Join us for this live webinar on Tuesday, September 29 at 9 a.m. Pacific, 12 p.m. Eastern. Register here for free.
While technology has paved the road to localization, it’s the expectations of today’s users that are pushing companies to location-based relevance at a faster pace — particularly with a generation that’s come of age with the technology.
“Millennials and GenY’s are expecting to have things that are local,” says Dave Fish, SVP, Expert Services of the customer experience company MaritzCX and one of our upcoming panelists tomorrow. “They prefer to buy groceries that are sourced locally and they prefer to know the people they’re dealing with rather than dealing with a big anonymous corporate entity.”
It’s this kind of thinking that is creating a challenge for companies providing localized experiences and communication — at scale. That gets even more complicated when you’re in the context of going global, where cross-cultural considerations can spell mammoth success or embarrasing failure.
“If you’re not communicating using local language or idioms, you can be very off-putting,” says Fish. “What can be a good engagement can turn into something that’s very, very negative. So it’s a requirement nowadays rather than a nicety.”
It’s why for Fish, the experience is what it all comes down to. Whether you’re one of the 3,000 micro-breweries across the U.S. trying to express that unique pride of place, or a global brand appealing to a vast market, you need to be able to cross the great divide with ease.
“You have a brand that stands for something — and that should be translatable across cultures and langauges and local markets,” says Fish. It can come down to specific channels and what works and doesn’t in different countries.
“In some countries, you can do email, in some countries, you can’t,” he explains. “In some you can do telephone, in some you can’t and in some you can do mail, some you can’t — so just picking the right modality to communicate is important.”
And while Fish believes that the role of Chief Customer Experience Officer is now essential to organizations — and many are rolling that out in various ways — localization can be boiled down to something rather simple.
“It’s really just a subset of segmentation,” he says. “Just a different way of looking at people.”
Join us tomorrow as Fish will join Stewart Rogers, VB Insight’s Director of Marketing Technology for an important discussion on what’s needed to get localization right, whether it’s the next state, or the next continent.
They’ll be sharing tips not just on the process, but on how to deliver better metrics to senior leadership to communicate the true story of your brand’s globalization.
Don’t miss out!
In this webinar, you’ll learn how to:
- Re-think campaign creation at the regional level — and the global one
- Effectively use in-market experts to drive better impact
- Make your branding as world-ready as possible.
- Use metrics to show the truest picture of your campaign’s effectiveness
- Enhance the customer experience through added local flavor
Stewart Rogers, Director of Marketing Technology, VB Insight
Dave Fish, SVP, Expert Services, MaritzCX
This webinar is sponsored by Lionbridge.