Are you fluent in the language your customers speak?

SDL_bn_Truth4_300x250The world is shrinking fast — not in terms of actual geography, of course, but in our capacity to communicate with one another in multiple ways, in real time, 24×7. Now that we can send messages across miles of land and sea in a mere heartbeat, the global marketplace is open to virtually every business, and everything can happen right now.

As marketers increasingly do business across borders, and across an ever-expanding range of channels, delivering a consistent, compelling customer experience is no small feat. What makes sense for one region or culture may not suit the next . . . and no, you can’t simply rely on Google Translate to make it all turn out alright.

Why not?

Serving up Pinterest popovers for breakfast

Pinterest is concerned that your fans might not be following you on Pinterest. Sure, you have a Follow button on your website but it’s all mashed in there with that Twitter button and Facebook button and YouTube button and so on and so on. They also want you to know that helping people find you and your Pins is good customer service, so it’s your duty to do everything you can to guide your customers to the promised pin-land. . . .

. .  . Like install the NEW Pinterest pop-up Follow button.

Pinterest Follow Button

Here it is on Nordstrom’s website. It’s a beautiful popover with pins and a giant red Follow button. When your visitor clicks, they don’t ever leave your website. One click (assuming that they’re already logged in to Pinterest) and you’re engaged. The box goes away and your Pins will begin showing up in their home feed.

Channel Sponsors

The largest percentage of email marketing revenue comes from this device. . .

According to a new Custora report, 26.7% of revenue from email marketing – the largest percentage  – was generated via this device. Was it the desktop? The tablet or the mobile phone?

Surprise, surprise, it was the mobile phone. Emails opened on a desktop only generated 20.9% of revenue, tablets generated 23.1%. That’s amazing given that a large number of marketers haven’t optimized their emails for mobile. Mobile phones also drove the majority of Direct traffic conversions while Paid Search rules on tablets.

Look at this grid from the just published “Custora E-Commerce Pulse Report“:

Custora Ecommerce percents

On desktops, it’s all about Organic Search, followed by Direct, Email and Paid Search. And look at what’s not doing so well on any device – Social Media coming in no higher that 0.6% of revenue from mobile phones. It’s barely a blip and it’s worse on desktops and tablets.

Paypal takes a look at the cashless utopia

Paypal mobile paymentsIn the last month, 3 people told me they were reluctant to make a payment online. They were concerned about putting that “kind” of information online. They were afraid it might not be secure. But these same people wouldn’t think twice about handing their credit card over to a waiter at a restaurant. A waiter who walks away with it and could easily use it to buy a TV on Amazon while you’re finishing desert.

Funny how we trust people but not machines. The shame of it is, those machines could save us all a lot of time and cut down on our stress!

Paypal surveyed 15,000 people in 15 countries and asked them how they felt about living in a cashless society. 78% agreed that paying online was ever so easy, but 40% said they wouldn’t do it with a mobile device.

Highlights from day one of MobileBeat 2014

Mobile TectonicsMobileBeat, VentureBeat’s seventh annual event on the future of mobile, is underway in San Francisco. They have a pretty powerful lineup of speakers which includes VPs and CEOs from both the retail side (Sephora, Walmart, Threadless) and platform side (Google Analytics, Facebook, LinkedIn).

There’s a lot going on, so I thought I’d take a moment to serve up some of the highlights from the conference so far.

Imagine a web without URLs

LinkedIn vice president of mobile Joff Redfern says his network is working on a way to seamlessly link up all of LinkedIn’s six different apps. Right now, if you want to hop from the regular LinkedIn feed app to the very specific job app, you have to logout, open a second app and login. Redfern wants you to be able to go from one to the other with a single click, just like you can go from one website to another on the internet. He also wants people to be able to go seamlessly from device to device.

Why the FBI is jealous of Facebook’s 97% facial recognition accuracy

facial recognitionHardcore conspiracy theorists will tell you that Facebook is a secret government spying project, cleverly designed to get us to reveal everything from our whereabouts, to our associates, and nefarious activities.

If you fall in to that category, fear not. Techcrunch reports that the government can only dream of having the same kind of technology available to Facebook–especially when it comes to facial recognition.

Given a suspect’s face, NGI [the FBI's technology]  returns a ranked list of 50 possibilities, and only promises an 85 percent chance of returning the suspect’s name in the list. To put it another way, even when you give NGI 50 guesses, it still lets one in seven suspects off the hook.

Compare that to Facebook…

World Cup of e-Commerce: A look at the global game plan

world cup ecommerceBaynote says that competing in the ecommerce marketplace is like playing for the World Cup. You have to have a solid team, a well-researched plan and you’ve got to go for that goal! It also doesn’t hurt if you get the fans on your side with a special promotion or VIP treatment.

To prove their point, they created a themed infographic called “World Cup of e-Commerce” which is actually their 14th Annual Merchant Survey in disguise.

When asked how they were getting ready to “play”, 42% of marketers said they had made significant investments in Mobile Optimization. That’s encouraging. Only 27% put their money into Personalization and Targeting.