Curated for content, computing, and digital experience professionals

Tag: brand management (Page 1 of 3)

Grammarly releases custom style guides for businesses

Grammarly released a new feature exclusively for Grammarly Business customers: customizable company style guides. With a company style guide, Grammarly Business can deliver customized, real-time writing suggestions to employees and be confident that customers exploring the company blog, browsing your website, or chatting with your support team, they’ll always feel like they’re interacting with the same company. Training employees to write consistently in the company style requires a large — and ongoing — time investment. On top of that, employees may be writing in dozens of different interfaces and tools. Trying to ensure compliance with a manual review process is rarely scalable or sustainable. Over time, individual deviations from company style add up, creating confusion for customers, eroding trust, and negatively impacting your brand and bottom line.

https://www.grammarly.com/blog/grammarly-business-style-guide/

Learn how to use data to navigate personalization vs brand marketing

Gilbane Boston 2017 bannerContent management, marketing, and digital experience

Featured session:
Customer Experience, Data, Personalization, and Brand Marketing

Marketers have a lot to figure out these days. They need to navigate between decisions about how much to focus on personalization versus brand marketing, determine what data they need for each, and how it will be acquired, analyzed, and utilized, and decide which marketing technology components they need to choreograph to support their goals. And all the while they need to ensure they will be improving the customer experience. This session includes two presentations looking at the role of data in overall marketing strategy and customer experience.

Wednesday, November 29: 10:30 a.m. – 11:30 a.m.

*Register today to save your seat and use priority code 100FG17 for an extra discount*

Phil Kemelor at Gilbane Conference
Moderator:
Phil Kemelor, Partner, VP-Client Services, MaassMedia

Aaron Kechley at Gilbane Conference
Aaron Kechley, SVP, Product Management, Marketing & Technical Solutions, DataXu
The Marketer’s Dilemma: Data Activation

Mark Smith at Gilbane Conference
Mark Smith, President, Kitewheel
Supporting Today’s Connected Consumer with the End-to-End Customer Journey

Gilbane Digital Content Conference
Renaissance Boston Waterfront Hotel, November 28 – 29, 2017

Just Published: Outsell Gilbane Study on Multilingual Marketing Content

Our 2011 report describing the current state of practice for globalizing multilingual marketing content is available now through March 31 exclusively through study sponsors  Across Systems, ADAM Software, Lionbridge, and SDL.

Multilingual Marketing Content: Growing International Business With Global Content Value Chains features a major update of the global content value chain, Gilbane’s framework for helping companies plan and manage their globalization practices. The new value chain adds core competencies to the existing functional view of multilingual content processes, and it clearly ties the value chain to business outcomes.

Study data includes top business goals and objectives and the investments that marketing and localization managers are making in programs and initiatives that support those goals. The analysis covers what marketing organizations can learn from product content groups, who are generally further along the content globalization maturity curve.

The report will be available directly from the Gilbane website starting April 1. In the meantime, please visit a sponsor site to access the study, and check this blog for research highlights and insights.

Delivering a Global Customer Experience: An Interview with Jonckers Translation & Engineering

Third in a series of interviews with sponsors of Gilbane’s 2009 study on Multilingual Product Content: Transforming Traditional Practices into Global Content Value Chains.

We spoke with Kelli Kohout, global marketing manager for Jonckers Translation & Engineering.  Jonckers is a global provider of localization, translation, and multilingual testing services, with operations across the U.S., Europe, and Asia. Kelli talked with us about Jonckers’ role in the global content value chain, why they supported the research, and what she found compelling about the results.

Gilbane: How does your company support the value chain for global product content? (i.e., what does your company do?) 

Kohout: Ultimately, Jonckers is helping clients develop content that earns understanding, adoption and loyalty from global customers.

Sometimes clients come to us with original content that will not localize well – in other words, that is not easy to turn into localized versions that achieve the desired response from audiences.  We provide best practices for improving the quality of their source content, asking additional questions regarding their organizations’ goals for their global clients, in order to improve the success of global adoption.  In doing so, we prove Jonckers’ philosophy that resulting translations can even improve on the source (in-country translators with longevity, institutional knowledge, up-to-date cultural knowledge, commitment).  We also help clients save time and money by delivering content that is flexible enough to be used for more than one purpose.

Gilbane: Why did you choose to sponsor the Gilbane research? 

Kohout: Our clients no longer compete solely on the basis of a better product or service – it’s about customer experience.  And in today’s economic environment, our clients are struggling with how to generate revenue by increasing innovation and global reach, which means increasing the amount and accessibility of multilingual content.  Simultaneously, they need to decrease expenses, like the costs associated with providing customer service.

This all points to the increasing need to localize effectively and efficiently.  Jonckers sponsored this study for the common good – the more we share trends, best practices and lessons learned, and the more we know what challenges our clients are facing, the more effective and valued localization services will be.

We also hope this study will raise awareness of some important localization best practices that will make companies more successful.  For instance, we see clients beginning to realize the importance of involving localization planning early in the product development lifecycle, but there’s still room for improvement there.  When localization is an afterthought, the outcome is not as good, there are extra costs, and bigger picture timelines can be adversely affected.

Similarly, more clients are recognizing the value of integrating the localization effort more closely with other functions.  As the study points out, there are more cross-functional champions within organizations who understand the big picture and have the mindshare with executives.  These champions can advocate for the needs of the localization function and help demonstrate its value.

Gilbane: What, in your opinion, is the most relevant/compelling/interesting result reported in the study?

Kohout: We’re seeing an increase in our clients’ global business objectives, but the study confirms that – on the whole – we’re still in the early stages of understanding the global content value chain.  For example, one of the top corporate objectives related to localization is customer satisfaction, which is important, but few are fully utilizing localization to manage their brand globally.  So there’s still room to evolve.  In addition, there’s a focus on generating revenues from emerging markets, but very few have yet tapped the potential from established geographies.

For insights into customer experience as a new basis for competitive advantage, see “Content Utility as the Value Proposition” on page 15 of the report.  You can also learn how Jonckers contributed to Adobe’s effort to build a globalization infrastructure that improves customer satisfaction, raises quality, and saves costs.  Download the study for free.

New Content Globalization Case Study: Philips

All businesses are facing serious disruptions from shifting global economies, technical advancements, and the need for strong, consistently branded online multinational presence. Royal Philips Electronics of the Netherlands has found a way to respond to these challenges without jeopardizing its ongoing business.

A world leader in the consumer lifestyle, healthcare, and lighting industries, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of “sense and simplicity.” With 50,000 products, 1,800 logos, a website present in 57 countries and translated in 35+ target languages, and 500 consumer marketing managers in the Consumer Lifestyle sector, Philips’ global brand management strategy requires an adaptive system of people, process, and technology to provide a unifying influence.

This case study tells the story of how Philips has met and is keeping pace with changing and often disruptive business environments by evolving operations and communications touchpoints in a just-in-time approach that maximizes global opportunity based on consumer need.

Download the Philips story here:

Borderless Brand Management: The Philips Strategy for Global Expansion

« Older posts

© 2020 The Gilbane Advisor

Theme by Anders NorenUp ↑