Digital Campaign Management and Localization

Transcription

1 Digital Campaign Management and Localization Winning the Attention Game for Global Audiences By Benjamin B. Sargent and Rebecca Ray November 2015

2 Digital Campaign Management and Localization Benjamin B. Sargent and Rebecca Ray November 2015 Copyright 2015 by Common Sense Advisory, Inc., Cambridge, Massachusetts, United States of America. Published by: Common Sense Advisory, Inc. 100 Cambridgepark Drive Cambridge, MA USA No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Permission requests should be addressed to the Permissions Department, Common Sense Advisory, Inc., 100 Cambridgepark Drive, Cambridge, MA 02140, , info@commonsenseadvisory.com. See for usage guidelines. Trademarks: Common Sense Advisory, Global Watchtower, Global DataSet, DataPoint, Globa Vista, LSP Metrix, MarketFlex, Quick Take, Technical Take, and TMS Live are trademarks of Common Sense Advisory, Inc. All other trademarks, product names, logos, and brands are the property of their respective owners. Information is based on the best available resources at the time of analysis. Opinions reflect the best judgment of Common Sense Advisory s analysts at the time, and are subject to change.

3 Digital Campaign Management and Localization i Table of Contents Topic... 1 Learn the Content Story... 2 The Conversation Is Digital... 2 Content Experience Underpins the Entire Customer Journey... 3 Winning the Attention Game... 4 Business Success Requires an Effective Content Strategy... 5 More Content and More Translation Leads to Growth... 7 Localization Expertise a Critical Requirement... 8 Link the Content Farms Organizing for Digital Campaign Management Managing the Global Content Farms Gearing Up for Diverse Campaign Types Process Requirements for Global Campaign Management Consolidating Campaign Elements Prior to Localization Five Consolidation Points Indicate Localization Process Maturity Roles and Responsibilities for Campaign Management Technology Can t Keep Pace with Integrated Digital Marketing Needs Automation Workarounds Lay Pavement on the Cow Paths Central Data Stores Need Distributed Reporting Campaign Integration Will Drive Next-Generation Tools Meet Your Future Organizing Digital Communication for Global Brands Silos Managing Their Own Global Campaigns Remain Isolated International Hubs Hamper Global Campaign Management Effectively Bridge the Silos on the Campaign Team How Localization Teams Can Lead Get Onboard with Digital Offerings Deliver Full-Gamut Localization Capability Four Trends Cross Over from Software to Marketing Related Research About Common Sense Advisory Future Research Applied Research and Advisory Services Figures Figure 1: The Evolution of Content Experience Management... 3 Figure 2: Cross-Channel Amplification Effect Maximizes Campaign Reach... 6 Figure 3: Major Brand Websites Continue to Add New Languages... 8 Figure 4: Content Silos Challenge Campaign Coordination Figure 5: Fog of War Ensues When Silos Localize Their Own Campaigns Figure 6: International Hubs Isolate Geographies from Brand-Maker Teams Figure 7: Global Campaign Management Integrates Digital and Language Vectors.. 24 Copyright 2015 by Common Sense Advisory, Inc. November 2015

4 ii Digital Campaign Management and Localization Tables Table 1: Localization Involvement in Digital Campaign Silos Table 2: Full-Gamut Localization Capability Required for Digital Campaigns November 2015 Copyright 2015 by Common Sense Advisory, Inc.

5 Digital Campaign Management and Localization 1 Topic Corporate strategy increasingly relies on digital strategy. Content interactions shape everything from brand awareness to customer loyalty. Yet proliferating device platforms, online channels, and content formats challenge even the savviest marketing teams. After pumping out web pages, s, apps, and videos, global brands must also chaperone those digital assets through localization into dozens of languages and local social networks. Based on a series of interviews in July and August 2015 with global brands in 10 industries, CSA Research documented insights on digital campaign management. Written for digital marketers and localization teams, this report enables practitioners in both fields to implement global campaign management capability as a differentiator: Learn the Content Story. When customer journeys begin and end in search engines, online stores, and social spaces, customer experience fails to describe the challenge faced by brand marketers. We unpack the trends to show how winning the attention game pushes digital teams to break down the marketing silos to enable integrated campaign management. Coordinating content releases across multiple channels in a dozen or more languages raises the strategic value of localization know-how throughout the entire enterprise. Link the Content Farms. Marketing silos create impediments to integrated campaign management, yet also play a crucial role in developing the practice and managing resources. We share what is happening today in global organizations that must work through, around, or in spite of the silos. Practitioners describe their organization, process, and technology as being in a state of constant flux. New capability requirements include moving campaign coordination to the strategy and planning levels, and adding localization expertise to campaign management teams. Meet Your Future. We describe likely trajectories for today s experiments in global campaign management. Best practices include methods borrowed from Agile development methodology, app localization, and mobile-first thinking. Marketing localization must deliver full-gamut support, from transcreation and simultaneous copy creation to MT and post-editing. Copyright 2015 by Common Sense Advisory, Inc. November 2015

6 Digital Campaign Management and Localization 31 About Common Sense Advisory Common Sense Advisory, Inc. is an independent research firm committed to objective research and analysis of the business practices, services, and technology for translation, localization, and interpreting. With its research for both Global Leaders and Industry Providers, Common Sense Advisory endeavors to improve the quality and practice of international business, and the efficiency of the online and offline operations that support it. To find out more about our research and how to become a member: EGL-mail us info@commonsenseadvisory.com. Visit Call Future Research Common Sense Advisory seeks interviewees from the community of people involved in building business applications for international use. If you would like to be interviewed or have clients who would like to share their experiences, please us at info@commonsenseadvisory.com. We anonymize participants and hold all information in the strictest confidence. Applied Research and Advisory Services This report and other Common Sense Advisory research into the best practices of business globalization serve as the foundation for our Applied Research and Advisory Services including International Customer Experience Assessments, Vendor Selection, Localization Business Process Audits, Globalization Excellence and Optimization Assessments, and Globalization Roadmaps. us at info@commonsenseadvisory.com for more information. Copyright 2015 by Common Sense Advisory, Inc. November 2015