The Marketer’s Dilemma in Today’s Global Digital Era

SDL Marketing Solutions Soheila Soheil, HuaweiLiesl Leary & Henry Barfoot-Saunt, SDL

• 随它吧 随它吧 回头已没有办法• Languages are beautiful• Demanding work

Running a Global Marketing Team

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Soheila Soheil 苏海拉Huawei’s Enterprise Business Group

Huawei – Case study

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4

SDL extends Huawei’s marketing teams in 14 countries

5

The first year working together

Phase 1 – debugging

Phase 2 – updates & digital support

Strict execution standards proves good for business

6

SDL on-site editor roles

Synchronize regional content with Global EN

Region content updates & optimization

Mini-sites & social media

Marketing activity support

7

Results

Traffic & Conversion up 20% …in less than a year

Unified brand image

Improved global marketing efficiency

8

Win-Win

• Verified Supplier• Expanding

scope

• Use best SDL team resources

• Global execution

Henry Barfoot-Saunt

Senior Vice PresidentSDL Marketing Solutions

SDL Marketing Solutions

Canon – case study

SDL Content Production Services• 151m words• 1,800,000 pages copy

fitted• 73,920 minutes of audio,

or 821 feature films

• 37 videos, 27 languages• 500 target video outputs• 1 month• 2 day turnaround for

majority of videos• 50 content production staff• 33 SDL offices• Round the clock production

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In the age of Digital Transformation Customer Experience has become all about

Creating relevant and engaging customer CONTENT & consistent, cost-effective, and measurable ACTIVATION

o Delivering a GLOBALLY CONSISTENT, but locally relevant (digital) brand across multiple connected channels is HIGHLY COMPLEX

o FRAGMENTATION of agencies, media, customer channels and markets mean that real-time tracking time to market, costs and optimising for agility is currently virtually impossible

o High – and often hidden – costs, and inefficiencies hamper your ability to execute marketing initiatives and always-on content, slowing the roll-out of global campaigns

The Challenge

The

Vision

o DECOUPLE creative and strategic origination from execution

o INDUSTRIALIZE global adaptation & execution

o Provide HYPER-LOCAL insight, cultural adaptation & personalization

o TECHNOLOGY ENABLEDo Go GLOBAL & Be LOCAL

SDL Marketing Solutions enables brands to adapt, implement and deliver connected global customer content

Transcreation Services

Content Production Services

Web Content Managed Services

The Proposition

Enabling you to do more with your content

Be personal Navigate complexityGo global

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ANSWERS&

QUESTIONS

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