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How Product Development Teams Can Benefit from Continuous Localization

How Product Development Teams Can Benefit from Continuous Localization

Companies that follow agile development workflows are increasing turning to continuous localization to release multilingual versions of their products.

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How Google Could Help Brands Connect Online Ads and Offline Purchasing Behavior

How Google Could Help Brands Connect Online Ads and Offline Purchasing Behavior

Google believes it can now track purchasing offline and connect it to online interaction by partnering with merchants handling debit and credit card data.

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How to Describe “Luxury”

How to Describe “Luxury”

An analysis of the adjectives and abstract nouns used by the top 10 luxury brands to describe themselves and their products.

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Are You Bold Enough to Let AI Represent Your Brand?

Are You Bold Enough to Let AI Represent Your Brand?

AI is starting to play a role in the customer brand experience. Many smartphone owners are making use of their virtual personal assistant; brands are making use of chatbots and voice-activated apps to help guide customers through the decision process. AI is being used to represent the brand as customers connect with it – but it’s a leap of faith to entrust the customer experience to artificial intelligence.

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Profiling Africa’s Emerging Middle Class

Profiling Africa’s Emerging Middle Class

Brands that are looking to engage with emerging African consumers tend to make false assumptions about the direction of economic growth is taking consumer demand across the continent. There’s an assumption that households with rising incomes will adopt the same spending habits as they do in more established economies, with growing interest in consumer goods and even luxuries.

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9 Ways Transcreation Can Improve Your SEO

9 Ways Transcreation Can Improve Your SEO

If you are serious about expanding into international markets, transcreation of your website and marketing communications is critical for your success.

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How Businesses Can Achieve Personalization at Scale

How Businesses Can Achieve Personalization at Scale

Personalization works. We know for a fact that it can help raise the ROI of marketing spend by between 5 and 8 times, and lift sales by at least 10%. That’s according to McKinsey figures. We also know that sales rise when customer web experiences are personalized, and personalized calls to action raise conversion rates by over 40%.

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Measuring Your Company Culture to See How it Enables or Hinders Your Strategy

Measuring Your Company Culture to See How it Enables or Hinders Your Strategy

The idea of measuring a company’s culture may seem rather weird to some managers. Culture seems to be too intangible to measure, and too subjective to track. Some leaders still don’t grasp the importance of organisational culture in helping achieve corporate goals.

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Bridging the Gap Between Mobile and Desktop eCommerce Customers

Bridging the Gap Between Mobile and Desktop eCommerce Customers

It’s well known by marketers that mobile traffic has surpassed desktop and mobile conversion rates are relatively low compared to desktop. But many retailers have gone through a myriad of mobile optimisation strategies in order to convert mobile customers, but research suggests these strategies simply aren’t nurturing the results as expected.

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Understanding Customer Product Review Trends in European Markets

Understanding Customer Product Review Trends in European Markets

Online shopping has become a multibillion-dollar revenue stream for retail businesses across the world. In Europe alone, B2C eCommerce is predicted to generate over €250 billion in revenue by the end of 2017. With the rise of eCommerce sites such as Amazon and eBay, retailers around the world are under pressure to win over customers who have a vast amount of choice when it comes to buying products and services online. In fact, consumers are now turning to each other for guidance.

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Understanding Meme Marketing in Global Businesses

Understanding Meme Marketing in Global Businesses

Memes can quickly become a shared cultural phenomenon for people in very different markets. Harnessing these popular phenomena can bring opportunities for global businesses. But memes are fleeting things, and it’s hard for large business to respond quickly enough. Getting it right culturally is an even harder prospect.

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Why the Language Proficiency of Your Employees Could be Key to Your Competitiveness

Why the Language Proficiency of Your Employees Could be Key to Your Competitiveness

With companies increasingly seeking to expand abroad, language proficiency has become an increasingly critical issue for large brands. It’s deemed so important that some companies are investing in language training for existing staff, and seeing their reputations improve as a result.

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Understanding the Delicate Matter of Self-Promotion

Understanding the Delicate Matter of Self-Promotion

If you’re coming from a country that values modesty, it can be hugely difficult to integrate into a working culture where self-promotion is the way to get ahead. That’s the case for many foreigners entering into US workplaces. The US working culture values self-promotion far more than many other countries. So how to get ahead in such a cultural environment, without compromising your personal values?

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Why English is Considered the Language of the Skies

Why English is Considered the Language of the Skies

English has been the language of air travel since at least the 1950’s and this status was further cemented in 2008 when the International Civil Aviation Organisation introduced language proficiency requirements. Those working in aviation are now required to take regular tests to prove their English language proficiency, with the aim of improving communications and promoting safety in the skies.

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Understanding the 6 Dimensions of UK Culture

Understanding the 6 Dimensions of UK Culture

Psychologist Dr. Geert Hofstede published his cultural dimensions model at the end of the 1970s, based on a decade of research into IBM employees in 50 countries worldwide. Since then, it's become an internationally recognized standard for understanding cultural differences and the basis for much work-orientated cultural training.

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The Key Components of Success with a Global Marketing Campaign

The Key Components of Success with a Global Marketing Campaign

Global marketing needs to tread a fine balance. On the one hand, centralizing your marketing operations is a great way to create a single global voice for your brand and control your brand identity. Centralising resources can really help reduce costs, as it prevents efforts being duplicated across various markets.

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How to Make Global Marketing Locally Relevant

How to Make Global Marketing Locally Relevant

Reaching out to an international audience of consumers is top of the agenda for international brands keen to reach an expanding middle class worldwide. But it’s not easy to get the right balance between brand consistency and local relevance when you’re a major global brand.

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How Your Organisation Can Identify and Respond to Technology Megatrends

How Your Organisation Can Identify and Respond to Technology Megatrends

There’s huge innovation afoot in fields such as advances in robotics, analytics, sensor technology, 3D printing and other technologies are "radically accelerating" this pace of innovation. With technology offering firms a potential competitive advantage, those who make the right decisions could leave competitors far behind.

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GDPR Compliance: Is Your eCommerce Business Prepared?

GDPR Compliance: Is Your eCommerce Business Prepared?

In spite of Brexit, the General Data Protection Regulation (GDPR) is now a hot topic for many retailers in the UK as the British Government introduced a new Data Protection Bill incorporating the European regulation. However, only 54% of UK businesses expect to be compliant by the time the regulation comes into force according to a survey by the Direct Marketing Association (DMA).

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How South Korean Beauty Brands Are Winning Consumers in India

How South Korean Beauty Brands Are Winning Consumers in India

South Korea is inarguably a world leader when it comes to beauty. It’s one of the world’s most influential and innovative skincare markets, with many recent developments in beauty technology originating from here. South Korean innovations include sheet masks and ampoules, and the market’s also good at coming up with beauty-related tech innovations.

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