Digital Campaign Management and Localization

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Digital

Campaign

Management

and Localization

Winning the Attention Game

for Global Audiences

By Benjamin B. Sargent and Rebecca Ray

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Digital Campaign Management and Localization

Benjamin B. Sargent and Rebecca Ray November 2015

Published by:

Common Sense Advisory, Inc. 100 Cambridgepark Drive Cambridge, MA 02140 USA +1.978.275.0500

[email protected] www.commonsenseadvisory.com

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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.

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Digital Campaign Management and Localization i

Unauthorized Reproduction & Distribution Prohibited

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 ... 11

Figure 5: “Fog of War” Ensues When Silos Localize Their Own Campaigns ... 22

Figure 6: International Hubs Isolate Geographies from Brand-Maker Teams ... 23

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Tables

Table 1: Localization Involvement in Digital Campaign Silos ... 11 Table 2: Full-Gamut Localization Capability Required for Digital Campaigns ... 27

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Digital Campaign Management and Localization 1

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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, emails, 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.

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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 [email protected].

 Visit www.commonsenseadvisory.com.

 Call +1.978.275.0500.

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 e-mail us at [email protected]. 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. E-mail us at [email protected] for more information.

Digital Campaign Management and Localization

Digital

Campaign

Management

and Localization

Winning the Attention Game

for Global Audiences

Digital Campaign Management and Localization

Table of Contents

Figures

Tables

Topic

About Common Sense Advisory

Future Research



Applied Research and Advisory Services