Some think that B2B and social media don’t mix. That is wrong: They perfectly do. It is very interesting to look at this aspect of social media presence. There are many questions that people ask themselves when it comes to B2B and social media. Must businesses have a social media presence? Can a major business avoid being on social networks today? Does that concerne businesses in the manufacturing sector? In your opinion, is Space a trending topic on social networks? All these questions are answered by Yann Gourvennec in this article, during his visit at Thales Alenia Space.
As the saying goes, a picture is worth a 1000 words.This morning I came across apresentation by Wakster’s Philippe Ingels. Wakster is a British agency dedicated to the use of illustrations for Marketing. I though the topic was particularly relevant to our readers and so I am sharing his presentation with you. Rather than try to bore your readers to death, why don’t you try something different? That’s the meaning of Philippe Ingels’s presentation and also the gist of our work at Visionary Marketing.
On the web and elsewhere, advertisers tend to believe their own dreams and their motto is “if customers cannot hear our message, let’s shout it out a wee bit louder!”
A picture can make you stand out from the crowd
However, the results are poor. Users hate advertisers for being insistent. The more they are the more they hate them. So both advertisers and publishers are trying to lure readers into reading their uninteresting messages by throwing more and more banners at them. I even counted up to 4 layers of banner advertising on one particular website. These publishers’ web analytics platforms will add up all these “readers” into their stables. But it is an illusion. For readers have averted their eyes from that content for a long time. Big data and a big illusion too.
Inbound marketing isn’t as easy as it lay seem. We are currently working on a content marketing deal which involves writing content about “web to store” technology. Our text is written in English and has to be translated into Spanish and French. “Web to store” is what the French are calling it and the terminology makes perfect sense. The only issue is that the term, in plain English, doesn’t exist or isn’t used. This, in a way, is a bit of a conundrum. Should we, or should we not use it in our English pieces? We have been torn on that issue, and still are. But there are many more issues with translations.
About inbound marketing, translations and adaptations
I used to be a translator interpreter for the French Army Staff (well, that was quite some time ago, but the lessons I was taught were not lost on me). In essence, I believe that translation is one of the most difficult exercises for the mind. Much more difficult than solving an equation. In fact, it’s a bit like solving two symmetrical equations expressed in two different languages and trying to get back to a near perfect transposition of the original text. That kind of exercice may sound easy, mostly when common languages are involved. But it’s far from being the case. As a matter of fact, languages aren’t equations. They cannot be fed into computers – or only imperfectly. This is due to the fact that a) rules are imperfectly expressed (sometimes I read French grammar rules and I can’t understand everything in them) b) a language is not only based on a choice of words and grammar, it’s based on colloquialisms and the choice of expressions which not only seem right to readers, but also sound vernacular c) because translations aren’t just translations, most of the time they are adaptations (all references to local things must be either changed or explained. In our retail example, if I mention Asda or Argos, no Frenchman would understand what I am talking about. Conversely, if I write about Casino or Leroy Merlin, chances are that most Europeans would have no clue that these are retail chains unless I explain it).
Regardless, we have decided to translate all our blog pieces carefully, both in French and Spanish, in order that the right terms appear in the right pages for the right search engine(s). This is a tad counter-intuitive in an economy which is supposedly globalised, with English as the world’s modern lingua franca. And French and Spanish for other parts of the world.
To an extent, this isn’t new. Assuming that in Roman times, everyone was speaking Latin in the exact same way would be foolish. And the bastardisation of the Empire’s language gave birth to Church Latin (which the French facetiously name “Kitchen Latin” to show you that, well, it isn’t Latin per se). That’s the funny thing about a lingua franca: being a universal language means that many speak it, but this doesn’t guarantee that one will understand it. That’s how certain Canadian films like the hilarious 2011 Starbuck is subtitled for French audiences (honestly, unless he/she has a trained ear, a fluent French speaker would not understand many of the lines spoken in that film, mostly because most are stressed. With received pronunciation, French is spoken flat, it is almost impossible to catch anything when words are stressed in the English way (and conversely when English isn’t stressed properly). Read more →
2015 is drawing to a close. This has been a fruitful year from a business point of view. From a personal point of view, it has been a very stressful year, with two deadly attacks at the very centre of our City, a stone’s throw from the Visionary Marketing offices. We have no doubt that 2016 will be another fruitful year from a business point of view and we hope it will also be more joyful and positive. Our Season’s Greetings go to you dear readers. We will be back soon with new content and a brand new white paper on innovation, currently in the making. Merry Christmas to you and a Happy New Year!
You delivered an amazing and very inspirational pitch this morning, in which you said “technology changes our behaviour; it does not change our needs”. What do you mean by that?
Technology is something you are holding that has changed your behaviour. In fact, I saw a photography piece done recently: an artist who had taken out the divisors to see how people’s behaviours have changed. The result is amazing! We’ve had these touch screen devices for less than about 10 years now, and look how our behaviours have changed. I was thinking about it yesterday: I have all these photographs of people that are completely not interacting and they’re missing actual connection because they think they’re connecting elsewhere. We have a generation of people that are head down. We’re going to end up with some sort of syndrome
I’m sure! But this is almost a disconnection; that’s changing the behaviour of what we are
doing. Now does it change our need? No, we still need to connect. So a younger generation is actually connecting more digitally at physical events like sporting, because they still have a need to connect. They’re just doing it differently now, they’re doing it digitally.
You mentioned something that really struck my mind as well: “the current generation has more to do with their grandparents’ generation that they have with their parents”, how can you explain that?
The values that they have are definitely more in tune with the grandparents’ generation. They understand consciousness, they understand things like organic and eco. Read more →