Create a global product: 5 Steps
Gone are the days of thinking about products exclusively for local markets.
In a typical product development scenario, a lot of time and effort is spent focusing on local customers.
While taking a local approach is a solid strategy for some companies, for those seeking new markets, this approach no longer works.
Companies that aim to grow, compete and succeed internationally will need to think beyond their home country, and this means adopting a world-class mentality.
In this case, a product internationalization strategy is essential for global growth.
Internationalized products can be adapted to reach a broader audience, both domestically and internationally, making them easier to implement on a global scale.
Along those lines, if you're ready to conquer new international markets, here are five tips to get you started.
Design for the world
What better time is there to guide internationalization decisions than at the design stage?
Toyota is an example of how manufacturers can use product design to scale globally.
The Japanese automaker has realigned its product development to incorporate a new global architecture, a platform that serves as the basis for the majority of its vehicles around the world.
While this new process is Ecuador Mobile Number List delivering expected results (such as cost savings, improved production, reduced development cycles, and reduced plant waste), perhaps the most impressive of all is how it enables scalability.
In other words, this new global framework allows the automaker to leverage a basic car design in different markets around the world, with minimal re-engineering efforts, while maintaining consistent quality and experience.
This is also applicable to services or products based on digital content .
Create a global content strategy
If you're creating content for non-Spanish speaking countries, you know how difficult it can be to communicate your message and stay on brand across different languages and cultures.
That is why it is critical to prepare high-quality primary content.
In other words, focus on general content topics and keep your content neutral by avoiding cultural, economic and regional aspects.
This makes it easier to translate and localize.
When creating content for global audiences, here are two more things to keep in mind:
Write great pieces of content. Small pieces of content have their place in a strategy, but for a global audience, bigger is better.
Large content assets can be broken down into smaller chunks, adapted, and reused (as needed) by local teams.
Have a government program. Global content production requires the efforts of both headquarters and regional teams.
Consider who will be responsible for creating, locating, managing and maintaining the content.
The most important thing is to involve all teams to determine how content processes and performance will be measured.
Implement a global style guide
Is your brand consistent across channels? Are you conveying your message clearly?
When working with multiple authors and designers, especially in different countries, it can be difficult to maintain consistent branding and communication.
A good first step is to put the right tools and guidelines in place.
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Creating style guides, glossaries, and communication guidelines that define specific elements (such as colors, typography, logo, core terminology, style, voice, and tone) should be used to ensure your team stays on brand.
We must not forget the translators and linguists.
Reference aids are crucial to maintaining consistency of messages and style in translated materials.
So be sure to create specific guidelines for translation and transcreation, and include any cultural considerations of the destination country.
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