This document summarizes the key challenges and benefits of managing multilingual content in the digital age. It discusses how language impacts buying patterns and reasons global content fails. The benefits of automation are outlined as enabling faster deployment, engagement and conversion. It also shows the growing marketing technology landscape and need for integrated reporting and automation while ensuring regulated content. The key takeaways are that many companies face similar challenges, other industries can provide lessons, and localizing content and outsourcing production should be considered.
Growing your Global Brand: Lionbridge WebinarLionbridge
Today, 84% of people are more inclined to make a purchase when the information is presented in their native language. To be successful globally, you must prioritize your digital strategy and consider language and cultural nuances.
How do you manage your marketing strategy, content, and execution on a global scale? Join our webinar, to learn:
• How to deliver an engaging digital experience through a content-focused approach
• Differences in buyer’s journeys and preferences around the world
• The framework you need to roll out your digital strategy globally
The business model is changing: transformed by technological advancement and fuelled by global competition. As the capabilities of digital technology have increased their influence has extended to reach every facet of operations. Expectations have also shifted, driven by the consumerisation of IT and changing customer demand; people expect a simplistic and rewarding user journey, delivered as a seamless cross-platform experience.
Social Media for Small and Medium EnterprisesSatayender
Presentation discussing cost effective use of Social Media for Small and Medium Enterprises
Presented in MSME Workshop in Hanoi and Ho Chi Minh City, Vietnam
Customer experience management (CxM) platforms are technology enablers within wider digital transformation programs. They help brands to deliver those right-time experiences at key decision points in the customer journey to drive engagement. With over a decade of lessons learned delivering CxM platforms for major brands, this session provides practical and pragmatic advice using concrete platform examples spanning the financial, media, news and entertainment, healthcare, and insurance sectors. How do you take a platform-first approach to CxM? What does good look like? How do you incentivize adoption? What works well? What should be avoided? This session shares war stories on the good, the bad and the ugly documented as a collection of useful and useable design principles for delivering sustainable CxM platforms.
3 Steps to Website Globalization Success
Milengo presents best practices for planning and executing complex, large scale website globalization projects.
Mediasmith: Hypebusters: "Automated Media Technology"Digiday
Black boxes are becoming white elephants. It is better to buy than build, says David Smith. Will media planning and buying be automated? The algorithm trumps all. With the right algorithms, machine learning will eliminate the need for media planning and buying. But, as David will show, there is no panacea media technology.
Speaker: David Smith, founder & CEO, Mediasmith
Growing your Global Brand: Lionbridge WebinarLionbridge
Today, 84% of people are more inclined to make a purchase when the information is presented in their native language. To be successful globally, you must prioritize your digital strategy and consider language and cultural nuances.
How do you manage your marketing strategy, content, and execution on a global scale? Join our webinar, to learn:
• How to deliver an engaging digital experience through a content-focused approach
• Differences in buyer’s journeys and preferences around the world
• The framework you need to roll out your digital strategy globally
The business model is changing: transformed by technological advancement and fuelled by global competition. As the capabilities of digital technology have increased their influence has extended to reach every facet of operations. Expectations have also shifted, driven by the consumerisation of IT and changing customer demand; people expect a simplistic and rewarding user journey, delivered as a seamless cross-platform experience.
Social Media for Small and Medium EnterprisesSatayender
Presentation discussing cost effective use of Social Media for Small and Medium Enterprises
Presented in MSME Workshop in Hanoi and Ho Chi Minh City, Vietnam
Customer experience management (CxM) platforms are technology enablers within wider digital transformation programs. They help brands to deliver those right-time experiences at key decision points in the customer journey to drive engagement. With over a decade of lessons learned delivering CxM platforms for major brands, this session provides practical and pragmatic advice using concrete platform examples spanning the financial, media, news and entertainment, healthcare, and insurance sectors. How do you take a platform-first approach to CxM? What does good look like? How do you incentivize adoption? What works well? What should be avoided? This session shares war stories on the good, the bad and the ugly documented as a collection of useful and useable design principles for delivering sustainable CxM platforms.
3 Steps to Website Globalization Success
Milengo presents best practices for planning and executing complex, large scale website globalization projects.
