What 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
How do you increase
the level of
How do you integrate
new, different and
How do you integrate
How do you ensure
quality standards are
Language has a fundamental impact on buying patterns in global markets.
...customers spend most
or all of their time on
websites in their own
...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
Source: Common Sense Advisory
Top 5 Reasons for Global Content Failure
No global control
for translated brand
No cost control
over TOTAL global
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
Marketing Technology Landscape 2016
• 3,500+ marketing
• 87% growth over last year
• Many of our clients have
multiple platforms in their
marketing technology stacks
Web Content Management Market
• Split into two segments:
– “business as usual”
– “business transformed”
• WCM are a mission-critical
– ensuring the effectiveness
of ambitious digital business
– the success of the following
Do more with less by breaking up
Global Digital Marketing Services
Integrated Reporting and Automation
• Need to integrate data and
reporting into different
• Time to market:
– Automation of
– Simultaneous launch into
different across regions
• Challenge of regulated
content (ie. PRIIPs)
You are not alone: everyone is facing the
Look at other industries
Ensure localised content is part of your
digital marketing and technology strategy
Consider outsourcing production processes
to specialist vendors
Good morning everyone Thank you for taking the time out of your busy schedule to join us this morning. We’re excited to be partnering with Econsultancy to share with you valuable insights around digital transformation in financial services.
What we will cover today We will start the session with a short overview of what’s happening in the industry, emerging trends and challenges marketers in financial services are facing.
Our special guest today, Lynette Saunders from Econsultancy will then share with you insights on digitising the customer experience, based on a recent Econsultancy research on digital transformation within financial services.
We will then end the session with a open Q&A. Tea and coffee will be served just before the open Q&A and you are more than welcome to stay back for that.
The presentation slides you see today will be shared with you all after the event.
I hope you will find this event insightful and valuable.
Without further ado, let’s get started
NOTE: Click to next slide to begin
There are 4 key challenges marketers are faced with – refer to points in slide
Start with localised content Such a select audience know the importance of localising content for their target markets
But while it is important – there is a number of headaches associated with localized marketing
Siloed decision making Lack of global framework Lack of global visibility No governance model
So the question is how can we remove these roadblocks
Don’t plan, it is an afterthought Anybody can do it (relative, busy colleague) Implement a CMS without vetting it for multilingual functionality and workflow Create content (text, graphics, video) without other markets in mind
I believe, and have seen in many cases, that automation can help with this because@
It means that the whole organisation shares the same practices In can provide greater control and brand consistency It will probably reduce costs considerably post-implementation
Driving global digital strategies that involve the deployment of centrally/globally developed common Web sites, digital marketing campaigns, and other communication assets into multiple markets around the world
Other corporates outside finance they have been doing this for a long time.
Good news is that this exists and I have seen it in action The not so good news is that I’ve always seen it outside our industry
More information: https://www.gartner.com/doc/reprints?id=1-31LMHHV&ct=160321&st=sb
Most companies spend a large portion of their marketing budget on digital production and are paying the same high agency rates for both creative and production work.
The decouple and recoupling process Decouple Creative and then recouple global operations Outsource technology and processes to specialist partners Benefits Streamlined process – add approval steps in the process, integrating regulation and quality standards so there is a complete consistent approach Cost efficiencies Maintain global standards Relevant content served to local markets Automation Quality assurance
You are not alone – these are common challenges across all areas within financial services
Embrace ideas and look for inspiration outside of the financial sector. This will give you good insight into what customer expectations are of what good looks like
Localising content should form part of your digital marketing and technology strategy
Technology and management is fundamental in driving scalability whilst maintaining global and local standards – consider outsourcing to specialist vendors who have the scalability and expertise to do so
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