The document discusses pitfalls of expanding globally in business, emphasizing the importance of situational awareness, local engagement, and proper management of content costs. It outlines common issues such as excessive control and lack of preparation for future market challenges. Effective global marketing is framed as an investment requiring thoughtful strategies and ongoing effort to ensure success.

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THE PITFALLS OF GOING GLOBAL
MATT HAUSER
VICE-PRESIDENT, TRANSLATIONS.COM
August 31, 2016

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THE GLOBAL OPPORTUNITY
Source: eMarketer, May 2014

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THE GLOBAL OPPORTUNITY
Source: eMarketer, May 2014
A R E M O R E L I K E L Y
T O B U Y I N T H E I R
N A T I V E T O N G U E
S A Y L A N G U A G E I S
M O R E I M P O R T A N T
T H A N P R I C E
S P E N D A M A J O R I T Y
O F T H E I R T I M E O N
S I T E S I N T H E I R
N A T I V E T O N G U E

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PITFALL #1

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PITFALL #1
LACK OF SITUATIONAL AWARENESS

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W H AT I S D R I V I N G Y O U R E N T RY I N T O A N E W M A R K E T ?
• A N A L Y T I C S
• I N T E R N A T I O N A L S H I P P I N G
• C O M P E T I T O R S
• L O C A L E M P L O Y E E S
• S E N I O R D I R E C T I V E
W H AT M A R K E T R E S E A R C H H A S B E E N C O M P L E T E D ?
• S W O T A N A L Y S I S
• C U R R E N T B R A N D A W A R E N E S S
• L O C A L C O M P E T I T I V E L A N D S C A P E
• O V E R A L L M A R K E T O P P O R T U N I T Y
LACK OF SITUATIONAL AWARENESS

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W H AT E X I S T I N G R E S O U R C E S C A N Y O U L E V E R A G E ?
• L O C A L E M P L O Y E E S
• I N - M A R K E T P A R T N E R S
• B R I C K & M O R T A R O P E R A T I O N S
H O W I S T H E N E W M A R K E T D I F F E R E N T ?
• S O C I A L M E D I A
• S E O
• P A Y M E N T C O N S I D E R A T I O N S
• S H I P P I N G P R E F E R E N C E S
• C O N V E R S I O N T R E N D S
• I N F R A S T R U C T U R E
LACK OF SITUATIONAL AWARENESS

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LACK OF SITUATIONAL AWARENESS

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LACK OF SITUATIONAL AWARENESS

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PITFALL #2
TOO MUCH CONTROL

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 T H I N K G L O B A L , A C T L O C A L
 B U Y I N F R O M L O C A L S TA K E H O L D E R S I S C R I T I C A L T O
S U C C E S S
B E R E A D Y T O R E A C H A C R O S S T H E A I S L E
 L I S T E N T O L O C A L M A R K E T S
 O R G A N I Z E C O N T E N T B A S E D O N R E L E VA N C E / VA L U E
 T R A N S L AT I O N / L O C A L I Z AT I O N I S I T E R AT I V E
 Q U A L I T Y C O N T E N T D O E S N O T H A P P E N I N A VA C U U M
TOO MUCH CONTROL

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TOO MUCH CONTROL

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PITFALL #3
FOCUSED ONLY ON CONTENT COSTS

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W H AT W O R R I E S P E O P L E :
• T R A N S L A T I O N Q U A L I T Y
• T R A N S L A T I O N C O S T
W H AT P E O P L E S H O U L D W O R RY A B O U T:
• T I M E T O M A R K E T
• P R O J E C T M A N A G E M E N T
• I T I N V O L V E M E N T
FOCUSED ONLY ON CONTENT COSTS

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FOCUSED ONLY ON CONTENT COSTS

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W H AT W O R R I E S P E O P L E :
• T R A N S L A T I O N Q U A L I T Y
• P R E - F L I G H T
• B R A N D I N G G U I D E L I N E S
• T E R M I N O L O G Y M A N A G E M E N T
• C E R T I F I E D L I N G U I S T S
• I N T E R N A L R E V I E W
• T R A N S L A T I O N C O S T
• T R A N S L AT I O N M E M O R Y
• C O N S I S T E N C Y I N S O U R C E C O N T E N T
• C O N T E N T V A L U E A S S E S S M E N T
FOCUSED ONLY ON CONTENT COSTS

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PITFALL #4
NOT PREPARED FOR WHAT COMES NEXT

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• G L O B A L M A R K E T I N G I S A N I N V E S T M E N T
• G L O B A L C O N T E N T I S A N A S S E T
• S E T R E A S O N A B L E S H O R T - T E R M G O A L S F O R R O I
• V I S U A L I Z E C U S T O M E R J O U R N E Y F R O M E N D - T O - E N D
• G L O B A L C O N T E N T I S N O T O N E - A N D - D O N E
• W H AT H A P P E N S A F T E R C O N V E R S I O N ?
• P L A N A H E A D F O R O M N I - C H A N N E L A P P R O A C H
• L AY G R O U N D W O R K F O R I N - M A R K E T S U P P O R T
• W O R K T O W A R D S A F U L LY L O C A L I Z E D E X P E R I E N C E
NOT PREPARED FOR WHAT COMES NEXT

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M AT T H A U S E R
V I C E P R E S I D E N T, C O N T E N T S O L U T I O N S
T R A N S L AT I O N S . C O M
M H A U S E R @ T R A N S L AT I O N S . C O M
@ M J H A U S E R @ T R A N S P E R F E C T
THANK YOU!