Sustaining and Accelerating Digital Content Globalization in 2017


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BEST PRACTICES SERIES

At the beginning and end of each year, we see the emergence of thoughts about what was achieved and how to excel going forward. While better, faster, or cheaper are recurring considerations, the near future may be defined by “connecting for growth.” Leaders and players in the global marketplace should keep delivering on that mantra. New and ambitious global challengers should adopt it sooner rather than later. Connections are the name of the game. Here are a few words of advice for trendsetters.

Connecting the world of customers—Evolving countries, consumers, and customers pose challenges that must be taken up in all areas of digital globalization. Global content effectiveness varies according to how well customers understand, consume, and leverage it to connect with products, services, or messages it supports. Connecting content to what matters and sells in each market should be the top priority of organizations willing to expand and grow globally. It is also the safest way to ensure that customers are engaged at all times during their omnichannel journeys. This is the business case for localization and how all related activities must be articulated around speaking to customers linguistically, culturally, and functionally.

Connecting to the world of information and understanding—The way you use data is equally important to understand who local customers are and how they behave. Global content effectiveness must be measured according to how it resonates with local audiences. Therefore, it is important to connect to what global customers say, do, and expect and to have a holistic view of factors, enablers, and drivers. The more integrated data and insights are, the more relevant and granular globalization decisions are going to be. Unified views and user-selected dashboards help globalization leaders better than tons of isolated data when creating, managing, and executing their content plans globally.

Connecting to globalization expertise—Internal and external resources remain the most important assets of globalizing organizations. Developing content factories and setting up cross-functional localization leadership are paramount to globalize content effectively. Thanks to the continued convergence of their services and their alignment on industry requirements, a number of language service partners (LSPs) are in a good position to better understand the business of their clients and to partner with them in order to go above and beyond what myriad vendors offer. At the same time, educating and training stakeholders are essential to enforce best practices, standards, and changes within organizations. No solo and no silo along the way.

Connecting to machine learning and artificial intelligence (AI) bandwagons—The need to handle a growing amount of content in the digital age keeps disrupting globalization practitioners in terms of volume, geography, and ecosystems. In addition, digital ubiquity has become a standard in customer behavior, which means that repurposing content generates more value in the overall globalization and localization ROI. Recent progress in machine learning and AI paves the way to optimized processes and tools, such as neural machine translation or real-time localization.

Connecting to cloud-based solutions—Speeding up digital content globalization also implies taking collaboration and integration to new levels of efficiency. Streamlining the number of systems, tools, and assets to globalize content is no new trend. However, cloud-based approaches help synchronize global content operations with digital ecosystems further by enabling more content sharing and leveraging features while strengthening control and integration with CMSs and delivery channels. As a side benefit, global and local content owners can access their content more quickly and be engaged for content creation and localization activities in a more transparent way. A cloud-based solution becomes the go-to powerhouse to deliver and experience content in the most agile way.

In short, automation and customer centricity remain clear objectives this year and strong assets in the long run. Digital globalization remains a transformational, inclusive, and instrumental framework to delight customers worldwide.