THE LOCAL TOUCH
The days of “one size fits all” advertising are quickly being replaced by “one size fits one.” The way you promote your French web site might be completely different from the way you promote your German web site, and so on. Just as web sites must be localized, so too must their promotions. Fortunately, you don’t need the budget of General Motors to promote your web site globally; local search engines can provide significant traffic with little or no upfront expense.
Increasingly, the secret to succeeding globally isn’t so much about having a global reach, but about having a local touch. In the next, and final, chapter, you’ll look at where web globalization is headed and what you need to know to prepare for it.
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