Word-of-mouth has taken on a whole new meaning with the growth of the blogosphere, opening doors to both international and local markets. Blogs forge a personal connection with readers, adding local perspectives vital for successful international marketing.
"Blogs talk with customers, not at them," says Chris Alden, CEO of Six Apart, an international developer of blogging tools. International companies therefore need in-country experts, or at least bloggers with significant experience there, to connect to local markets. For example, a U.S.-based law firm with offices in Germany should have a link to its blog on its main website, with one of its German attorneys blogging about new regulations and court decisions. The blog itself should have links to relevant German articles.
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