[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fwhy-going-global-is-essential-to-your-business":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":17,"class_list":19,"acf":30,"head_links":505,"breadcrumbs":506,"reading_minutes":151,"category":513,"head":516},"2017-05-24T10:27:51",{"rendered":6},"\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FMrFred_S\">Frederic Schaub\u003C\u002Fa> of \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.marriott.com\u002Fmarriott-brands.mi\">Marriott International\u003C\u002Fa> opened the first session of SMX London Day 2 with his talk about going global: how it’s essential for your business and how to do it successfully.\u003C\u002Fp>\n\u003Cp>Fred opened his talk in French, simulating what it’s like to arrive on a website and not understand a thing. Before beginning on…\u003C\u002Fp>\n\u003Ch2 id=\"why-is-global-so-important\">Why is global so important?\u003C\u002Fh2>\n\u003Cp>Fred began his talk with the numbers. Half of the world’s population is now online, that’s 3.8 billion.  4.9 billion are on mobile.\u003C\u002Fp>\n\u003Cp>There’s been a 10% increase year on year of people on the internet, but this growth is not coming from Europe or the US, it’s being seen in the rest of the world, where the number of new users of mobile phones is increasing.\u003C\u002Fp>\n\u003Cp>10% of the African population is on the internet, that’s more than the percentage of the population in the US. In South Asia 16% of the population is online, in East Asia, it’s 24%.\u003C\u002Fp>\n\u003Cp>The numbers state the reasons for going global \u003Cem>now \u003C\u002Fem>and Fred emphasised that businesses that are there now, in Africa, South and East Asia have the opportunity to create habits, those that arrive in ten years’ time will be following trends.\u003C\u002Fp>\n\u003Ch2 id=\"three-steps-to-going-global\">Three Steps to Going Global\u003C\u002Fh2>\n\u003Cp>Fred outlined three areas to consider when expanding a business and its marketing across the world:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Linguistic considerations\u003C\u002Fli>\n\u003Cli>Cultural considerations\u003C\u002Fli>\n\u003Cli>Technical considerations\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch2 id=\"linguistic-considerations\">Linguistic Considerations\u003C\u002Fh2>\n\u003Cp>Fred touched on several points to consider concerning linguistics and language. Does the brand name translate correctly?\u003C\u002Fp>\n\u003Cp>Firstly, does the brand name translate correctly?\u003C\u002Fp>\n\u003Cp>Otherwise, you could end up trying to sell maternity wear to French consumers using a brand name that means ‘puke’ in the native language. Not naming names.\u003C\u002Fp>\n\u003Cp>Next, are you using the correct language and tone? If you’re using Spanish, is that Mexican Spanish or Catalan?  French – is that Swiss French, Canadian French or French French? There are over 750 dialects in India. It’s crucial to choose the right language.\u003C\u002Fp>\n\u003Cp>Once the language is decided, which register will be used – is formal or informal more suited to your target market? The tone much match the target audience and business objectives.\u003C\u002Fp>\n\u003Cp>Fred implored us not to use automated translation, such as Google Translate.\u003C\u002Fp>\n\u003Ch3 id=\"cultural-considerations\">Cultural Considerations\u003C\u002Fh3>\n\u003Ch4 id=\"references\">References\u003C\u002Fh4>\n\u003Cp>Fred stressed the importance of being aware of your target market and their cultural references. For example, references to storks in relation to birth won’t fly in Japan as the common reference point is that babies come out of giant peaches.\u003C\u002Fp>\n\u003Ch4 id=\"preferences\">Preferences\u003C\u002Fh4>\n\u003Cp>Questions to ask when planning to work with, not against, preferences in your target country include:\u003C\u002Fp>\n\u003Cp>Which numbers and colours are preferred, or considered lucky, in your target location?\u003C\u002Fp>\n\u003Cp>What is the preferred payment method? How do people pay? For example, Expedia made gains in Latin America by introducing an option to pay by installment, a popular purchase method in this part of the world.\u003C\u002Fp>\n\u003Ch4 id=\"awareness\">Awareness\u003C\u002Fh4>\n\u003Cp>To successfully go global, you’ll need to explain your company and built trust in new locations. Only then can you start selling successfully.Who you are, what you stand for, build an audience, then – and only then – sell.\u003C\u002Fp>\n\u003Cp>New target audiences need to know who you are, what you stand for.\u003C\u002Fp>\n\u003Ch4 id=\"market-competitors\">Market Competitors\u003C\u002Fh4>\n\u003Cp>Awareness of market competitors is crucial. Fred cited the Uber and DIDI. Uber takeover did not work in China because the population was loyal to DIDI.\u003C\u002Fp>\n\u003Ch3 id=\"technical-considerations\">Technical Considerations\u003C\u002Fh3>\n\u003Ch4 id=\"localised-format\">Localised format\u003C\u002Fh4>\n\u003Cp>Are your dates and measures formatted in line with the norms in that country? Do you reference driving on the left or right, which is the right one? For example, filters are dynamically updated in line with language choice on Booking.com.\u003C\u002Fp>\n\u003Ch4 id=\"differentiate-content\">Differentiate Content\u003C\u002Fh4>\n\u003Cp>Create content for an audience in a specific target location and match the content for this purpose. For example, New Yorkers won’t buy-in to copy including Statue of Liberty, because this is considered a tourist trap. Likewise for the Parisians and the Eiffel Tower.\u003C\u002Fp>\n\u003Cp>If you’re creating video content for the Chinese, you should be overlaying comments and reviews onto the video as this is the preference of this audience.