This week in international marketing: Business Cultures of the World | Localization of Mobile Applications | 1 Billion Users with Website Localization | GDPR for European Marketing

by Julia Litvin

1. Business Cultures of the World 

Did you know that in Japan, seating in meetings is determined by seniority? Before your next trip abroad, compare international business styles with Gengo’s interactive guide.

Source: Business Cultures of the World


2. Localization of Mobile Applications: Best Practices and Common Mistakes

Smart phones and tablets have become increasingly popular among millennials and older generations. Applications are now the interface that can meet almost every conceivable purpose. As businesses strive to expand into new markets and implement a global eCommerce strategy, they need to include mobile applications as part of their marketing strategy, and provide a carefully-adapted and user-friendly application to its target users. From internationalization to roll-out, a company must navigate effective translation and image localization. While doing so there are a few factors to consider if you are planning to localize your application.

Source: Localization of Mobile Applications: Best Practices and Common Mistakes


3. How to Reach Over 1 Billion More Users with Website Localization 

SaaS companies are always on the lookout for ways to “win the hearts” of their potential customers, particularly those in the developer community.

To do this, you have to start with what you know about who the potential customer is. This is why personalization campaigns have emerged as valuable ways of connecting. You start with a nugget of information about a potential customer, and use this to show them exactly how your tool can be helpful given their unique situation.

There are so many potential ways to personalize your message and connect with customers based on what you know about them. But one of these powerful sources of customer insight—their geographic location—is often overlooked. Companies often build their websites to reflect the language, price, and culture of their own team's location, rather than the potential customer's.

This can inadvertently exclude a huge potential market and untapped revenue. By using geographic location to make instant website personalizations, companies can connect with billions of potential site visitors that were previously overlooked.

Source: How to Reach Over 1 Billion More Users with Website Localization


4. Marketing in Europe? Wherever You Are, You Need to Know About GDPR 

Data collection has become such an integral part of marketing strategy that we’ve almost become blind to what it actually means: the collection and storage of personal data in exchange for the ability to send messages. It’s also such a basic strategy play that many assume every country operates the same way. Not so. And it’s about to get more difficult, especially if you’re marketing in Europe.

The General Data Protection Regulation, or GDPR, applies to both “controllers” and “processors”—those who collect and those who store—and is supposed to improve and simplify data protection for EU citizens, residents, and businesses. Anyone who maintains a record of personal data must adhere to strict guidelines to mitigate risk of breaches—which includes data stores in CRMs, marketing automation systems, and so on.

Source: Marketing in Europe? Wherever You Are, You Need to Know About GDPR


This was our 'best of the week'. Next week we will continue to provide you with the interesting and current news on digital globalization, culture, language, localization and international digital marketing.

Stay tuned.

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