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Lionbridge GMO Top 5 Trends In Global Web Ops White Paper
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Lionbridge GMO Top 5 Trends In Global Web Ops White Paper

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Lionbridge and Gatepoint Research invited 973 selected executives with responsibility for global web operations to participate in a survey designed to identify key trends in operational web practices. …

Lionbridge and Gatepoint Research invited 973 selected executives with responsibility for global web operations to participate in a survey designed to identify key trends in operational web practices. Respondents were heavily weighted toward large organizations, with 82% coming from the Fortune 1000. 63% of the respondents were Director level and above, and 36% were VP level or higher. The survey covered the people, process and technology components of operational web practices.

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  • 1. WHITE PAPERTop 5 TrendsIn Global Web Operations© 2011 Lionbridge
  • 2. White paperBACKGROUNDLionbridge and Gatepoint Research invited 973 selected executives withresponsibility for global web operations to participate in a survey designed toidentify key trends in operational web practices. Respondents were heavilyweighted toward large organizations, with 82% coming from the Fortune 1000.63% of the respondents were Director level and above, and 36% were VP level orhigher. The survey covered the people, process and technology components ofoperational web practices.Why You Should Read This + Understand the top 5 trends impacting global web operations + See how your company compares to others + Influence strategic and budgetary decision-makingWho Should Read This + CIOs, CMOs + VPs of Global Web Operations + Marketing VPs responsible for global digital product or corporate campaigns TABLE OF CONTENTS Definition: Global Web Operations 3 Trend #1: Increasing Number of Languages 3 Trend #2: Increasing Focus on Cycle Time Reduction 4 Trend #3: Moving to a Single, Global Web Content Management Platform 5 Trend #4: Growing Complexity of Global vs. Local 5 Trend #5: Increasing Budgets 6 Summary 7© 2011 Lionbridge 2 www.lionbridge.com
  • 3. White paperDEFINITION: GLOBAL WEB OPERATIONSThere are a number of different terms companies use to describe the operationalactivities involved in preparing and publishing digital content for global markets.We define Global Web Operations as all of the activities involved in localizing,instrumenting, optimizing and publishing content, assets, and pages on globaldigital platforms.We include all of these elements in the definition because, in an operational context,they are highly intertwined and iterative. They are also components in an inherentlycommon process. If you are not familiar with all of the terms used, here is a quickdescription: + Localizing – translating or trans-creating text and audio, selecting appropriate images for each market, and deconstructing source content from various formats + Instrumenting – applying appropriate tracking tags and codes to ads and landing pages to track a campaign’s performance + Optimizing – using search engine marketing to optimize content for targeted keywords and track rankings and engagement so people can find and interact with your content + Digital platforms – company controlled websites PLUS partner sites, social networks, mobile apps, email providers, display ad platforms, search platforms, etc.TREND #1: INCREASING NUMBER OF LANGUAGESMost economies in the developed world are growing at extremely slow rates,causing companies across industries to focus on global markets for revenuegrowth. Even retailers that have traditionally been focused on their home countriesare aggressively expanding into new markets. The impact on global web operationsis the need to add new languages increase processes in an environment of six ormore languages. The chart below provides a snapshot of the number of languagesour surveyed companies support today, with 43% already at that level and 6% inthe 20+ languages. Distribution of Survey Respondents by # of Supported Languages© 2011 Lionbridge 3 www.lionbridge.com
  • 4. White paper TREND #2: INCREASING FOCUS ON CYCLE TIME REDUCTION We found a large variance in cycle time performance in our survey (see histogram of company performance below). We define cycle time as follows: + Begin – Source content and assets are received from Marketing or an Agency to begin the localization and production process + End – All localized content and assets are in production The distribution is roughly bimodal with high performing companies centered around two weeks, and slower performing companies requiring two months to fully complete a cycle. From a marketer’s perspective, two months is an eternity. Cycle Time Distribution% of Companies Avg. Cycle Time in Days We dove deeper into those companies performing at the two month mark, and their responses made it clear they know they need to address it. They scored “increase speed to market of global content” as their #1 pain point with a score of 4.1/5, with 5 being “critically important.” Marketing will push harder and harder to reduce cycle time as it faces increasing pressure to perform in digital channels.© 2011 Lionbridge 4 www.lionbridge.com
  • 5. White paperTREND #3: MOVING TO A SINGLE, GLOBAL WEBCONTENT MANAGEMENT PLATFORMMost large organizations are dealing with a hodge podge of legacy web contentmanagement (WCM) systems that can vary by division, by country, and bylanguage. The WCM space has matured to the point where organizations shouldstandardize on a single global platform to streamline the execution of globalcampaigns and minimize IT operational and maintenance expense. Our surveyfound that roughly 34% of companies are in the midst of a global WCM platformdecision or deployment over the next year or so.TREND #4: GROWING COMPLEXITYOF GLOBAL VS. LOCALCorporate Marketing wants to ensure a consistent global brand message, whileeach local marketing operation strives to adapt Corporate’s campaigns to maximizeits own results. The Global Web Operations team often finds itself thrown in themiddle between global consistency and local optimization, and the pain it causesis clear in our survey. These objectives ranked #1 and #2 among our surveyrespondents. (You can see the other top responses below.)Indeed, nearly all of the shifts happening in consumer behavior will only make thischallenge worse (mobile, social, user generated content, SEO, etc.).© 2011 Lionbridge 5 www.lionbridge.com
  • 6. White paperTREND #5: INCREASING BUDGETSMost organizations are increasing their investment in global web operations tosupport the demand to grow global revenue through increased digital marketingactivity and performance. New digital channels (e.g., social, mobile), increased richmedia demands, shorter cycle times, and increased competition drive the need forprocess and technology investments. 77% of our surveyed companies are makingthis increased investment, with many increasing it by 30% or more. Given that thecore drivers for increasing these budgets are slowing developed world economiesand the shift to digital marketing, we see material budget increases continuing forglobal web operations for the foreseeable future.© 2011 Lionbridge 6 www.lionbridge.com
  • 7. White paperSUMMARYThese five trends in global web operations reflect the high level findings fromour survey. Many companies have already requested a private conversation tobenchmark how their company compares to their peers, so we have developed aGlobal Digital Benchmark service for that purpose. Please reach out to us atwww.lionbridge.com/moreinfo if you are interested in learning more.ABOUT LIONBRIDGELionbridge Technologies, Inc. (NASDAQ: LIOX) is a leading provider of productdevelopment, testing, and globalization services. Lionbridge combines globalresources with proven program management methodologies to serve as anoutsource partner throughout a client’s product and content lifecycle. Organizationsin all industries rely on Lionbridge services to increase international market share,speed adoption of global products and content, and enhance their return onenterprise applications and IT system investments. Based in Waltham, Mass.,Lionbridge operates across 26 countries, including India, China, and Poland, andprovides services under the Lionbridge and VeriTest® brands.Corporate HeadquartersLionbridge1050 Winter StreetWaltham, MA 02451 USAwww.lionbridge.com© 2011 Lionbridge 7 www.lionbridge.com