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For extra credit post international marketing information that you find interesting and comment on material posted by others!

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"Marketing drives profit, product longevity, and brand loyalty." #jacksonstateuniversity #drcatchings

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Innovation is a paradox for most of us. On the one hand you are well aware that you have to take new roads before you reach the end of the present dead end street. On the other hand it is risky. It takes a lot of time. And it takes a lot of resources. Research shows that only one out of seven innovation projects is successful. I like to share with you six simple concepts from my practice as innovation facilitator that enable you to become a better innovator at the front end of innovation.

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What Social Media Can't Do For International Marketing

By Liz Elting

By using Facebook, Twitter, YouTube, blogs, and other social media, organizations can engage prospects, promote deals, encourage brand loyalty, and feed traffic to their websites—increasing the likelihood of gaining conversions and boosting profits. Marketing professionals might therefore be hard-pressed to find the downside of social media interaction.

However, a marketer’s social media play gets significantly more complicated when she engages on such platforms in multiple countries and in scores of languages.

That’s not to say that internationally focused companies should neglect social media. Tweets, Facebook status updates, blogs, and YouTube videos can be valuable elements of strategic, integrated marketing campaigns.

Follow these six best-practices to ensure the greatest return on investment in localized social media.

1. Start with international search engine marketing (ISEM)

Keywords are everything. That is true domestically, and it is true internationally.

Before you build a blog for China, or produce YouTube videos in French, or start tweeting in Spanish, do your keyword homework. Assign adequate resources to researching target markets and building keyword lists that will resonate with customers and search engines in those regions.

That work requires an awareness not only of regional dialects and colloquial speech but also of the algorithms of locally preferred search engines.

2. Social media cannot save a poor marketing campaign

For all the hype surrounding social media marketing, it can’t carry an otherwise-lackluster marketing effort.

International outreach should be a multipronged effort, including ISEM practices, targeted pay-per-click ads, relevant landing pages, multilingual rich media, adapted banner ads, out-of-home advertising, experiential marketing with people on the ground, philanthropic community involvement, and events, such as launch parties and networking functions.

To avoid disappointment in your social media effort, view it as one piece of many that comprise a whole campaign.

3. Social media requires local hires

Relying on machine translation might be a fast, cheap way to localize content from afar, but it fails to deliver in traditional marketing, and it can turn into a real mess in social media, which requires ongoing, authentic engagement.

Find a local translation expert who is aware of international messaging, cultural norms, local news, and search-engine parameters. Rely on that person to drive social media interaction in the targeted market.

4. Social media is not a one-and-done activity

The beauty of social media is that it enables a marketer to connect directly to a prospect. The challenge of social media is that such connections work best when cultivated over time and in an ongoing, conversational form, rather than a quick-hit broadcast.

Blogs need fresh, relevant content, preferably several times per week. Twitter streams must be fed multiple times per day, and customer tweets should be answered promptly. Facebook walls need to be monitored and updated.

Those are ongoing tasks that require seasoned translators who can devote time to content creation and social media management.

5. Recognize when social media works and when it doesn’t

Some markets reap vast ROI from strategic investment in social media. Others do not. If your domestic audiences do not respond well to your efforts on social-media platforms, carefully consider whether your outcomes will be different internationally.

6. Best-practices in localization span platforms

The marketing community is excited about advances in social media campaigns, and for good reason. More than ever before, marketers can directly cultivate new customer bases and rapidly increase brand awareness.

Internationally, social media success hinges on the same sound strategies that support other campaigns. A foundation of ISEM and expert translation are both key to engagement on blogs, Twitter, Facebook, and other platforms.

With a comprehensive marketing operation to support it, a social media campaign can resonate in any language.

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The Promises and Pitfalls of Translating Marketing Content

By Swamy Viswanathan

When you’re marketing to global audiences, your messages must be accurate, concise, and targeted to establish consumer trust and brand loyalty. Satisfied customers often result in repeat purchases and increased return on investment (ROI). That is where translating marketing content comes into play, ensuring that messages are properly conveyed to various global audiences.

Marketing groups have traditionally approached translation with caution, because it’s expensive, time-consuming, and somewhat of a black art. Consequently, translation was applied only to documents such as manuals or to ads.

With the advent of the Internet, however, translation was extended to cover websites as well—with the main intent being localization of a site for a specific market.

Within the last few years, we’ve seen a radical transformation not only in website content but also in how the content is created and used.

User-generated content now dominates by volume. It can be created either by nonprofessional writers who are employees of a company (e.g., bug-fix write-ups, how-to’s, chat logs, and other such support content) or by users of a company’s product or service (e.g., product or service reviews).

Needless to say, Web users are heavily influenced by the product or service reviews of their peers and by the utility of the content needed to resolve an issue at any given moment. And for Web properties that depend on visitor traffic for monetization, translation of content is invaluable in several ways.

