The Internet is the main communications medium in this so-called Eighth Continent and one that no organization operating beyond its domestic borders can afford to ignore. The amount of English content on the web is dropping year by year – from 87 per cent in 2000 to 70 per cent in 2002 – and it is predicted that Chinese will become the dominant language on the web. (Accenture, 2001) Most people are more likely to stay on a website, make a purchase, and generally think more positively about an organization if the site is in their own language.

Developing a website globalization strategy

The starting point for any organization wanting to communicate effectively in local markets through a website is to formulate an appropriate global website strategy. This may sound obvious but it does demand an understanding of the market needs from both a business and consumer perspective; of the concept of globalization; and of the web architecture options available to you.

The temptation is always to start thinking about the design and content before these weightier issues but this ‘fools rush in’ approach can prove to be extremely costly. A systematic, analytical approach based on a real understanding of your organization’s business strategy and the global market drivers will deliver a much better return on investment.