Globig's Top 12 Global Business Trends - Predictions - Recommendations for 2016anke corbin
Globig monitored international trends, analyzed global data, compiled reports from experts in many fields throughout the world, to prepare what are hopefully some helpful predictions and recommendations for 2016 to jumpstart your business.
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
With the ever blurring boundaries between “marcoms” and “martech”, it is maybe unsurprising to see that the most talked about subsectors sit at their convergence
points, namely :
1.Content marketing
2.Data & analytics,
3.eCommerce
4.Digital marketing; and
5.Mobile marketing
This paper examines each subsector, the key trends and deal activity in 2014 YTD using both proprietary and third party data.
Millward Brown Saudi Arabia - Marketing2020 - Organizing for GrowthKantar
The Marketing2020 study by Millward Brown Vermeer looks at the opportunities and challenges facing global marketing leaders, and gives answers on how to future-proof marketing organizations, focusing on the role of marketing in delivering the business strategy, the best way to structure the marketing department and how to build capabilities and equip marketers for success.
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
The turbulence of the Chinese economy and stock market over the last 12 months continues to make headlines, but what has this meant for brands? Millward Brown's 10 years of the BrandZ Top 100 Most Valuable Global Brands has demonstrated that a strong brand protects the business in hard times, and enables it to recover faster.
Millward Brown and WPP have released the 6th annual BrandZ Top 100 Most Valuable Chinese Brands ranking and report. Learn how Chinese brands weathered the recent economic challenges and what impact this has had on consumer confidence and the growth of local brands.
http://www.millwardbrown.com/brandz/top-chinese-brands/2016
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
Globig's Top 12 Global Business Trends - Predictions - Recommendations for 2016anke corbin
Globig monitored international trends, analyzed global data, compiled reports from experts in many fields throughout the world, to prepare what are hopefully some helpful predictions and recommendations for 2016 to jumpstart your business.
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
With the ever blurring boundaries between “marcoms” and “martech”, it is maybe unsurprising to see that the most talked about subsectors sit at their convergence
points, namely :
1.Content marketing
2.Data & analytics,
3.eCommerce
4.Digital marketing; and
5.Mobile marketing
This paper examines each subsector, the key trends and deal activity in 2014 YTD using both proprietary and third party data.
Millward Brown Saudi Arabia - Marketing2020 - Organizing for GrowthKantar
The Marketing2020 study by Millward Brown Vermeer looks at the opportunities and challenges facing global marketing leaders, and gives answers on how to future-proof marketing organizations, focusing on the role of marketing in delivering the business strategy, the best way to structure the marketing department and how to build capabilities and equip marketers for success.
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
The turbulence of the Chinese economy and stock market over the last 12 months continues to make headlines, but what has this meant for brands? Millward Brown's 10 years of the BrandZ Top 100 Most Valuable Global Brands has demonstrated that a strong brand protects the business in hard times, and enables it to recover faster.
Millward Brown and WPP have released the 6th annual BrandZ Top 100 Most Valuable Chinese Brands ranking and report. Learn how Chinese brands weathered the recent economic challenges and what impact this has had on consumer confidence and the growth of local brands.
http://www.millwardbrown.com/brandz/top-chinese-brands/2016
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
Evento Borse di Studio. L’annuale incontro organizzato da Tenaris Dalmine, sotto la direzione creativa e organizzativa di BigiGregoli, per consegnare un premio di merito ai figli dei dipendenti. Si è parlato di impegno, di talento, di passione per la realtà. Ci si è domandati se è solo la fortuna a determinare il percorso professionale e umano di un ragazzo. O se c’è qualcosa di più.
Cloudwords Perspectives - Global Content MarketingCloudwords, Inc.
This edition of Cloudwords Perspectives includes our best blog posts of 2013 highlighting global content marketing, best practices in taking your content global, the benefits of translation memory, and much more. Download it now as the essential guide to global content marketing.
