Global CXM: How to Modernize Your Global Marketing and Content Strategy
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Gilbane 2013 conference presentation
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Global CXM: How to Modernize Your Global Marketing and Content Strategy
- 1. Global CXM: How to Modernize Your Global Marketing and Content Strategy
- 2. Your partner in Global CXM Publicly traded company, long-term stability and $430M annual revenues 2,700+ employees, 70 offices, 38 countries 1,500+ enterprise customers and partners 2 Innovative technology and services for enriching global customer experiences Award-winning technology and services Serving 72 of the top 100 global brands (Source: Interbrand 2012)
- 3. SDL - Language Solutions Division Technology Consultancy Marketing Translation Translation Management Services Best Practice for: Technical Translation Translation Management Testing & QA Terminology Management Automated Translation Translation Memory Global SXO/SEO Software Engineering Translation QA and Client Review Media Services Controlled Authoring iMT Terminology Management Developing KPIs Translator productivity World leading provider of language technology and services World largest network of in-house translators 3 80%+ of world translators rely on SDL Integrated solutions for managing language and culture Focus on quality and efficiency
- 4. Optimizing CXM for the world’s top brands 4
- 5. What Is Global CXM Anyway?
- 6. Defining Global Customer Experience Management 6 CXM is a strategy and practice for managing customer experiences online and offline to acquire, retain, and turn customers into satisfied, loyal brand advocates and ambassadors.
- 7. Three business requirements for Global CXM Understand your audiences’ interests and motivations Create relevant experiences for your customers, regardless of channel 7 Align your organization across channels, markets, languages and teams
- 8. Critical components for Global CXM 8
- 9. The Global CXM Landscape
- 10. Luca Bruno / AP Vatican City, Pope announcement 1 2005 2013 Michael Sohn / AP
- 11. The digital revolution has only started Only 1/3 of world population has internet access 2/3 of the world left to go Smartphone sales overtook PC sales in 2011 Overtook feature phones April 2013 11
- 12. Global e-commerce market North America €294.2bn Europe €311.6bn Middle East/North Africa €10.8bn Total ecommerce market 2012 €889bn Latin America €42.1bn APAC €227.8bn
- 13. Chinese emerging middle class 1 13 10% of population, 40% in 2020
- 15. More channels, more content, more languages 15 The “Big Language” Challenge
- 16. The online content explosion PPC Product Help Content Descriptions Support Content Press Releases Knowledge Base Case Studies User guides Whitepapers Blog Posts Graphics Reviews Customer insight Video Advertising Website Chat Online Consistency, relevancy, value 16 Social Posting
- 17. Why language is important 20 70% 72%
- 18. Top 10 languages of Internet users 17% 27% 2% 3% 3% 3% 4% 4% 5% 8% Internet World Stats, Miniwatts Marketing Group 24% English Chinese Spanish Japanese Portuguese German Arabic French Russian Korean Other
- 19. Global customer experience 90% choose a native language website when available 70+ languages are supported by twitter and facebook 78% more likely to buy if user instructions in their language 82% more likely to buy if promotional material in their language 81% of people more likely to buy if technical documentation in their language 60% in Japan and France will not buy from a site in another language
- 20. An 8-Step Global CXM Action Plan
- 21. 1. Rethink global integrated marketing worldview Marketing Analytics Operations Websites SEO Marketing Automation Online Events CMS . CRM Database CONTENT Languages Inside Sales PPC PR & AR Ads Outbound 21 Inbound Social Offline Events Email Direct Mail
- 22. 2. Master the modern marketing must-haves 1. Content Strategy | Content Marketing 2. SEO 3. Social Media 4. Online Advertising/PPC 5. Marketing Automation 6. Marketing Analytics 7. CRM 22
- 23. 3. Map modern marketing pillars to CXM 23 CXM is a strategy and practice for managing customer experiences online and offline to acquire, retain, and turn customers into satisfied, loyal brand advocates and ambassadors.
- 24. 4. Map your global content strategy to CXM A. Content audit, inventory, and mapping B. Content planning, calendar, and project management C. Content editing (tone, voice, quality, readability) D. Content design, presentation and optimization E. Content translation and localization F. Content publishing and distribution G. Content management and curation H. Writer resources and in-house content expertise 24
- 25. 5. Revisit your content marketing plans QUOTE MEME 25 DATASHEET
- 26. 6. Evaluate your CXM technology stack 26
- 27. 7. Consider your current marketing skillset Inbound • • • • • • 27 Content Languages Websites SEO Social Media Online Events Outbound • • • • • • • Email Ads PPC Direct Mail Offline Events PR & AR Inside Sales CONTENT Operations • CMS • Marketing Automation • Marketing Analytics • CRM Database
- 28. 8. Look at your marketing budget allocation 28
- 29. Q&A Connect with me on LinkedIn and via: Email: cpolewarczyk@sdl.com Twitter: @Christine_Mktg Mobile: 617-869-6031 Christine Polewarczyk Senior Director of Marketing SDL 29
- 30. Additional modern global marketing resources For a copy of these slides, please send me an email at cpolewarczyk@sdl.com with “Gilbane presentation” in subject line. Thank You!
