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.

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. 

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…

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.

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.