3. 1. Web Production and Localization Merging
Source
content
Localized
Web
Pages on
Staging
Production
Post
Go-Live
Feedback
In-country
Review
Cycle Time Reduction Pressure
4. 2. Global Consistency vs. Local Relevance
Local
Campaigns /
Local Agencies
Globally
Configurable
Global
Campaigns/
Basic Localization
Home
Country
Campaign /
Local Modify
Global Consistency
StrongWeak
Local
Relevance
Strong
Weak
5. 3. Cycle Time Redution
0%
5%
10%
15%
20%
25%
30%
35%
2 6 15 25 40 60
%ofCompanies
Avg. Cycle Time in Days
Cycle Time Distribution
6. Bigger the Company, Longer the Cycle Time - NOT
0
10
20
30
40
50
60
70
$0 $10,000 $20,000 $30,000 $40,000 $50,000
CycleTimeinDays
Company Revenue ($MMs)
Company Size does not explain Cycle Times
R2= 0.001
7. More Languages, Longer the Cycle Time- NOT
0
10
20
30
40
50
60
70
0 5 10 15 20 25 30 35
CycleTimeinDays
# of Languages
More Languages Do not Lead to Higher Cycle Times
R2= 0.076
8. Campaign Execution Artificially Split
Stage Activities
Campaign
Management
Go to market strategy
Campaign planning, creative briefs and budgeting
Campaign performance tracking and improvement
Campaign
Development
Campaign concept and message
Campaign creative elements
Campaign Execution Localization (copy translation, appropriate image selection)
Web production (deploying web assets and pages)
Instrumentation (applying analytic tags to all assets, pages)
Content marketing (organic search/social traffic to compelling content)
Campaign
Management
Campaign
Development
Corporate Marketing
Digital Agencies
IT
Outsourcer
Localization
Agency
Campaign
Execution
10. 4. SEO & Local Content Creation
Measurement
1. Web Analytics - How
many unique visitors do I
have for translated
content?
2. SEO - How do my pages
rank for top keywords in
each language?
Action
• Abandon – reduce
translated content
• Commit – invest more to
create compelling local
content, engage locally and
SEO
• Localized keywords –
determine them
• Content Marketing – starts
with localized keywords,
engage with local bloggers
11. 5. Management Ignoring Operations
NO WIN SITUATION
Leadership ASSUMES campaigns and
global marketing communications
across channels will get executed
flawlessly and it only hits their radar if
there is a major issue
12. Execution Ownership Shifts in Digital/Social
Creative
Brief
Campaign
Media Mix
Companies Agencies
TV
Broadcast
Print
Radio
Outdoor
• No direct company interaction with prospects
• Manage all execution
• Capture all analytics
• Determine airing times of ads
• No feedback from audience
Broadcast Marketing Model
Creative
Brief
Campaign
Assets
Companies Agencies
PPC
Digital/Social
Email
Display
Social
• 1:1 company interaction with people
• Company owns all execution
• Must capture own analytics
• Audience determines interaction times
• Constant feedback to monitor / respond
Digital/Social
Marketing Model
Blogs
Reviews
Mobile
13. CMOs Not Ready for Shift to Own Digital Execution
Source: IBM CMO Survey 2011
14. CMOs Need New Tech to Manage Digital Execution
Source: IBM CMO Survey 2011
15. Campaign Success (Concept vs. Execution)
Poor Results Optimal
Results
Fair ResultsBad Results
Global Execution
StrongWeak
Campaign
Concept
Strong
Weak
16. How to Make Mgmt Respect Operations?
1. Measurement
2. Campaign Uplift
3. SEO
4. Social
5. Global Brand Consistency
6. Other?
17. Continue to work with
agencies on what they
do best
Select a Global
Marketing Operations
provider to provide
comparable-skilled
resources at lower cost
in outsourced /
crowdsourced model
6: Unbundling Agency Spend
Hybrid Model
Strategic Tasks
Creative Tasks
Execution Tasks
Reuse Tasks
Maintenance Tasks
Routine Tasks
Agency Model
• Offer full service
offering from
Strategic to
Routine
• Standard rates
applied
regardless of the
strategic and
creative content
of the task
18. 7. Digital Asset Management
• Companies that try to
manage the highly
iterative process of
content localization and
review through email
and file servers have
much higher cycle
times
• Highly iterative
processes with
numerous hand-offs,
parties and versions
requires a DAM to
enable best practice
processes
19. 8. Social Media Monitoring & Insight
Sentiment
Analysis
Market &
User
Relevant
1. Global sentiment analysis in an automated
fashion
• Machine translation to determine metrics
• Human translation of positive and negative outliers
2. In-market insight to identify opportunities
• Crowdsourced, in-market, social media savvy
individuals to identify trends companies can leverage
for future marketing efforts
Editor's Notes
WORLD OF MARKETING HAS CHANGED
Broadcast channels managed execution
Companies must now manage digital channels
SEO and Social is all about daily interaction and execution
Measurement depends on accurate instrumentation
