By its global nature, the Internet provides an easy point of access to consumers worldwide. Many companies online have used the Internet’s reach to target foreign markets and have achieved international success. The opportunities that are available to companies online on a global scale are abundant, but challenges exist in successfully penetrating foreign markets. The primary challenge is that of localization, the process through which content is translated and made relevant for an audience encompassing cultural, social and legal norms.
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What gets more attention from prospects: listings with images or those with customer quotes?
As it turns out, the answer is “yes.” Mediative recently completed a study watching people interact with search results in Google Places listings. They wanted to know where people look, whether listings with reviews influence people and if/how people use the maps.
The study involved 12 in-person participants using eye-tracking software and another 90 participants online. The premise was that each participant took an imaginary road trip across Canada, choosing a place for a friend to get a tattoo in each of 4 different cities: Hamilton, London, Winnipeg and Edmonton.
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Google Maps, now Google Places, can be a controversial topic when it comes to finding legitimate locations for a business and legitimate reviews.
The 8 pack of listings with the map that shows up for local search results is a coveted listing and it seems that for many search requests, these listings are not always helpful. Then when you look at the reviews for even helpful listings, it’s often easy to spot those that are fabricated (makes one wonder about businesses that get fake reviews).
So goes the story for Google Maps who recently changed their name to Google Places. Hopefully that’s a sign that things are changing for the better.
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