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Going Global by Going Local: Why localization improves engagement - Brian Solis

Going Global by Going Local: Why localization improves engagement - Brian Solis | ENT | Scoop.it

Starbucks and Blackberry, for example, has understands that country pages that featured localized content in addition to the global initiatives fostered interaction as much as 10 – 15x than those which featured English-only content. Maybe it's time for everyone to do something on this way. I see the difference, since I publish in several language on my Facebook, fan page, and you? OK, this is not an issue for people who speak only one language in their country or who are not active internationally. [note Martin Gysler]

 

The world is becoming a much smaller place. But even with social media contributing to a globally connected society, businesses that continue to take a global approach to social content and engagement may be missing opportunities for greater resonance and relevance. While a global presence is necessary for any organization hoping to connect with customers around the world, placing reliance on one prevailing strategy is just the beginning. In any web strategy, including social and also mobile media, localization is king.

 

Read more: http://www.briansolis.com/2012/01/digital-localization-optimizes-global-strategies-to-improve-experiences-and-results/


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Research Says It: Traditional Marketing Is Dead

Research Says It: Traditional Marketing Is Dead | ENT | Scoop.it

Robin Good: If you still think that there's no better way to promote your product and services other than via banner ads and traditional "broadcast"-type marketing approaches, think again. Data and research studies now confirm what many have been saying for a long time.

 

Traditionally advertising, PR and marketing as you know them, are working less and less.

 

From the original article on HBR: "Traditional marketing — including advertising, public relations, branding and corporate communications — is dead.


Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear.


First, buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant."

 

But if it is true that traditional marketing is dead, what will replace it?

 

"There's a lot of speculation about what will replace this broken model — a sense that we're only getting a few glimpses of the future of marketing on the margins.


Actually, we already know in great detail what the new model of marketing will look like. It's already in place in a number of organizations."

 

The solution pivots around four key points:

 

1. Restore community marketing.

2. Find your customer influencers.


3. Help them build social capital.


4. Get your customer advocates involved in the solution you provide.

 

And you can read more what are the key characterizing trait of this new model by reading the full article.

 

 

Good article. Recommended. 8/10

 

Full article: http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html

 

(Image credit: Shutterstock)


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satish01's comment, February 19, 2013 5:16 AM
prologicwebsolutions.com
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Comment favoriser les commentaires positifs sur les réseaux sociaux ?

Comment favoriser les commentaires positifs sur les réseaux sociaux ? | ENT | Scoop.it
Comment favoriser les commentaires positifs sur les réseaux sociaux ? Quelle stratégie suivre ?
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Education Is The New Marketing Strategy

Education Is The New Marketing Strategy | ENT | Scoop.it

Robin Good: Just as much as music is no longer in the hands of record companies and books are no longer in the hands of traditional book publishers, learning is not anymore in the hands of schools and other educational institutions.

 

Today a person can learn from a myriad of new different sources, at his own pace and time.

 

"The internet has democratized education and businesses should take notice.

 

You are in business because you have some area of expertise.

 

Sharing your expertise is a way to help you build your brand and provide value."

 

From the original article: "The Education of Millionaires, a book by Michael Ellsberg that proposes that the best investment in education is one that offers lifelong, relevant knowledge that will make you financially successful.

He urges people to find mentors and experts to teach the skills they need, rather than investing six figures in a traditional college education that is unlikely to contribute to their ability to earn a living.

I have mixed feelings about suggesting that people forgo or drop out of college, but I believe we are seeing a trend worth noting.


People are looking to non-traditional sources to learn from. Education and business are merging. "

 

The article is full of short, valuable insights, like these:

 

"As a brand, your expertise in the product you sell — in every way it affects the people who use it — sets you apart. If you sell shoes, you could teach fashion or fitness. If your product is food, teach nutrition."

 

"Consumers need information to choose when there are too many options."

 

"Education is a form of curation."

 

Right on track. Must-read. 8/10

 

Full article: http://www.socialmediaexplorer.com/digital-marketing/education-is-the-new-marketing/

 

 

 


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