Posts tagged with Localisation

What is location-based advertising & why is it the next big thing?

66% of marketers believe location-based advertising is the ‘most exciting’ mobile opportunity for 2016, according to a recent IAB UK study I quoted in our digital marketing stats round-up

This is a huge endorsement from the marketing community, but how many people really use this channel to its full potential? 

For those still relatively new to the term, or for anyone wanting to refresh their knowledge, I’ve created this location-based advertising guide for you.

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ecommerce in mexico

Five reasons e-retailers are looking to expand into Mexico

Due to lack of infrastructure brands have historically been hesitant about entering the Mexican ecommerce market.

However this is changing and, as the internet retail landscape in Mexico booms, there has never been a better time for online businesses to expand into the region. 

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Ecommerce in China: What are the challenges & opportunities?

China presents an increasingly tantalising market for brands looking to expand their ecommerce presence internationally.

But what are the exact challenges and opportunities they face?

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Leaping towards localisation: Worldwide sales in 2014

As we draw towards the end of the year, it’s always interesting to review what products or services sold well to whom around the world.

It’s also a time when we try to foresee opportunities for the next year ahead. 

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Personalised Hollywood star

17 highly informative personalisation blog posts and reports

In a week’s time we’ll all be basking in the reflected glow of some of the world’s biggest brands at our Festival of Marketing.

The likes of LEGO, Tesco, M&S and Barclays are set to share their marketing wisdom, and we’ve also booked Tulisa and Bradley Wiggins to add some random celebrity glitz to the mix.

One of the streams at the festival focuses on personalisation, so to help you get to grips with the topic ahead of time I’ve rounded up a load of blog posts and reports on the topic.

Here they are in all their glory, but don’t forget to also head over to the festival website and book yourself a ticket...

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commonwealth of independent states

Eight factors to consider when growing an ecommerce business to Russia & the CIS

The growing list of ‘back and forth’ economic sanctions between the West and Russia has brought into popular focus just what a key market this has become for some of the world’s largest commercial brands.

What is often lost in this conversation however, is the growth and development of the surrounding CIS (Commonwealth of Independent States) region as an online marketplace.

The region is often known for its complex geo-political relationships but in fact, these countries share a lot of cultural and linguistic patterns that are particularly visible in online search.

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Extend your global social media reach by communicating locally

Giovanna Chirri, the reporter who broke the news of the Pope’s resignation, got the scoop ahead of other journalists because she understood the Latin in which the Pope made his announcement. She tweeted the news as others waited for the official translations to come from the Vatican.

Of course, this was an exceptional set of circumstances. I doubt there will be a sudden rush on Latin text books. But it does illustrate a point: to be understood by an audience, you must speak the same language.

English is the world’s most spoken language, and the language that has become the default for global businesses. It’s usually the starting point for campaigns both online and offline.

But while English is the most spoken language online, it only accounts for a quarter of all social content.

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Tips for localising social media content

Over the last few years, social media marketing has grown up from an experimental avenue for reaching students and twenty-somethings to a major channel for global companies to communicate with their customers.  

Tools like Facebook and Twitter are now a major avenue for customer service and marketing for most global brands, and users are responding in droves. It’s fun, it’s easy and it’s extremely convenient.

But, these digital consumers demand elegant solutions for interaction, which has opened a host of complications for global brands.   

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Five ways to market your brand abroad

William Hague’s recent call to British business leaders to ‘stop complaining’, ‘work harder’, and ‘get on a plane’ to find growth opportunities has angered some business leaders.

But an increasing number of UK retailers are discovering new markets abroad without getting on a plane. E-commerce, adapted websites and well-executed international internet marketing programmes are seeing UK business selling to Europe and beyond while keeping the business firmly rooted in home soil.

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Should I translate my website?

With orders received from other non-English speaking countries and a desire to expand, many companies are faced with a choice of how far to go with the localisation of their site. 

New research helps brands make that decision, from a full localisation of site and all campaigns, to a partial localisation of just the keywords and ads.

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Selling to the multilingual UK market

Foreign language consumer groups within domestic markets represent a massive untapped market, and one that doesn’t require e-commerce businesses to alter their shipping, payment or logistics set-up at all...

It’s well-established that if you want to sell to people overseas then you need to communicate in their language, but what about the consumer groups in majority English-speaking countries whose first language is other than English?

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The foreign language internet: the 21st century gold mine?

Times are tough in the English language internet. With billions of pages of content competing for your attention, and many of them optimised for search engines, getting your web page into the broader search consciousness can be like running up the down escalator.

There is a place, though, where there’s less competition for keywords and domain names, and less content overall, and that place is the non-English or foreign language internet.

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