Designing for mobile is an essential part of today’s most successful business strategies. And the more people around the world who can access your mobile content, the bigger your potential market. According to Business Insider, one in five people in the world own a smartphone, and that number is rising exponentially. Whether you’re looking to translate website content for mobile users or localizing in-app content for a global user base, it is important to keep the consumer experience in mind. The following are four areas to consider when you are getting started:
Businesses in the fashion industry know they need to stay on their toes, because what’s in today may be out tomorrow. So, as a fashion e-commerce marketer in an industry that can change so quickly, how can you tackle demand generation, a marketing strategy that requires nurturing customer relationships over time? The following are three international e-commerce fashion companies that excel at demand generation:
Previously available only in the U.S. market, Infiniti recently took its brand of luxury cars global market and has seen a significant increase in sales. Infiniti’s success is due to the effective 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:
Due 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 discussed 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.
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. This includes when you translate website content.
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:
If 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?
A 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:
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. 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.
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.
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.)