- 31. Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.
Notas do Editor
- Before we get started, I’d like to introduce myself. My name is Christine Polewarczyk…I am going to talk to you today about customer experience management from a marketer’s perspective. I’m then going to dive into some of the globalization factors that you need to consider as part of a broader CXM strategy. I’ll then quickly run through the core “modern marketing” components you need to implement and integrate to effective manage CXM from a global marketing perspective.
- SDL is a publically traded company with turnovers of around $430M and a long history of profitability and financial stabilityWith 70 offices across 38 countries we have the infrastructure to support both regional businesses and large global organizations. It also means we understand global business.And in the dynamic world of digital information and customer experience, SDL is committed to technology investments and innovation to drive on-going customer success
- As I mentioned I work for SDL’s Language Solutions division, which has been a leader in globalization and translation for more than 20 years now.
- And we have great customers. 76 out of the top 100 brands use SDL technology and services
- CXM is a strategy and practice for managing what is primarily a digital customer journey – you should be asking yourself how good your organization is doing at delivering on customer experience in every stage of the customer journey, pre-purchase, purchase and post-purchaseCustomers interact with your company and brand at multiple touch points. Having a CXM strategy helps ensure those experiences are managed to maximize the mutual benefit to the customer and companyNo matter the size of the company, the experience individuals have with that company impact where they will spend their time and money. And, with customers bouncing from task to task or device to device, every company needs have a strategy to enable consistent experiences and seamless transitions across relevant touch-points. The goal of any customer experience strategy is to enable customers to get the information they need, when and where they need it, and in the language they prefer as they go through each stage of the buying cycle. Providing a great experience turns customers into repeat customers and ultimately brand advocates. What is in it for the companies that do this well? Revenue. According to a recent study by Watermark Consulting, from 2007 to 2012, CX leaders had a cumulative 43% gain in returns. CX laggards’ portfolio had a 33.9% decrease (Forrester, Winning the customer experience game, May 8, 2013)To succeed in today’s digital environment, companies need to deliver smarter, more customer-centric interactions that feel like they were tailored for each user and his or her specific set of circumstances.
- At SDL, we apply a 3-pillar framework to CXM strategy and the customer journey -- insights, orchestration and context experienceIn our experience, we have found that delivering smarter, more customer-centric interactions across channels and languages starts with addressing three key business requirements for Global CXM:First, Understand your audiences’ interests and motivations. Individuals today are informed and are always connected to information to help them make decisions. Having access to the data that uncovers what will resonate and compel them to take action is a valuable piece of a global CXM strategy that enables businesses to spend smarter on customer acquisition and retention.Second, Align and integrate your organization across channels, markets, languages and teams. A common challenge we see is a company that is investing in the customer facing content and experience, but not successfully aligning and optimizing the organization and technology for maximum gains. Effectively connecting solutions and processes is a core requirement for success in GCXM. And finally, what most people think of when they think of customer experience - Create relevant experiences for your customers, regardless of channel. This omni-channel delivery is a competitive differentiator, and one that can be amplified by addressing insights and orchestration requirements as part of the GCXM strategy.
- Your global CXM strategy should start with your business priorities, whether you want to leverage insights to target and spend smarter, improve how content and experiences are delivered, or create more consistent experiences across channels. Our analytics solutions, for example have helped companies like Sprint to gather insights to evaluate the landscape around its products and brand, as well as its competitors, to stay on trend and adapt its go to market strategy.Our globalization solutions have helped companies like Philips to orchestrate the translation and publishing of content across 35 languages and multiple channels, decreasing time to market for new product launches from 4 months to just weeks, and reducing global content costs by 30%And our content management solutions have helped companies like Lexus build a website that reflects its luxurious brand and delivers a relevant, contextual experience for visitors across in 29 markets and 23 languages, increasing site visits increased by over 500%.Our Campaign offerings led to open rate and click-through percentages that are well above industry benchmarksOur real-time targeting solutions have helped reduce bounce rates for online sites by 65%And we have helped companies like Mandarin Oriental create a consistent and contextual omni-channel experience, helping them exceed booking expectations, and see an ROI in just two months.
- To put this all in perspective, let’s really absorb how much has changed in the past 10 years or so. Here are 2 photos of Vatican City on the day of the pope announcement, just 8 years apart. Device and digital proliferation.
- And we’re still in the early stages of this digital revolution…
- 2012 statsMassive economic explosion in e-commerce that will only continue to grow as the remaining 2/3rds of the world come online and younger generations take over business
- Global economies are rapidly changing as well. China has a rapidly emerging middle class that is expected to be 40% of the population in 7 short years.
- Let’s discuss the “global” piece of “global CXM” with a bit more detail.
