News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Top 3 challenges facing global brands
When it comes to supplying global content, one expert believes there are three crucial elements: brand control, local market flexibility and operational considerations. Read on for tips to take on these challenges.
First, brand control.
"Brand control really comes down to ensuring a consistent brand identity that builds the way that global audiences see and trust your brand. This means that even though operationally, a company may be dispersed over many different regions, you want to ensure that the quality and consistency of your brand message is the same everywhere," said Peggy Chen, Vice President of Marketing, SDL. "Translation of content is crucial since most international audiences prefer to purchase in their own language. This process alone can be incredibly complex with distributed teams translating content and managing these translations in spreadsheets with multiple in-house and agency translators and copy-pasting translated content into various distribution channels."
Second, local marketing flexibility.
"Global organizations of all sizes and across industries struggle with reconciling linguistic distinctions: when KFC expanded to China, for example, its "Finger-lickin' good" campaign was inadvertently translated to "Eat your fingers off," said Chen. "Local audiences are filled with nuance: preferred products, local audience characteristics, preferred channels, preferred payment methods and preferred devices all add more considerations that must be made to be effective. This means that outside of translations, local marketers also require flexibility to tailor this message and their approach to really be effective.
Third, operation considerations.
"Operationally, once translation occurs, channel distribution and coordination with website delivery teams is paramount. At the end of the day, successfully delivering global content requires successfully delivering it locally in preferred languages, channels and devices but also delivering the right messages for that market. In many respects this is about managing the whole process and it becomes exponentially more complex with each language, region, product, brand, channel and device," said Chen.
Image via Shutterstock
- Study: Mobile key for online grocery buys
- Job Seekers: How to get the next job
- Top 3 tips to improve travel loyalty programs
- New Realeyes' research links emotional response to sales impact
- Coalition for Better Ads releases new guidance to curb consumer annoyance with ads
- Instagram's focus on business tools attracts SMB advertisers
- Traditional external agency model failing to meet marketers' needs
- Few marketers intend to invest in marketing technology in 2017
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...