Mediasmith: Hypebusters: "Automated Media Technology"Digiday
Black boxes are becoming white elephants. It is better to buy than build, says David Smith. Will media planning and buying be automated? The algorithm trumps all. With the right algorithms, machine learning will eliminate the need for media planning and buying. But, as David will show, there is no panacea media technology.
Speaker: David Smith, founder & CEO, Mediasmith
Creative is complicated tips for better client-agency collaborationFalcon.io
Managing the agency-client relationship can be complex, but managing brand social channels doesn’t have to be. We're focussing on both the agency and client-side.
In this webinar, we'll discuss:
- How to meet deadlines without sacrificing creative quality
- How to scale your agency's social offering w/o blowing the budget
- How to find new clients (and keep them coming back)
Mediacurrent Introduction to Emotional Design 2019Mediacurrent
In this webinar, Mediacurrent's Creative Director, Sheree Hill, will examine the human factors and basic principles of emotional design. Learn techniques to keep your audience engaged and converting on your website.
You can find the recording here: https://players.brightcove.net/pages/v1/index.html?accountId=1027729815001&playerId=default&videoId=5987663516001&autoplay=true
How to Prove Marketing ROI: Overcoming Digital Marketing ChallengesMediacurrent
Measuring the effectiveness of marketing activities and proving impact on revenue are on the mind of every marketer. There’s no question that there’s value in properly identifying, tracking, and analyzing KPIs to understand the value marketing brings to your organization, but it can be challenging getting the framework in place to do this properly.
Social Media in the B-to-B World, Part 2ControlEng
-Why social media for automation suppliers?
-Understanding the correct approach to social media marketing with your engineering audience
-How we connect with manufacturers through social media to grow business opportunities
LinkedIn for Freelance Translators and Interpreters Alba Sort
Presentation deck for the seminar LinkedIn for Linguists: How to Leverage the World's Largest Professional Network, which took place at Language Show Scotland, Glasgow, 10 March 2017. The learnings can be applied to any professional freelancers working in B2B who want to grow their network and find potential clients on LinkedIn.
Personal Branding for Freelance Translators and InterpretersMartina Eco
Slides for the presentation delivered at the London Language Show on 14 October 2017, focussing on personal branding for freelance translators and interpreters.
Women in Localization 2017 "Be Bold for Change" Award WinnersLionbridge
Lionbridge is proud to support Women in Localization and announce the winners of the 2017 "Be Bold for Change" award.
Learn more at: http://content.lionbridge.com/women-localization-8-inspirational-leaders-storming-ahead-bold-change/
Software Localization: What You Need to Know to Effectively Go GlobalLionbridge
[Webinar] The global software market is valued at almost half a trillion dollars and growing across all sectors. To stand out in this thriving market, now is the time to increase your global reach by localizing your software. But there’s more to it than simply end-build text translation. Providing value to every user means considering all the smaller, but critical, details—some of which can be a challenge to navigate.
Creative is complicated tips for better client-agency collaborationFalcon.io
Managing the agency-client relationship can be complex, but managing brand social channels doesn’t have to be. We're focussing on both the agency and client-side.
In this webinar, we'll discuss:
- How to meet deadlines without sacrificing creative quality
- How to scale your agency's social offering w/o blowing the budget
- How to find new clients (and keep them coming back)
Mediacurrent Introduction to Emotional Design 2019Mediacurrent
In this webinar, Mediacurrent's Creative Director, Sheree Hill, will examine the human factors and basic principles of emotional design. Learn techniques to keep your audience engaged and converting on your website.
You can find the recording here: https://players.brightcove.net/pages/v1/index.html?accountId=1027729815001&playerId=default&videoId=5987663516001&autoplay=true
How to Prove Marketing ROI: Overcoming Digital Marketing ChallengesMediacurrent
Measuring the effectiveness of marketing activities and proving impact on revenue are on the mind of every marketer. There’s no question that there’s value in properly identifying, tracking, and analyzing KPIs to understand the value marketing brings to your organization, but it can be challenging getting the framework in place to do this properly.
Social Media in the B-to-B World, Part 2ControlEng
-Why social media for automation suppliers?
-Understanding the correct approach to social media marketing with your engineering audience
-How we connect with manufacturers through social media to grow business opportunities
LinkedIn for Freelance Translators and Interpreters Alba Sort
Presentation deck for the seminar LinkedIn for Linguists: How to Leverage the World's Largest Professional Network, which took place at Language Show Scotland, Glasgow, 10 March 2017. The learnings can be applied to any professional freelancers working in B2B who want to grow their network and find potential clients on LinkedIn.