A great presentation about GLOBAL marketing, including interesting stats on search engines & things to consider such as translation and expenses with this. I found this from TradePub.com and I believe it was compiled by: www.sdl.com/modernglobalmarketing
Evento Borse di Studio. L’annuale incontro organizzato da Tenaris Dalmine, sotto la direzione creativa e organizzativa di BigiGregoli, per consegnare un premio di merito ai figli dei dipendenti. Si è parlato di impegno, di talento, di passione per la realtà. Ci si è domandati se è solo la fortuna a determinare il percorso professionale e umano di un ragazzo. O se c’è qualcosa di più.
Cloudwords Perspectives - Global Content MarketingCloudwords, Inc.
This edition of Cloudwords Perspectives includes our best blog posts of 2013 highlighting global content marketing, best practices in taking your content global, the benefits of translation memory, and much more. Download it now as the essential guide to global content marketing.
A great presentation about GLOBAL marketing, including interesting stats on search engines & things to consider such as translation and expenses with this. I found this from TradePub.com and I believe it was compiled by: www.sdl.com/modernglobalmarketing
Emoderation: How to manage social media at scaleEmoderation
Tamara Littleton, CEO, and Blaise Grimes-Viort, VP of Social Media Services, at Emoderation explain how to successfully launch, manage and run global social media campaigns for multinational brands. Head of Languages, Richard Simcott, explains the difference between translation and localisation, while Wendy Christie, Chief Production Officer, advises on quality assurance processes for major social media projects.
BOBCM: The Future of Branded Content Marketing - Report Summary (Danish Marke...Justin Kirby
This presentation is an edited preview of my expert predictions chapter from the Best of Branded Content Marketing: 10th Anniversary Edition ebook and an accompanying report that was presented at the Danish Marketing Association.
59
Customizing
global
marketing
"The big issue today is
not whether to go global but how
to tailor the global
marketing concept to
fit each business."
John A. Quelch and
Edward /. Hoff
In the best of all possible worlds, mar-
keters would only have to come up with a great product
and a convincing marketing program and they would
have a worldwide winner. But despite the obvious
economies and efficiencies they could gain with a stan-
dard product and program, many managers fear that
global marketing, as popularly defined, is too extreme
to be practical. Because customers and competitive
conditions differ across countries or because powerful
local managers will not stand for centralized decision
making, they argue, global marketing just won't work.
Of course, global marketing has its pit-
falls, but it can also yield impressive advantages. Stan-
dardizing products can lower operating costs. Even
more important, effective coordination can exploit a
company's best product and marketing ideas.
Too often, executives view global mar-
keting as an either/or proposition-either full standard-
ization or local control. But when a global approach
can fall anywhere on a spectrum from tight worldwide
coordination on programming details to loose agree-
ment on a product idea, why the extreme view? In ap-
plying the global marketing concept and making it
work, flexibility is essential. Managers need to tailor
the approach they use to each element of the business
system and marketing program. For example, a manu-
facturer might market the same product under differ-
ent brand names in different countries or market the
same brands using different product formulas.
Mr. Quelch is an associate professor of
business administration at the Harvard Business School
where he teaches in the new Multinationa} Marketing
Management executive program. This is his sixth HBR arti-
cle, the last being "How to Build a Product Licensing Pro-
gram" (May-June 1985).
Mr. Hoff is a PhD candidate in business
economics at Harvard University. He was an instructor in
marketing at the Harvard Business School, which awarded
him a Dean's Doctoral Fellowship to complete his PhD.
The big issue today is not whether to go
global but bow to tailor the global marketing concept
to fit each business and how to make it work. In this
article, we'll first provide a framework to help manag-
ers think about how they should structure the different
areas of the marketing function as the business shifts
to a global approach. We will then show how compa-
nies we have studied are tackling the implementation
challenges of global marketing.
How far to go
How far a company can move toward
global marketing depends a lot on its evolution and tra-
ditions. Consider these two examples:
n Although the Coca-Cola Company had
conducted some international business before 1940, it
gained true global recognition during World War 11, as
Coke bottling plants followed the march of U.S. troops
around the world. Ma.
chapter2: global marketing strategies .pptxhiba423650
In this chapter, you will :
Understand the Concept of Global Marketing Strategies
Analyze the Benefits and Challenges of Global Marketing
Explore Effective Execution of Global Marketing Strategies
Develop Strategic Global Marketing Plans
Evaluate Different Types of Marketing Strategies
Understand the Role of E-commerce in Global Marketing
Appreciate the Importance of Localization and Global Standardization
Develop Adaptability and Agility in Global Marketing
Enhance Competitive Advantage in Global Markets
Are you looking to enhance your digital marketing efforts and establish a strong online presence for your brand? Look no further than Brand Diaries Digital Marketing Services in Gurugram.
