Findings highlight the role of global content strategy and how it differentiates leaders from mainstream companies in enhancing the customer journey.
Waltham, MA – September 5, 2017 – Econsultancy, the digital marketing research firm, in partnership with Lionbridge Technologies, Inc. today released a new study titled “International Content: Monetising Global Content Assets and Measuring Success.” Based on a survey of more than 270 executive-level marketers across a variety of international businesses, the report examines the role of international content in driving global expansion, while improving customer experience (CX) and increasing revenue.
The report explores ways in which high-performing organisations govern their international content to improve global brand positioning and drive revenue. The survey contrasts leaders’ methods with those of the mainstream to gain a better understanding of successful approaches to global content management and the challenges these approaches encounter.
The report found that as globalisation accelerates, industry leaders tend to centralise control of their global content. Seventy-two percent of leaders describe their governance of global content as either “very tightly controlled at a global level, with no local autonomy,” or “tightly controlled, with some local autonomy.”
Many organisations still struggle with establishing a global governance framework. While leaders are unsurprisingly better in this regard, roughly a fifth of both performance groups report it being the main barrier to their organisation’s expansion efforts. Additional findings include:
“As the digital world becomes more personalised and connected and organisations increasingly conduct business across global markets, providing relevant, engaging content to a diverse set of customers can be a challenge,” said Clint Poole, SVP and CMO, Lionbridge. “This research reveals that global marketing leaders are those that not only localise digital content, but also leverage data to measure the impact of content and provide customers with meaningful experiences.”
Localisation can be a challenge for many larger, international organisations that typically have more rigidly defined content strategies, versus companies in the more ad-hoc mainstream. However, leaders are trying to change this – the report found that twice as many leaders are planning to extend the number of markets in which they have a web presence as their mainstream peers.
Among the top challenges organisations face when seeking to grow the number of local markets in which they operate are technology, industry compliance and limited understanding of ROI within the organisation. Leaders are more than twice as likely as their mainstream peers to report industry compliance as the chief obstacle to localised expansion, while mainstream respondents report a lack of business case and limited understanding of ROI at twice the rate of high-performers.
For more information and to download the report, click here.
Lionbridge enables more than 800 world-leading brands to increase international market share, speed adoption of products and effectively engage their customers in local markets worldwide. Using our innovative cloud technology platforms and our global crowd of more than 100,000 professional cloud workers, we provide detail-critical business processes, including translation, online marketing, global content management and application testing solutions that ensure global brand consistency, local relevancy and technical usability across all touch points of the customer lifecycle. Based in Waltham, Mass., Lionbridge maintains solution centres in 27 countries. To learn more, visit www.lionbridge.com.
Text100 for Lionbridge