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Archive by tag: International marketingReturn

Divided by a Common Language

One of my guilty pleasures is reading paranoid political and military thrillers. One of the kings of the genre is Lee Child, whose hero, Jack Reacher, is an ex-military drifter who roams the United States, righting wrongs and saving the oppressed, usually with a maximum body count, gallons of strong coffee, and plenty of derring-do along the way. Reacher is like a distillation of American cinematic strong-men, from Charles Bronson to Sylvester Stallone and Bruce Willis. But the author is British...
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Reality Check: Translation Only Takes You Part of the Way

Delivering multilingual products, services, and programs is just one component required to win over local audiences – and a small one at that. One of the biggest challenges – even for globally-savvy organizations – is learning how to balance some of the other more significant factors to ensure long-term success in local markets. Based on our current research into globalization maturity consisting of interviews and surveys of more than two hundred companies, here are three areas that companies...
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Language Selection Roulette: How Data Builds Better Strategies

When people think of changing their lives, they might put up a map of their country or the world and throw darts at it, trusting that chance – or their favorite deity – will guide them to a better life. Unfortunately, they usually discover that this approach plants their new home firmly in the middle of the ocean or an undeveloped forest rather than a desirable neighborhood or vacation destination. However, when it comes to selecting the next language to add to a website, many enterprises do e...
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Get Hired: Using Corporate-Familiar Language as a Localization Professional

Looking for a new job? Here’s today’s bad news. Nobody is employing a localization engineer or an internal CAT specialist, at least not when you apply with those titles on a resume/CV. They might be hiring for globalization – but that’s for someone who understands biostatistics, not languages. In today’s world of automated recruitment technology, job titles common in the localization industry seem meaningless. Why? And how can you succeed despite a lack of a common hiring language? 
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Google Hits a Globalization Trip Wire: Censorship

Only months after rising up to squelch a product being developed by Google for the U.S. military, employees of the tech giant are protesting again, this time after reports surfaced about a Google Search product being readied for the China market. The new Android phone app would automatically filter out results from blocked websites, return blank results for blacklisted search terms, and meet government surveillance requirements. According to The Intercept’s reporting, CEO Sundar Pichai asked hi...
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Digital Convergence Opens Career Options for Localization Experts

In the evolving world of digital marketing, there is a shift happening that can benefit the careers of localization professionals with content backgrounds—and content experts with localization experience. The shift comes about as companies gather the strands of digital marketing, such as e-mail, landing pages, SEO, apps, blogging, click advertising, social, and paid social, into coordinated or integrated campaigns. Coordinated content deployment maximizes both stickiness and virality; creates a...
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Time to Google-Up! International SEO Best Practices for Global Brands

Most online customer journeys mapped by brands begin with search. Yet many international brands tell us their implementation and processes for SEO remain unorganized and half-hearted. For most, international SEO is a future goal, while teams are “still working out” how to proceed with English or another home-market language. Virtually all companies say they are not doing enough. Here’s what you need to know.
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Mobile-Forward Design Grows Global Market Share

Increasingly, B2B and B2C companies alike provide an app-like experience for their brand websites. Today, more than 50% of searches, globally, take place on mobile devices. Sure, people that carry handhelds still download apps for handling frequently repeated tasks, like checking the weather, but otherwise expect to perform app functions via their mobile web browser. How did we get to this point?
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A Lesson in Global Customer Experience from Whatsapp

To address even half the online opportunity, it already takes four languages. To capture 98% of the online audience – and 99% of the entire world online wallet – requires 64 languages. However, in 2017, building multilingual websites to serve those markets will take a company only so far. Why? Visitors and customers expect more than a simple website. What they want is what they’re getting from the most innovative brands in the world – immersive experiences and ongoing interactions both with ...
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Becoming Millennial

There’s been lots of hand-wringing among marketers and brands about how to reach the next generation of consumers and employees, as if they are so different than those who came before. At last week’s Brand2Global conference in Silicon Valley, many of the most interesting talks were by Millennial thought leaders, weighing-in on this very topic. Representatives of major brands such as Nim de Swardt of Bacardi and Nigel Nikitovich of Dark Rift Entertainment came with bon mots like “from me to w...
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October 05, 2016| Benjamin Sargent | International marketing | For LSPs, For Buyers | |

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