Leveraging Replicating Global Content is  a key savings factor for global and regional companies.

You heard that “Content is a King” is a main slogan for 2014.

After 10 months I will fully agree with this statement.

But sometimes I feel overwhelmed with many newsletters and poor posts.

Simply some people think that it is enough to post something on regular basis with key words and it will help.

I noticed many online tools that monitor what is popular on twitter, facebook or google and suggest some posts.

Yes, it is true. There are specialized companies in such posts creation for very small amount of money.

Good content means many followers, many clicks and likes on many portals.

Good posts need attention and time.

You know that content management is really important element for any company.

It is important for small local businesses, as well as for mid-sized companies and especially for global companies.

We are in process of globalization. It means that majority of the same products are used in many countries. The usage is the same, the technical specification, functional specification can be used in all countries that our company operates with some local legal modifications and restrictions.

Only European Union has 24 languages. Our world uses over 120 languages globally.

It means that global companies have to prepare many operational and marketing materials for different markets.

What is a “content” for your company and your customers

It is the basic question you need to answer first.

Typically:

1. website information

2. whitepapers – services and product presentation

3. videos – tutorials, product presentations

4. podcasts – interviews with CEO

5. catalogs – product catalogs

6. internal communication

 

Leveraging & Replicating Global Content

next step is to find out the most common and neutral content that can be shared in different languages.

You should always remember about search engines optimization. It means that such content should be properly described with meta tags, alt tags, key words, microdata, richdata.

Translation systems

there are a couple of translations software, systems that can help you with majority of your localization tasks.

smartling.com – for smaler companies

Onesky.com

Crowdin.com – very good for websites

transifex.com- applications only

bttranslations.com

star-group.net – for global corporations

 sdlintl.com – most known with huge experience platform ( over 10 years on market)

US shoppers behavior changes 2014 report presents a trend that I noticed a few years ago. We are using more and more mobile phones, smart phones and tablets in our purchasing journey.

I found a great report : Mapping the US Shopper’s Mobile Path to Purchase prepared by DNC recently.

Please find below the most important findings:

  • In 2014, 29% of US consumers said smartphones were the most important shopping tool up from 23% in 2013.
  • 42% of consumers consider a mobile device as the most important resource for a purchase decision just behind laptops and desktops at 43%.
  • 60% of US consumers claim to have used only their smartphones when deciding which restaurant to visit.
  • 40% of US consumers claim to have used only smartphones when deciding on their choice of entertainment.
  • 35% of US consumers say they used only smartphones when deciding on which car to buy.

US shoppers behavior changes 2014

  • 68% of US consumers conduct pre-purchase research on their smartphones at some point in their purchase journey.
  • Among US consumers who research on their smartphones, 37% make the final purchase in a store followed by 35% who make the final purchase on their smartphones.
  • 67% of US consumers conduct pre-purchase research on their tablets at some point in their purchase journey.
  • Among consumers who use tablets for research, 41% end up making the final purchase on tablets, 33% make the final purchase in store, and 32% use the laptop to make the final purchase.

