The Global Digital conversation

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of web users are not native English speakers.
90% of all online business is done in English.
70%
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Of non-native speakers even feel comfortable with
an English-only platform
75%
Of non-native speakers will not buy from an
English only platform
20%
Nearly
only
and
#LIOXLearning

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• It’s estimated that today roughly 90 percent of all online business is done in English.
The reason this figure should be causing some concern amongst global organizations is
the fact over 70 percent of web users are not native English speakers.
• The obvious question is whether this apparent lack of localization is having a noticeable
impact? The simple answer is, yes. Nearly 75 percent of non-native speakers will not
buy from an English only platform, and only 20 percent of non-native speakers even
feel comfortable with an English-only platform.

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The world quick facts, for context:
7.4 billion population
#LIOXLearning

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INTERNET USAGE STATISTICS
The Internet Big Picture
World Internet Users and 2016 Population Stats

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How Many Countries Are In The World?
185-195
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Most translated book in the world?
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2,508 languages
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http://www.ethnologue.com/
7,097 languages
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“How are global winning operations structured for a real time world?”
-Head of Digital, Automotive
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Why is this relevant?
Only 22% of the sample leaders consistently hit their financial targets and timelines for
international marketing.
The differences in this study can act as a guide to those organizations that seek to
improve upon their existing operations.
#LIOXLearning

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Top 4 Challenges global players are facing to control
the global digital conversation.
#LIOXLearning

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• Key trends affecting global marketers?
• Global marketers arsenal? Channels?
• Key stakeholders for the global playing field?
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“Analytics is the means to justify
investment”
-Head of Digital Capability, Financial Services
#LIOXLearning

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Listening
+ Analytics
Engagement
Publishing
Content Creation
Measure & Optimize
What is your audience saying about
your brand? What do they care
about? Influencers?
Stats? Where to focus?
Publish your content on the right
platform, at the right time, in the right
language and re-engage your audience
Create insightful, global, yet
locally relevant content
Build engagement based on real
Global insights, User Generated
Content and Storytelling
#LIOXLearning

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Overwhelming choices
78 competitive tools

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The current challenge:
Listen globally in real time.
Understand.
Gain true insight.
ACT.
#LIOXLearning

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Increased use of Personas
A persona is a way to model, summarize and communicate research
about people who have been observed or researched in some way.
A persona is depicted as a specific person but is not a real individual;
rather, it is synthesized from observations of many people.
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Not only about translation
Transcreation Translation Copywriting
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Sound familiar?
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The most significant variations tell us something about how leaders have invested differently from
the rest of the industry. Leaders invest in their content marketing practice aggressively, feeling
great pressure to generate compelling and engaging content strategies globally.
PRIORITY for leaders: engaging through content.
CONTENT (SHORT - LONG FORM) - LOCALIZATION – TRANSCREATION – GLOBAL REACH
The rest of the industry group is much more likely to cite increasingly mobile audiences and the
rising demand for personalization, paying the price for not investing in tools and capabilities that
address these areas.
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SPEED SPEED SPEED
Nearly 60% of leaders describe the cycle time from concept to delivery
of their global marketing is decreasing.
#LIOXLearning

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“Globalization is now a feature. We need
a system in place for BAU.”
-Head of E-commerce, Apparel

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The message continues to suffer on the leap to the global stage.
Mainstream respondents are particularly likely to report issues of
engagement and content quality.
The time to market also suffers as campaigns and content get bogged
down in execution with issues that should have been addressed in the
planning phase.
#LIOXLearning

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Leaders plug into scalable business services on demand.
FLEXIBLE and AGILE SERVICE MODELS on the RISE Globally.
#LIOXLearning

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Digital Ecosystem

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As our understanding of the customer journey expands so too does
the necessity to reach parts of that journey in different ways.
Global leaders ROCK the fundamentals for digital marketing
campaigns at a global scale, they have confidence in the technology,
resources and partner network to roll out globally.
#LIOXLearning

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By 2016, 67% of digital display advertising will be programmatic.
Can your creative keep up?
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Martech Adtech HLTech
What type of technology?
+4000 and growing
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51% of leaders say that they are “vigorously investing” in their ability to
distribute content to regional channels with technology and strategic
partnerships unification, compared to only 17% of the mainstream.
Leaders have a clear global technology stack and dedicated partners.
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INSOURCING VS. OUTSOURCING TREND
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Tier 1 Tier 2 Tier 3
What´s going on?
BIG in-house creative trend
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The main benefits identified in developing capability in-house typically
included a greater ability to integrate activity, gain strategic advantage or
agility and also governance and control. It has become increasingly
important for some areas, most notably data and analytics, to be managed
in-house in order to improve capability, join up activity and keep a strong
focus on consumer behavior.
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WHO ARE THE PLAYERS?
#LIOXLearning

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Hyperlocal
80%
Global Ready
20%
Nearly
only
and
#LIOXLearning

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Leaders use specialists, but maintain internal expertise in producing
content and distributing it.
Leaders put themselves in a position to lead and manage the process,
taking advantage of specialists without relying too heavily on them for
strategy and creative execution.
#LIOXLearning

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Ideate Create Produce Globalize Adapt Amplify Measure
Decoupling Recoupling
Vendor Partnership Process
Creative
Tier 2-3
#LIOXLearning

The Global Digital conversation

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