At Brand Diaries, we understand that the digital landscape is constantly evolving, and staying ahead of the game can be challenging. That's why we offer a comprehensive range of digital marketing solutions tailored to meet the unique needs of each of our clients.
Our team of experienced digital marketers specializes in search engine optimization (SEO), social media marketing (SMM), pay-per-click (PPC) advertising, email marketing, content marketing, and more. We work closely with our clients to understand their business objectives and develop customized strategies to help them achieve their goals.
Our SEO services focus on improving your website's search engine rankings, driving organic traffic, and increasing your online visibility. Our SMM services help you engage with your target audience on social media platforms and build brand awareness. Our PPC advertising services help you reach potential customers through targeted advertising campaigns. Our email marketing services help you connect with your audience and keep them engaged with your brand.
At Brand Diaries, we believe in delivering measurable results and providing our clients with regular reports to track the success of their digital marketing campaigns. Our team stays up-to-date with the latest industry trends and best practices to ensure that our clients always receive the most effective and efficient digital marketing services.
Visual content assets can be a significant contributor to the content marketing process and customer experience. Learn how four Cs — collaborate, customize, communicate, and connect — can help the community of the business manage digital assets.
By ensuring your workplace needs are met globally, with consistency in service and quality, we as your creative agency in India provide local knowledge to help you gain the most understanding of your global initiatives.
Some call it a newsroom. Others a command center, a social hub or a content studio. But no matter the name, in this webinar we feature what a seamless integration between operations and content creation looks like.
Evolution of Technology: 30 Years of Innovation to Reach the CloudMichael Meinhardt
This presentation was first delivered at Localization World in Dublin, Ireland on June 4th, 2014. It covers the evolution of technology in the localization industry over the last 30 years.
Marketo Summit 2014 - Cloudwords + Coupa Global PresentationMichael Meinhardt
This presentation was first delivered at the Marketo Summit in April 2014 and included a case study of Coupa Software and their rapid global expansion through the use of Cloudwords + Marketo.
Evolve13 Adobe CQ Conference - Life Technologies and Cloudwords Customer StoryMichael Meinhardt
This powerpoint deck was first presented by Blair Hardie, Life Technologies and Michael Meinhardt, Cloudwords at the Evolve13 Adobe CQ conference in San Diego, CA on August 28th, 2013.
Presentation that was given to the TAUS Translation Technology Showcase on July 10, 2013, providing an overview on Cloudwords.
TAUS: http://www.translationautomation.com/events/translation-technology-showcase-webinar
UiPath Test Automation using UiPath Test Suite series, part 5DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
UiPath Test Automation using UiPath Test Suite series, part 6DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 6. In this session, we will cover Test Automation with generative AI and Open AI.
UiPath Test Automation with generative AI and Open AI webinar offers an in-depth exploration of leveraging cutting-edge technologies for test automation within the UiPath platform. Attendees will delve into the integration of generative AI, a test automation solution, with Open AI advanced natural language processing capabilities.
Throughout the session, participants will discover how this synergy empowers testers to automate repetitive tasks, enhance testing accuracy, and expedite the software testing life cycle. Topics covered include the seamless integration process, practical use cases, and the benefits of harnessing AI-driven automation for UiPath testing initiatives. By attending this webinar, testers, and automation professionals can gain valuable insights into harnessing the power of AI to optimize their test automation workflows within the UiPath ecosystem, ultimately driving efficiency and quality in software development processes.
What will you get from this session?
1. Insights into integrating generative AI.
2. Understanding how this integration enhances test automation within the UiPath platform
3. Practical demonstrations
4. Exploration of real-world use cases illustrating the benefits of AI-driven test automation for UiPath
Topics covered:
What is generative AI
Test Automation with generative AI and Open AI.
