Traditional Localization Paradigms and Digital Age Needs
If you’ve been paying attention to Lionbridge lately, you will have noticed that we’ve stepped up our game in terms of digital marketing solutions that include global campaign and task management, integrated key word localization, web publishing, and analytics.
As leading brand companies look to drive traffic to their global sites, increase customer engagement, and ultimately convert revenue, the necessity for streamlining digital operations is mission critical.
Yet, digital content ownership often rests with corporate localization departments who are organized in non-Marketing functions, or may lack campaign-specific expertise, or are focused solely on cost reduction as opposed to revenue uplift. Or, perhaps this process management resides with outside digital agencies who excel at creative and strategy, yet are out of their comfort zone when it comes to global workflow and resource management. Add to the mix stakeholders across the world and traditional translation management systems focused on cost reduction, as opposed to revenue uplift. Managing global marketing operations can be overwhelming!
In working with Lionbridge’s broad portfolio of digital marketing customers, it’s so rewarding to transition from conversations focused on cost avoidance/reduction to ideation around Revenue Uplift and Customer Engagement. The challenge of ensuring the trickle-down from top-level strategy to day-to-day execution is daunting. Add to this traditional localization paradigms and technologies, and it becomes evident that new ways of thinking is a must.
We’re all at an exciting vantage point, where traditional localization paradigms and cutting-edge digital marketing operations are converging. Companies are not alone if they’re struggling to ‘forcefit’ dynamic digital content and assets into traditional localization processes or systems. It seems to be an area ripe for Lean Six Sigma-based principals to identify “waste” and unnecessary touch points, combined with digital thought leadership. On September 27, Lionbridge will sponsor a Council to bring together Digital Operations professionals from a variety of companies. Please join us at Intel’s Global HQ in Santa Clara, CA for thought-provoking discussion and networking.
