Weekend Reader: February 7 Edition

The Weekend Reader is posted every Sunday with my favorite eye-catching, inspiring, innovative and informative articles of the week.

In Asia, Marketing 101 Doesn’t Work: The unprecedented integration of the global markets has fostered a transnational community of like-minded professionals who talk in one universal language. Some call it Marketinguese, the language of successful marketers that everyone can use and employ. It speaks of megatrends, micro segmentation, and brand personality. It certainly makes for easy analysis and communication — seemingly nothing gets lost in translation. But, as scores of companies have found out, Marketing 101 may not travel so well when taken to Asia.” [Harvard Business Review]

Augmented Reality for Mobile Advertising : “One of the most important user experience concerns for brand marketers should be quality. The length of engagement with the brand and repeat exposure to the brand through repeat use will only occur if the user found the experience pleasant. Yes, the term is “Pleasant.” There are many half-baked augmented reality apps that are cool and drive buzz, yet they are not pleasant and will not attract a loyal passionate following: a primary goal of a mobile application that is used for marketing.” [eConsultancy]

You Can’t Be To Small for Email Marketing : “As a small business, I’m sure starting email marketing initiatives can be a bit intimidating. “How do I get an email list? Am I supposed to know HMTL code? What is CAN-SPAM anyway?” Nonetheless, with North Ridge’s willingness to learn, coupled with our help and expertise, these guys have been in email marketing for a year now and are reaping the benefits. Let’s see how they started from scratch.” [Blue Sky Factory]

How to Build Brand Internationally : “Congratulations! Your company is successful locally, and now you want to share what you do with the world. In many ways, the process will be like re-starting your business. Many of the activities you performed to launch your initial business are the same you will employ in each of your new international markets. However, much of your time will be spent translating (literally and figuratively) to ensure you are locally relevant to your new customers.” [Marketing Profs]

7 Online Video Tips Every B2B Marketer Should Know : “Making and distributing good B2B video content takes time. It isn’t a quick process to arrange a video shoot, edit video and then upload it to the social web. This work though can come with a substantial pay-off if as a B2B company you understand how to do the little things to maximize the effectiveness of online video. [Social Media B2B]

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