Global Marketing
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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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Localized vs. Native Language Marketing Content
If you’re expanding into new markets and using content marketing as a strategy to attract more visitors to your website, one of the very first questions you’ll probably ask is this: “Should we localize marketing content, or should we create it natively in other languages?” The answer really depends on your overall international expansion strategy.…
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Is Your Global Brand Cookie Cutter or Couture?
When does a brand make the leap from being an international one to being a truly global one? An international brand is one that has a presence in multiple countries. A global brand has a cohesive and recognizable brand presence that cuts across borders of language and country. But all too often, marketers believe that…
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8 Reasons to Translate Website Content
Need to make a business case to translate website content? Look no further. Here are eight powerful stats that highlight why it’s important. Use these to gain support to localize your web content, so you can help drive international business growth. 1. Customers Prefer When You Translate Website Content Source: Common Sense Advisory When Common…
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Should You Do Local Influencer Marketing?
Influencer marketing is a technique used within digital marketing to drive awareness of a brand. So, if you’re a global marketer, should you leverage influencer marketing in order to target local audiences? One of my readers sent in this great question recently. Quick answer: I think most marketers can achieve greater long-term results by investing…
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How to Create a Modern Marketing Strategy
What is a modern marketing strategy? Successful marketers in the digital age create a marketing strategy that accomplishes two key things. First, they put the customer at the center of their marketing strategy. Second, they create strategies that are globally scalable. In this post, I’ll share more on what a modern marketing strategy looks like.…
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Applying Inbound Concepts to Localization
I’ll never forget the day one of my marketing mentors introduced me to the concept of inbound marketing. I was a marketing leader at a B2B SaaS company at the time. I devoured the inbound book and every blog post I could find on the topic. I had no idea back then that I’d end…