Understanding the European marketing landscape — Mike Maynard // Napier Group

Quotes

• “Running a B2B agency in the technology sector here in the UK and Europe is really great because you get to see all the latest innovations as they are being developed.” - Mike “The great thing about what we do is that we work with clients from across the world. We have clients from the Bay Area, so we get to work with the best in the US but we also get to work with companies from other countries as well.” - Mike “In Europe, we have real strength in terms of systems.  A lot of mobile technology came from Europe and we also have an incredibly strong automotive industrial control sector.” - Mike “From the marketing technology side, we have a slightly different situation because we have a very highly regulated industry and I think that maybe perhaps stifled some of the potential growth of marketing companies in Europe because of regulations like GDPR.” - Mike “It is an important distinction between culture and just translation. There’s a huge difference in how things are perceived and how language is different.” - Ben “In terms of communicating effectively and really getting the message across rather than just getting the words across, it’s much more difficult. It’s all about making sure you have a translator who understands not only the language but also the audience they are translating for and the technology that they’re writing about.” - Mike “When you get to highly technical content as well, it’s very easy to mistranslate and we’ve seen that. Also, some of our clients really care about how they are perceived.” - Mike “We’re not necessarily seeing regulations causing us problems. But there are certainly regulations coming in across the world that are impacting what you can and can’t do. There are basic principles that when you follow you can actually become compliant with good practices rather than necessarily simply obeying a regulation.” - Mike