Companies which establish a global presence usually take marketing locally; the very reason why Pepsi makes such a cry about ‘blue’ in India (where the local Cricket team wears blue uniform), but not in say the neighbouring country, Pakistan. But it is normally perceived that such localization is not actually necessary in the Internet industry, except for those countries cut off from the others due to liguistic differences such as China. Apart from the big players like Yahoo, Microsoft and Google, other companies do not take real effort to create custom marketing for different parts of the world. This is because Internet is supposed to be a melting pot of all cultures and localization does not matter to a great extent; provided content is presented in the appropriate language.
Quite a few may disagree to the point I made here, but there is a bit of truth when I say that internet companies do not take efforts in marketing locally. There is one predominant reason which is that in most of these countries including India, the population that has taken to Internet is quite skewed towards the “educated, English speaking,young-Gen” kinds. This population is quite exposed to the American culture and so does not require a personalized touch to the marketing efforts. Though this is one predominant reason, a simple truth is that companies don’t go for such a comprehensive advertising that encompasses all cultures simply for the reason of economics of doing so.
Why this shall not sustain
But, internet companies will have to give in at some point to increasing their customization of the websites to different countries soon. This is because, with newer technologies the internet population is getting more diverse. For example, take CrossLoop. This is a simple, secure screen sharing software which is likely to help us in achieving that diversity. This helps young people (say those working in the US) teach their parents(in India) who are not used to working on a computer how to work on them, remotely. So, with increasing exposure of internet in the mainstream media, more and more older people are likely to take to working on the internet.
CrossLoop in itself is a new company which has been growing and developing the product that shall be helpful and easier to use and learn and colloborate online. But it is to an extent helping in achieving the diversity. So, when this happens, more customization requires to happen to cater to this population of people. This has already been happening for internet populations in countries such as China, but with diversity happening in other English-speaking countries, companies have to employ marketing people who cater to this various geographies.