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New Research from Econsultancy and Lionbridge: Businesses Need to Adopt International Content Strategies to Support Growth and Improve Customer ExperienceWALTHAM, Mass., Sept. 6, 2017 /PRNewswire/ -- Econsultancy, the digital marketing research firm, in partnership with Lionbridge Technologies, Inc., the world's most trusted translation and digital communications company, today released a new study titled "International Content: Monetizing Global Content Assets and Measuring Success." Based on a survey of more than 270 executive-level marketers across a variety of international businesses, the report examines the role of international content in driving global expansion, while improving customer experience (CX) and increasing revenue. The report explores ways in which high-performing organizations govern their international content to improve global brand positioning and drive revenue. The survey contrasts leaders' methods with those of the mainstream to gain a better understanding of successful approaches to global content management and the challenges these approaches encounter. The report found that as globalization accelerates, industry leaders tend to centralize control of their global content. Seventy-two percent of leaders describe their governance of global content as either "very tightly controlled at a global level, with no local autonomy," or "tightly controlled, with some local autonomy." Many organizations still struggle with establishing a global governance framework. While leaders are unsurprisingly better in this regard, roughly a fifth of both performance groups report it being the main barrier to their organization's expansion efforts. Additional findings include:
Localization can be a challenge for many larger, international organizations that typically have more rigidly defined content strategies, versus companies in the more ad-hoc mainstream. However, leaders are trying to change this – the report found that twice as many leaders are planning to extend the number of markets in which they have a web presence as their mainstream peers. Among the top challenges organizations face when seeking to grow the number of local markets in which they operate are technology, industry compliance and limited understanding of ROI within the organization. Leaders are more than twice as likely as their mainstream peers to report industry compliance as the chief obstacle to localized expansion, while mainstream respondents report a lack of business case and limited understanding of ROI at twice the rate of high-performers. For more information and to download the report, click here. About Lionbridge Media Contact: Aimee Jen SOURCE Lionbridge Technologies, Inc. |