share tweet share pin it e-mail share A company’s name is the most ubiquitous part of its brand. It’s what people type into Google, it’s on business cards, stationery and coffee cups. Even when a logo is universally-recognized, people see the swoosh and instantly think the name, “Nike.” That’s why a name is so important. That’s why Anderson Consulting spent a reported $100 million dollars on its rebranding as Accenture. When it comes to China, you might think, “My brand won’t change just because I’m expanding to a new country!” You couldn’t be more wrong! An awareness of the necessary intercultural adjustments is the key to choosing a name that will help your brand succeed with Chinese consumers. A Western brand by any other name What’s the first thing Chinese consumers think of when they hear the word “America”? It’s a beautiful country – that’s … [Read more...] about Postcards from China: Branding and Creating Chinese Names for International Companies –
Migrants returning home from europe
It's no secret I'm skeptical when it comes to social media fads. I've never been a fan of Digg, I STILL don't get the allure of Facebook and I'm more than a little tired of the flood of invites in my email whenever people find "the next big thing." That's probably why I dismissed Twitter as a fairly silly idea that was indicative of our need to now broadcast each and every detail of our lives to the world. (Because really, do you care that personX just got home from the gym?) That said, a few friends in the industry finally convinced me to log on just after the first of the year. After all, you shouldn't knock it until you try it right? I've been "trying it" for a month now. I have to admit; I was absolutely wrong. Sure, there are folks who flood Twitter with mindless drivel, but Twitter also features a vibrant community leveraging the tool in interesting ways and bringing people together the way only really good technology can. I'd vowed to give Twitter a month to win me over. That … [Read more...] about Part One: From Twits to Tweeple, Why I Embraced Twitter and You Should Too
According to a recent survey conducted by the e-commerce management platform Narvar, 95 percent of online shoppers polled said they would shop again with a retailer that provided a satisfactory return experience. And 82 percent of the survey participants who had already returned an item to a retailer confirmed they were repeat shoppers of the store. In an attempt to determine how an online retailer's return process impacts purchasing behavior, Narvar surveyed 700 US consumers who had returned at least one online purchase during the past year. "Most shoppers are frequently returning online purchases, while remaining loyal to brands if they have a positive experience," says Narvar CEO, Amit Sharma, in an announcement covering the survey findings, "Retailers who want to remain competitive will find ways to reduce friction in the return process." Forty-nine percent of the online shoppers polled said they check a retailer's return policy before purchasing. When it came to the most … [Read more...] about 95% of online shoppers say a positive return experience drives loyalty [Report]
From the it’s so crazy it just might work department: YouTube launched roughly 100 original content channels a year ago hoping to transform itself from a repository of short-form clips into a bona fide cable TV alternative with all the brand advertising revenue that implies. Today YouTube is announcing an expansion of that effort (60 more channels), for Europe and beyond: From local cuisine, health and wellness and parenting to sports, music, comedy, animation and news, this new lineup of original channels will have something for everyone. They are backed by some of the biggest producers, well-known celebrities and emerging media companies from Europe and the U.S. Google is throwing a lot of programming spaghetti against the refrigerator and hoping that some of it sticks. The person behind the effort is former Netflix executive and YouTube’s Global Head of Content Robert Kyncl. He cites a bunch of “momentum” stats in his blog post announcing the intentional … [Read more...] about YouTube Launches More Original Programming Channels In Europe And Beyond
Comscore Media Metrix shares lots of fabulous data — but their most recent release of data relating to May was amongst the richest they’ve ever released to the public. Interesting at first sight, is the fact that the Netherlands are the most engaged population online (as you can see in the chart below) beating the Turkish by a small margin. Engagement in this context means the number of page views per month per average visitor. I was disappointed to note that my other family home of Austria is at the bottom of the league (probably because it’s a very beautiful country and time is spent outdoors) but most of the rest of the engagement chart fits with what I might expect. Further analysis of the data, however, produces some fascinating insights. Those of us that work in search marketing are well used to talking about “Internet penetration” meaning the availability of an Internet connection as a percentage of the total population. Comscore’s data … [Read more...] about The Most Engaged Population In Europe Is Dutch But The Future Is Russian
Enhance your business results with technology-powered marketing. Attend MarTech: The Marketing Tech Conference. Marketing technology experts from Europe’s leading companies will share successes and learnings. They’ll discuss implementing marketing solutions and re-engineering their organisations to optimise the investment. Keep reading for what to expect at MarTech or check out the complete agenda. Then reserve your spot at low “beta” rates before they expire next week! • Andreas Starke, the chief marketing technologist at SAP, will share his experience in helping to transform SAP’s own marketing department, including the architecture and implementation of a single marketing platform for real-time customer insights. • Thomas Burklé, chief marketing technologist at the Hager Group, will describe the exciting collaborations between marketing and IT at his company to pioneer new “smart home” opportunities — and discuss the … [Read more...] about Final Agenda For MarTech Europe Is Up. Register Now!
