With the economy emerging from recession and businesses looking for new opportunities to reach, engage and attract new and profitable audiences, it is no wonder that talk of “going global” is spreading. According to the CMO Council’s own “State of Marketing” study, 86 percent of senior marketing leaders are looking at global markets thanks to new market sizes and opportunities. And the majority (48 percent) also believe that presenting a strong story via optimized digital channels is the best path to success.
Despite the opportunities that new global markets present, there are also significant challenges and pitfalls that marketers must avoid to ensure that a relevant, contextual and robust customer experience is actually being delivered in a way these new global audiences understand and value. This is not just a conversation about how to translate a website. In fact, this is often where so many globalization strategies fail. This is a call to turn great digital experiences into globally relevant engagements, regardless of where customers live or what language they speak.
Join the CMO Council for an in-depth discussion into the new mandates to reach and engage the digital global customer. Experts from Lionbridge, Esri and ISITE shared their perspectives on where and how new strategies must be outlined to address the complexities of staging globally relevant conversations in the new digital world, regardless of whether this new customer is across the ocean or just across the street. Some key issues that were discussed in this interactive webcast will include:
- The new expectations of the global customer—and a call for relevance across all channels
- The complexities of language, content and engagement
- The impact of globalization on the bottom line: Are real-time experiences making real advancements in profitability and loyalty?
Robinson Kelly, Lionbridge; Josh Northcott, Esri; Brian Payne, ISITE