How does Omnichannel Marketing help us communicate across markets and cultures? The following is the third part of Languagewire’s article series. Read on to gain more insight into the global perspectives of facilitating relevant communication to customers, and what traps to look out for.


The goal of omnichannel marketing is to be discerning. We use data and insight to create relevant and consistent customer experience across channels, so that customers can switch channels without having to start again. As a consequence, they will recognise that it is they who are at the centre – then they will buy.

“But what about working in a global company? What challenges does that pose to omnichannel marketing?”

This article is all about the global perspective.



It is hardly rocket science. It is in fact quite simple: One of the keys to making omnichannel marketing profitable is to have many customers in your database – preferred customers you can reach in a direct, cost-effective way. A huge permission base, if you like.

It requires more or less the same amount of work to reach out to a base of 1,000,000 customers as it does to reach 5,000 customers; but while customer volume can be considered as quantity, the depth of detailed customer data can be described as quality.

How much do you know about each customer? Can your company “remember” what happened the last time the customer interacted with you? Do you have data on what they have previously said, done or bought?

Your data sets the bar for how relevant your customer-orientated communication can be. The more customers you have in your database with rich data, the better your personalisation opportunities and thus your profitability.


In a global company, it is not enough to have content to match every conceivable situation in which customers could find themselves. Elements such as language and culture must also be taken into account.

Imagine that you are a customer in Spain. If you want the “it’s all about me” (trata de mí) feeling, then your communication must be in a language you understand, in this case, Spanish.

There are also various cultural aspects that must not be overlooked. Differences in traditions, salutations and vocabulary (between Latin American and European Spanish, for example), but also in style and tone, can be crucial to successful communication. In Germany, for instance, strangers are usually addressed with a title, i.e., in a very formal tone and style, whereas in Sweden communication takes place in a more relaxed and personal tone.

Thus: If it is really going to be about me, the message cannot just be translated – it must be localised.


The challenge becomes more complex when we consider that text rarely stands alone, but is often accompanied by still or moving images and associated audio.

When it comes to images, you should now avoid the justifiably maligned stock images that usually include a carefully selected mix of different ethnicities and genders. Not that there is anything wrong with such images, but they do reek of an attempt to be politically correct. The customer will most likely not feel as if the communication is addressed to her.

On the audio, you can easily get into a mess with different accents and dialects. Does the English speaker on your video sound like as a southern American or a stylish Londoner? Considerations such as these are not insignificant when getting your target group to feel spoken to and thus “at home”.

Therefore, always focus on the global perspective and your individual markets when communicating to your customers.


When you work in a global business, it is no longer enough to be professionally ambitious when providing coherent and relevant customer experience; the growing number of markets and languages can challenge even the most efficient setup.

That is certainly another reason why, until now, we have seen very few examples of successful international omnichannel marketing.

Future solutions will require a tight and centrally controlled content localisation process, preferably system-backed with effective integration solutions. This will ensure as little manual labour as possible and, in turn, a low risk of error and inefficiency.

As a marketing manager with an international remit, you should generally consider incorporating language processing and localisation into your platforms, that is, if you have the ambition of carrying out successful omnichannel marketing.