“Think globally, act locally” has applications far beyond saving the planet. In fact, with the empowerment of modern technologies it should become a mantra for all marketing and branding professionals. Here’s why.

With business becoming more international in nature, those that rise above the competition are those that understand the importance of cultural diversity, when planning their marketing and sales efforts.

Social and community platforms are continuing to emerge and grow; while those larger, more established platforms, are converging to become global integrated experience and marketing platforms. As the pace and purpose of people evolves and accelerates, platforms are becoming more embedded into the lives and behaviours of an increasingly broad set of audiences.  Global brands …

One of the key challenges for global brands is determining the actual reach of their respective social media assets. Social analytics are valuable here – but at the same time, what data can you trust?

“We’ll take the best from the West and we’ll bring it to the rest of the world” – I cannot remember the number of times I have heard this sentence since the early 90’s. Likely as many times as “If this product is good my country it will delight the rest the world” came up …

Brands fall into two clusters, defined by their success. Roughly one in five organizations is a “leader” that routinely hits their global marketing targets and timelines. What makes them different?

The nature of online customer acquisition is changing at a rapid-fire rate.  Globalisation has become a galvanising force, leading many companies down the path of localisation to reach new international markets.  A critical piece of the global expansion puzzle is website translation.  However, translating the company website has historically not always been an easy endeavour.  …

To maximize the effectiveness of launches and campaigns, companies must localize their products, customer experience, marketing, and other corporate communications.  But which languages are vital for your brand to deliver optimum ROI from your localization? One social media company began its globalization phase by setting out to address 80% of the world’s online population.  This …

So you have decided that it’s time to go international, researched your markets, decided on the targets and now you need to localise your website.  Can you just run the site through Google Translate and hope for the best? Even if you navigate the tricky tasks of language, culture, product suitability and logistics; how do …

“Global web content is like kudzu, the Japanese weed that climbs over trees or shrubs and grows so rapidly that it kills them”. That’s how Deb Jul described her frustration in 2008.  As Web Content Manager of Online Computer Library Center (OCLC), she saw the organization’s website grow from English-only in 1995 to nine languages …