If there's one thing that the content explosion has changed for marketing, it's that there is no time. Customers are bombarded with ads, overwhelmed with unlimited ways to spend money, exposed to irreversible security risks, and looking for guidance to make sense of it all. Marketers are overwhelmed by the compliance requirements of GDPR, CASL, and e-Privacy, trying to analyze the abundance of data and identify the new fleeting “moments within moments” to communicate with their audiences. The future belongs to time-saving solutions and humanoid marketing technologies that will guide customers through the variety of options and traps.
This presentation will discuss how AI can impact, affect but also benefit language services, concentrating on 3 aspects that will shape sales and marketing organization in the localization industry:
1) Rapidly changing client expectations across sectors having long term implications on marketing strategy focusing on customer centricity and user experience
2) New ways of working and future work environment
3) The role that the localization industry can play in this process, by take advantage of new selling opportunities presented by natural language processing, machine learning as well as value-added services.
Sabina Jasinska is the Global Marketing Director for SDL and was a Member of the Gala Board of Directors for 2017-2018. Her focus is on building a strong brand and investing in innovative marketing solutions in the rapidly evolving translations market. Educated in Poland, France, the United Kingdom and the United States, Sabina holds an MBA and master’s degrees in French and Polish law, romance philology and history.