What does it really take to reach Global Customers
to convert sales?
www.inriver.comwww.lionbridge.comwww.internetretailing.net

Aoife McIlraith
Senior Director
Global Marketing Services
@AoifeDublin
Jesper Larsen
Partner Director EMEA
Your presenters

 Founded in Sweden in 2007
 Headquartered in Malmö, Sweden with
offices in Chicago, Amsterdam, London,
Stockholm
 Growing at 70% Y2Y since 2011
 340+ customers and 900 brands in 17
countries
 200+ partners, 600+ certified individuals
 Venture-funded since 2013
 Saas – Product Marketing Cloud
THIS IS INRIVER

MARKETS ASSORTMENT CHANNELS
THE CHALLENGE

SEARCH
EVALUATE
BUY
MICRO-MOMENTS & PRODUCT CONTENT

MY HYBRID
Peter Walker poses slightly awkwardly with a self-
made hybrid in a back garden in Sydney in 1993.
Source: Photo from www.guardian.co.uk
And guess
what?
I bought a
hybrid from
my local
dealer!

A GREAT CUSTOMER EXPERIENCE
VALUED E S I R A B L E
C O N S I S T E N T R E L E V A N T
F I N D A B L EC O N T E X T U A L
C O R R E C T

KEEP INFORMATION AS CLEAN AS POSSIBLE
For easy channel integration
INFORMATION NEEDS CONTEXT TO BE UNDERSTANDABLE
Create an attractive product offering for a specific context
CONTEXT DISRUPTS FLEXIBILITY OF INFORMATION
To much channel-specific information will make it harder to share cross-channel
THREE BASIC RULES

SUPPLY l ENRICH l PLAN & RELEASE l PUBLISH

Going Global
Internationalisation

TRANSLATION
CONTENT
TECHNOLOGY
ADAPTIVE
STRATEGY
ADAPTIVE DESIGN
AND CREATIVECULTURAL
RELEVANCE
DIGITAL
PRODUCTION
LOCAL
COMPLIANCE
GLOBAL SEO
SOCIAL
MEDIA
TRANSCREATION
TECHNICAL SEO
CONNECTORS
DIGITAL
PUBLISHING
SOCIAL
LISTENING
INTEGRATIONS
PIM
CMS
DAM
CONTENT
DISCOVERABILITY
DATA REPORTING
BI SEARCH
All Market

Buying patterns
Language 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
…say information in
their own language is
more important
than the price
56%
...customers will
ONLY purchase
online from sites in
their own
language
55%
Source: Common Sense Advisory - Can’t Read, Won’t Buy

International content
Content
vs.
Users

“Over the past decade, the average
number of languages supported by
the leading global brands has more
than doubled to nearly 30 languages
today”
John Yunker, Byte Level Research - A Look Forward: Emerging Trends in Web Localization Strategies

Top 10 website languages
Which languages should I include in my localisation strategy?
• Multiple domestic markets?
• Where is my current traffic from?
• What are your competitors doing?
• Multilingual countries mean multiple locales

Do you know your customers?
Devices: What devices are used in that market? Is it a mobile only market?
• Don’t spend valuable budget on builds that wont work in market
• Know which devices will reach your audience for each specific market
Search intent
• Local market and language keyword research is critical in understanding how global users search in
their market for products and services
Cultural nuances and drivers on each market. What is important to them?
• Is it price?
• Trust?
• Overall experience?
• Structure of your content may want to reflect above
• Writing great local content that speaks to the audience will create a drive a optimised user experience

Cultural considerations
Flags
• The use of flags is problematic, as it may not correctly reflect all the languages spoken in a country
nor all the countries with the same language
Images
• Photography should be altered to reflect the local culture and population. Some imagery may be
inappropriate in some cultures
Icons
• The meaning of icons may vary significantly from culture to culture
For example, whereas the thumbs up icon is generally positive, in some cultures it’s an obscene insult. The use of
icons should be vetted by a local expert to avoid inadvertently confusing and offending the local user

Cultural considerations
Brand name and taglines
• How does the brand name, products names and tagline fare when translated?
Writing style and tone
• Whereas in some cultures a strong selling message is accepted, in others it might be offensive
Colours and aesthetics
• It may be necessary to alter colour palettes in a localised content that may have a different
symbolism than in other cultures

What level of translation do I need?

Q&A
THANK YOU
www.inriver.com www.lionbridge.comwww.internetretailing.net