In an increasingly global world, it is important for companies to adapt to the time we live in. This applies not only organizationally but also in the communication that the company chooses to communicate through its ads.
It is no longer possible to ensure national dominance within its segment by only communicating the company’s advertising message via the national language spoken in the local market.
In an increasingly interconnected world, we humans travel more than ever. Employers who are global and who have offices in several markets often allow their staff to travel between the offices. Not only because companies want to offer their employees an agile and flexible workplace, but also because it ultimately benefits the company as a whole.
By allowing its employees to work in several places, the company encourages the exchange of information, cultural learning and stronger cohesion. With such benefits, the organization becomes stronger and more competitive. Taking routines and structures that work well in an office and implementing them in several places in the organization means that the company can become more uniform, which can facilitate decision-making on the available digital infrastructure.
As we travel to an increasing extent and the digital infrastructure that is available enables us to work almost anywhere (as long as electricity and internet are available if you work with computers), the result is that we humans are often in places where we do not necessarily speak the mother tongue spoken in the country.
This can be challenging for those companies that want to strengthen their brands and reach out to new customers but who remain in the notice that everyone in the country should, wants or can speak the local language and the company refuse to adapt their marketing campaigns to meet these new criteria.
A consequence of the company not actively working with intercultural communication in its marketing efforts can lead to that the company losing potential new customers and at the same time spreading the company brand to new markets. New markets could have generated good economic growth for the company and increased brand awareness both locally and internationally.
A very concrete example of when intercultural communication failed in several places around the world was during the Corona pandemic.
Much of the information that was spread about how the population could defend themselves against the virus and prevent an increased spread of the disease was communicated in the local indigenous language. It was not only authorities that missed this opportunity for intercultural communication, but there were also several brands that missed out on this opportunity.
The result of this mistake was that more people were affected by the virus than was necessary if the communication had been more inclusive.
The number of people who became ill would most likely have been lower if both companies and authorities had worked more actively with inclusive communication where the advice, tips and how to prevent the spread of the virus were translated into more languages than the domestic mother tongue for that particular market.
007 calls with Tele2
A brand that took on intercultural communication and dared to think outside the box early on was the telecom company Tele2. A company that has its headquarters in Stockholm, Sweden.
The company was founded in 1993 by the entrepreneur Jan Stenbeck a pioneer in when it comes to Swedish entrepreneurship. The company belongs to and is part of the Kinnevik Group, a group that is founded in 1936 by the families Stenbeck, Klingspor and von Horns. The group uses the company to invest in consumer services, financial services, healthcare services and TMT.
Tele2 was the first commercial telecom company in Sweden whose purpose was to challenge the state-owned telecom company Televerket (later called Telia). Before Tele2 came to the screen Televerket had a monopoly on the Swedish Telecom market and had for decades been a part of shaping Swedish telecom infrastructure in many ways.
From the very beginning, the company showed and knew that they needed to be very innovative, playful and forward-thinking when it came to there their marketing strategy. They had to because their biggest competitor had a monopoly on the Swedish telecom market and was state-owned, which means that the founding of the company came from the country’s taxpayers first and foremost.
An example of their playfulness was that instead of letting Tele2’s customers call 009, which was the standard prefix for Televerket at the time, customers were allowed to use the prefix 007 instead.
As many know, 007 is the number assigned to James Bond by MI6 when he became an agent for the business.
This means that the company already at the planning stage, had a structure in place for how they could market their new service to the market and differentiate themselves from their competitor.
Thinking outside the box
There are several examples of how Tele2 has included intercultural communication in its marketing strategy in order to reach new target groups, both in the form of TV advertising but also in offline media.
Sweden has a long history of helping people on the run and has for several generations been a safe place for people to settle who are on the run from unrest around the world.
This has resulted in that in just a few generations, Sweden has gone from a relatively homogeneous population to a global society with people from all four corners of the world.
Tele2 saw early on that many of these people not only called internationally but also lived internationally, this was true not only when it came to food, and culture but also linguistically.
It had become clear to Tele2 that several of the companies operating in the country that was created during this time exclusively directed their services and external communication towards their own domestic target group from which the company’s founders came.
Tele2 took note of this and began to create communication aimed at the language groups with the aim of establishing an early relationship between the company and the international target group.
The company also understood that if it wanted to continue to grow and maintain its market shares it had to adapt its communication strategy to reflect the market in which it operated.
