Summer 2018 Issue


News Features

Customer communications management—or CCM—is a term that has been making its way into marketing and customer relations circles and conversations lately. But, is it something new, or just a repositioning of the same, classic approach to communication management that marketers have been using for years? Is this a term just used to apply to what is also known as digital marketing, or does it have an analog component as well?
- Posted Jun 11, 2018
Attitudes about chatbots play out in how digital strategists and implementation firms look at chatbots in the user experience mix.
- Posted Aug 15, 2018
What does it take to reach the top of the SEO chart around the world?
- Posted Aug 22, 2018

Featured Stories

Regardless of industry and company size, global content effectiveness relies on three pillars: global reach, local relevance, and personal resonance. These are the key enablers, as well as serious challenges. Since global content strategies are built and executed according to business factors, most success stories are based on these pillars. They push globalizing organizations to synchronize global content value chains with agile product or service lifecycles.
- Posted Aug 01, 2018
Think about how you would react if you had to use a product or install your favorite application in a language you do not understand. You'd be confused, right? So it is essential to position and root translation in global content value chains rather than isolating or diluting it in product roadmaps. It is also a sensible approach to transform translation into a key enabler of digital content globalization.
- Posted Aug 06, 2018
You may think that translating your content or products opens the door to new markets wherever that language is spoken. Don't get ahead of yourself. Translation is the first milestone in your efforts to engage with local audiences. Your customers are part of an audience, but they expect to be delighted according to where they are, what they do, and how they react. Both collective and individual satisfaction are equally important. Multifaceted customer profiles require a multifaceted adaptation of content based on linguistic, cultural, and functional effectiveness. This is called localization effectiveness.
- Posted Aug 08, 2018
You might think that globalization simply means going global. While that's not exactly wrong, it is drastically oversimplified as it does not reflect many challenges tied to thinking globally and acting locally. Leading globally, executing locally, and delighting personally is more accurate. The digital age makes globalization more relevant and sensitive than ever before. Digital success stories are gold mines—in which digital channels are the mines and digital content is the gold. Therefore, globalizing content is imperative in all markets that your company does business. Minimizing or overlooking globalization requirements up front is actually one of the major pitfalls global businesses face. Here's how to avoid that mistake.
- Posted Aug 10, 2018
For content creators who leverage the regulatory requirements of the GDPR to refine their customer data-gathering processes and create—or rebuild—trust that such data will be used only to the customer's benefit, the byproduct should be more satisfied, more trusting, and more engaged customers. And that's a worthy goal on either side of the Atlantic.
- Posted Aug 13, 2018
Globalizing your mobile content often involves more heavy lifting than many companies realize. Customizing your digital content for foreign audiences and localizing your app or site requires careful planning. Cutting corners, ignoring the preferences of a given country, and making insular assumptions can backfire. But the right strategies can pay major dividends.
- Posted Aug 20, 2018

Columns

Of the many disasters the digital media industrial complex has weathered in recent months, the most damaging may be that serious journalists are now scrutinizing it. How ironic that legacy media, with deep traditional journalism chops, exposed social channels that generally have been commoditizing news.
- Posted Aug 14, 2018
Content marketing is the engine that drives online marketing success. It's the linchpin that impacts most aspects of internet marketing: SEO, social media promotion, enewsletters, and online conversions. And it's why many companies spend 25% or more of total marketing budgets on the tactic.
- Posted Aug 21, 2018
Publishers now have to wrestle with the reality of global content.
- Posted Aug 28, 2018
Grow or die. We hear it so much that it has become normal. Every day, and every minute, organizations across the world are being snapped up or are snapping up entities. Often, domestic companies are looking to grow globally, which dramatically affects the information we provide our audiences.
- Posted Aug 09, 2018
Global content is at the threshold of a Cambrian explosion—aided by artificial intelligence (AI).
- Posted Aug 16, 2018

Faces of EContent

In her role as lead content strategist for Alibaba Group, Taylor Howard is responsible for global content on the AliExpress app, mobile site, and desktop site, as well as content for worldwide social media channels. Howard says, "With multiple languages on Twitter, Facebook, Instagram, and the Russian sites VK and OK, we have 19 social media accounts."
- Posted Aug 03, 2018