UiPath integration with generative AI
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject.
We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup.
Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved.
The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring.
The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise.
By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Building RAG with self-deployed Milvus vector database and Snowpark Container...Zilliz
This talk will give hands-on advice on building RAG applications with an open-source Milvus database deployed as a docker container. We will also introduce the integration of Milvus with Snowpark Container Services.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
2. Copyright 2014 Cloudwords, Inc. All right reserved.
Cloudwords Perspectives | January 2014
Welcome to the first edition of Cloudwords Perspectives, a collection of our
most reshared, retweeted, and viewed posts from the Cloudwords blog.
This particular edition of Cloudwords Perspectives covers critical aspects and
best practices of taking your marketing content global. Here are the blog posts
featured in this first edition of Cloudwords Perspectives:
• Have you cracked the code to going global?
• 4 Essentials for taking your content global
• Best Kept Secret? Only 20% of Global Marketers Know What
“Translation Memory” Is
• Quantifying the Importance of Global Customer Engagement
• You are so global, you don’t even know it!
We are looking forward to sharing more Cloudwords Perspectives with you
every quarter.
Best,
The Cloudwords Team
Heidi Lorenzen
Chief Marketing Officer
Michael Meinhardt
Co-founder and Chief
Customer Officer
The Authors
3. Copyright 2014 Cloudwords, Inc. All right reserved.
Cloudwords Perspectives | January 2014
Have you cracked
the code to going
global?
We are all keenly aware that the global
economy is interconnected and depen-
dent on the strengths and weaknesses of
the countries that trade with one another.
More so, trade and related activities are
greatly impacted by government policies.
Obviously, during the 2008-2009 financial
crisis that affected this country and also
shook most ofthe world,
globalization weak-
ened due to significant
declines in trade and
foreign investments.
Beginning in 2010, once
global economies began
to improve, globalization
increased as inter-
national trade and
investment flows picked
up, and since then we’ve seen global orga-
nizations continue to expand and benefit
from opportunities abroad.
However, according to an article in
Bloomberg Businessweek, “Why Global-
ization Is Going Into Reverse,” the global-
ization upswing has stalled. Based on a
study conducted at IESE Business School
in Barcelona, the article states that while
globalization was picking up momentum
following the global financial downturn, the
“depth of globalization” slowed down again
at the end of 2012. The main culprit? Poor
economic and trade policies put into place
following the financial crisis.
Even so, we know the potential for
increased global revenues still
exists, particularly within emerging
markets, such as in
Brazil and Africa.
According to the
McKinsey Global Insti-
tute (MGI), the num-
ber of global consum-
ers today is about 2.4
billion people, and MGI
projects this figure
will nearly double by
2025 to 4.2 billion con-
sumers (out of a global population of 7.9
billion), at which point MGI estimates
annual consumption in emerging global
markets will increase to $30 trillion, up from
$12 trillion in 2010. Clearly, reaching these
global markets is critical to drive growth.
In the Bloomberg Businessweek article, the
IESE study’s authors argue that globaliza-
tion would continue to rise “if multinational
corporations learned to ‘crack the code for
By Michael Meinhardt
According to the McKinsey
Global Institute (MGI), the
number of global consum-
ers today is about 2.4 billion
people, and MGI projects this
figure will nearly double by
2025 to 4.2 billion
consumers.
4. Copyright 2014 Cloudwords, Inc. All right reserved.
Cloudwords Perspectives | January 2014
competing in emerging economies’ where
growth is strongest.” In other words, com-
panies could increase revenue and further
strengthen a growing global economy if
they could successfully reach potential
consumers in emerging markets. Bingo.
So what is the secret “code” to unlocking
global revenue potential? Localization is
surely a key element: organizations that
develop and implement global strate-
gies to expedite the delivery
of product information, sales
materials, customer experienc-
es, marketing content, etc.,
in a market’s local language,
using culturally relevant
references and images, are more
likely to engage consumers and
convert them into customers.
