63% of all multinational companies in europe don’t have an international coordinated internet strategy. this is one of the results of a recently published research paper of “bluepier”, member of “C1 Group”.
the study analysed more than 200 international websites in 21 industries. some of the findings include that 38% do run a single version (language, country specific information etc.) only website. furthermore 25% do have country specific websites, but without any corporate design guidelines and content alignment. this results is a total of 63% of companies not using the internet to its possible options which seems to be a poor result some 10+ years after the emergence of the consumer driven internet.
some of the negative sites observed have been Mazda, Astra Zenica and MAN which did not seem to have adopted an international website strategy, yet.
however positive examples mentioned in the study are the websites of Volkswagen, Nokia and Loreal which are represented by a range of highly localized country specific websites with a unique visual brand language.
the background of this research is the promotion of the product and services portfolio of ‘bluepier’. the company is active in the area of enterprise content management and brand management. one their clients is Toyota Europe for which ‘bluepier’ realized the individual and decentralized 26 country specific websites in terms of content management.
the full study in german language can be obtained at Sebastian Sauter, sebastian.sauter@bluepier.de, Tel: 040/65733-526.
