recent years as part of the economic and ideological crisis in the region of the sun rising interest in foreign products and approaches is growing. For this target group designed websites, and on the technical side, the wide dissemination of the “I-mode” as mobile Internet access and also take into account information available. The demands on the functionality and elegance of the sites are in Japan as high as to the services offered and services. The restrictions, which in many parts of the world due to the inadequate telephone networks for the amounts of data play no role for Japan - only the best is good enough for Japan! Japanischsprachige sites that are the opposite. Com site of a company significantly worse unaktueller and equipped with less functionality, can exert a negative effect than no Japan-pages, because this will ensure a low respect for the largest non-American user group documented, there neither tolerated, nor can remain hidden. Compared to other German websites play texts for Japan-related websites a lesser role, is the importance of the visual orientation. It shows a look at Japanese websites of companies and authorities that “sweet” colors and “cute” figurines for us is kitsch may be, for the local users but only a pleasant site. This is particularly true: Do not you be like the pages, but the target group. back to top 3rd China: The Chinese language area includes almost 1.5 billion people, or one fourth of humanity. Two-thirds of Internet users live in China, the rest divided among Taiwan, Hong Kong and the overseas Chinese. No country in the world has such a rapid increase of Internet users reported as the People’s Republic of China. In a country where technology enthusiasm, the great importance of building and maintenance of networks and a lack of reliable information together, it can also no surprise. Only the beginning of 1998 exceeded the number of users in China, the one million mark, today there are already 25 million users. This represents only about 2.5% of adults, but in economic metropolises such as Shanghai and Beijing are already spreading levels of over 25%. Hong Kong, as “special administrative region” is not in the statistics for the People’s Republic miterfasst, place concerning with over 60% of Internet users even “world record”. Although English language skills gradually spread: 80% of users volkschinesischen indicate that only Chinese-language pages. With a similar appearance documented foreign suppliers, therefore, an appreciation of Chinese culture, in the overwhelmingly very patriotic Chinese set well received. Foreign products and companies are high. The adaptation to Chinese customs should not attempt to perform, Chinese than the Chinese. The website is also still recognizable despite all foreign effect. One drawback: In the People’s Republic of China uses a different character than in Taiwan and Hong Kong, the companies are also very different. A single site for all Chinese is not enough. And a word of warning: In the PR China is the site operator for the content on all sides including Guest book etc. fully responsible.
Like in Japan is also available in China is not so rigid separation between work and leisure as in Germany, so that no aversion to something “fun” on business Web sites - whether in the form of small moving gifs, games or information on cultural — or culinary - topics. Even Germany is - not just in China - for good, but expensive, products and trusted, but boring people. Playful elements, vibrant color and information about Germany and its inhabitants can with a little help. They should not elaborate graphics, Flash or videos are used by the leadership capacity of China’s telephone network unduly strain. Chinese Internet users see - at least until now - advertising is still a source of information and not just as harassment. Therefore chinesischsprachige sites can be particularly good as a starting point for e-mail newsletter and allow use of “market research” in the form of polls, puzzles and competitions. The importance of relationships is also reflected in the Chinese virtual world. “Friendly links”, even if you are not directly related to the products of the site operator to do the show Eingebundenheit  in the economic and political landscape. In China, looking less sites through search engines, it follows links and asks his friends. Back to top Kulturadaquates approach With searchable, landessprachlichen information on the Internet is the “duty” and already met here under the websites export-oriented companies have a front placement. The “despotism” of the “Cross Culture marketing” to adapt to the specific cultural characteristics of the target market, the step taken by the communications initiation of the business, customers, but is still pending. [...] Have you ever been an Arab business friend a New Year’s greetings via e-mail with a lucky pig as image attachment, then never again heard of him? or thought, “Yes” means as a response of their Japanese conversation partner “Yes” (and not “I’ve heard”) and acting accordingly? Maybe even Chinese buyers 100 pages of technical specifications sent, but the requested biography of the manager as unimportant omitted? These problems of the use of different colors and symbols, different views on politeness and directness, the relationship between business and private, planning and flexibility, etc. can be found on the Internet all again - only worse, because unlike a booth or a business negotiation no direct feedback and market research tools online often still missing. [...] This disadvantage can be offset, however, since the number of potential uses of the Internet is further increased: In addition to the support of internal communication and control processes, the static information dissemination and trade opportunities in portals and in Stores also occurs in the international area, the possibility of active communication with Partners and customers. It is thus not only a direct “speech” of customers, but a genuine two-way communication between suppliers and customers. Newsletter, communities, peer-to-peer product information, online panels, e-mail surveys - the whole spectrum of “Customer Relationship Management” is also available internationally. Especially in this direct approach is correct but kulturadaquates approach necessary. If a product manager wildfremder an e-mail to a German CEO with the words “Dear John” begins when a Korean on the application form for a newsletter his age, if one by a German agency designed site for the target group in China not cool, but stinklangweilig acts, then these cultural Fettnapfchen found the success of prejudice.