Automotive Marketing: Four Lessons From Infiniti’s Global Branding

Shahrzad Warkentin

Row of carsPreviously available only in the U.S. market, Infiniti recently took its brand of luxury cars to the global market and has seen a significant increase in sales. Infiniti’s success is due to the effective global strategies it developed during its international expansion. The following are a few automotive marketing lessons you can learn from, no matter what industry you’re in:


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Four (More) Travel Trends to Consider for Your APAC Online Marketing Strategy

Chelsea Baldwin

Sanphet Prasat Palace Ancient City Bangkok ThailandDue to the growth of the Internet in the Asia-Pacific (APAC) region, there are a few things to keep in mind when planning your online marketing strategy to book more rooms and sell more tickets. We’ve already told you how the growth of the middle class is changing the profile of the international traveler and why you need to make sure your travel website has been translated. In this post we’ll cover four other key trends impacting the travel industry.

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5 Web Translation Resolutions for the New Year

Chelsea Baldwin

Hand underlining 2015 Goals with red marker isolated on white.As the new year approaches, it is the perfect time to set resolutions for your business that correlate with your goals to get serious about international growth.

But growing to your full potential in international markets requires more than speaking your audience’s mother tongue—you need to go beyond the technicalities of grammar and speak their language.

The following five resolutions for 2015 will help you get serious about growing your international business for your product online and become a smash hit in your new target markets:

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4 Things You Never Knew You Wanted to Know About the (Spanish) Dictionary

Carlos Garcia-Arista

stack of language dictionariesIf a word is not in the dictionary, does that mean it isn’t a real word? This is one of the questions translators are most often asked, understandably enough, in the creative and irreverent world of marketing, where new terms are frequently coined and are just as easily forgotten once they have served their turn. So, how are dictionaries created anyway? How does the DRAE (the Dictionary of the Royal Spanish Academy) decide which words to include or update?

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Finalizing Your Localization Strategy: Three Important Questions to Ask

Amanda Kondolojy

world Map. Best Concept of global business from concepts series.(Elements of this image furnished by NASA)As a marketer, putting together the nuts and bolts of your localization strategy can be hard work. Planning out broad content strategies, nailing down specifics when it comes to regional keywords, and taking regional preferences into account are all big ideas that will help you reach your target audience. However, as you put the finishing touches on your localization strategy, it can be easy to overlook some key details. Ask yourself the following three questions to ensure your strategy has all the essential components you need for success:

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Do You Need Spanish Translation or Not?

Vijayalaxmi Hegde

hispanic woman shoppingA marketing data company recently published a report on Hispanics and their shopping habits. Among other things, it said that Hispanics prefer advertisements in English, suggesting that Spanish translation efforts may not be necessary.

Whoa, not so fast! Companies that cater to Hispanics – and which U.S. company isn’t catering to this 53-million-strong community? – should consider our argument before applying the brakes on Spanish. Here’s why:

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Keeping Translation Workflow Running on Track

Rick Robinson

To bring decentralization to the many people it serves, the railroad employs decentralization practices.

Is there a place for centralization in global marketing and translation management? Nothing is more “decentralized” than reaching global customers and employees in their own language, which is why translation and localization play such a major role in global marketing. But when you decentralize your business, you’re risking fragmentation, unless a centralized framework is put in place to help hold the structure together. If translation itself is all about reaching faraway clients in their own language, translation workflow should be about keeping everyone on the same page, even if the words are different.

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Five Reasons We’re Grateful for 2014

Nataly Kelly

As the year comes to a close, we’re extremely grateful here at Smartling. So many exciting things have happened in the past twelve months, for our company, our customers, our partners, and for the translation industry in general. Here are some of our favorite highlights of 2014:

1. Putting our customers in the spotlight.

Nothing makes us happier than seeing our customers achieve global success, especially when our technology helps make it happen. We were thrilled to be featured this year with our client Pinterest in Fortune magazine, with 99designs in Inc magazine, and with Vivino in Mobile Marketer.

We were also delighted to deliver joint presentations on stage with customers GoPro, Shutterstock, RunKeeper, HotelTonight, IMVU, and Pocket, so they could share their expertise with other globally-minded business leaders.

2. Paying it forward and helping other software start-ups.

This year, we were also proud to share some of our own lessons learned with other software companies and start-ups. Our CEO Jack Welde shared some of his top lessons on leadership in his own column at the Wall Street Journal, and also published his advice on the peaks and valleys of start-up life.

Our CTO Andrey Akselrod wrote for Wired about building and retaining an amazing tech team, and his thought leadership was also featured in Fortune magazine and Investor’s Business Daily.

3. Additional votes of confidence in our technology.

As reported by the Wall Street Journal, Fortune, Crain’s and VentureBeat, Smartling received an additional investment of $25 million to continue developing the world’s leading translation technology, bringing our total to more than $63 million. We’re using that investment wisely, and we’re excited to show everyone what we’re working on next.

4. A beautiful new office in the heart of Manhattan.

Having grown our company far beyond our original office space on Park Avenue, we packed up and moved our corporate headquarters into a gorgeous new space on Broadway. Our NYC-based employees now have a fun and inviting space to work in. Come visit us if you’re in the area! We also extended the Smartling family beyond New York this year with new teams and offices in Boston, Dublin, and Kiev.

5. The people who made it all happen.

We couldn’t be prouder of our employees for their ongoing commitment to making sure that our customers have the best experience possible with a product and company we all strongly believe in. We’re determined to help more businesses see that there’s a smarter, tech-powered way to translate.

With that, we’ll leave you with a few candid shots from our holiday party photo booth below, so you can see some of the faces of the people whose hard work brought us these achievements in 2014. (See more from our team in this fun new video.)

Smartling Holiday Bash 2014

What Can We Learn from Coca-Cola’s Global Marketing Success?

Shahrzad Warkentin

Coca-Cola reaches a world-wide audience with these successful global marketing techniques.

As the most recognizable brand in the world, Coca-Cola certainly knows a thing or two about successful global marketing. At over a century old, Coke remains an industry leader both in product sales and marketing. The following are some of the keys to the iconic company’s strategies:



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Mobile Translation: Three Tips for True Conversion

Doug Bonderud

Young attractive woman with a smartphone over the background with a different world languages (language school concept)If you’re considering a move to global markets or just aren’t seeing the sales numbers you want overseas, it’s time to consider mobile translation. Getting it right in this burgeoning market is becoming a non-negotiable, especially since business-to-consumer (B2C) mobile commerce will top $50 billion in 2014 alone, according to Marketing Land.

However, there’s a catch. Words alone aren’t enough to capture consumer interest, especially on devices with limited screen space. The following are three tips for taking your mobile translation to the next level:

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