language

How local languages should influence your search & advertising strategies

A simple online search and a quick scroll of Wikipedia can give anyone a good idea of what the core language(s) of any markets are. 

In most cases it can be assumed that the main official language(s) would be the key driver of performance for any search campaign. However, there are certain complexities that marketers should take into consideration when planning for multilingual campaign expansions.

Saving language: How will the rise of AI affect linguistics?

Language isn’t an exact science. Often, there is no “perfect” answer.

While much is logical, many elements are harder to explain, untethered as they are to any fixed set of rules. For instance, when is a thought expressed with an indicative vs a subjunctive mood? When to use polite vs casual phrasing in languages such as Korean or Japanese? How to articulate an expression that doesn’t exist in a target language?

Eight cultural differences that impact conversion

You have a website, or perhaps you have multiple websites, and you want to ensure that conversion in markets outside of UK and US is as high as possible.

In this case, especially for markets in the Middle East and Asia, it pays to know how a country’s culture will impact interaction with your content.

Joe Doveton, Director of Conversion Services at Globalmaxer delivered a fascinating talk at last week’s IDF, run by Oban Multilingual. Here are some of my practical takeaways.

Whatever market you are approaching, make sure you have considered how these eight factors play.

If you’re interested to learn more about international digital marketing, check out Econsultancy’s training courses.

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.

Tips for planning multi-language websites

Having a global channel literally at our fingertips obviously does not mean that our message is being understood globally. Whilst some organisations have made much progress in resolving the issues of acting globally online, for others it remains a complex problem.

So what should a company be thinking about when considering the globalisation of its website? 

How Google detects language

There were some very good discussions late last year about geo-targeting neutral domains, focusing around pointing Google Webmasters at multiple XML sitemaps and country specific folders.

The next problem is how to target multiple languages in the same country for a multi-lingual website. I think I have found the answer…

A man walks into a bar

A Martini, you would think buying one would be simple.If your Business to Business website were a bar, what sort of bar would it be? After the festivities of the past two weeks, here’s a suitably alcohol-related story about how B2B websites frequently serve the needs of the organisation over the needs of the visitor, and how you can change this for your company.

So, a man walks into a bar, and asks the Bartender for a Martini…

Facebook makes a major update

Facebook, which now has 190m users and continues its ascent as the world’s largest social network, has rolled out a major update.

There are UI changes and new features alike and many are designed to put Facebook into the competition as talk of the ‘real-time web‘ heats up.