The key to being successful in a new market is to understand your target audience. If companies don't do proper research, the people they are marketing to will at best be confused and at worst be offended. Either option is not an optimal way of securing new business in a new market. Companies that are well prepared have a thorough understanding of a country's culture, social behaviors, s
hopping habits, economy, government and political environment. In the current digital age, marketers must also have a solid grasp of the social media platforms most frequented in their target market and be present and actively engaged on those platforms.
The German market is no exception to that rule. If a company is considering expanding into Germany, they need to understand how the German people think, act and what motivates them. For example, when people hear or read, "Made in Germany," the term is associated with durability, longevity and stability. Companies must pay close attention to details like this, it is a clue about how Germans view their country and their products.
Fast Facts on the German Ecommerce Market
Germany has the largest economy in Europe and the fourth largest, by nominal GDP, in the world. The country has over 81 million people, a GDP of $3.6 trillion USD and an economic growth rate of 10% in the third quarter of 2014, making Germany an ecommerce mega-market. Below are some statistics that explain why:
- Approximately 85% of the population are active on the internet.
- Online spending in 2013 surpassed $70 billion USD.
- According to the Association of the German Internet Industry, more than half of the German GDP generated in 2017 will be ecommerce related.
- The most popular online product category is fashion, followed by consumer media and electronics.
- In the categories, consumer electronics & computers and media, Germans prefer to shop for those items online rather than in brick and mortar stores; a major shift from just a few years ago.
German Consumer Behaviors
Fast Facts on German Social Media and the Digital Landscape
German Ecommerce and Social Media Campaign
- Optimize your ecommerce strategies and social media campaigns by constantly tracking results by region and locale.
- Recognize differences in consumer behavior and adapt your strategy accordingly.
- Manage global and local communication effectively. One size does not fit all.
- Optimize your content visually.
- Understand that some social media platforms work better for some countries than others. For example, Twitter is less popular in Germany partly due to the 140 character limitation and the tendency of German words being very long.
- Utilize multimedia whenever possible. Relevant national videos, popular games and overall interactivity can have a positive impact on the level of engagement of your audience
Nearly 50% of German mobile social media users read posts from brands which highlights the importance for companies to be present when and where the conversations happen. That means carefully researching the target audience, reaching out in a culturally appropriate and socially savvy way, and most importantly, doing it all in the target country's native language.
Further Resources on Social Media Localization and Ecommerce
Let GPI's team of in-country social media practitioners and localization specialists help your company apply best practices in social media communication around the world. For more information, please check our previous blog post about Social Media Localization.
You may gain further insights into international digital marketing, content strategy and Global SEO and related topics by reviewing previous blogs written by GPI:
- E-Commerce Russian Style
- Digital Media and Translation in the Middle East
- How to Create a Content Strategy for Multilingual Content
- Speaking the Languages of Online Marketing in UAE
About the Author
Director, Global Accounts. Fluent in German, Greek, French and Italian (as well as English), Fotini has over 15 years of localization industry experience serving in a multitude of operational and sales roles. She has extensive experience in document, software, website and multimedia localization and manages day-to-day global production for GPI's project management and translation teams. She has lived and worked in Germany, Greece, France and the USA.More Content by Fotini Limes