Content Marketing

Ophenia Liang Gets Interviewed by Trinity P3

Ophenia Liang

Ophenia Liang Gets Chatty About Multilingual Digital Marketing With Mr. Darren Woolley

“You need a tour guide when you visit a new country, similarly, with business in a foreign country, you need local partners to help you navigate the environment and that is when Digital Crew steps in” – Ophenia Liang

Ophenia Liang, Director and Co-founder of Digital Crew, talks about the concept of ‘multilingual digital marketing’ and Digital Crew’s journey with creating this market by bridging communication gaps between countries and emerging as a leading multilingual digital marketing agency.

Ophenia Liang and Darren Woolley get talking about the opportunities that have sprung up in this field, the challenges that come along with it and market evaluation as the video progresses.

“Digital Crew has crossed our paths because of the type of work you do. There is a rising need for multilingual digital marketing” Darren mentions to which Ophenia spoke about the brands that didn’t get enough help while entering the Asian markets and she started the company with the help of her partner Reheen Guin.

“When we started the company four years ago, we saw a gap in the market. That was when my partner and I decided we wanted to focus on cross-cultural marketing and the linguistic aspect of it formulates one part of helping brands get to another county, culture, to another language or another ethnic group” She said.

“What’s the biggest difference across markets?” he asks, to which she says “the biggest difference is the language but deep down you also need to respect the country’s political environment, the regulations and many other factors.” She emphasized on the importance of understanding the complex environment brands were getting into and how crucial thorough research is.

Darren was curious about the most challenging markets, “It has to be China and India because of how diverse the countries are. There are about twenty-two languages spoken in India and there are multiple religions and that dictates how people live their life. In China, there are 56 races and their living habits differ from south to north” she mentioned.

What is the biggest mistake marketers make overseas?

According to Liang, many marketers entering Asian markets underestimate the complexity of the markets and the journey that they’re about to embark on. You need a tour guide when you visit a new country, similarly, with business in a foreign country, you need local partners to help you navigate the environment and that is when Digital Crew steps in.

They ended the conversation with how important it is for a brand entering this market to commit to this journey for a minimum of 5-10 years in order to flourish. So brands, take your time as an organisation and decide in which basket you want to put your eggs in.

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