November 23rd, 2012
Exporting, Strategies
Launched in late 2010, Google Global Market Finder shows the number of times people around the world search for certain keywords in a month, in up to 56 languages. It also provides the cost per click suggested by Google Adwords and the competition for that keyword by market.
Google claims that the tool can, among others things, help you to find new overseas markets for your products. For example, you can see in which countries the word ?coffee? or one of its 56 translations is searched for the most often, giving you an indication of the market potential for coffee in different markets. Although the idea is appealing and the exercise is fun, the information provided will more often than not be misleading when the search involves words that do not translate easily or that are not used in the same way everywhere. For instance, a search for a technical term or a string of words will often return misleading results due to translation errors by Google, as will searches involving regional or local expressions. ?For example, typing the word ?chandail? (sweater) into Global Market Finder puts France in 19th place among the G20, suggesting, perhaps incorrectly, that France should be 19th on the list of potential markets for a Canadian sweater exporter. The mistake is due to the fact that the French call a sweater a ?pull? and ?pull-over? rather than ?chandail.?
That said, this tool can in fact be very useful for exporters seeking to check the relevance of certain keywords in the target markets. Our sweater exporter who is contemplating doing business in France would do well to test a few words to find out which keywords he should use in that country to maximize his visibility and what it will cost per click in Google Adwords. In doing so, he will find that more than 1.2 million people search for the word ?pull? every month in France, versus 4,400 for the word ?sweater.? Our exporter may have to be even more specific in his choice of words given the many possible meanings of the word ?pull,? depending on the context.
All to say that unlike Google?s claims, this tool has limited usefulness and can actually be a dangerous way to scout for new markets. That said, it can help you fine tune your choice of keywords to maximize your visibility online in a new market or to find out which words to use in different countries as part of a market study or international business intelligence. At a time when the Internet is playing a growing role in doing business abroad, this is important. But it?s just as important not to rely solely on the Global Market Finder and to take the results with a grain of salt. To truly and effectively develop a foreign market, the best way to proceed is to hire a local translator and conduct a real market study.
Bruno S?guin
pregnant man outside lands 2012 lineup beloved ufc results water for elephants old school nick swisher
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.