Category Archives: multilingual marketing

Free travel industry report for 2014

Travel industry report for 2014

Linkdex and State of Digital have collaborated together to produce a travel industry report for 2014. It is clear that 2014 is likely to be an important year for the travel industry so this is a must read for anybody that wants to take the industry seriously. Not only is this a good report/study but it is free to download also.

The report is a great overview of what companies in the industry are / should be doing when it comes to online.

 The full list of chapter titles and contributors can be found below:

  • Executive Summary – Bas van den Beld
  • Foreword – Kevin May
  • Introduction: Surviving ‘Google Travel’ – Jono Alderson
  • From Teletext to multi-screen: Evolution in the travel industry from 1993-present – Lee Stuart
  • ZMOT Review: Where the customer journey begins – Google Think Insights
  • The Online Travel Ecosystem Diagram
  • Educating the Expedia Affiliate Network – Martin MacDonald
  • Creating a digital experience at Thomas Cook – John Straw
  • Housetrip: Finding a place to stay in the ecosystem – Simon Dance
  • The TripAdvisor business ecosystem: Completing the virtuous circle – Alison Copus
  • Adriano Comegna Q&A
  • Kevin Gibbons Q&A
  • Honest stories: Breathing new life into online travel content – Rob Cowen
  • Searching For Inspiration in Online Travel Content – Gian Caprini, Jade Conroy
  • Gus Ferguson Q&A
  • Digital opportunities in PR: Extraordinary travel campaigns – James Brooke
  • Building relationships for brands – Andrew Whiteside
  • British Airways’ multichannel travel content – Case study
  • Daniel Bianchini Q&A
  • A persona based approach to search and integration – Stefan Hull
  • A multi-signal search strategy: Integrating offline brand values with the digital offering – Claire Mason
  • Blueclaw Q&A
  • Stephen Pavlovich Q&A
  • Inspired by Iceland: An international marketing campaign case study – Kristjan Hauksson
  • Obermutten: Global interactions on a local scale – Inspired by a post from State of Digital
  • Conclusion – Bas van den Beld
  • Final Thoughts – Linkdex

 

eBook about content marketing

The title of the eBook is “Re-think Your Content Marketing” and I am one of over 30 authors contributing to this effort lead Matt Roberts at Linkdex and his team. This is in my books an industry defining book that contains chapters from great authors like Kristjan Mar Hauksson (myself) and some good industry friends like Lee Odden, Avinash Kaushik, Bas van den Beld, Stephen Lock, Rob & Nick Garner, Matt Roberts and Kevin Gibbons to mention few.

eBook Authors Ccontent Marketing

About the eBook
“Marketing is shifting towards content creation as a primary source of lead generation and – more importantly – as a key integrated process combined with search marketing, social media, analytics and public relations. We have been talking with some great people on how marketers can innovate to stay ahead of the curve and make the most of content marketing, and we wanted to keep those conversations going and give out this free 211 page eBook. Thank you to all the below people who kindly included their opinions in this publication.” Read more »

Infographics: Multilingual Development Process

I am often asked what is the right process for creating and distributing Infographs in an Multilingual Environment, the following process has in most cases worked liked wonders for us at Nordic eMarketing (NeM).

Infographie Processus de développement multilingue Infographics Multilingual Development Process Infografiken Multilingualer Entwicklung prozess

 

 

 

 

 

Brainstorming
After being briefed by the client, the NeM project team sits down and reviews the assignment. We might start with a set of ideas given to us by the client as the main guideline; however, we evaluate numerous possibilities in order to give the project that unique spark. Read more »

SEMPO Post: Opportunities in Global Search Engine Marketing

SEMPO just posted on their blog an article about the opportunities in Global Search Engine Marketing and the common mistakes done by International Marketeers around the world. Though 63% of the searches done on Google are in English 70% of the queries generated on search engines across the world are not in English. Underlining the fact that Google is not the only search engine and the opportunity in Global is in understanding the the fact that “Translation is not a matter of words only: it is a matter of making intelligible a whole culture.” (Anthony Burgess) However when we look at most companies search engine marketing practices in global terms, they seem to have missed the obvious.

You can read the full Opportunities in Global Search Engine Marketing here

Global Search Engine Marketing Book

Global SEM: Turn Right at Reykjavik – How to Reach Europe’s Biggest Markets

Kristjan Mar Hauksson speaking at the SES in San Francisco on Global Search Engine Marketing with Anne Kennedy as my co-speaker and Michael Bonfils as the moderator.

Session name:
Turn Right at Reykjavik – How to Reach Europe’s Biggest Markets

Session Description:
Aiming for Europe? It’s not as easy as you might think. Though allied under the EU, European countries are each unique, with diverse cultures, languages, and searcher behavior. Google owns nearly all the search market share across Western Europe, which simplifies search marketing platform issues, However, helping Google bot understand just which market you are after is more complex, especially when languages cross borders, as do German and French. Read more »