As companies get wiser about the Internet and understand that Google is not the beginning, the middle and the end in search in every country they start realising that “only” marketing in English might not cover it in France, Norway, China or Iceland. In Iceland leit.is seams to stay strong after the Google invasion and still manage to keep around 50% of the market and then there is Kvasir in Norway and Baidu in China. Dealing with International Internet marketing will need an multilingual approach. So while the US thinks Europe is one country the UK thinks Scandinavia is one there will be a list of missed opportunities.
My advice to companies that want to go International is; create a strategy, don’t just go with the .com site you have and try to get it listed on the regional part of Voila in France f.e., at least translate a part of you site in the language of the country you are targeting and get locals to translate. Translations show at least minimum respect.