The Global Conversation

New Research Findings

Stefan Tornquist, VP Research, Econsultancy

Clint Poole, VP Corporate Marketing

Our Presenters

Stefan TornquistVP, ResearchEconsultancy

@SKTornquist

Clint PooleVP, Global Mktg.Lionbridge

@clpb2b

The study and some context

A look at the global marketer study behind this talk

Findings

A look at top findings from our study of international marketing practices and trends

Case Studies and Questions

Global marketing in the real world and your questions

Today

The Study

• 326 Brands

• Revenues $150MM+ (73% $1B+)

• Director+ (VP/C-suite/Board 32%)

• Broad range of industries

• Minimum of 2 languages, average of 5+

Our lens: the Leaders and the Rest

0%

10%

20%

30%

40%

50%

22%

47%

27%

3%

Rest of IndustryLeaders

Hub and Spoke

/01

Challenge: balancing local + global

Managing in-market review, opt-in, and feedback

Identifying partners for content creation

Identifying partners for content distribution

Costs of translation/localization

Creating a localization strategy

Managing decentralized teams/resources

0% 10% 20% 30% 40% 50% 60%

24%

26%

24%

32%

42%

51%

27%

30%

32%

35%

35%

42%

Leaders Rest of Industry

The global / local divide

0%

15%

30%

45%

60% 54%

20% 22%

5%

24%30%

21% 24%

Leaders Rest of Industry

Content production

All of our content is created centrally and localized

Most of our content is created centrally and localized

Our content is created locally for some languages/geographies but not all

All of our content is created locally

0% 10%20%30%40%50%60%

13%

53%

24%

10%

10%

18%

28%

44%

Leaders Rest of Industry

Content management

No content requires review/approval

Some content requires review/approval

Most content requires review/approval

All content requires review/approval

0% 20% 40% 60% 80%

0%

32%

36%

32%

0%

7%

21%

72%

Leaders Rest of Industry

Leaders centralize teams

Completely centralized Partially centralized Decentralized0%

20%

40%

60%

80%

70%

23%

7%

28%

54%

18%

Leaders Rest of Industry

And budget

Completely centralized Partially centralized Decentralized0%

15%

30%

45%

60%

75%

90%82%

13%

5%

44%38%

17%

Leaders Rest of Industry

And tech

0%

20%

40%

60%

80% 71%

24%

3% 2%4%

37%52%

8%

Leaders Rest of Industry

How does your organization feel about trends?

/02

Everyone is subject to trends…

Increasing social audiences

Device proliferation

Consumer demand for personalization

Media fragmentation

Increasingly mobile audiences

Shift from text to images and video

Competition in content marketing

0% 10% 20% 30% 40% 50% 60%

31%

35%

49%

31%

47%

40%

40%

28%

30%

30%

33%

38%

47%

50%

Leaders Rest of Industry

…but leaders see opportunity in them

Competition in content marketing

Media fragmentation

Device proliferation

Consumer demand for personalization

Shift from text to images and video

Increasing social audiences

Increasingly mobile audiences

51%

70%

72%

78%

79%

82%

96%

40%

20%

57%

50%

53%

76%

58%

Leaders Rest of Industry

Share citing positive impact from trend

3Ps (people, partners + process)

/03

Stakeholders in globalization – too many cooks?

Business unit / Line executive / champion

Analytics team

Marketing communications

Content marketing

Online marketing/web operations

Marketing executive

Translation/localization

Marketing campaign/programs

0% 15% 30% 45% 60% 75%

50%

34%

57%

35%

50%

54%

39%

51%

27%

30%

37%

40%

43%

45%

48%

50%

Leaders Rest of Industry

Partners in globalized marketing

Translation/localization Language service provider

Production agency Creative agency / Creative services

0%

15%

30%

45%

60%

75%

58%

42% 42% 40%36%

30%

41%

57%

Leaders Rest of Industry

Quick hits

/04

This ugly chart says…leaders learn more

Rest of sample

Leaders

Rest of sample

Leaders

Rest of sample

Leaders

Rest of sample

Leaders

Rest of sample

LeadersD

ev

ice

pre

fere

nc

es

Ch

an

ne

l pre

fere

nc

es

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

7%

37%

2%

41%

9%

41%

2%

44%

3%

52%

47%

29%

36%

40%

43%

47%

49%

45%

27%

39%

Very confident Confident

Leaders spend

Distributing content across regional channels and platforms is not a priority in my organization

We are planning to invest further in regional channel and platform content distribution, but it is not currently budgeted

Distributing content across regional channels and platforms is a budgeted priority for 2015

We are vigorously investing in our ability to distribute content to regional channels and platforms

0% 10% 20% 30% 40% 50% 60%

12%

40%

31%

17%

2%

18%

29%

51%

Leaders Rest of Industry

Leaders’ secret weapon – time to market

Decreasing rapidly

Decreasing slowly

Remaining the same

Expanding slowly Expanding rapidly

0%

10%

20%

30%

40%

50%

20%

39%

17%15%

9%

3%

19%

43%

25%

10%

Leaders Rest of Industry

Case Studies

/06

25

• Challenge • Approach • Results

•Case Study #1: Mastering Global/Local Balance

o US centric creative & campaign design, across 75 markets

o Campaign frequency & complexity increasing (multiple asset, dynamic content, mobile)

o Complex technical environment, multiple systems

o Standard global process allowing market specific opt-in/opt-out of various items within a campaign to ensure local relevance

o Content creation process coupled with localization workflow to reduce time-to-market.

o Local campaigns enabled with central governance

o Test environment cycle-time reduction by ~70%; time spent on marketization reduced by ~50%

o Improved market relevance/impact of content

o Reduction in staff overhead with retained team adding expertise

26

• Challenge • Approach • Results

•Case Study #2: Specializing & Outsourcing

o Heavy outsourcing to multiple agencies w/out global delivery experience, US-centric content

o Scale increasing, turn-around time pressures

o Unstructured approval process led to frequent budget overspend

o Unbundled creative and production, outsourced to specialist for each

o Integrated production agency could coordinate across all agencies

o Production capabilities with global operations (off-site/on-site coverage)

o Content output +25%o Added 6 new marketso Operational budget

decreased by 33%o Cycle time reduction by

49%o Added new integrated

reporting and tools

27

• Challenge • Approach • Results

•Case Study #3: Mastering the Global Digital Experience

o Consolidate over 1,200 websites into a consistent, centrally managed portfolio of country sites

o Integrate localization and translation activities into end-stage CMS, approval and publishing process

o Enable country-specific content development in a controlled environment while maintaining brand representation

o Fully integrated process with technology partners Adobe, ClayTablet and Lionbridge

o Crafted a streamlined approached based on “minimum digital infrastructure”

o New digital presence built on scalable core structure to accommodate unlimited country-specific websites

o 24 unique sites launched in seven months

o 20% higher productivity in less than 75% of the time

o 40-60% reduction in localization and publishing turnaround within Adobe Experience Manager

o Currently has 48 country-based websites with plans to increase to 75 total

Questions?

/05

Questions / Answers

Stefan TornquistVP, ResearchEconsultancy

@SKTornquist

Clint PooleVP, Corporate Mktg.Lionbridge

@clpb2b

Thank you!