As brands expand globally in search of new growth opportunities, the diverse number of buyer personas and ways to reach them rises at an exponential rate. At the same time, customers now expect relevant brand touch points to be delivered to them in real-time, and across multiple channels and platforms. The need to generate a flawless personalized experience for consumers is more important than ever.
A major component of that personalized experience requires adapting content and communications for the buyers’ language and cultural preferences. Today’s brands must ensure that all content and messages are locally relevant while maintaining the most universal and relevant parts of their brand consistently.Forrester reports that 64 percent of CMOs are now responsible for delivering their organization’s customer experience (CX) strategy. With this in mind, CMOs need to be laser focused on understanding their customers’ needs, preferences and desires and ultimately drive innovative strategies that will deliver the best possible CX. Specifically, CMOs should gain a deep understanding of how their organization operates and build operating models that will enable a cohesive, global CX strategy across markets. Here, we’ll explore what that workflow should look like.
Every organization is unique, and there is no standard approach. Finding the right method for a global CX strategy will depend on a number of factors, from budget to business goals and in-market resource availability. A good starting point is identifying the key decision makers for campaign planning, content development and marketing execution. From there, it’s crucial to understand who of these decision makers is responsible for providing input and how much influence they hold over approving certain tasks. By engaging key stakeholders in these discussions, marketers can gain a better understanding of how their organization works, streamline communications and avoid any potential bumps down the road.
Create Global Marketing Operations
To create a seamless CX strategy and produce quality global marketing campaigns, brands must work to keep communications open between corporate/regional leadership and local in-market resources. This can be accomplished by creating global marketing operations which can help facilitate:
- Efficient and effective campaigns that leverage local insight
- Organizational control, resulting in consistent messaging on a global level
- Controlled costs while maintaining efficient operations
While every organization has unique needs and will require some customization, brands should embrace these key best practices to build a centralized workflow and generate quality results. This includes:
Establish Global Marketing Priorities
As a first step, marketers located at headquarters should determine who their target audience/market is, what the main message is, as well as what languages to localize. From there, they can prioritize marketing activity accordingly.
Utilize Field Marketers
Field marketers should be utilized to develop go-to-market strategies as well as translation best practices. Most importantly, these marketers must fully understand the local nuances of each global market. For example, one region may benefit from digital campaigns, whereas for another region, in-person events are more effective. As a final step, field marketers should communicate any local strategies and campaigns back to headquarters to ensure that each region has the relevant and necessary resources needed to succeed.
Work Closely with Content Creators
With plans in place, content creators can now begin creative production. In this step, marketers must ensure that the content aligns with brand guidelines and is cognizant of any cultural nuances or sensitive topics. At the same time, images and graphics should be built using global design practices to ensure consistency.
Vet Content for Translation
Next, local marketers should determine which content needs marketing translation and what requires transcreation. By the token, it’s essential to collect feedback from local marketers to ensure that information is consistent and relevant for their region.
Prepare for Localization
Prior to sending all content for localization (including transcreation and copywriting), brands should provide their translation partner with terminology glossaries and style guides. Ensuring that information is up-to-date on brand guidelines is essential in this step of the workflow.
Finally, field marketers should review all translated or transcreated content submitted in the process above. Translated content must align with branding standards and portray the right global brand voice. Furthermore, reviewers must understand the difference between translation errors and preferential edits. Translation and terminology errors should be changed, but preferential edits should be communicated back to corporate headquarters, as style guides may need to be revised.
Looking Ahead And Moving Forward
By following these best practices and processes, organizations can successfully execute a global CX strategy and publish relevant, compelling content in all priority regions and target markets. In addition, creating global marketing operations can enable centralized operations, resulting in controlling and reducing costs, while maintaining local relevancy across markets.
Marketing leaders that embrace these best practices will rise from their competitors and ultimately enhance customer experiences, while driving brand loyalty now and in the future.