Companies expanding their business to global markets often launch multilingual websites to serve their new customers. This is particularly common when entering emerging markets, where consumers crave access to foreign brands but prefer transacting in their native languages. Harnessing global virtual marketplaces and social channels may yield the online marketing success brands seek here.
Because in many markets, localized corporate websites aren’t the first place these customers visit to make purchases. They’re far more likely to shop on third-party virtual marketplaces, such as China’s Tmall, or in regional social media channels.
