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Aiming to amplify engagement through streamlined digital deployment

Digital technologies and interactive platforms are opening new global channels of engagement at lightening fast speeds. But this channel proliferation is also adding to the complexity of launching, localizing and optimizing global campaigns. This campaign will look to benchmark how marketers are managing this challenging operational environment, specifically: 

  • Identifying the issues and bridging the gaps between global brand consistency and local relevance 
  • Reduce cycle times to rollout corporate-driven campaigns 
  • Reducing costs and eliminating delays caused by Supply Chain failures including vendor management, translation services or agency creative turn-around issues 
  • Enable re-use of approved assets for local-driven campaigns 
  • Improve international search engine rankings for top keywords
  • Measuring performance, effectiveness and efficiency of global campaigns 
  • DIY support for in-country marketing personnel on WCM platforms

With more than $1.5 trillion spent on marketing and communications worldwide, there are significant incentives for marketers to evaluate the optimal structures, approaches, strategies, tools, platforms and processes for globalization and multi-market localization. Most organizations are still structured in siloes around campaign creation, campaign management, creative services, translation, analytics, local marketing, SEO, publishing, display, paid search, etc. and are challenged to run shorter cycle time campaigns across all of these internal and external groups.

The campaign will focus on showcasing best practice operations and enabling technologies for global digital campaign operations. We will explore the issues, implications and imperatives in multi-local marketing and how this can impact the following critical business performance areas on an international, cross-border level: 

  • Local/regional marketing team adoption and satisfaction 
  • Campaign cycle times 
  • Error rates in campaign productions
  • Impact of In-country engagements 
  • Brand appeal, relevance and affinity 
  • User or customer experience 
  • Customer support and service demands 
  • Business risk and liability 
  • Brand perception and reputation 
  • Corporate stature and influence 
  • Search engine rankings relative to competitio One of the most common promotional techniques in Western Europe is email marketing, which is used by 31 percent of marketers. UK businesses use email marketing the most at 58 percent.

IDC: According to International Data Corporation (IDC), the U.S. accounts for approximately 40 percent of all money spent online, but that percentage is expected to decrease as Western Europe and Asia increase their online spending. By 2012, nearly 50 percent of the world’s internet population will live in the Asia Pacific region. CMOs rank customer acquisition as the No. 1 digital marketing benefit. 62% of CMOs say their most significant digital challenge is measuring how online marketing programs impact the offline behavior of their customers. Nearly 50% stated that staying abreast of the rapid changes in digital media and digital tools also presented a major challenge. By 2016, advertisers will spend $77 billion on interactive marketing – as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 26% of all advertising spend within the next five years.

January 2012 - Brand Consistency is Crucial for Cars - MarketingWeek

January 2012 - Royal Caribbean launches new global brand campaign - Breaking Travel News

December 2011 - Best Digital Campaign of 2011 -

December 2011 - BMW prepares global campaign for high-end 6 Series Gran Coupé - Marketing Magazine

November 2011 - Burberry Hails Success Brought by Increased Digital Marketing Spend -

November 2011 - Digital Marketing Spend to Increase Across All Platforms -

October 2011 - Driving Market Consistancy Across Global Markets -

October 2011 - Opportunities in Online International Marketing -

October 2011 - Global Internet Marketing -

October 2011 - Brand Consistancy and Digital Ad Management -

October 2011 - Marketing Operations Roles Increasing Dramatically -

August 2011 - Interactive Marketing Spend Will Near 77 Billion by 2016 -

July 2011 - Glocalizing Brands: The Production Perspective -

March 2011 - Global Marketing Challenges -

February 2011 - Digital Marketing Guide: Location Based Services -

Top 5 Trends in Global Web Operations - Lionbridge

Global Digital Benchmark - Lionbridge

Improving International Paid Search Results - Lionbridge

Understanding the Global Marketing Environment -

Digital Asset Management: What to Know Before You Go! -

The Planners Digital Dilemma -

Digital Marketing: Global Strategies from the World's Leading Experts -Jerry Wind

Return on Engagement: Content, Strategy, and Design Techniques for Digital Marketing - Tim Frick

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation - Damian Ryan

Digital Impact - Vipin Mayar, Geoff Ramsey

Global Digital Marketing

Digital Marketing Blog

Digital Marketing

Digital Marketing and Social Media Blog

Global Digital Campaign Commentary

Lionbridge Marketing Blog

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