Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Where Global Companies Stand on Internationalization and Localization

78 views

Published on

Lionbridge shared insights from a recent report in partnership with Econsultancy on Monetizing International Content

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Where Global Companies Stand on Internationalization and Localization

  1. 1. Where Global Companies Stand on Internationalization and Localization
  2. 2. 02 6 keys to a global mindset This much was clear from a recent Econsultancy study examining the role of content in global expansion, which found that content leaders are almost twice as likely as their peers to use a well-developed framework for internationalization and localization. In one part of the study, 259 respondents were asked how strongly they agree with six codes of honor in today’s global content space. The fact most agreed wasn’t surprising. But the contrasts between leading and mainstream companies were sharper than most industries would expect. How well does your organization align with the following statements? When building, developing, and managing content within a universal framework, there are more than a few bases for international brands to cover.
  3. 3. 03 Percentage of leading and mainstream companies strongly agreeing with statements relating to internationalization and localization of content
  4. 4. Internationalization is the process of creating and designing globally prepared platforms, which sets the stage for successful translation, localization, and globalization. According to leading companies, it’s best to bake internationalization into a content strategy from the very beginning to avoid costly re-engineering of systems while localizing. Just under two-thirds of leaders agree that internationalization is critical to global expansion, compared to a surprisingly low proportion of mainstream organizations. Internationalization of content is critical for creating a global brand.” 65 36 Leaders Mainstream 04 Source: International Content: Monetizing Global Content Assets and Measuring Success (Econsultancy, 2017)
  5. 5. Standardized, global infrastructure has become increasingly important from an internationalization perspective. Using technology with a modular design, companies don’t need to make changes across multiple locales. This means cost and time savings, seamless CMS integration, brand consistency, and easier localization of different content types. Leaders are over five times more likely than the mainstream to have a technology platform that is fit for purpose. We have a modular, extensible, and standardized tech platform that facilitates expansion into other markets.” 63 12 Leaders Mainstream 05 Source: International Content: Monetizing Global Content Assets and Measuring Success (Econsultancy, 2017)
  6. 6. Global companies are under ongoing pressure to produce sufficient volumes of content across markets—but crucially, content that resonates. Various studies show that website visitors favor content that fits their linguistic needs and cultural expectations. Leaders are more likely to deliver on their customers’ proven preference for localized content. Mainstream companies are less likely, however, as they often lack the evidence to support this hypothesis. Our content performs significantly better when it is adapted for a local market.” 62 22 Leaders Mainstream 06 Source: International Content: Monetizing Global Content Assets and Measuring Success (Econsultancy, 2017)
  7. 7. Digital transformation, the key to optimizing CX, now affects every part of every business. Remarkable experiences are still rare, though. This makes culturally relevant content a crucial differentiator. In fact, leaders are three times more likely to believe that carefully planned international content is integral to digitization in the age of the customer. Our organization understands how crucial a global content strategy is for customer experience and digital transformation.” 57 18 Leaders Mainstream 07 Source: International Content: Monetizing Global Content Assets and Measuring Success (Econsultancy, 2017)
  8. 8. As expanding companies increase their global content output, more are looking toward automated processes for easier, faster translation. For example, major brands focus on tight control over language from the outset, ensuring it’s free from local idiom or complicated syntax that is lost on international audiences. This is an area where leaders are likely to excel, while only 10% of mainstream have such a process in place. We use controlled language (i.e. simplified for grammar and vocabulary) that can be translated more easily.” 52 10 Leaders Mainstream 08 Source: International Content: Monetizing Global Content Assets and Measuring Success (Econsultancy, 2017)
  9. 9. The gulf between leaders and the mainstream is clear across all statements, but no chasm is deeper than in customer journey mapping. Leading companies are very focused on end-to-end visibility into the user journey, citing this as the best way to prioritize and tailor their message. Just over half of them map and target global content to customer interactions, compared to only 8% of the mainstream. Source: International Content: Monetizing Global Content Assets and Measuring Success (Econsultancy, 2017) We map all our global content against the customer journey, and then target accordingly.” 51 8 Leaders Mainstream 09
  10. 10. It’s all in the prep Tight control over language, from ideation to production Predetermined technologies and resources A laser focus on customer intent Only well-planned content to the overall customer experience Download the full report by Econsultancy, published in association with Lionbridge, for further insight into international content success. And there’s more data where that came from. 10 Across the board, leaders apply:

×