On the first full day that we had a Google Home in our house, we interacted with it 473 times over the course of the day. Four hundred of those were my two-year-old asking it to play “Cherry Bomb” by The Runaways, followed by his mother or me interrupting with, “Hey Google! Stop!” (Look, I love that song, too, but enough is enough, you know?) The point is, watching the way that my family interacts with the device, and how often they interact with it, I’m more inclined to believe the forecast that sales of Amazon Echo and Google Home type devices will go from 1.8 million this year to 15.1 million in 2020. Have you seen this demo video from Google I/O?: It really can do all of those things, like turn on your lights and help you plan your day. There are many times where it gets stumped and says “Sorry, I’m not sure how to help with that,” but not nearly as many as Amazon Echo, as you can see in Danny Sullivan’s review. For the most … [Read more...] about SEO without SERPs is here with Google Assistant, Home and Amazon Echo. Here’s how to survive.
Another month has come and gone and we’re now in the home stretch of 2015! As usual, our favorite social networks debuted numerous updates and changes, the majority of which were from Facebook. YouTube and Pinterest each announced major adjustments to their platforms with Pinterest integrating seamlessly with Google Maps while YouTube introduced an ad-free experience called YouTube Red. Here’s a recap of the top 10 social media updates from October 2015: Facebook Facebook’s ‘Other’ inbox is being replaced with more noticeable Message Requests.The Other inbox used to contain messages from people you have no connection with on Facebook. These would often end up being spam accounts, but occasionally a message from someone you know would end up there. Learn More: Facebook to Replace ‘Other’ Inbox With More Visible ‘Message Requests’ Facebook has made its entire index of public posts searchable. Previously, conducting a search on … [Read more...] about The Top 10 Social Media Updates from October 2015
Social media strategy and community building for small businesses and enterprise organizations can often differ. That’s why I recently interviewed Lissa Duty is the VP of Community Management at Advice Interactive, and speaker at the upcoming SEJ Summit in Dallas on March 31st (which we still have a few spots open for! Request an Invite Now). Her session covers social media, and I knew she’d have some key insight we could all benefit from. The SEJ Summit conference ticket cost is being covered by our partner, Searchmetrics, which delivers enterprise SEO and content marketing analysis, recommendations, forecasting, and reporting for companies who want potential customers to find them faster. If you aren’t in the Dallas area and won’t be able to attend that Summit, don’t lose hope! The SEJ Summit will be at five other locations this year: Chicago, London, NYC, Atlanta, and San Francisco. Here’s Lissa’s insight and recommendations for social … [Read more...] about 5 SMM Strategy Tips From #SEJSummit Speaker Lissa Duty
Want to see what other books SEJ has covered? Read our other reviews in the SEJ Book Club archive. For this month’s book club, I chose Sally Hogshead’s book ‘Fascinate: Your 7 Triggers to Persuasion and Captivation’ (affiliate link). Coincidentally, I chose this book several months ago and only realized she was set to speak at Copyblogger’s Authority Rainmaker 2015 conference when I arrived in Denver two weeks ago! So, I had the opportunity to not only see her speak, but also to read her book. (You can read my coverage of her presentation here.) If you ever have the opportunity to hear her speak, you should. Sally is an entertaining speaker! According to Webster’s Dictionary, fascination is “…the exercise of powerful or irresistible influence on the affections or passions; unseen, inexplicable influence.” But, according to Sally, it is a tool “born from a natural instinct to influence the behavior of others.” Here are … [Read more...] about 4 Lessons From Sally Hogshead’s ‘Fascinate’