Our customers know the value
of localizing materials to reach
multilingual audiences, and,
prior to using the Cloudwords
application, were all too familiar
with the challenges traditional
approaches to the localization
process entailed. Marketing on a global
scale requires collaboration among grow-
ing numbers of stakeholders, communi-
cation among globally-dispersed internal
teams and departments as well as outside
translation vendors, and seamless manage-
ment of sky-rocketing amounts of content
that is created, stored and delivered in a
variety of business applications (Web CMS,
marketing automation, etc.) in a plethora of
languages.
We recognize both the challenges to local-
ization and the benefits of localization, and
since Cloudwords’ very inception, we’ve
worked to develop a very user-friendly
application that takes away the
complexities of going global and enables
customers to optimize the translation
and localization process more easily. By
automating the globalization process with
the right technology tools, our customers
reach global markets up to 60% faster.
Regardless of whether globalization trends
are reversing, smart companies recognize
potential opportunities for revenue growth
still exist in global markets—both emerging
and otherwise—and know how to crack the
code. Do you?
5. Copyright 2014 Cloudwords, Inc. All right reserved.
Cloudwords Perspectives | January 2014
4 Essentials for
taking your
content global
Marketers worldwide are leveraging content
to engage customers, build thought leader-
ship platforms, and drive demand for their
companies and offerings. In fact, 93% of
B2B marketers use content marketing as a
key part of their marketing mix. It must be
working: marketers are spending a full third
of their budgets on content
marketing and more than half
plan to increase that amount.
However, marketers are dis-
covering that reaping the
benefits of content on a
global scale is a daunting
challenge. Organizations that
operate globally have to create content for
multiple markets, which means localizing
the content to the languages and nuanc-
es of regional audiences and customs, and
delivering large amounts of content across
an even more complex array of channels.
Developing and implementing a com-
prehensive global content strategy and
operational plan is necessary to scale to this
degree.
The upside is worth it. When done
well, marketers can connect their
businesses with more customers worldwide
and increase company visibility, growth and
revenues.
I recently had the opportunity to share
my insights on global content operations
during a webinar discussion with Pam
Didner, Global Integrated Marketing
Manager at Intel, moderated by
Clare McDermott, Editor
-in-Chief of Chief Con-
tent Officer magazine.
The event was hosted by
the Content Marketing
Institute.
One portion of our dis-
cussion focused on the
development of a global
content strategy to accelerate the creation
and delivery of impactful and engaging
marketing content to global audiences.
Based on my years as a global marketer,
with more than 10 years spent overseas,
here are four core elements I recommend
fellow global marketers consider when ap-
proaching global content operations.
1. Think global first, not as an after-
thought. This seems ridiculously obvious,
but it’s not yet common marketing practice.
When building a marketing strategy and
In fact, 93% of B2B
marketers use content
marketing as a key
part of their marketing
mix.
By Heidi Lorenzen
6. Copyright 2014 Cloudwords, Inc. All right reserved.
Cloudwords Perspectives | January 2014
the content plan to support it, consider all
geographies at the outset. I’ve witnessed
too many talented marketers focus first on
the headquarter market, with the (flawed)
intent of rolling out campaigns and content
to international markets later. This leaves
untapped opportunities for revenue on
the global table. It’s important to focus on
markets where the highest growth potential
exists for your product or service and prior-
itize those. Trying to tackle global markets
after you’ve already launched in headquar-
ters’ market causes tension among global
and regional teams, and creates huge op-
portunity costs in both untapped revenue
and competitive disadvantage.
2. Integrate your global
content strategy worldwide.
By this I mean, ensure that all
geographies and business units
are represented from Day One.
Creating a Global Content Council
is one way to do this. Being well
integrated also means stopping the
proverbial pendulum from swinging
to extremes of either centralization or
decentralization of control of marketing
content. This is a huge topic in and of itself,
but for now, let me summarize by saying
that it’s vital to balance the business-driv-
ing needs of the regions with the strategic
priorities of corporate teams.
Breaking down silos across teams, especial-
ly between corporate and the field, manag-
ing brand consistency, economies of scale,
AND the local relevance, creates the best
outcomes.
