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BizReport : Blogs & Content : September 13, 2016

Expert: How to capitalize on Olympic buzz after the games

It is just over a month since the 2016 Rio Olympics got underway, but for brands the excitement could be just beginning. That's because, according to one expert, brands can capitalize on Olympic excitement even after the games are over. Here's how:

by Kristina Knight

Hurdle Global Language Barriers

"There were roughly 10,500 Olympic athletes from more than 200 countries participating in the Rio Games. Brands were receiving exposure to a new fan base, but if they cut multilingual marketing as soon as the event ended, they have lost the ability to turn these fresh faces into loyal brand enthusiasts," said Peggy Chen, CMO, SDL. "To close the language gap, marketers should tap into translation technology solutions, like automated translation, to enable the delivery of global content across languages for new markets. Breaking language barriers can be a difficult task, but there are technology and services designed to do the dirty work and make it possible to conquer a universal audience without running into language barriers. As a result, global brands can be aware of locally-appropriate context to drive customer acquisition and retention."

Show Your Local Spirit

"Localization goes well beyond translation, especially during world-wide spectacles like the Olympics and other international events or holidays - where activities can have greatly different meanings based on location and culture. When searching on a website or receiving a campaign message, not only should customers be able to read the communications in their native language, but the content must be relevant and personalized for their culture. Whether that includes the appropriate sporting references, terms native to specific regions or even different customs, brands cannot afford to miss the mark," said Chen. "There are tools available to help marketers manage the complexity of multilingual campaigns so that customer communication can be as contextual as possible - which includes a combination of localization services and technology to consolidate and optimize the most relevant multilingual content, multilingual SEO, social media analysis and campaign analysis."

Don't Forget to #GoForSocial

"While it is true that the Olympic Committee produced a prohibition against businesses (beyond the official sponsors) using Olympics' trademarked words or phases during the event, Rule 40, the ban was lifted on August 24. After that, there is no limit as to who can utilize social media to make award-winning waves to a global, engaged audience," said Chen. "Due to cultural and language obstacles, many brands may be hesitant to interact with consumers across alternate languages and cultures. Sensitivity should be of the utmost importance, but it should not be an excuse for complacency. There's likely to be a number of viable prospective consumers on social media for brands to engage with. While the Games may be over for now, there is still a huge opportunity for marketers. Don't miss out by communicating with a captive, global audience in the wrong language, context or channel."

Tags: ecommerce, ecommerce tips, ecommerce trends, SDL

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