Personal Branding for Freelance Translators and InterpretersMartina Eco
Slides for the presentation delivered at the London Language Show on 14 October 2017, focussing on personal branding for freelance translators and interpreters.
Women in Localization 2017 "Be Bold for Change" Award WinnersLionbridge
Lionbridge is proud to support Women in Localization and announce the winners of the 2017 "Be Bold for Change" award.
Learn more at: http://content.lionbridge.com/women-localization-8-inspirational-leaders-storming-ahead-bold-change/
Software Localization: What You Need to Know to Effectively Go GlobalLionbridge
[Webinar] The global software market is valued at almost half a trillion dollars and growing across all sectors. To stand out in this thriving market, now is the time to increase your global reach by localizing your software. But there’s more to it than simply end-build text translation. Providing value to every user means considering all the smaller, but critical, details—some of which can be a challenge to navigate.
Unlocking the power of digital marketing for InterpretersMartina Eco
The slides to the presentation given during the "Digital marketing for Interpreters" organised by the Chartered Institute of Linguists on April 22nd, 2017 in London, UK.
The Multicultural Customer Experience: Localizing Your Marketing Campaign for...Lionbridge
The Hispanic population is the fastest growing, most connected audience on the planet. In today’s digital world, consumers expect a consistent and well branded omni- channel experience. The Hispanic population are early digital adopters, meaning your brand needs to be ahead of the curve when targeting this population.
You will learn:
-Why you should localize your marketing campaigns
-The media mix the Hispanic population is responding to
- How to assemble a strategy for and manage a multilingual campaign
Learn how to manage the translation and localization of your global product information for local markets, ensuring a faster time-to-market as well as an increased brand loyalty and awareness.
Enterprise Web sites – Connecting with the New ChannelsThomas Robbins
Today’s customers engage with your organization through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at key recommendations you need to consider as you get started in multichannel engagement.
Multichannel Marketing – Connecting with the New ChannelsThomas Robbins
Today’s customers engage with your organization through a growing variety of channels. Your website is just one of them – don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization.
Do you speak digital marketing with Kentico CMS?Thomas Robbins
How do you talk with customers about their channel engagement? Customers engage with through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at how to talk with you customers about this Kentico EMS 7.
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoFred Isbell
Digital transformation and innovations including cloud, social media, and Big Data/analytics have redefined services marketing -- no one debates that. The modern services marketer must both combine art and science to meet changing needs of the services marketplace, including digital technologies, thought leadership and storytelling, and analytics for key insights. We addressed the skills of a successful modern services marketer, technology as a key enabler to transformation and innovation, and address key best practices in this session given at the TSIA Technology Services World (TSW) 2017 event in San Diego CA.
Successful marketing provides innovative ways to give your customers a great experience on every site visit. This session explores how to identify initiatives that drive revenue, customer success or operational effectiveness using Kentico EMS.
The Evolution of the Economist Content Platform (presented by Mark Brincat, C...eZ Systems
The Economist has been going through a major transformation. By approaching our web experience in a componentized way, we defined how we could leverage our entire technology ecosystem to deliver products faster and improve the reader experience. This talk will focus on the approach, challenges and lessons learned through the evolution of the Economist Reader and Content Platform.
HUGME Group Case with Kepware TechnologiesCarole Mahoney
Introduction the group case study of Kepware Technologies as they "...go completely inbound." by developing buyer personae and sales, marketing, and service alignment.
2. Welcome
What we will cover today
• Challenges of managing multilingual
content in the digital age by Lionbridge
• Digital transformation in the financial
services industry by Econsultancy
• Open Q&A session
• Tea and coffee
3. Challenges
Localisation
How do you increase
the level of
engagement of
localised content?
Technology
How do you integrate
new, different and
legacy systems?
Digital
transformation
How do you integrate
marketing and
communication
platforms effectively?
Staying regulated
How do you ensure
regulations and
quality standards are
compliant?
4. Buying Patterns
Language has a fundamental impact on buying patterns in global markets.
72%
...customers spend most
or all of their time on
websites in their own
language.
72%
...customers say they
would rather buy a
product that's offered in
their own language.
…they say that information
in their own language is
more important than
the price.
