Digital Strategy

Website localisation: three examples of best practice

Increased globalisation has presented brands with huge opportunities to expand into new markets and the internet has drastically lowered the barriers to entry.

This has resulted in increased global competition. So brands need to ensure that their multi-language websites are properly localised in order to succeed internationally.

I regularly advise clients on the best approaches to website localisation in various different regions around the world, and perhaps because of this, I can’t help but analyse the websites that I come across to see how well they are localised for their target markets.

In this article, I’ve identified some critical success factors to site localisation and highlighted some sites that, at least in my opinion, do it particularly well.

Personalization isn’t what you think it is

As marketers, we are all becoming more familiar with personalization as we recognize the need to tailor digital experiences to individual users. Only we are doing it all wrong. OK, partly wrong.

In this blog post, I explore the concept of ‘true personalization:’ tailoring the digital experience to the kind of relationship someone wants with your organization.

Rather than just customizing a digital experience according to what someone has clicked on, true personalization posits that the type of content someone consumes is far more important to building long-lasting and deep relationships.

How marketers can drive engagement at every phase of the purchase cycle

It’s not just the moment of purchase that matters. To successfully build customer loyalty requires fresh marketing strategies at every phase of the purchase cycle: before, during, and after.

Before deciding to spend their hard-earned money with your brand, consumers receive countless messages that detail product announcements and ways to save money. To break through this noise, a streamlined and efficient engagement strategy is critical.

At the time of purchase, on the other hand, with consumers facing options from dozens of competitors, brands must change the shopping game to aid consumers in making an educated buying decision.

Finally, after a purchase is made, your brand has a choice of either allowing the customer to walk away in anonymity or continue the conversation by creating an identified and meaningful ongoing relationship.

Avoiding ecommerce deployment disaster: 10 areas to watch

Replatforming and deploying major updates are some of the most stressful moments for an ecommerce team.  

These moments are vital for staying ahead of the competition, for introducing innovative new features or responding to user testing, but they’re also the point at which things can go most wrong. 

Too often when you or your agency throw the hypothetical switch you end up with a site that’s got serious bugs or, even worse, no site at all.  

What can you do to ensure that the deployment of your new platform, or of important revisions to your existing one, run seamlessly and effectively?

Good digital video ads aren’t just TV spots on different devices

Brands invest a lot into creating TV ads so it’s not surprising that marketers want to get as much value as possible out of the content they’ve created by using them in digital advertising campaigns.

However, marketers are often repurposing and using TV ads online in pre-roll or mid-roll spots. The ads launch automatically without the device user having any choice in the matter and the TV ads are generally out of context with the content around the ads.  

Anyone watching on-demand TV content knows that this is a frustrating ad experience, and it’s even more of an intrusion on the smaller screens of tablets and smartphones.

A study from our R&D department shows that eight out of ten people are annoyed by ads which self-initiate on their handheld devices.

Consumers’ acceptance for interruptions on their digital devices is far lower than on TV, and the ad is considered a significant intrusion to their content consumption.

How Cadbury took Google+ by storm

Cadbury UK certainly made a splash when it showed up as one of the early adopters of Google Plus.

Despite its near immediate success on the platform (the brand gained 1.2m followers in a matter of months) many others have been slow to get on board with the not-so-new social network.

I wanted to share with you how Cadbury has used the platform to take its content marketing strategy to the next level.

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