Language isn’t a barrier to success

Cross border sales are booming

According to eShopWorld (ESW) data released in August, 2021, cross-border sales are booming. Facing reduced access to stores, global shoppers are turning to ecommerce, and a good portion of them (46%) are buying directly from international brands online. Over half of millennials (52%) are actively buying from brands outside of their home countries. Like a lot of pandemic-induced habits, this isn’t a new trend, but it’s one that has been greatly accelerated by lockdown orders.

Over the past ten years, the barriers to cross-border selling have been coming down. All of the standard ecommerce platforms – Shopify, Magento Commerce, BigCommerce, WooCommerce – have streamlined cross-border sales. Merchants can easily display products in local languages and currencies by leveraging out-of-the-box features.

Meanwhile, a host of entrepreneurs have been busy developing platforms and solutions that streamline the workflows of taking orders and delivering products to customers, regardless of where they live. By selecting the right partners, merchants can offer Amazon-like delivery service.

For instance, Flow.io allows website visitors to browse and purchase products in their local currency. It also automatically calculates duties and taxes, and offers logistics. ShipStation is the facto partner for multinational merchants, offering order management, landed-cost calculations, branded shipping, volume discounts and more.

The gap: digital campaigns

While the ecommerce platforms and third-party plug-ins can make any mom-and-pop shop look and act like a multinational corporation, there’s still a critically important piece missing: campaigns. You may be able to take an order, charge the correct price, pay the appropriate taxes and deliver a product to a consumer’s door who lives halfway around the world from your headquarters, but how are you going to inform that customer of your products to begin with?

The importance of speaking the local language in campaigns

There’s a story that makes its way around the internet on a fairly regular basis about a Chevy Nova marketing debacle in Latin America (no va means ‘doesn’t go’ in Spanish). The story is a myth, but it’s an instructive one.

All marketers should pay very close attention to the language used in every market where their ads will appear. It’s all too easy to send the wrong message to a market due to language barrier. Fortunately, language isn’t a barrier for Paragon Digital Services and our teams. Every day we help multinational brands execute their performance and brand-awareness campaigns in markets all over the world.

Paragon multinational campaigns by the numbers

• 44,000 campaigns. We deliver an average of 44,000 campaigns a year across 70+ markets with an accuracy rate of 99.9%, 100% campaigns were delivered on, or before, the deadline.
• 68+ languages. We work with clients and stakeholders who, combined, speak more than 68 languages. We get the nuances of local languages, and can ensure multinational campaigns don’t fall flat due to poor language. All of our team members are conversant in English, so you’ll have no trouble explaining what you need to them.
• 17 different departments. We don’t handle just one type of campaign, we handle them all – paid social, paid search, display, programmatic. We’re your one-stop-shop for your global campaigns.
• 70+ markets. We can help you reach your audience wherever they are, be it in the US, LatAm, EMEA, MENA or APAC.
• 50+ global brands. Global brands trust us, and rely on us to execute their campaigns accurately and on time and budget. There’s no better endorsement than turning over a media budget!
• 5000+ unique brands. We’ve launched a wide variety of campaigns for brands that span many sectors. Whether you’re a DTC, B2C or B2B brand, we can help you reach your exact audience.

Ready to take advantage of the modern, post-pandemic consumer’s enthusiasm for global shopping? Get in touch and we’ll help you deliver successful, multinational campaign.