2. Marketers will have to invest in new websites
To benefit UK audiences, and new markets, many companies are likely to invest in a new website.
While websites can be accessed globally, legislation is different around the world and this may impact a website’s content and policies. For example, in America, Irish companies selling alcohol have to gate content until visitors verify they are old enough to purchase alcohol legally.
As most marketers will know, in Europe GDPR reigns supreme. This legislation is in place throughout Europe, but when the UK leaves the EU it may change its approach to online privacy. Irish companies could adjust their websites to suit, but this may impact European consumers.
Instead, it’s likely that more companies will create separate websites for Irish and UK consumers. This will require significant investment because, for SEO purposes, duplicate content can’t be used.
But having two sites can improve rankings in each country and allow marketers to personalise keyword research and content to suit each market.
This may be one of the most costly digital marketing trends, but it can have a huge pay off.