Globalizing Content for Agile, Sustainable Digital Experiences
By Bruno Herrmann, The Nielsen Company
More than ever, executing a digital globalization strategy is about delivering an effective customer experience. The pace of evolution in that requires a great deal of agility, capacity, and expertise to reach out to global audiences. Some emerging trends and changing mindsets have enabled the role of technology to come to the forefront of globalization management, considering the number of solutions available on the marketplace.
Here are some focus points of the localization and globalization industry that leaders and practitioners must not miss, underestimate, or oversimplify in their quest to expand their content’s footprint in the world:
Quality starts at the source
Successful customer experience does not start when localized content is deployed and consumed. It is deeply rooted in design, development, and certification, which must begin with content creators having international consumers in mind. Not only does quality source content decrease localization cost and increase time efficiency, but it also allows a reduction in the number of iterations that can be quite costly in native digital content. Investing in internationalized content creation pays off along the way.
Content effectiveness rules
While content management remains crucial from an operational perspective, global executives and customers consider effectiveness the name of the game. Leveraging it highlights the value and impact of proper localization which might be hidden or unrecognized otherwise. And it also helps adjust or improve globalization processes and set priorities by better knowing global consumers at all stages of the content supply chain. Capture, measure, analyze!
Sound cost management leads to cost leadership
Globalization and localization are no exception to the rule of doing more with less. Improving global customer understanding and segmentation as well as using dashboard and scorecards for digital globalization is now a must to make the most of allocated budgets and increase the return on (experience) investment. In addition, more control and discipline brings more opportunities to go beyond customer expectations and create competitive advantages.
Enabling automation and management through technology
Translation management systems and digital marketing tools enable us to take automation further and make it more effective. With a number of options and solutions available, it is important to focus on choices dictated by business objectives and processes articulated around human organizations. Technology makes control and collaboration easier throughout localization operations. It increases quality, consistency and accuracy and it accelerates time-to-market of global products which are all major customer experience drivers.
Want to learn more about digital content globalization in the era of international business? The Gilbane Conference brings together industry experts, content managers, marketers, marketing technologists, technology and executive strategists to share experiences and explore the most effective technologies and approaches to help enterprises build agile, sustainable digital experiences.
As Director of Globalization, Bruno Herrmann is currently responsible for global content operations across 6 regions at The Nielsen Company, focusing on global content design and management as well as on international customer experience. He joined The Nielsen Company in 2003 to manage international content and digital marketing programs in EMEA prior to leading digital content deployment globally. Previously, he managed online globalization programs at HP and content management initiatives in addition to Web localization at Compaq. Prior to joining Compaq, he worked in the marketing communications and localization industries, taking part in major international projects for high-profile technology clients.