New research shows that marketers are investing more in localizing their content for international audiences – here’s why

When it comes to going global, marketers are pumping dollars into their translation and localization efforts. According to research from 2016, the total amount that companies invested in translation and localization increased from $26 billion in 2010 to $38 billion in 2015.

Why does localization matter so much to companies these days? Localization – the process of adapting a product or content to a specific locale or market – can make or break a company’s success abroad. It differentiates brands that communicate effectively with international markets from other brands that remain foreign and inaccessible to international audiences. Dedicated investment in content that speaks an audience’s language and aligns with their cultural norms can help companies win new market share around the world.

According to new research, this trend is continuing at Read more


Chart of the day: 28% of internet users use social media to research and find products to buy

Time spent on social media per day is increasing and as a result, online buying is increasing. On average we now spend around 2hours 15minutes per day on social media and 28% of internet users use social media to research and find products to buy.

Our buying patterns are evolving and this is good news for many brands as commerce and social activities are taking place in the same space. Social commerce is taking off and according to Global web index ‘as 2017 draws to a close, two converging trends could lay the groundwork for social commerce to re-enter the stage: changing consumer mindsets and evolving social engagement patterns’.

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What exactly is keyword clustering?

To cluster keywords means to group your long overwhelming keyword lists by relevancy.

I have done an article explaining keyword clustering in a most easy-to-understand way.

At the heart of it, keyword clustering is what it sounds like: you take relevant keywords and arrange them together into groups.

Use these keyword clusters to:

  • Better understand your topic
  • Optimize your content for several keyword phrases instead of one
  • Discover more concepts and subtopics inside your niche
  • Broaden your content to include more related terms and phrases
  • Structure your content by turning related terms into subheadings

Before keyword clustering:


After keyword clustering:

Serpstat clustering

Here’s how it helps:

Keyword clustering helps

Most importantly, keyword clustering helps to see concepts behind keyword strings.

Useful Keyword Clustering Resources

Goodbye Keyword Optimization: Welcome To The Age of Topical Optimization by Stoney deGeyter

Instead of optimizing your site for keywords and hoping to rank here and

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At MailChimp, we’re big fans of storytelling as a learning tool. As a marketing automation platform for small businesses, we encourage our customers to share their challenges and successes with other users through our What’s in Store newsletter. Likewise, we challenge our employees to tell their own stories about work and life. While our customer stories motivate millions of folks who are struggling every day to build their businesses, our employee stories can help motivate our coworkers as they manage their careers.

We offer employees the chance to improve their speaking skills through workshops with public speaking coach Bill Smartt. I am privileged in my role as Director of Talent Strategy to get to occasionally watch and critique my colleagues’ talks as part of this program. Early on, I noticed a common theme amongst the MailChimp speakers network: failure. Folks here seem quite comfortable sharing their oops/uh-oh/OMG moments Read more


Chart of the day: Know how and where to target Generation Z consumers in 2018

Generation Z, also known as post-millennials, are the latest generation to take to online media consumption, adopting a social and mobile-first approach to online research channels.

Targeting millennials has, in the past few years, become a buzzword for any business that wants to delve into the minds of consumers who want more brand engagement, charity-inspired campaigns, and tech-savvy marketing. However, Generation Z are, what some call, the future of social consumerism. Starting from the mid-1990’s (approx 1995) these are the generation who live and breath online, where social media, staying connected and latest trends are vital to daily life.

By these dates, Generation Z are approximately 21-22 years old, starting their careers or in full swing knowing who they are and where they want to be. It is the generation where traditional advertising might not … Read more


Chart of the Day: Most effective email marketing tactics ~ Part 1 of 2

This is a two-part series, where we will look at the most effective email tactics and those that are the most difficult to implement.

What is a tactic?

Tactic – noun

An action or strategy carefully planned to achieve a specific end.

Step 1: Where do I start?

Before you even begin to think about the strategy, you need to decide what end result you want. What does success mean for your email marketing? Does it mean:

  • Opens and clicks
  • Revenue
  • Subscriptions
  • List growth
  • Brand awareness
  • Customer satisfaction
  • List growth

Step 2: What tactic do I use?

In our chart below, there are 7 tactics that have been used, with varying success. There are many others that you can use, for example, A/B copy testing, asset creation, refine campaigns and more. What I would say, my … Read more


Chart of the day: Online advertising grew 11.5% like-for-like in the first half of 2017 in Europe.

€2.6 billion spend on advertising was added during the first half of the year, across search, display and classifieds/ directories.

Research by IAB and IHS Markit shows marketers are increasing online advertising spending. The report focuses on advertising in Europe only.

In this chart of the day blog post, I will update you on latest research by IAB Europe and IHS Markit, with charts from their Adex Benchmark from the first half of 2017.

Search advertising is leading and display advertising has grown the fastest, interestingly online video is up 20%.

As shown in the chart above, search advertising dominates online ad spend, but there is a huge jump in growth of over 13% for display advertising.

The report also found that most growth is online advertising spend is on mobile, with mobile … Read more


“What makes good email good?” This question gets asked all of the time, but it never really gets a concrete answer. Best practices float around, but there’s isn’t a hard set of rules that have proven to always be able to create “good” email. Here at MailChimp, we have millions of customers sending billions of emails, and this led me to believe that if anyone could help suss out this secret set of rules, it could be us.

So, this spring I joined forces with our Data Science team to try to nail down what impact visual design can have on email campaign performance. We wanted to look at accounts that have consistently high-performing campaigns to see if they shared any common design elements.

To get started, we needed to define exactly what a “high-performing” account is. We decided to look at accounts that consistently sent campaigns that got clicks, Read more


Chart of the day: 1 in 2 are shopping online via mobile

Global Web Index’ latest research confirmed that online shopping has now become a mobile-first activity. This change indicates the changing behaviors towards online shopping as more users turn to mobile.

According to Global Web Index mobile will ‘pave the way for location-based retail, AR shopping experiences, social commerce, and mobile payments to take on a more prominent role in the consumer’s path to purchase’.


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A newly launched SaaS will be up against hefty competition and numerous potential customers who have seen it all before.

The owners and administrators of the service can get a quick leg up by following a few tried and true SaaS growth strategies. Compare your strategy against the checklist below, and you’ll be better prepared to achieve your marketing goals for launching your SaaS.

1. Get a Plan Together

Too many SaaS marketers try to wing it. They assume they’ll be able to form their plan as they go. They put out a campaign, check the analytics, test the results, and Read more