5 Reasons Why You Need a Marketing/Martech Writer

By Dan Lavie / September 28, 2017

You are a high-tech company and you want to tell the world how amazing you are. So what do you need? A marketing (aka martech) writer! To make your mark in the world, you want your target audience to know how amazing you are. This means making your mark in the digital space, being it online articles, newsletters, or social media such as LinkedIn, Facebook, Twitter and the like. At the core of all media, both online and offline, is…

How to Choose Your Chinese Company or Brand Name

By Dan Lavie / May 3, 2014

Once you decide to enter the Chinese market as a western company or brand, you need to think of a Chinese name. Localizing your company or brand name is complicated. You need a Chinese name as soon as you start selling on e-commerce sites and start using local social media. You also want to use WOM to promote your brand. It involves in-depth knowledge of the local language and culture, sensitivity towards local customer attitudes and willingness to adapt the…

How NPS Measures Customer Happiness

By Dan Lavie / August 27, 2011

Companies want to know if their customers like their products and services. Net Promoter Score (NPS) tracks how likely is it that they will recommend the company’s product/service to a friend or colleague, using a 0-10 point scale, and tracking the ratio of “promoters”, “passives” and “detractors”. Promoters are loyal enthusiasts who will keep buying and refer others, fueling growth. They score 9-10. Passives are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. They score 7-8. Detractors are…