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Facebook Makes Life Easier for Global Brands

Domino’s Pizza is the latest example of a brand using Facebook for a global—and not just national—marketing campaign roll out.  On Dec. 8, to celebrate its 51st birthday and its presence in more than 70 markets, Domino's Pizza, is offering customers in 19 countries a 50% off any menu-priced pizza ordered online via a specialized Facebook tab.

The event will launch for Japanese customers at 7 a.m. PST on Dec. 7, until the U.S. places the last orders at 11:59 p.m. PST on Dec. 8.

Facebook acknowledges the importance global markets have not just to its U.S. brands that are reaching out to foreign customers, but also its general user base. More than 75% of its user base is outside the U.S., Facebook recently said in a blog post.

To assist companies in cross-border campaigns, Facebook has been focusing on making it easier to internationalize and localize apps—aka I18N.   In this post, it provides a detailed overview of recent changes it has made to make Open Graph apps I18N ready.

The post also describes the process by which strings are translated for use in varying locales, as well as discusses the impact of I18N on the user experience.

A Global Platform

The use of social networks around the globe has become a routine part of most people’s online experience, a comScore analysis finds.  In June 2011, comScore analysis shows 1.1 billion people visited a social networking site worldwide, an increase of 22% from June 2010.

Unsurprisingly, ranked as the top social network by a wide margin. In June 2011, 734.2 million people visited globally, an increase of 33% from the previous year.

Meanwhile climbed its way to the #2 position reaching 144.4 million visitors (up 56%), followed by Windows Live Profile at 119.5 million visitors. reached more than 84 million visitors globally to secure the #4 spot, followed by Chinese site Microblogging with 74.8 million visitors.

Global Overtures

Other sites are making their own overtures to global brands. Google recently introduced to changes to its search algorithm that should help brands with their global SEO marketing efforts.  Also, Alibaba Group, China's e-commerce giant, is beta-testing a new social-networking-product called "Laiwang" that will be available on the PC and downloadable onto Android smartphones and iPhones.


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