February 2023
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To Truly Delight Local Customers, Take a Lesson from KitKat
Working in B2B software, I’m often asked for inspirational examples of how the “best of the best” companies really crush it with localization. The truth? The best examples are usually not found in the B2B space. True excellence in delivering highly local products and experiences is more often found in the B2C space, where companies…
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Understanding Localization Marketing and Marketing Localization
You might come across the terms “localization marketing” and “marketing localization,” two terms that are often used interchangeably. Here, let’s take a look at the definitions of these two concepts, to understand how they are different. “Localization Marketing” Is a Strategy Driven by Digital Marketers When a marketing team decides they will generate demand in…
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How AI Will Help Us Improve Writing and Content Marketing
There are lots of discussions among writers and marketers right now about whether AI content creation tools will replace writers, and how it will transform the profession of content marketing. AI will replace certain types of writing work that happens today. And it will most definitely change content marketing. In this post, I’ll share some…
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What Transcreation Means, and How Leading Global Companies Use It for Marketing Campaigns
The term “transcreation” describes the process of adapting content for a given target audience to make sure that it resonates with the intended effect. To help illustrate what successful transcreation looks like, I’ll start out by sharing some fun examples of how transcreation is used within recent local and global marketing campaigns from some of…
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Common Mistakes with International Growth Strategy
When companies develop an international growth strategy, the output is often a simple grouping of countries, mapped primarily to market size or current customer base. That’s a great starting point, and can give your teams a better sense of where to focus, within the range of possibilities the world has to offer. However, that’s usually…
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How to Define Localization (with 27 Examples)
Creating a web app? It’s important to make sure what you’re building can be quickly and easily localized. Here’s a list of 27 web application localization best practices to help you on your way.
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Rebound: Motivating Yourself After Tech Layoffs
So you’ve been laid off by a large tech company. I am so sorry. That stinks! Also: Welcome to the rebound! You’re going to come back stronger than ever. How do I know this with such certainty? Because technology will only keep evolving and propelling society forward. There are highs and lows, zigs and zags,…