Over the last few years I have observed a number of organizations moving away from traditional selling techniques and harnessing the opportunities being presented by new strategies, such as social media and marketing. Apple has been very clever in driving customer demand by creating huge volumes of interest around its products. Despite being a niche provider the business has used various overt and covert marketing techniques in recent years to make sure its products have pulled in the early adopters, through a series of information leaks, who then generate the mainstream demand. Was it any coincidence that just before Apple announced their recent financial results it transpired that one of their research engineers happened to “accidentally leave” a version of their prototype new 4G phone in a bar, which was then picked up by a person who also just happened to know which online ...
Winning and keeping your customers in the translation and localization industry
Text by John Dixon
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