Blog

TranslateMedia’s blog on Translation, Language, International Business and Marketing. We collect news and write in-depth pieces on the translation industry.


Hourglass

Real-Time Marketing and Its Application in B2B Commerce

May 20, 2015 at 11:40 am

Real-time marketing is a timely, agile style of promotion focused around current events and immediate feedback from customers. Rather than sticking to pre-planned campaign activities that fit within a long-term marketing plan, real-time marketing means creating and promoting content relevant to whatever is going on at a particular time. It’sRead More

Internet slang

How the Internet is Changing Language

May 19, 2015 at 10:27 am

Prevalent use of the internet has spawned a number of linguistic conventions, many of which could have lasting impact on language. Use of digital devices and the many opportunities for communication occasioned by the internet have required language to jump through many different hoops. People are communicating with people theyRead More

Uber in China

The Trials and Tribulations of Uber in China

May 18, 2015 at 9:18 am

App-based transportation network Uber has experienced rapid worldwide growth and the controversial service is now muscling its way into Asian markets. But it hasn’t all been plain sailing for the taxi hailing app in China’s feisty environment. Uber offices have now been raided in two separate Chinese cities and theRead More

Website Localization Case Study: Vertu

Website Localization Case Study: Vertu

May 15, 2015 at 9:00 am

How TranslateMedia helped Vertu reach high-net-worth individuals in global markets. Vertu, a leading manufacturer and retailer of luxury cellphones, wanted to enhance the customer experience across their Middle East, Chinese and Russian markets, while growing business in Europe, principally the UK, France, Germany and Italy. In order to achieve this,Read More

Server room

Standalone, Proxy or CMS Integration

May 14, 2015 at 9:13 am

Which is best for managing multiple international websites? Deciding between the various approaches to managing multiple international websites is a critical step in the localization process and one that is likely to significantly affect the future performance of a website. One of the most common challenges faced by marketing, ecommerceRead More

Ethnographics

How Big Brands Use Ethnography for In-depth Customer Insight

May 8, 2015 at 10:10 am

This article looks at how Xerox and Intel are using ethnography to develop viable products and improve the lives of their users. Ethnography is a type of study that tries to describe the social life of humans. Using qualitative research, ethnographic studies aim to produce a detailed description of everydayRead More

Chinese junk boat

The New Spice Routes: Thriving Cross-border Ecommerce Trends

May 6, 2015 at 12:12 pm

The historic Spice Route was a well trodden path formed by merchants bringing spices from exotic places such as Indonesia westwards via the Persian Gulf and through the Red Sea, before finally travelling overland through Europe to reach the tables of the West’s wealthy and powerful. The old Spice Route wasn’tRead More

Price tag

Advice on Pricing in New Markets

May 5, 2015 at 10:46 am

When companies get their pricing wrong – it’s far more likely that they’ve pitched it too low than too high. That’s according to management consultants McKinsey anyway. Underpricing your product means your company doesn’t achieve the profits that it could potentially have generated. But pitch prices too high and youRead More

New York shopping

How UK Fashion Brands Are Finding Stateside Success

April 30, 2015 at 11:44 am

American businesses have long eyed up opportunities in the buoyant UK retail market with US brands typically establishing a presence in the UK as a launchpad into Europe. Now a large number of British retail brands are heading back in our direction. In many cases, these ventures have met with considerable success. TheRead More

B2B personas

Developing Effective Personas for International B2B Marketing

April 27, 2015 at 10:40 am

Successful B2B marketing is all about reaching the right audience at the right time. That’s why it’s so critical to understand exactly who your target audience is and what their needs and expectations are at any given point. B2B marketing spend is regularly wasted on activities that don’t manage toRead More