Greater Gains From Digital Campaigns
Amplifying 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 benchmarks 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.
Facts & Stats
DoubleClick.net: 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.
eMarketer.com: By 2012, nearly 50 percent of the world’s internet population will live in the Asia Pacific region.
CRMindustry.com: CMOs rank customer acquisition as the No. 1 digital marketing benefit.
CRMindustry.com: 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.
Blogs.forrester.com: 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.
Studies & White Papers
Top 5 Trends in Global Web Operations - Lionbridge
Global Digital Benchmark - Lionbridge
Improving International Paid Search Results - Lionbridge
The Planners Digital Dilemma - Atlassolutions.com
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 - Forbes.com
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 - Clickthrough.com
November 2011 - Digital Marketing Spend to Increase Across All Platforms - Thompsonlocal.com
October 2011 - Driving Market Consistancy Across Global Markets - Citisoft.com
October 2011 - Opportunities in Online International Marketing - Marketingfind.com
October 2011 - Global Internet Marketing - Ezinearticles.com
October 2011 - Brand Consistancy and Digital Ad Management - Widen.com
October 2011 - Marketing Operations Roles Increasing Dramatically - Blog.lionbridge.com
August 2011 - Interactive Marketing Spend Will Near 77 Billion by 2016 - Blogs.forrester.com
July 2011 - Glocalizing Brands: The Production Perspective - Deliveroffshoring.com
March 2011 - Global Marketing Challenges - DigitalAssetManagement.com
February 2011 - Digital Marketing Guide: Location Based Services - Adage.com
Digital Impact - Vipin Mayar, Geoff Ramsey