final purchase location 2014

  • 74% of US consumers conduct pre-purchase research on their laptops at some point in their purchase journey.
  • Among consumers who use laptops for research, 52% make the final purchase on laptops followed by 37% who make the final purchase in store and 21% use their tablets to make the final purchase.
  • 60% of US shoppers conducted research in stores.
  • Among the store researchers, 57% end up buying from the store compared to 29% who buy from their laptops.
  • 53% of US smartphone using shoppers accessed the device when inside their homes in 2014 up from 32% in 2013.
  • 76% of tablet using shoppers accessed the device in their homes in 2014.
  • 49% of entertainment shoppers used their mobile device to browse and see options.
  • 48% of telecom shoppers and 47% of auto shoppers used their mobile device to browse and find options compared to 36% of restaurant shoppers.
  • 58% of US shoppers prefer visiting retailer website for product discovery.
  • 33% of US shoppers preferred to access retailer branded apps.
  • Only 13% of US shoppers prefer to discover products and services through opt-in notifications and alerts.
  • 72% of US consumers use their mobile devices to research electronic products.
  • 57% of shoppers in the clothing category and 46% in the shoes & fashion accessories category use their mobile devices to research products.
  • 46% of US consumers research household items on mobile devices and 45% research appliances to discover possible purchase options.
  • 49% of telecom shoppers conduct in-depth research on mobile devices to narrow down their choices compared to 20% of restaurant goers.
  • 61% of smartphone using shoppers and 50% of tablet using shoppers look up possible locations they can visit near them.
  • 52% of shoppers access smartphones and 44% access tablets to look up directions to local stores.
  • 41% of US shoppers accessed smartphones and 42% accessed tablets to look up reviews and decide on which store to visit.
  • 38% of smartphone using shoppers and 32% of tablet using shoppers called local stores asking for information such as opening and closing times, availability of product, and on-going promotions before deciding to visit.
  • 80% of consumers use mobile devices inside a store to enhance their shopping experience, up from 64% a year ago.
  • The most popular way to use mobile devices while in-store is to comparison shop (59%) followed by searching for coupons (48%) and reviews (47%).
  • Retail stores are the top business venue for consumer mobile usage accounting for 31% of mobile connections followed by restaurants (21%), service-related venues (19%) and financial institutions (15%).
  • 28% of in-store mobile usage happens in clothing stores followed by convenience stores (18%) and specialty stores (12%).
  • 52% of US consumers share retail related posts on social media.
  • 51% of consumers visit social media platforms to post pictures of items they are interested to purchase.
  • Only 18% of consumers visit social media sites to post videos of the products they are considering for purchase.
  • On average, 62% of consumers who used a mobile device during the shopping process made a purchase. An additional 16% deferred purchase for a future date.
  • 49% of smartphone using shoppers and 42% of tablet using shoppers complete their purchase within an hour or less of using their mobile device to start browsing for options.
  • On average 65% of mobile using shoppers make a purchase on the same day they started browsing for possible options on the device.
  • 23% of US shoppers who used their mobile device inside a retail store made a purchase on the device itself up from 12% a year ago.
  • For both smartphones and tablets people are most comfortable spending $100-$249. Smartphones outpace tablets for purchases under $250, while tablets outpace smartphones for purchase over $250.

“What marketing tools work in small business”  I was asked many times.

You have a full range of tools and methods:

  1. You know all off-line marketing tools like:
    1. banners
    2. business cards
    3. advertisements in radio,
    4. press,
    5. visual identity – papers,
    6. calendars,
    7. even packages,
    8. off-line catalogs,
    9. trade shows
    10. membership of professional organizations, etc.
  2. On-line tools:
    1. website
    2. email campaigns
    3. affiliate systems
    4. other portals
    5. blogs
    6. podcasts
    7. online catalogs
    8. online shops, etc.
    9. social media
    10. twitter, etc.

Recently I got a request to help one wholesaler that sells interior design products. They had a clear vision and great products to present.

But they forgot about hotels and restaurants as their prospect clients. After analysis I suggested it and some other good tips.

They had to change a little bit their marketing strategy and materials to enter and get such clients.

 

There is another story for B2B small businesses marketing tools.

There are plenty of tools but you have to be realistic about what you can afford, but more than that, what will actually help you where you are.

If you build your expertize, sell your products to prospective customers, the best and less time and money consuming tools are following:

 

B2B marketing tools:

1. Consistently post actionable content on your blog.

2. Guest post on sites that have a larger audience than you.

3. Be interviewed on podcasts.

4. Build your email list – better with crm, automation marketing like Marketo, SalesManago

5. Connect with your audience and know what they actually need – use good landing pages, test your website using Optimisely

6. Create, modify products and services on regular basis – to be always on the top of interest.

You noticed that I didn’t mention any Adwords or affiliates campaigns here. Yes, I think that for long term operations, you can successfully operate without it.

Adwords conversion rates dropped rapidly. Too many companies are using it. You will find many tutorials how to differentiate, how to build a successful campaign. All these tutorials are based on history. Please remember that Google is changing all the time its machine.

Of course I can help – I know and use many tools that can be useful for small, medium companies. Some of them can be also applied to huge companies but they use different tools.

2 years anniversary!!! Wow! It was an amazing time for me and my co-workers, parters and clients.

My project of helping other companies grew and developed during that time.

Digideo started from business consultancy in e-commerce mainly.

Now we have more services and more business consultancy experience:

  1. marketing outsourcing
  2. e-commerce audits
  3. Magento, Opencart and shopify expertize
  4. marketing strategies setting in Europe and USA
  5. marketing segmentations and competitors analyzis
  6. social media
  7. cooperation with new partners – plus
  8. FMCG consultancy

It is just a beginning of Digideo’s journey.

This year I plan to create a place for DIG IDEAS make happen for all people that would like to start their business.