As brands become more global, digital marketers must implement region-specific strategies that account for differences in the global marketplace. What works for SEO in London might not have the same impact in another region, there isn’t a ‘one-size-fits-all’ approach to engaging users globally. So, how does digital marketing differ by region, and what does 2023/2024 hold for digital marketing in general?
SEO and Content
Creating an effective SEO strategy is time-consuming. However, it is well worth the investment. 53.3 per cent of all website traffic comes from online search, so brands aiming for global reach must implement an SEO strategy that prioritises searchable content. However, it’s not as simple as creating a single SEO strategy for all regions. SEO strategies vary slightly depending on where you are in the world. Here’s how:
Region-specific content
As your brand captures more of the market in one region, you may consider international expansion. To rank on search engines in different regions, you need to create content specific to the target market. While your brand may rank highly in the UK, it’ll take time for the content designed for your international audience to start ranking well. As you create more content specifically for international markets, it’ll have more chances to be seen by relevant users and boost your website’s authority.
Language
No matter the region, keyword research is essential if your goal is to rank well on Google. When creating content in a different language, remember that translations or localisations might not be enough to rank and attract website traffic. To reduce the chance of translation issues and make sure you’re targeting the right keywords, do your keyword research in the region’s language.
PPC
With the global economy showing clear signs of struggle, many brands will consider implementing a PPC strategy if they haven’t already. It’s a measurable and cost-effective way to reach your target audience and produces impressive results with the right approach. However, it’s worth noting that PPC does differ slightly by region. Here’s how:
Price
One of the most significant global differences in PPC is the cost-per-click (CPC). Digital marketers in the US drew the short straw with this one, as the country is near the top on the list of the most expensive average CPC: between $1 and $2. However, the US doesn’t take the top spot; that goes to the UAE, where the average CPC is 8 percent higher than in the US. Conversely, Serbia has one of the lowest average CPCs, with an average CPC of 95 per cent less than the US average. While price can be a limiting factor in PPC, there are steps that can be taken to reduce the CPC. High-quality campaigns will reduce the cost per click while maintaining a high rank because small tweaks can lead to big results!
Culture
Another way that PPC strategies differ relates to the culture of the region being targeted. Creating PPC ads that appeal to the local culture is vital as it will get them noticed by your target audience. For example, weight-loss products are regularly advised in the US, whereas they might seem in bad taste to other cultures.
2023 Digital Marketing Trends
We’ve explored some ways of SEO and PPC strategies around the world. Now let’s explore digital marketing trends that global marketers will encounter this year in all regions.
Short-form videos will get even more popular
In the age of TikTok and Instagram Reels, short-form videos rule the social media roost. For several years, short-form video content has proliferated on almost all social media platforms, and this trend is set to continue in 2023. Ninety per cent of digital marketers currently using short-form video will increase or maintain spending this year.
More businesses will leverage SEO to boost website traffic
SEO isn’t new in digital marketing. However, in 2023, more businesses will leverage SEO to increase website traffic and generate leads. But a surprising number of businesses don’t have an SEO strategy. One survey found that as many as 57 per cent of North American small to medium-sized businesses are yet to implement one. In 2023, more business owners will recognise the need to invest in SEO, especially because it drives over 1,000 per cent more traffic than organic social media, according to BrightEdge.
Mobile optimisation will be a key priority
Since 2015, web traffic from mobile devices has almost doubled. In Q2 2022, 58 per cent of web traffic came from mobile. For this reason, businesses are making mobile optimisation a key priority in 2023. The demographic who use mobile the most, Millennials and Gen Z, continue to grow their buying power. As a result, brands must prioritise mobile-optimised digital experiences that meet and, if you’re keen to attract high-value customers, exceed user expectations.
Digital marketing agencies will be in demand
The digital marketing landscape is constantly changing, and many brands find it hard to keep up. As a result, more businesses are likely to turn to digital marketing agencies with the expertise to create effective marketing strategies. However, using a local agency will be vital. A local digital marketing agency with a presence in your region. For example, a digital agency will know more about the specific factors that influence digital marketing in Dubai than an agency based elsewhere.
User-generated content will become even more important
Utilising user-generated content (UGC) will be vital in 2023 as brands battle a tough economy. But why is this type of content influential? UGC gives insights into attitudes and opinions towards specific products or services. But that’s not all—UGC also creates social proof and allows you to share customer content on social media or create case studies demonstrating a product’s or service’s impact. This year, digital marketers across the globe are likely to make the most of user-generated content on social media and other platforms to boost their organic marketing strategies.
Final Thoughts
The outlook for digital marketing in the global marketplace is certainly bright, and there’s much to be excited about. However, you must be aware of digital marketing differences between regions if you plan to target a new market in 2023.
