This document summarizes the key challenges and benefits of managing multilingual content in the digital age. It discusses how language impacts buying patterns and reasons global content fails. The benefits of automation are outlined as enabling faster deployment, engagement and conversion. It also shows the growing marketing technology landscape and need for integrated reporting and automation while ensuring regulated content. The key takeaways are that many companies face similar challenges, other industries can provide lessons, and localizing content and outsourcing production should be considered.

2. Welcome
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

3. Challenges
Localisation
How do you increase
the level of
engagement of
localised content?
Technology
How do you integrate
new, different and
legacy systems?
Digital
transformation
How do you integrate
marketing and
communication
platforms effectively?
Staying regulated
How do you ensure
regulations and
quality standards are
compliant?

4. 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.
…they say that information
in their own language is
more important than
the price.
56%
Source: Common Sense Advisory

5. Top 5 Reasons for Global Content Failure
Siloed decision
Makers and
Resources
No global
framework
to support
consistent action
No global control
for translated brand
material
No visibility
over global
community
dialogue
No cost control
over TOTAL global
content

6. 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

7. How to go from this…

8. To this
Creative Agencies
Content Owners
Tablets
Intranets
Websites
Chat
Applications
Mobile
Email
Servers
Translations Stack
PIM
CMS
Database
LSP
FTE
s
Partner
s

9. Marketing Technology Landscape 2016
• 3,500+ marketing
technologies
• 87% growth over last year
• Many of our clients have
multiple platforms in their
marketing technology stacks
Reference: chiefmartec.com

10. Web Content Management Market
• Split into two segments:
– “business as usual”
– “business transformed”
• WCM are a mission-critical
component to:
– ensuring the effectiveness
of ambitious digital business
strategies
– the success of the following
customer-centric, paradigm-
shifting perspectives
• conceptual
• communicational
• architectural

11. Do more with less by breaking up
Global Digital Marketing Services
RecouplingDecoupling

12. Integrated Reporting and Automation
• Need to integrate data and
reporting into different
marketing channels
• Time to market:
– Automation of
commentary
– Simultaneous launch into
different across regions
and languages
• Challenge of regulated
content (ie. PRIIPs)

13. Key takeaways
You are not alone: everyone is facing the
same challenges
Look at other industries
Ensure localised content is part of your
digital marketing and technology strategy
Consider outsourcing production processes
to specialist vendors

14. Thank you