SOLUTION BRIEF    Global Digital Benchmark: Measure Your Online    Performance Against Rivals in Global Markets    Identif...
SOLUTION BRIEF + External benchmark reviews your online (web, mobile, social) presence against your competitors across the...
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Lionbridge GMO Global Digital Benchmarking Solution Brief

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Marketers and digital agencies continue to focus most of their attention on strategy, concepts and creative, at the expense of marketing operations. This approach made sense in the world of TV, radio and print, where execution was straightforward and consistent across advertisers; but in the world of SEO, social and mobile, execution is equally as important to success as strategy.

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Lionbridge GMO Global Digital Benchmarking Solution Brief

  1. 1. SOLUTION BRIEF Global Digital Benchmark: Measure Your Online Performance Against Rivals in Global Markets Identify the top three areas for improvement STRATEGY VERSUS EXECUTION “ All our regions report their own web results using different Marketers and digital agencies continue to focus most of their attention on strategy, concepts and creative, at the expense of marketing metrics. It’s impossible for us to operations. This approach made sense in the world of TV, radio and track global progress and make print, where execution was straightforward and consistent across systematic improvements. ” advertisers; but in the world of SEO, social and mobile, execution is equally as important to success as strategy. HOLISTIC GLOBAL ASSESSMENT “ SEO, content marketing, mobile, social, video — this For a medium that is so measurable, it is surprising that very few companies have a systematic approach to measuring their online is all new to us and it would performance against competitors on a global basis. Those that do are be very helpful to measure outperforming the rest. At first glance, there appears to be a wealth systematically on a global of information available to help companies assess online marketing basis to focus our actions. ” performance. But in reality, each source is only shining a light on one part of the elephant: + SEO consultants provide recommendations, but they’re limited to “ I’m sure our slow SEO and usually address only one language turnaround time for updating + Paid search consultants focus on paid search in one language content is impacting our + Language Service Providers focus on linguistic quality, usability and results online, but I just can’t cultural awareness measure it. ” + Social media consultants talk about the world changing Our Global Digital Benchmark provides the first holistic measurement approach that can be consistently applied across “ We translated intoofGerman, website content all our global markets. but we’re being outranked on As part of the benchmarking service, we offer both an external, search by our competitors. online evaluation (from the perspective of prospects) and an internal How do we fix this? ” assessment of global digital marketing operations to determine the root cause of any identified performance issues.© 2011 Lionbridge globalmarketingops.com/contact
  2. 2. SOLUTION BRIEF + External benchmark reviews your online (web, mobile, social) presence against your competitors across the following dimensions: SOLUTION – Global Reach: Assessment of the breadth and depth of content in your visitors’ native languages HIGHLIGHTS – Global Search Performance: Evaluation of indexability, keyword + In-market expertise density, architectural issues, link analysis and more + Holistic analysis – Global Usability: Analysis of your website’s usability strengths + Actionable insights and weaknesses + One global partner – Global Consistency: Review of your web design and global consistency – Global Relevancy: Evaluation of how effectively your web presence communicates with the world, regardless of language, culture or geography – Global Engagement: Analysis of your current visibility in social networks, content syndication, and online community sites + Internal benchmark compares your operational models and processes to best practices: – Organizational model: Maturity of your organizational approach to balancing global brand consistency and local optimization – Operational model: Design of process flows and allocation of ownership and the resulting process efficiencies – Process performance: Campaign cycle time, cost-per-marketing activity, average error–rates-per-campaign, etc. GET – Automation level: Level of adoption of appropriate tools such as STARTED Web Content Management and Digital Asset Management To learn more about a Global DigitalTogether, the external and internal elements form a comprehensive Benchmarking study, please contact us atreport that provides a clear assessment of your current strengths and globalmarketingops.com/contactareas for improvement.© 2011 Lionbridge globalmarketingops.com/contact

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