Germany is an attractive prospect to many businesses looking to expand internationally, and there are several reasons why.
The first reason is its size: it is a relatively large country, with a sizeable population, which means there will likely be a market for your product.
It is also a digitally mature nation. As of February 2024, Germany has a population of 83.3 million people. Of these people, 79.1 million are currently online, which represents an internet penetration rate of 95%.
The appeal of this market only grows stronger when you realise that, according to the International Monetary Fund, Germany is the third-largest economy in the world in terms of GDP, after only the US and China.
However, it can be challenging to enter a new market. Never fear, this blog post is here to shed light on how best to harness the power of digital marketing to succeed in Germany.
I also wrote a full-length guide to digital marketing in Germany, so if you want even more in-depth advice, check it out by clicking the banner below!
1. Emphasise your data protection and privacy policies
Data security and privacy are big concerns in Germany, with the country having some of the strictest online privacy laws in the world. Germans are willing to give up their data (e.g. their name and email address) if they get something in return (e.g. an asset), but they want to know that their data is safe and will not be shared with any third-parties. It is therefore important to have a stringent data protection policy and to display this prominently on your website.
2. Have an “Impressum” page on your website
Be aware that your German website is legally required to have an “Impressum” page. The Impressum must be easy-to-access and provide the user with information including your business’ name, address, contact information, German trade register number or equivalent, VAT/business identification number, information on your board of directors, and more. Failure to have an Impressum on your German website can lead to fines of up to €50,000.
3. Use the right form of address for your audience
When addressing your German audience, you must decide which form of address to use for them. You must choose between the formal “you” (“Sie”) and the informal “you” (“du”) and stick to this across all communication channels. If formality is important in your sector (e.g. financial services), you should use the pronoun “Sie”. This will help you to build trust with users, as the more formal and respectful language will make them take your content more seriously. When creating your German content, translation, localisation and copywriting should always be done by a professional native speaker. Only a native will have a proper grasp of the local linguistic and cultural nuances and be able to create content that will truly resonate with your local German audience.
Want to learn more?
I hope this blog post has been a useful introduction to digital marketing in Germany. For more in-depth information and advice, read my full-length guide here! From reading this guide, you will learn:
- the current digital landscape in Germany, including internet penetration rates
- the typical German internet user, including their gender, age, location and online activities
- device usage breakdowns and internet speeds in Germany
- search engine marketing in Germany
- how to localise your website for Germany
- social media marketing in Germany
- the local culture and language in Germany
- e-commerce in Germany
Elin Box
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