Trends & Challenges in Balancing Global Messaging & Local Relevancy

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Presentation transcript:

Trends & Challenges in Balancing Global Messaging & Local Relevancy Presented by: CLINT POOLE Vice President, Global Marketing LIONBRIDGE

Uncover key trends impacting Global Customer Experience and discuss how Localization teams can help solve those challenges

Key Data Points/ Themes Localization Strategies OUR Journey Today 40 minutes Grounding Insights Key Data Points/ Themes Localization Strategies Open Discussion

OUR LENS: The Leaders & The Rest

Two Speed Marketing / Driver of Change Speed one: time-bound, concentrated marketing investments designed to condition markets and shape demand patterns and selling motions in very specific ways. Speed two: drives continuous engagement, which is conversational and situational—it’s human and it’s contextually relevant. Unlike speed one campaigns, which are time bound, speed two is “always on.” Jake Sorofman, Gartner

Two Speed Marketing / Development Cycle Speed one: Waterfall Speed two: Agile

OUR LENS: The Leaders & The Rest

/01 GLOBAL & LOCAL

THE GLOBAL / LOCAL DIVIDE

CONTENT PRODUCTION

LEADERS CENTRALIZE TEAMS 28% 70% COMPLETELY CENTRALIZED THE LEADERS THE REST OF INDUSTRY

& BUDGET 44% 82% COMPLETELY CENTRALIZED THE LEADERS THE REST OF INDUSTRY

& TECH 4% 71% Fully consistent – all stakeholders use unified processes and technologies THE LEADERS THE REST OF INDUSTRY

How Does Localization Approach These Challenges Hub and spoke model Design localization decision framework Partner on governance/quality definitions

How Does Localization Approach These Challenges Level of Localization Level of Marketing Differentiation

/02 Time To Market

LEADERS’ SECRET WEAPON – TIME TO MARKET

How Does Localization Approach These Challenges Hub and spoke model Design localization decision framework Partner on governance/quality definitions Time to market Adoption of agile loc processes Embrace automation technology

Channels & Stakeholders /03 Channels & Stakeholders

LEADERS SEE OPPORTUNITY IN TRENDS

STAKEHOLDERS IN GLOBALIZATION – TOO MANY COOKS?

How Does Localization Approach These Challenges Hub and spoke model Design localization decision framework Partner on governance/quality definitions Time to market Adoption of agile loc processes Embrace automation technology Content/Channel overload Content-tiering Align translation processes with content requirements

How Does Localization Approach These Challenges

EMOTIVENESS OF CONTENT How Does Localization Approach These Challenges MT Translate Transcreate Localize Original Copywriting EMOTIVENESS OF CONTENT Email Landing Page Homepage Marketing Content Category Pages Support Pages Tech Specs 1,000’s OF WORDS

/04 Open Discussion

STORE & MANAGE | ADAM AUTHORING SYSTEM CMS LIONBRIDGE TOOLS Ideal Technology Stack ADAM DATABASE AUTHORING SYSTEM CONTENT OPS PORTAL CMS LIONBRIDGE TOOLS DEPLOYMENT PUBLISHING SYSTEMS

EPI DEAL SUMMARY YTD: MARKETING JOURNEY REQUEST (Content Brief) DEAL SUMMARY YTD: MARKETING JOURNEY Marketing Content Shift & Revolution

/06 Open Discussion