Does this sound familiar? Your marketing team is scattered across the globe, it operates on different time zones and speaks multiple languages. Despite all the people and technology, launching global marketing campaigns in different languages has become unnecessarily complex.
If this is a situation you’ve found yourself in – you’re not alone. It’s an issue facing some of the globe’s biggest brands. And it doesn’t get any easier. The more regions you operate in, the more languages your customers speak, the more complex it becomes to deliver truly engaging, relevant and consistent experiences.
We recently asked SDL customers how they’re approaching the issue. Looking at the results, a few trends suggest that organizations want to remain in control of their brand, but have local flexibility, when it comes to engaging with customers consistently on a global scale.
Companies want brand governance
It may sound simple, but a company’s branding, message and voice needs to be consistent throughout all content – regardless of the customer’s language. Achieving this isn’t quite as easy. One piece of content alone, translated into five different languages for seven different channels, will involve 42 different pieces of content.
Despite the complexities, it seems that brands are striving to deliver more consistent campaigns globally, and waking up to the benefits of systems to reuse, adapt, and synchronize content across channels, markets and devices as the business grows.
Take KONE as an example. The company faced this very challenge and took control of its brand governance across more than 50 regional websites in more than 30 languages. With a shared site structure, local marketers now localize content to gain the greatest brand impact in each region.
By gaining control of this vital digital channel, KONE increased onsite conversion rates by 20%. It just shows how greater control of your online presence and brand image can have such an impact on engagement.
Brands want control of channels
Today, consumers choose what content and channels they want to engage with. They watch their favorite shows online, read web magazines, look up product information, share reviews… the list goes on.
As a result, customers, according to Forrester, expect a seamless experience “every time they interact with a company — whether it be when researching a product, completing a sales transaction, or getting customer service — over all the communication channels that a company offers.”
To address these challenges, brands need flexible content strategies that include a host of new content: infographics, educational videos, mobile ads, native advertising and other creative formats to try and reach audience segments.
With so many digital media formats, messages and noise, how can brands control every aspect of the experience so it’s authentic, and relevant to their audience?
Content re-use. A strategic way to improve governance and quality?
Although all these new and exciting digital channels enable brands to realize their goals, it also means creating, managing and delivering millions of pieces of content. This amounts to a staggering level of content being created every minute – in fact 211 million pieces/minute. And if you want to stay relevant, you’ll most likely need to create all this overnight.
If you’re creating content for multiple campaigns – and again for a different market – then why not take advantage of content re-use? Many of our customers are tackling this challenge by re-using content more effectively to engage with millions of customers.
Think about how many times you could have saved the trouble of recreating and reinventing by using content more intelligently across your channels?
The answer is to re-use content, across multiple channels and languages, if you want to engage with a truly global audience.
By taking this approach brands gain substantial efficiencies, and far greater control and governance, of their content. At scale, this becomes an even more powerful way of engaging with global audiences. With the emergence of newer digital platforms – chatbots, IoT, AR/VR etc – and with newer content types, it’s getting harder to just manage the sheer volume of content, let alone the intelligent use and repurposing of it.
Big brands are taking control and addressing governance by making it a priority in their digital transformation strategy. Are you?