finance symposium - digital transformation uk
TRANSCRIPT
WelcomeWhat we will cover today• Challenges of managing multilingual
content in the digital age by Lionbridge• Digital transformation in the financial
services industry by Econsultancy• Open Q&A session • Tea and coffee
Challenges
LocalisationHow do you increase the level of engagement of localised content?
TechnologyHow do you integrate new, different and legacy systems?
Digital transformationHow do you integrate marketing and communication platforms effectively?
Staying regulatedHow do you ensure regulations and quality standards are compliant?
Buying PatternsLanguage has a fundamental impact on buying patterns in global markets.
72%
...customers spend most or all of their time on websites in their own language.
72%
...customers say they would rather buy a product that's offered in their own language.
…they say that information in their own language is more important than the price.
56%
Source: Common Sense Advisory
Top 5 Reasons for Global Content Failure
Siloed decision Makers and Resources
No global framework
to support consistent action
No global control for translated brand
material
No visibility over globalcommunity
dialogue
No cost control over TOTAL global
content
The Benefits of Automation
Enables faster deployment of global campaigns and content
Leads to quicker global engagement and conversion
Helps increase global growth and revenue
Eliminates manual transfer of content for translation
How to go from this…
To this
Creative Agencies
Content Owners
Tablets
Intranets
Websites
Chat
Applications
Mobile
Servers
Translations Stack
PIM
CMS
Database
LSP
FTEs
Partners
Marketing Technology Landscape 2016
• 3,500+ marketing technologies
• 87% growth over last year
• Many of our clients have multiple platforms in their marketing technology stacks
Reference: chiefmartec.com
Web Content Management Market
• Split into two segments:– “business as usual”– “business transformed”
• WCM are a mission-critical component to:– ensuring the effectiveness of
ambitious digital business strategies
– the success of the following customer-centric, paradigm-shifting perspectives• conceptual• communicational• architectural
Do more with less by breaking up Global Digital Marketing Services
RecouplingDecoupling
Integrated Reporting and Automation
• Need to integrate data and reporting into different marketing channels
• Time to market:– Automation of commentary– Simultaneous launch into
different across regions and languages
• Challenge of regulated content (ie. PRIIPs)
Key takeaways
You are not alone: everyone is facing the same challenges
Look at other industries
Ensure localised content is part of your digital marketing and technology strategy
Consider outsourcing production processes to specialist vendors
Thank you