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Ebook - Native Brand Experiences_ What, Why, Who, Where, When and How

Feb 10, 2017

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Moshe Abudarham
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Page 1: Ebook - Native Brand Experiences_ What, Why, Who, Where, When and How

smartling.com

Native Brand Experiences… in any language, all cultures, and every market.

Page 2: Ebook - Native Brand Experiences_ What, Why, Who, Where, When and How

2 Native Brand Experiences smartling.com

Smartling works with aspirational brands to create multilingual content strategies that resonate with their customers in each of the global markets they serve.

Through the use of Smartling’s technology, friction caused by traditional translation processes is removed, allowing brands to focus on what truly matters: delivering native brand experiences.

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Native Brand Experiences 3smartling.com

A brand’s message is most often a universal one, but the means and

medium in which it is delivered differ from country to country.

Native brand experiences come in all shapes and sizes, but there are a

few core principles that connect them:

Command of local dialects (beyond standard translation), as

well as regional preferences and tastes;

Commitment of all stakeholders to respect cultural sensitivity

in all markets at all times; and

Detailed awareness of market variables, from currencies and

customs, to products and preferences, to buyer personas and

buyer behavior.

What Is a Native Brand Experience?At the heart of every native brand experience must be the consumer or buyer’s interests – it is their experience, not the brand’s, that matters.

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Native Brand Experiences 4smartling.com

Native brand experiences anchor to the brand, rather than the brand

acting as a focal point; this is because the focus has rightly become

the buyer or consumer. With information open, and for the most part

accessible to all, many brands have already lost the fight to be ‘top of

mind’ in their vertical.

Those brands that are winning already understand that choice is

everywhere, that control of a brand is now with the people it engages,

not the company promoting it, and that to get ahead globally, native

brand experiences must be generated in conjunction with local

customer buying behaviors and feedback.

Businesses – B2B and B2C – who break out of their home-language

comfort zone to offer native brand experiences in all markets they

do business in, will make the most of potentially infinite international

opportunities. Their competitors, using traditional tactics, will not.

Why Do Native Brand Experiences Matter?

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Who Is Involved in Native Brand Experiences?

First and foremost, the consumer or buying persona need to be an

ever-present consideration in creating native brand experiences.

• From a company perspective, the C-suite is the most likely driver

of native brand experiences as a growth strategy.

• In most organizations, the marketer owns the native brand

experience. Both B2C and B2B marketing rely on winning content

strategies to acquire customers, generate leads and grow

business. To deliver native brand experiences, creating ‘resonant

content’ is key.

But in truth, the shift to cultivating native brand experiences for

current and potential customers should be an organization-wide

effort, even if this is just making sure the entire company is aware of,

understands and is on board with this new direction.

Page 6: Ebook - Native Brand Experiences_ What, Why, Who, Where, When and How

Native Brand Experiences 6smartling.com

Native brand experiences are brand experiences outside a brand’s

market, and are therefore designed, by definition, to work anywhere

and everywhere a brand seeks exposure and engagement.

When launching a new product, service or campaign outside a home

market, the idea is to see interactions from the consumer viewpoint,

i.e. to resonate with who they are and what they want – in their

language, culture and location.

Where Are Native Brand Experiences Needed?

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When Are Native Brand Experiences Relevant?

Branded content – especially if it is directly related to products,

services, the brand, or the business – will be suitable to translate

and localize for most targeted languages or locations. In fact, such

content should generally be translated for all, to avoid any audience

feeling less important than other markets served.

Some content will need to be transcreated (effectively a re-write

rather than standard translation) or solely created, ab initio, for a

very specific individual market or campaign. This helps a brand to

reach and properly engage with its intended audience, and also

supports market-specific business goals and outcomes.

Page 8: Ebook - Native Brand Experiences_ What, Why, Who, Where, When and How

Native Brand Experiences 8smartling.com

Native brand experiences are all

about resonating with anyone and

everyone, anywhere and everywhere,

at any time and all the time... but how

can a brand achieve this 24 hours a

day, seven days a week?

How Can Brands Consistently Ensure Customers Enjoy Native Brand Experiences?

Second, as mentioned, everyone

from the C-suite down has to

understand the new direction and

participate according to their role,

within the new context. Technology

needs to be introduced and

integrated, with all users sufficiently

trained, to remove any downtime

and ensure that a state-of-the-art

technology stack accurately and

efficiently supports all native brand

experiences, at value, and for

impressive ROI.

Third, brand experiences and

content marketing involve, engage,

and offer the best chance to

resonate with an audience. Native

brand experiences achieve this

on a global scale, by involving,

engaging and resonating with

many audiences, in any language,

all cultures, and every market, at

each touchpoint between a person

and a brand.

The first step is for the CEO to

support the union of tech (to a

certain extent coming under)

marketing and make this an urgent

priority; one that will ensure the

reach and longevity of any brand.

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Learn More

Native brand experiences resonate with buyers and customers in any language, all cultures, and every market – and are essential to global success. Does your brand deliver? Access your FREE Global-Ready Success Kit and prepare for a new phase of global growth.

Ready to get started? Smartling can help you to develop a global content strategy that will propel you into new markets, fuel global growth, and increase your bottom line. Contact us today for a demo of the Smartling Global Fluency Platform so that your brand can be fluent everywhere.

Page 10: Ebook - Native Brand Experiences_ What, Why, Who, Where, When and How

Native Brand Experiences 10smartling.com

About Smartling

Smartling uses technology to transform the waycontent is created and consumed around the world.Smartling’s Global Fluency Platform helps brands toaccess new markets, more customers and greater value.

The Global Fluency Platform allows ambitiousbrands to achieve a more dominant global position.Smartling enables brands such as British Airways,InterContinental Hotels Group, Uber, AdRoll, Shinola,Spotify, Pinterest, Hasbro and SurveyMonkey toprovide truly native brand experiences.

Smartling is headquartered in NYC with over 100employees. For more information, visitwww.smartling.com.

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