Demanding Views

By Judd Marcello, Smartling

To effectively compete in today’s global market, it’s no longer enough to have a website and SEO strategy targeted only at the English-speaking world.

Companies that have customers around the globe — or multilingual customers in the U.S. — need to think about translating and localizing their websites, mobile apps and other digital content, and then optimizing each for relevant organic search ranking, traffic and conversions.

By Andy Bear, Quad/Graphics

“Consumers' time and attention around media is in flux…while the risks and rewards are potentially high in this environment, the ability to stake a claim in the expanding industry pie is central to companies’ growth,” according to a Nielson report released in the fourth quarter of 2014 about media and technology user trends.

As technology becomes an increasingly larger part of consumers’ lives, it should be no surprise that it is also becoming more and more critical to marketing strategy. Marketers must think smarter and leverage technology tools to create strategic, targeted messaging in order to reap the benefits.

By Jamie Anderson, SAP

Selling today is complex, and it’s no secret that the B2B buyer is king. They are digitally connected, socially networked and well informed. At the same time these empowered buyers are inundated with aggressive pitches, irrelevant sales exchanges and the fear that they aren't making good purchasing decisions. It can’t be that bad, though, right?

Apparently, it can be. A recent global survey, commissioned by SAP, highlights the biggest frustrations that B2B buyers have when vendors sell to them. The results leave you asking, "Where’s the personalized, human, touch?"