The growth of the Internet has increased competition tremendously and opened up the doors to international business. Companies have developed a web presence to keep themselves ahead or in line with their competitors internationally.

In addition to gaining a competitive advantage, there are a number of additional reasons why a company’s web presence is becoming an increasingly important tool to reach global markets.

Internet Population - Internet access is increasing in regions throughout the world. According to Computer Industry Almanac, 533 million people have access to the Internet, which represents approximately 8 percent of the world’s population. Aberdeen Group predicts that by the end of 2005, 17 percent of worldwide population will have Internet access.

E-commerce Growth - According to International Data Corporation (IDC), the U.S. accounts for approximately 40 percent of all money spent online, but that percentage is expected to decrease as Western Europe and Asia increase their online spending. According to Aberdeen Group, by 2003, 66 percent of E-commerce spending will originate outside the United States.

Demand for Products and Services - Regions throughout the world are realizing the enormous information resource the Web is and are interested in content, and products and services that their own regions do not provide.

Online Payment - The adoption of the Euro is completed, phasing out local currencies and blurring borders between countries in the European Union. By enabling better price comparisons, increasing competition and improving deals for online buyers, the US dollar and the Euro are making it easier to conduct business in an online market and providing better entry by companies from different countries.

Marketing and Advertising - Online marketing is a popular method to gain international audiences. For example, Email has become one of the most successful channels for marketers, which means that companies interested in selling to the online market should take advantage of this popular medium.

Increased Sales and Reduced Costs - A web site provides an avenue through which to gain access to a large audience without spending a lot of money. For example, it cuts down on paper costs associated with direct marketing and magazine or newspaper advertising.

There are a number of online promotional tools you can implement to gain the attention of markets internationally including search engine placement, affiliate programs, email campaigns and newsgroups, link programs, and banner ads.

Search Engines and Directories - Potential visitors from both English-speaking and non-English-speaking countries will likely go to major search engines and type in keywords in their own language. Consequently it is recommended that you submit words that are in the language of the market you are interested in attracting to your site. When you market yourself globally you will probably have your front page translated into the language of the markets you target.

Affiliate Programs - With an affiliate program you offer affiliates an incentive to perform a particular outcome, which may be to increase ‘clicks’ to your site or improve sales - from a banner ad, text link, graphic or other means. The incentive is usually a fee, provided as a flat rate or percentage depending on your affiliate program objectives. Because you are marketing yourself internationally, it will be necessary for you to sign up with affiliates in their language and arrange foreign payments to pay them their fees.

Email Campaigns and Newsgroups - Email campaigns and discussion groups in the countries you are targeting are probably the most effective online marketing techniques. Discussion groups will enable you to build your reputation, identify trends in that market, and evaluate the needs of your international customers. Your email campaign will enable you to send out targeted information. Each one provides you with an opportunity to communicate with your target markets in their language and develop relationships with them.

Link Programs - Participating in a link program internationally will involve identifying sites in the markets you would like to reach that are not direct competitors but have a similar target market. As with affiliate programs it will be important to be able to communicate with other businesses in their language.

Banner Ads - If you want to increase your company’s brand awareness, implementing banner ads are an effective direct marketing tool, particularly if they are creative and include a call-to-action. Using this technique in many countries means using different banners in the language of each of your targeted markets.