3. Develop an audience-centric strategy
– global-style. Marketers are always laser-
focused on the personas they are targeting.
That’s not a new concept. However, what
has become challenging is applying that
same discipline to the global elements of
personas. Besides adapting your content
map to your general personas, as well as
the points in the buying cycle you’re trying
to affect, your campaign themes, and the
place in the customer lifecycle, it’s critical to
overlay that with the languages and other
considerations of the regions and cultures
you’re trying to impact. And, again, to do
this at the outset.
4. Build a technology infrastructure
designed to scale globally and accelerate
global deployment of content. This forms
7. Copyright 2014 Cloudwords, Inc. All right reserved.
Cloudwords Perspectives | January 2014
the very foundation of an organization’s
entire global content strategy. It’s what
makes execution possible with the speed,
agility, and quality the markets demand,
with the efficiencies your resources require.
This infrastructure should include your
web CMS, your document and digital asset
management systems, your marketing
automation systems, as well as newer
technology that streamlines the entire
globalization process and becomes the hub
for taking all your other technologies global.
The Cloudwords application was designed
specifically for that purpose. It sort of
becomes the marketers’ ERP for their
content factory, if you will, delivering faster
time to revenue while significantly reducing
the costs and time associated with taking
your content global.
Cloudwords Marketing
Globalization Platform
8. Copyright 2014 Cloudwords, Inc. All right reserved.
Cloudwords Perspectives | January 2014
Best Kept
Secret? Only
20% of Global
Marketers Know
What “Transla-
tion Memory” Is
Cloudwords recently surveyed nearly 500
global content marketers to learn about
the processes they use when it comes time
to localize their marketing copy to reach
customers in international markets. One
of the questions we asked was whether
participants were familiar with the term
“Translation Memory” because this is such a
valuable asset for global organizations.
In a nutshell, Translation Mem-
ory is a database of a company’s
previously translated words and
phrases. It’s valuable because if
you’ve translated something once,
you should never have to pay to
have it translated again.
To our surprise, only 20% of global
marketers are familiar with Translation
Memory. Keep in mind, these are marketers
who are already translating content to reach
multilingual audiences—in fact, on average,
they’re translating content into eight differ-
ent languages, some more, some less. That
means a whopping 80% are unfamiliar with
a tool that can tremendously reduce their
translation costs and save significant time
when it comes to getting their content to
market.
Regardless of whether you need to trans-
late marketing materials, website pages or
product copy, global professionals can no
longer afford to have Translation Memory
kept a secret. In fact, they need to own it,
access it, and leverage it.
Consider this: the two largest cost drivers
for localization projects are the number of
words you need to translate and the amount
of time it takes the vendor to finalize the
document. Cost per word varies depending
on which language you are translating to,
but if you didn’t have to translate a portion
of your words because you’re re-purpos-
ing previously translated copy, that’s fewer
words you have to pay to translate again,
and less time it takes for the translation
vendor to finish the project. That is, IF your
translators are leveraging your Translation
Memory, and if they are, whether they’re
passing along the savings. When multiple
translation vendors are being used, there is
no shared leverage among them.
As you can see, global organizations have
had little opportunity to manage and use
their own of Translation Memory data-
base well or even at all. Cloudwords is the
only content globalization application that
hosts a cloud-based Translation Memory
By Michael Meinhardt
9. Copyright 2014 Cloudwords, Inc. All right reserved.
Cloudwords Perspectives | January 2014
database for each customer to own and
manage. Cloudwords’ OneTM stores a
company’s words and phrases that have
already been translated and keeps them
updated within the database. A customer’s
OneTM is accessible to any vendor that the
company chooses to contract with.
By enabling all vendors to
access their client’s
OneTM, brand and
message consistency
are greatly increased
because everyone
is working from the
same set of up-to-
date, approved termi-
nology. Such improved
collaboration processes ultimately leads
to an overall higher quality of translated
materials. All the while, reducing the costs
and time needed to complete each project.
If you didn’t know about Translation
Memory before you read this post, you’re
clearly not alone. But now you know,
and we hope that if you’re not already a
Cloudwords customer, you’ll reach out to
learn more about how to take advantage
of your own OneTM database, as well as
experience all the additional benefits our
world-class application provides.
