Localize to Globalize

Unifying Messages, Experiences and Engagements Across Global Campaigns

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Overview

In this age of the customer-defined experience, language and how we present content to our customers can mean the difference between rejection and transaction. While much focus has been placed on the channels through which content can be delivered, less attention has been paid to the globalization of content distribution and proliferation, as well as how localization has changed content requirements.

According to BBVA Research, the emerging and growth-leading economies (EAGLEs—i.e., the key emerging economies that are expected to lead global growth in the next 10 years) include countries like Brazil, China, India, Indonesia, South Korea, Mexico and Russia. And while research from the Common Sense Advisory indicates that some of these very consumers may be willing to engage with digital channels that are not in their native language, a staggering 72.4 percent of consumers surveyed admitted that they would be more likely to buy a product with information in their own language. More than half admitted that the ability to obtain information in their own language was actually more important than price.

Beyond transaction, customers are also aware that they just might be missing out on an experience. In a Gallup survey on language preference among consumers residing in the European Union, more than one in four Internet users believed they were missing interesting information because websites were not available in a language they understood. This study also revealed that nearly one in five Europeans chose to never browse online content in a language other than their own, and 42 percent say they never purchase products on sites that are in languages other than their own.

This confluence of globalization and customer expectation has created a new need to look at how we globalize the entire scope of the customer experience, from the content we produce to the languages in which we present them across a truly worldwide web. To gain an understanding of how industry-leading brands are tracking, mapping and filling the globalization void, the CMO Council undertook a series of executive-level interviews with senior marketers who are unifying experiences and messages across their brand. The insights from these interviews were aggregated to form the basis of a complete white paper, which is now available for download.

Read

Articles

March 2013 - Bridging the Gap Between Technology and Translation - Smartling

March 2013 - Best Practices for Translating Mobile Apps - Smartling

February 2013 - Agile Translation for an Agile World - Smartling

February 2013 - 5 Keys to Translation Management - Smartling

January 2013 - Translation at the Speed of Today - Smartling

January 2013 - Be an Agile Global Marketer - Smartling

January 2013 - Smartling and AMA Webinar: Translation for the Global Marketplace - Smartling 

January 2013 - Paltalk Goes Global With Smartling - Smartling

January 2013 - Kionix Expands Global Footprint With Smartling - Smartling

January 2013 - The Meet Me Story - Smartling

December 2012 - How to Prepare Your Website for Translation & Localization - Smartling

November 2012 - Brands & Localization: Drive Global Brand Engagement - Smartling

October 2012 - Guide to Community and Translation - Smartling

October 2012 - Say Hello to the Global Web - Smartling

October 2012 - 10 Best Practices for Outsourcing Translation - Smartling

October 2012 - Community Translation - Smartling

October 2012 - SurveyMonkey Goes Global - Smartling

August 2012 - Five Challenges for Tomorrow’s Global Marketing Leader: Study - Forbes

July 2012 - Five Tips for Effective Localized Marketing - Chief Marketer

May 2012 - 5 Essential Components of Localized Marketing Strategy for National Brands - Search Engine Watch

April 2012 - How to Maximize the Potential of Localized Marketing - CMS Wire

November 2011 - What Makes a Good Marketing Translation? - Branded Translations

March 2011 - 13 Marketing Translation Mistakes to Learn From - ClickZ

Blogs

Marketing Localization at Adobe: What Works, What’s Challenging - Blogs.adobe.com, April 2013

Mastering the Art of Localized Marketing - Mindgruve.com, February 2013 

Country of Origin Effect in International Marketing - International Marketing Blog, November 2012

Books

Program Themes

  • Local-Mobile Engagement
  • CX Strategy
  • Customer Behavior
  • Global Trends
  • Customer Engagement