- Channel, content and language proliferation are all happening in tandem in a digital context. This is a monumental multilingual marketing challenge that needs to be addressed. The sense of urgency is honestly lacking in many organizations still in moving quickly enough on these global and digital trends by modernizing their marketing strategies.
- I added this slide just to demonstrate the number of content types and formats that organizations, marketers and content managers have to contend with in the digital world today. Multiple this by language requirements for business operations and growth…
- And you can see why language is such an important variable in the global customer experience management equation.
- This shows the top 10 languages of Internet users today. As you can see Chinese is second to English and worth noting as you formulate your global marketing objectives by regional business objectives.
- So let’s drive this home with some stats that show how globalization and language factor into a CXM strategy.
- So back to my modern marketing mandala. Now that I’ve gone through all the modern marketing components, do you consider yourself a modern marketing organization? Has your collective skillset kept up with the rapid evolution of digital marketing? Or do you still feel under equipped?
- Modern marketing requires a strong emphasis on being digital and data-driven. It requires a publisher approach to communicating – with the intention of communicating with an audience, not a prospect. And it requires delivering a positive customer experience wherever it’s taking place in the world.
- Go back to your customer journey. Then…CXM is a strategy and practice for managing what is primarily a digital customer journey – pre-purchase, purchase and post-purchase…Customers interact with your company and brand at multiple touch points. Having a CXM strategy helps ensure those experiences are managed to maximize the mutual benefit to the customer and companyNo matter the size of the company, the experience individuals have with that company impact where they will spend their time and money. And, with customers bouncing from task to task or device to device, every company needs have a strategy to enable consistent experiences and seamless transitions across relevant touch-points. The goal of any customer experience strategy is to enable customers to get the information they need, when and where they need it, and in the language they prefer as they go through each stage of the buying cycle. Providing a great experience turns customers into repeat customers and ultimately brand advocates. What is in it for the companies that do this well? Revenue. According to a recent study by Watermark Consulting, from 2007 to 2012, CX leaders had a cumulative 43% gain in returns. CX laggards’ portfolio had a 33.9% decrease (Forrester, Winning the customer experience game, May 8, 2013)To succeed in today’s digital environment, companies need to deliver smarter, more customer-centric interactions that feel like they were tailored for each user and his or her specific set of circumstances.
- Map your content strategy and content marketing plans to it. Note that content strategy is the parent of content marketing and requires the strategic definition and management of a lot of different interdependent components. You need all of these in place to do content marketing well. Content strategy is also a massive pillar of a modern marketing strategy. It really is the foundation of integrated marketing if viewed through the right lense.
- In terms of content marketing, keep mixing it up. Keep trying out new media and content types. Don’t just keep repeating the same formulas without adding new things to the mix on a regular basis. Stay creative, try new templates, don’t get boring. Also, revisit your content marketing plans and processes with the globalization factor in mind. What is your language/translation/global strategy for the content you create? Are you managing your content properly at a global level for maximum benefit and repurposing? And remember…
- Your global CXM strategy should start with your business priorities, whether you want to leverage insights to target and spend smarter, improve how content and experiences are delivered, or create more consistent experiences across channels. Our analytics solutions, for example have helped companies like Sprint to gather insights to evaluate the landscape around its products and brand, as well as its competitors, to stay on trend and adapt its go to market strategy.Our globalization solutions have helped companies like Philips to orchestrate the translation and publishing of content across 35 languages and multiple channels, decreasing time to market for new product launches from 4 months to just weeks, and reducing global content costs by 30%And our content management solutions have helped companies like Lexus build a website that reflects its luxurious brand and delivers a relevant, contextual experience for visitors across in 29 markets and 23 languages, increasing site visits increased by over 500%.Our Campaign offerings led to open rate and click-through percentages that are well above industry benchmarksOur real-time targeting solutions have helped reduce bounce rates for online sites by 65%And we have helped companies like Mandarin Oriental create a consistent and contextual omni-channel experience, helping them exceed booking expectations, and see an ROI in just two months.
- Take a good look as a whole team and address it. Do you have all of these skills/areas of expertise covered on your existing team? Where are the gaps? Are you weighting your resources and budget appropriately and in logical proportions? Hire people, train people. Figure out what needs to happen to make sure you have all these bases covered. If you don’t, you can’t execute modern, multilingual, multichannel marketing or deliver an effective customer experience. Creative, analytical, and technical expertise required. Marketing is now an art and science.
- The quickest way to understand your marketing culture and assess where you are in your digital transformation is to look at how you allocate your marketing dollars. It’s the easiest way to see what you really care about instead of what you say or think you care about. If you’re spending 70% of your money on traditional marketing activities, for example, then you are falling behind in digital marketing and global CXM. Go back and look at your budgets based on regional growth objectives (factoring in languages) and on where you’re falling short in digital marketing and optimizing your customer experience online.
- Thank you! I hope you found this helpful.