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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.
- Ayman Abouseif - Fujitsu, VP of Product Marketing - International Business
- Caleb Hunt - CitiGroup, Chief Marketing Officer
- Dan Scott - World Trade Jewelers, Chief Marketing Officer
- David Kadrie - 3M Health Care, Vice President, Marketing
- Helena Verellen - Sony Music Entertainment, Vice President - International Marketing
- Kors van Wyngaarden - Philips, Global Director Digital Marketing
- Marie-Josee Lamothe - Google Canada, Managing Director - Branding & Quebec
- Steven Schiller - Hershey Company, Regional President - Asia, Europe, Middle East & Africa
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:
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.
Top 5 Trends in Global Web Operations - Lionbridge
Global Digital Benchmark - Lionbridge
Improving International Paid Search Results - Lionbridge
The Planners Digital Dilemma - Atlassolutions.com
Digital Impact - Vipin Mayar, Geoff Ramsey