The little company with the big idea that initially launches in its own country enjoys great success. The big idea helps turn the little company into a bigger company and sights are set on an international operation. It’s an exciting next step, but there are a number of things to consider. For instance, if you host your site in Europe, but want to attract customers in the U.S., did you know you need a next generation content delivery network (next gen CDN)?
Don’t worry – most people don’t automatically make the association. In fact, it’s not generally the top of any list. A quality web developer will know it and will share the information with you as you look towards the kind of content you add to your site. The reason being – you want to deliver content to your primary target audience. The farther away that audience member is from your content, the lower the chances of the quality experience.
Let’s take a look at a recent blog post by Teridion, a next gen CDN solutions provider. The blog references an AdTech post where observations were made on the locations of web servers throughout the world. The further the user was from the server, the longer the load time, which ultimately impacted the performance of the campaign and the revenue. When launching geofencing campaigns, for instance, this type of issue can be devastating to the campaign.
Targeting based on location is a marketer’s dream, but you have to get the location right. If a user in L.A. is served with content that is relevant only to the user in New York, the campaign will fail and the user will perceive the brand as one that has no idea how to market according to his or her desires, location or behavior.
While this definitely makes sense from a location-based campaign, it also makes sense for the little company that plans to expand. We know that content is what drives people to a site. We also know that content development is important to any outbound campaign. If the content the U.S consumer needs to access takes too long to access, doesn’t arrive at all or is delivered in the wrong language, the efforts are wasted.
A next gen CDN eliminates these problems by focusing content delivery on those that need to receive it. If this isn’t a primary focus for your new build, geofencing or international expansion campaign, you’re missing out on a key step that could bring your target audience closer and ensure the relevance of your campaigns.
Edited by Maurice Nagle