What’s the (Not-So-)Secret Sauce of Global Marketing?

In my previous blog post, I talked about why, in this day and age, it’s so important to think outside the English-speaking box and translate your web content into other languages. Of course, it’s a favourite message of the language-services industry. Translation providers have a vested interest in convincing you that, to be competitive in today’s global marketplace, a multilingual website is essential. Go ahead and call us biased. But it’s hard to argue with the statistics.

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Social Media is the New Market Square

There was a time when all commercial activity was centered around the market square of a town or city. If you wanted to buy or sell anything, that’s where you went, even if you had to travel a long distance to get there. It was the place where you met up with your friends and caught up on the latest news and gossip. It’s where you haggled with merchants and gave them a piece of your mind – straight to their faces and in earshot of other customers. If you had something to sell, it’s where you set up your stall so customers could easily find you. It’s where you could network with business partners. And it’s where you kept an eye on your competitors, a few stalls over, to see what they were up to. Continue reading