Examples of this are, among other things, that Tele2 created English-language commercials that were broadcast on local TV channels during the 1990s. But above all, Tele2 chose to translate its products and services into, for example, Arabic and Somali to reach people who had these languages as their mother tongue.
The result of many years of intercultural marketing and communication has resulted in Tele2 being the telecom company many newcomers choose, regardless of whether it is on behalf of private individuals or companies.
Tele2 has today segmented itself in the Swedish market as the international telecom company you should choose if you want cheap call prices internationally or to your home country, no matter where you come from.
Where a norm-breaker pays off
The brand understood the time they lived in and was not afraid to test new strategies and go outside the box in order to reach an untaped market, and at the same time provide a great service for its users enabling them cheap international calls.
There are several questions we as the advertiser can ask ourselves when it comes to how we can get better at getting our brands to work with intercultural communication:
One question we can ask ourselves can be – if we know that we live in an interconnected world where people travel across borders and that several languages are spoken in the country where our company operates – Why do we not translate our products and services and communication into more languages instead of just focusing on a language?
One tool we as online marketers can use to create ads targeted to a specific language group is Google Ads.
Reach new audiences using Google Ads language targeting
By targeting your ads to a specific language along with creating ads that are in the same language that your potential customers understand, you as an advertiser can reach out with your message to more groups and take important market shares in the segment in which your company operates.
In addition, if you as an advertiser want to follow Google’s best practice for relevance, you should also create landing pages in the same language as the advertising message.
There are several reasons why you as an advertiser should think about the entire conversion chain from ad creation to landing page experience.
3 reasons things to keep in mind when preparing for your intercultural campaign
- Lower CPC prices for your ads – In the algorithm that determines your CPC prices as an advertiser, it is critical that the landing page is in the same language as your ads and the language you choose to target your ads to avoid unnecessary high CPC prices for your campaigns.
- Conversion rate – The conversion rate will be higher if you have a loading page that is in the same language as the ads you create. If the user is clicking on your ad that is created in one language but ends up on a site that has another language. That will lead to fewer conversions and a higher bounce rate for your site.
- Remarketing lists – By creating a remarketing list for the specific landing page you have created, you can at a later time reach users who visited your website but did not convert with a unique message or of getting the user to return and convert on your site.
Google Ads is an exemplary tool you as an advertiser can use to reach existing but also new customers for your brand, thanks to the fact that several of the campaign types are PPC (pay-per-click) based, you as an advertiser only pay when someone clicks on your ads.
Additionally, if you choose to use Google Ads text ads, you can ensure that your ads only appear on Google when a user is actively searching for the products and services your business offers. This means that your ads will maintain a high relevance to what the user is looking for, which in turn leads to higher conversion rates compared to, for example, traditional banner advertising or offline advertising.
Adcasa.io always works in a language-oriented manner
Google Ads offers over 40 different languages for the advertiser to target their ads. This means that you as an advertiser can reach audiences all over the world not just in the domestic market.
We always start our collaborations with a conversation where we have a dialogue about your expectations and goals but also the conditions that form the basis for a successful investment in Google Ads.
By always having a transparent and honest dialogue with our customers, we can ensure quality, and security and minimise the risk of misunderstandings during the collaboration.
After we have had an initial dialogue about your advertising, we start the implementation phase. A phase where we lay the foundation for your Google Ads structure, and ensure measurement, tracking and goal implementation with the help of Google Analytics.
For us at Adcasa.io, it is essential that you know but also concretely can see what your Google Ads investment generates in numbers. Therefore, we ensure that you get a monthly report created in Google Data Studio so that you as a customer always follow your results in a clean, clear and visually appealing way.
With the help of the Google Data Studio report, you will be able to follow in real-time how your campaigns are performing, but also be able to see key KPIs such as conversions, conversion rate and cost per conversion – KPIs that are important for the continued growth of your business.
Our goal is for you as a customer to feel that your media investment is in safe hands and invested responsibly and concretely with a focus on measurement and tracking, therefore you always have a dedicated PPC Manager who you can turn to if you have questions, thoughts or want to brainstorm new strategies around your investment.
Google is today the world’s largest search engine and most of us use the tool to search, find and take part in all the available information. Then it is also important that you as a company have visibility on Google to ensure that your brand does not lose important market share to your competitors.
By being visible on Google when a new potential customer searches for goods or services that your company offers you can be sure to get clients that are really looking for what your company offers!