56%
Source: Common Sense Advisory
5. Top 5 Reasons for Global Content Failure
Siloed decision
Makers and
Resources
No global
framework
to support
consistent action
No global control
for translated brand
material
No visibility
over global
community
dialogue
No cost control
over TOTAL global
content
6. The Benefits of Automation
Enables faster deployment of global campaigns and content
Leads to quicker global engagement and conversion
Helps increase global growth and revenue
Eliminates manual transfer of content for translation
8. To this
Creative Agencies
Content Owners
Tablets
Intranets
Websites
Chat
Applications
Mobile
Email
Servers
Translations Stack
PIM
CMS
Database
LSP
FTE
s
Partner
s
9. Marketing Technology Landscape 2016
• 3,500+ marketing
technologies
• 87% growth over last year
• Many of our clients have
multiple platforms in their
marketing technology stacks
Reference: chiefmartec.com
10. Web Content Management Market
• Split into two segments:
– “business as usual”
– “business transformed”
• WCM are a mission-critical
component to:
– ensuring the effectiveness
of ambitious digital business
strategies
– the success of the following
customer-centric, paradigm-
shifting perspectives
• conceptual
• communicational
• architectural
11. Do more with less by breaking up
Global Digital Marketing Services
RecouplingDecoupling
12. Integrated Reporting and Automation
• Need to integrate data and
reporting into different
marketing channels
• Time to market:
– Automation of
commentary
– Simultaneous launch into
different across regions
and languages
• Challenge of regulated
content (ie. PRIIPs)
13. Key takeaways
You are not alone: everyone is facing the
same challenges
Look at other industries
Ensure localised content is part of your
digital marketing and technology strategy
Consider outsourcing production processes
to specialist vendors
Good morning everyone
Thank you for taking the time out of your busy schedule to join us this morning. We’re excited to be partnering with Econsultancy to share with you valuable insights around digital transformation in financial services.
What we will cover today
We will start the session with a short overview of what’s happening in the industry, emerging trends and challenges marketers in financial services are facing.
Our special guest today, Lynette Saunders from Econsultancy will then share with you insights on digitising the customer experience, based on a recent Econsultancy research on digital transformation within financial services.
We will then end the session with a open Q&A. Tea and coffee will be served just before the open Q&A and you are more than welcome to stay back for that.
The presentation slides you see today will be shared with you all after the event.
I hope you will find this event insightful and valuable.
Without further ado, let’s get started
NOTE: Click to next slide to begin
There are 4 key challenges marketers are faced with – refer to points in slide
Start with localised content
Such a select audience know the importance of localising content for their target markets
But while it is important – there is a number of headaches associated with localized marketing
Siloed decision making
Lack of global framework
Lack of global visibility
No governance model
So the question is how can we remove these roadblocks
Don’t plan, it is an afterthought
Anybody can do it (relative, busy colleague)
Implement a CMS without vetting it for multilingual functionality and workflow
Create content (text, graphics, video) without other markets in mind
I believe, and have seen in many cases, that automation can help with this because@
It means that the whole organisation shares the same practices
In can provide greater control and brand consistency
It will probably reduce costs considerably post-implementation
Legacy process
Driving global digital strategies that involve the deployment of centrally/globally developed common Web sites, digital marketing campaigns, and other communication assets into multiple markets around the world
Other corporates outside finance they have been doing this for a long time.
Good news is that this exists and I have seen it in action
The not so good news is that I’ve always seen it outside our industry
More information: https://www.gartner.com/doc/reprints?id=1-31LMHHV&ct=160321&st=sb
Most companies spend a large portion of their marketing budget on digital production and are paying the same high agency rates for both creative and production work.
The decouple and recoupling process
Decouple Creative and then recouple global operations
Outsource technology and processes to specialist partners
Benefits
Streamlined process – add approval steps in the process, integrating regulation and quality standards so there is a complete consistent approach
Cost efficiencies
Maintain global standards
Relevant content served to local markets
Automation
Quality assurance
You are not alone – these are common challenges across all areas within financial services
Embrace ideas and look for inspiration outside of the financial sector. This will give you good insight into what customer expectations are of what good looks like
Localising content should form part of your digital marketing and technology strategy
Technology and management is fundamental in driving scalability whilst maintaining global and local standards – consider outsourcing to specialist vendors who have the scalability and expertise to do so