10. Copyright 2014 Cloudwords, Inc. All right reserved.
Cloudwords Perspectives | January 2014
Quantifying the
Importance of
Global Customer
Engagement
Engaging customers successfully on a
global scale requires a fresh approach to
localization – namely, thinking about it
as a strategic piece of your global go-to-
market strategy, and tackling it as the
complex business process it is.
Customer engagement is the holy
grail of marketers
Whether you’re in the
B-to-B realm or marketing
directly to consumers, the
importance of authentic
customer engagement
can’t be overstated. Is it
possible to put a dollar
value on customer en-
gagement? You bet.
According to a Gallup study of thousands
of B2B customer relationships, for example,
fully engaged B2B customers accounted for
a 23% increase in share of wallet, profit-
ability, revenue, and relationship growth
relative to average customers, whereas
actively disengaged customers actually cost
companies 13 percent along these same
benchmarks.
However, only 13% of B2B customers are
fully engaged, according to the study.
The reason may surprise you. Analysts at
Gallup noted that many B2B companies
focus on price, speed, and efficiency when
they communicate with their customers.
Instead, these companies should have been
establishing an emotional connection with
their customers in order to engage with
them successfully.
Engaging customers
on a global scale is
inherently more
complex and
challenging
Mastering this connection
requires speaking their
language – literally and
figuratively. After all, if
your words are (ahem) lost in translation,
you’ll fail across the board. As the Gallup
study illustrates, getting engagement right
is obviously vital, but also an enormous
challenge. It’s exponentially more difficult
for multinational companies to engage
effectively with customers who speak
other languages and have completely
different cultural frames of reference from
themselves — and each other.
By Heidi Lorenzen
Fully engaged B2B cus-
tomers accounted for a
23% increase in share of
wallet, profitability, rev-
enue, and relationship
growth.
11. Copyright 2014 Cloudwords, Inc. All right reserved.
Cloudwords Perspectives | January 2014
Using local language is an absolute
requirement for business success
A Common Sense Advisory study found
a strong correlation between the num-
ber of foreign languages appearing on a
company’s website and the company’s
measure of business success as
represented by its score on leading rankings
of company revenue (Forbes), brand value
(Interbrand), or website traffic (Alexa). The
top-ranked companies consistently offered
greater language support to their global
customers than companies occupying the
lower positions on these rankings.
Here’s where the proverbial rubber hits
the road: Another study of Fortune 500
companies shows that those which trans-
lated content to keep up with or gain an
edge over their competitors were more
than 2x more likely to have an increase
in profits and 1.27 times more likely to
generate increased earnings per share
(EPS).
But let’s consider localization from the
perspective of the consumer we are trying
to engage:
• 56.2% of consumers say that the
ability to obtain information in their
own language is more important than
price in making a purchase decision,
according to Common Sense Advisory
• 72.4% of consumers would be more
likely to buy a product with information
in their own language
• 72.1% of consumers spend most or
all of their time on sites in their own
language
Clearly, any way you look at it, overall
success in global customer engagement (as
measured by revenue growth and P&L) can
only achieved by looking at localization as
a critical business process to be optimized.
Doing so will translate (no pun intended!)
into bottom-line benefits too powerful to
be ignored: shorter go-to-market timelines,
faster time-to-revenue, and zero chance for
the competition to sneak in and steal your
thunder.
Your content is an extremely valuable
asset. Having accurate marketing and sales
messages across every customer touch-
point in every relevant language is crucial
to the customer experience, and your com-
pany’s ability to capture the global revenue
your go-to-market plans are built to yield.
12. Copyright 2014 Cloudwords, Inc. All right reserved.
Cloudwords Perspectives | January 2014
You are so
global, you don’t
even know it!