Here are some promises and pitfalls of translating marketing content to maximize ROI:

If content on a page is translated along with its corresponding page tags and keywords, users can easily find website content in their native language. Why is that important? Bounce rates are typically lower and conversion rates are typically higher if visitors can find content in their native language on a page. If the content of a page is translated, then it is indexed by the popular search engines and becomes findable when a search is conducted in the site visitor’s native language. Making content natively findable is a good way to increase organic traffic to a page. For that to work, the appropriate search terms leading to the page also need to be translated. A typical challenge that site owners face is determining how they should translate the site’s content. Depending on the type of content, different translation methods should be used:

Ad copy, brochures, manuals, and legal documents are examples of content that is best translated by humans so that emotions and nuance can be properly conveyed. On the flip side, all “fact-based communications”—which cover much of the user- generated content to be found, such as reviews, product-support information, and chat logs—are well served with automated translation performed by domain-trained engines. Although human translation is obviously “human perfect,” it tends to be slow, expensive, and frequently inconsistent. Automated translation, on the other hand, is fast and less expensive.

With that said, it is necessary to ensure that automated translation conveys facts accurately and is of appropriate quality, so that readers find the translations understandable and the information useful.

Delivering understandable, useful information on the Web can have a measurable impact on a company’s brand promise to communicate with its customers. But that information must be delivered timely and in the appropriate languages, else website visitors may view the company poorly.

Selecting the appropriate translation method for each type of Web content enables companies to extend their marketing reach and deliver on the brand and customer experience.

* * *

Translation applied correctly enables marketing to achieve its goals of making content findable, increasing Web traffic, retaining visitors, and improving monetization. Translation applied carelessly, however, can result in misinformed and unsatisfied customers, a damaged brand, and a lower ROI for marketing campaigns.

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Brand Beckham: Five Lessons in International Marketing From David and Victoria Beckham

By Gary Muddyman

Brand Beckham —the husband-and-wife partnership of former England soccer captain David Beckham and former Spice Girl Victoria, aka Posh Spice—is worth an estimated £145 million ($226 million).

How can this team of “formers” be more famous and worth so much years after their prime, you ask?

The answer, quite simply, is brilliant international marketing. The fame of “Posh and Becks” straddles five continents. Beckham is the second most-recognizable foreign word in Japan (Coca-Cola is first).

So what can David and Victoria Beckham teach us about international marketing?

1. Set up base abroad

It’s not enough to regularly travel to a new market. If you want to really succeed in that market, somebody has to live there. You never really understand a culture until you’ve lived it. Someone in your company has to be living and breathing the culture, getting to know the people: how they speak, what they like, and how they respond to marketing.

David Beckham first left England to play for Real Madrid in 2003. He was already a well-known soccer player in Europe, but by no means the most popular European star.

Beckham’s time at Real Madrid secured his popularity outside the UK and Europe, most notably in Asia. The Spice Girls had already had remarkable success in Asia and reasonable success in the US. The Beckhams knew, however, that they had to conquer the US, as a couple, if Brand Beckham was going to be around for the long haul. So, in 2007, Posh and Becks moved to the US, as David signed a contract playing for LA Galaxy—a team most of his fans had never even heard of.

It was a controversial move. Most of the British press wrote him off and predicted a significant devaluing of Brand Beckham. Did that happen? Just the opposite. Becks retained a fierce commitment to England and captaining the England team at the same time he watched his US popularity grow. His regular visits back home kept him on the front page of newspapers and magazines, and he came to be one of England’s most loved captains.

Lesson: Expanding abroad doesn’t mean ignoring your original home. Give both the attention they deserve, and you’ll be sitting pretty.

2. When the cat’s away, the mice will play

UK readers won’t remember Posh’s reluctance to move to Spain as much as they’ll remember David’s alleged affair with Rebecca Loos, his Spanish personal assistant.

Lesson: If you want to take your business abroad, you have to be committed to it and you must be prepared to make the right sacrifices. If you’re not there to manage the operation, trouble could easily brew.

3. Learn the local lingo

David fully committed himself to learning Spanish when he went to Real Madrid. His kids learned it, too. At the time, Becks joked that his kids were teaching him Spanish slang.

Lesson: Learn the language, learn the slang, and learn the cultural references. Although David was criticized for his relative lack of fluency, the Spanish accepted that he was making a genuine effort and loved that his kids were picking it up. Even if your CEO doesn’t speak the language of every market you’re in, you should have local staff who can speak to local customers in their own language.

4. Make friends with the locals

The first thing Posh and Becks did when they landed in LA was to be photographed with Tom Cruise and Katie Holmes. The gesture loudly told the skeptical British press that the Beckhams had been welcomed into LA society. It also made Posh and Becks visible to an audience that had never heard of them before.

Lesson: It helps to make powerful friends early on.

5. Don’t lose your identity

You may now think that to succeed abroad you have to entirely alter your business’s identity. That’s not true. If you’ve ever heard David or Victoria speak, you’ll know they haven’t lost their English accents. David has polished his speech, no doubt, but he’s never lost his east London accent. He’s still a footballer, a former England captain, and he still accompanies the England team to the World Cup. And Posh, while now a fashion designer, is still, well, Posh.

Lesson: People are attracted to your brand in the first place for a reason. You don’t have to lose your brand essence to be successful abroad—you merely adjust your marketing to achieve the same feeling with the appropriate cultural references.

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I have been interviewing over 30 multimillionaires, 5 billionaires, world-class athletes, NYT bestselling authors, and billionaires. Moreover, having a family member who has been ranked # 21 wealthiest person in the US and #41 in the world by Forbes a few years back, gave me some insides on what ultra successful people do daily

Think about the theory behind marketing. How can you successfully market internationally! Hope you enjoy this article. #jacksonstateuniversity #drcatchings

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