\u003C\u002Fp>\n\u003Ch4 id=\"utilise-technology\">Utilise Technology\u003C\u002Fh4>\n\u003Cp>Fred reminded the room to use hreflang tags to tell Google that you have alternative pages in other languages.\u003C\u002Fp>\n\u003Cp>Fred provided three ways to implement this:\u003C\u002Fp>\n\u003Col>\n\u003Cli>A link in the header.\u003C\u002Fli>\n\u003Cli>In the HTTP header directly\u003C\u002Fli>\n\u003Cli>Through the sitemap\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch4 id=\"social-platforms\">Social Platforms\u003C\u002Fh4>\n\u003Cp>Fred stressed the importance of incorporating global social platforms into your social media strategy.\u003C\u002Fp>\n\u003Cp>For example, if you’re expanding into China, you should be using WeChat. If it’s Indonesia, consider Line.\u003C\u002Fp>\n\u003Ch4 id=\"search-engines\">Search Engines\u003C\u002Fh4>\n\u003Cp>The same can be said for search engines. Find the chosen engine for your target location. The majority react to the same ranking factors as Google but in varying degrees.\u003C\u002Fp>\n\u003Cp>For example, the Chinese search engine BaiDu still prioritises amount of links, not link quality.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>Fred ended his talk by revisiting his opening stats and stressing the importance of going global, with linguistic, cultural and technical considerations in mind.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,"standard",[10,11],39,166,[13],{"id":14,"name":15,"path":16},63,"SMX","\u002Fblog\u002Fcollection\u002Fsmx\u002F",[18],135,[20,21,22,23,24,25,26,27,28,29],"post-3128","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-international-marketing","collections-smx",{"page_content_modules":31,"hero":147},[32,98],{"acf_fc_layout":33,"reduced":34,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":34,"title":35,"content":6,"authors":36},"blog_post_content",true,"SMX London: Why Going Global is Essential to Your Business – Frederic Schaub",[37],{"id":38,"path":39,"display_name":40,"job_title":41,"description":42,"avatar_url":43,"acf":44},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":41,"full_bio":41,"specialist_service_links":7,"photo":45},{"ID":46,"id":46,"title":47,"filename":48,"filesize":49,"url":50,"link":51,"alt":41,"author":52,"description":41,"caption":41,"name":53,"status":54,"uploaded_to":49,"date":55,"modified":55,"menu_order":49,"mime_type":56,"type":57,"subtype":58,"icon":59,"width":60,"height":60,"sizes":61},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":62,"thumbnail-width":63,"thumbnail-height":63,"medium":64,"medium-width":65,"medium-height":65,"medium_large":66,"medium_large-width":67,"medium_large-height":67,"large":68,"large-width":69,"large-height":70,"1536x1536":71,"1536x1536-width":72,"1536x1536-height":72,"2048x2048":73,"2048x2048-width":74,"2048x2048-height":74,"post-thumbnail":75,"post-thumbnail-width":76,"post-thumbnail-height":77,"12_col":78,"12_col-width":79,"12_col-height":80,"default_landscape":81,"default_landscape-width":82,"default_landscape-height":83,"default_portrait":84,"default_portrait-width":83,"default_portrait-height":82,"6_col_and_margin_short":85,"6_col_and_margin_short-width":76,"6_col_and_margin_short-height":80,"11_col_and_margin":86,"11_col_and_margin-width":87,"11_col_and_margin-height":80,"9_col_rectangle":88,"9_col_rectangle-width":89,"9_col_rectangle-height":90,"11_col":91,"11_col-width":92,"11_col-height":80,"staff_image_696_600":93,"staff_image_696_600-width":94,"staff_image_696_600-height":83,"rectangular_thumbnail":95,"rectangular_thumbnail-width":96,"rectangular_thumbnail-height":97},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":99,"reduced":34,"top_overlap":100,"bottom_underlap":100,"disable_observer":-1,"heading":101,"cta_text":102,"cta_link":103,"items":104},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[105,125,137],{"type_key":21,"title":106,"excerpt":107,"to":108,"postedAt":109,"readingTime":110,"image":111,"authors":112,"category":122},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[113,116,119],{"name":114,"image":115},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":117,"image":118},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":120,"image":121},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":123,"name":124},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":21,"title":126,"excerpt":127,"to":128,"postedAt":129,"readingTime":130,"image":131,"authors":132,"category":136},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[133],{"name":134,"image":135},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":123,"name":124},{"type_key":21,"title":138,"excerpt":139,"to":140,"postedAt":141,"readingTime":142,"image":143,"authors":144,"category":146},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[145],{"name":134,"image":135},{"to":123,"name":124},{"type":148,"style":149,"heading":35,"date":4,"updatedAt":150,"reading_minutes":151,"image":152,"imageAlt":35,"categories":153,"collections":423},"blog-post","light","2022-02-07T16:48:37",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNOFp98GS-050720211625524312_pexels-photo-335393.jpeg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[154,338],{"id":10,"count":155,"description":156,"link":123,"name":124,"slug":157,"taxonomy":158,"parent":49,"meta":159,"acf":160,"head_links":161,"resource_count":162,"yoast_title":163,"yoast_meta":164,"yoast_json_ld":208,"_links":306,"path":123},283,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":41,"title_override":41,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[165,167,170,173,176,179,182,184,186,188,191,194,197,200,202,205],{"property":166,"content":163},"title",{"property":168,"content":169},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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