Consider the following:
1. Starbucks coffee drank by a business
man in Shanghai helps to feed a
family on the island of Sumatra, the
hills of Costa Rica and Western Africa
2. A selfless act in Tunisia sparks a
social revolution on Twitter across
northern Africa and Middle East
3. Products developed in Southeast Asia
are sold to collectors in the United
States through the help of Amazon.
com
4. Kiva Microloans are disseminated
throughout developing countries
bringing pride, commerce and liveli-
hoods to families
5. Life-saving vaccines developed in the
United States by Eli Lilly prevent the
spread of Polio in Africa and save the
lives of millions
Global communication and collaboration is
shaping the way we view different cultures,
different people and provides a new plat-
form for social empathy.
Our world is already pretty small and only
getting smaller – I can jump on a plane at
12pm in San Francisco and land in London
at 7am the following day. I can jump on
FaceTime, Skype or Viber and see my family
in Boise, LA, San Diego, London and Dublin,
Ireland all in a matter of seconds.
Organizations, individuals are constantly
looking for new ways to connect, engage
and communicate and the rate at which
this is now possible is staggering. Think
about it – email in its earliest forms was
developed in the 1960s, the PC went
mainstream in the 1980s, the Internet
went mainstream in the 1990s, Social
applications went mainstream in the 2000s
and now as we enter the 2010s – world-
wide communication is only accelerating
as businesses continue to invest heavily
in all things localization, translation and
globalization – or put another way, all things
multi-lingual; their products, collateral, and
communication strategies.
Accelerating Global Product Usage
and Registration
I remember working with a
company called hi5 in 2004, one of the
many companies pre-Facebook, that
were trying to make a name in the
“social media” space. I worked with them
to identify their “tier-1” languages and we
set out to localize their application into
By Michael Meinhardt
13. Copyright 2014 Cloudwords, Inc. All right reserved.
Cloudwords Perspectives | January 2014
11 languages – French,
Italian, German, Spanish
(EU), Portuguese (EU)
Brazilian Portuguese,
Spanish (LAS), Chinese
(Simplified), Chinese
(Traditional), Japanese
and Korean. They didn’t
have much content to
localize, but they contin-
ued to tell me “how big
they were in Portugal”
– which I thought was
pretty cool. But when I
asked why that might be
the case, they responded
with “We have no idea! But we think if we
localize our application everyone will begin
to understand how to really use our cool
features”. So, we localized their applica-
tion, they loaded the translations into their
system and turned it on.
In 24 hours the following happened:
• Application Usage was up 7x
• New Registrations were up 10x
• New advertisers around the world were
calling them to do business
Pretty amazing considering all they really
did was adapt their offering to accommo-
date the growing global audience.
In short, localization is kind of like helping
someone see for the first time – where once
they were truly struggling to understand
what you were trying to communicate, or
worse, had no impression at all because
they didn’t bother to check out your mes-
sage, because it wasn’t in their language –
the communication veil was lifted and they
were now able to really begin to fully utilize
all of your products cool new features and
have a deeper understanding of the value
of your offering.
Obviously enhanced global results will vary
across industries, but one thing remains
clear – people want to have an experience
that is familiar, easily consumable, and
enables deeper understanding.
The real challenge for the global orga-
nization is to invest enough energy and
resources into the experience such that
their desired message reaches the targeted
individual at the right time — and in the
right language.
14. Content Operations on a Global
Scale
Did you enjoy reading our Cloudwords
Perspectives on taking your content
global? In our new ebook - Content Operations
on a Global Scale - we share specific ways to
improve global content delivery and better
align it with your go-to-market strategy. The
new-found efficiencies and greater glob-
al marketing impact will help you drive
more growth and customer engagement
in all the markets you serve.
Download the new ebook from our
website at www.cloudwords.com.
NEW
eBOOK
15. ABOUT CLOUDWORDS
Cloudwords has uniquely disrupted the localization
industry with a powerful end-to-end platform
created specifically to turbocharge the marketing
globalization process. We’re not a translation
vendor. Rather, Cloudwords is the first and only
software to fuse workflow, collaboration,
financial and project management, and
analytics to streamline getting marketing
content into the languages that resonate
with a company’s target audiences.
Contact Us
Cloudwords, Inc.
400 Montgomery Street, Suite 1200
San Francisco, CA 94104
USA
Phone: +1.415.394.8000
Sales: sales@cloudwords.com
www.cloudwords.com