This week in international marketing: Website Translation | Agile Marketing | Global Content Marketing Strategy | International Marketing Risks | Examples of Excellent Localisation

by Julia Litvin

1. Top 10 Reasons to Translate Your Website

What better way to introduce your company to new markets than website translation? And gain a whole new customer base? These are only two of many reasons to translate your website. Your website is arguably the most important tool you have to connect with customers online. It is also the easiest way to launch into new markets and grab more market share. Here are just 10 reasons to translate your website – there are many more.

Source: Top 10 reasons to translate your website

2. Agile Marketing Meets Localization. An Interview With Julia Cames

Interested in hearing how global companies are approaching content marketing in an increasingly agile world? Then read on for interesting insights from Julia Cames, Marketing Content Team Lead at GetYourGuide. 

GetYourGuide is a Berlin-based booking platform for travel tours and activities, an industry where agility is crucial. Julia attended LocWorld 34 in Barcelona last June, where she participated in a panel discussion: Marketing Content at the Speed of Agile – Game Changing Times for Global Brands. 

An interview about her thoughts on agile marketing, localization, user experience and global analytics.

Source: Agile Marketing meets Localization. An interview with Julia Cames

3. 8 Questions to Answer Before Launching a Global Content Marketing Strategy

Having travelled most of his life, Giuseppe Caltabiano thought that starting a global content marketing programme at his former company, Schneider Electric, would be easy.

He soon found out that was not the case. Creating a global content marketing strategy from scratch required many months of coordination with numerous teams around the world. 

The following are crucial questions that all stakeholders must agree upon to ensure the strategy has a good chance of success:

Source: 8 Questions to Answer Before Launching a Global Content Marketing Strategy

4. International Marketing: The Risks of Not Adapting Your Product

When drawing your international marketing campaign, never dismiss product adaptation. Yes, in some contexts, and considering some well-established and well-known brands, adaptation may be held to a minimum. However, in most cases, and specially if your company is in its evolutionary stage, your motto should be ‘Adapt or die’. It may sound dramatic but it can actually mean the rise or fall of your brand.

Source: International marketing: the risks of not adapting your product

5. 4 Examples of Excellent Localisation of a Global Online Presence

Which 4 companies had an excellent global online presence in 2016?

Whilst studying common localisation pitfalls and working to ensure that you avoid them is helpful, it is also essential to look at examples of how successful international brands are achieving excellent localisation.

Source: 4 examples of excellent localisation of a global online presence

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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