Overcoming “Old Fears” in the “New Marketing” World by Informatica and Welocalize TAUS Portland 2013

Overcoming “Old Fears” in the “New Marketing” World

Olga Beregovaya, welocalize

Melissa Biggs, Informatica

Presented at TAUS 2013 - Portland

Evolution of the Marketing Content

2003: Outbound - creating demand by repeated consistent messaging to your target audience

Content: Product brochures, newsletters, landing pages, feature presentations, campaigns – marketing as we know it

2013: Intersecting user-centric information with product in order to engage your audience

Content: same, plus: blogs, email blasts, customer comments, blurbs, tweets, Facebook pages. Does this “new” content influence the way the “old” one sounds?

Style or information?

Is “New” Marketing Language Getting Simpler?

Emerging Content – Closer Look

Some Sample Content Types:

• Emails

• Tweets

• Lead-in web articles

• Infographics

• Persona-focused content

• Ezines

• Blogs

• Banners , offers, blasts

• Community content

• Brief video or voice alerts

Publishing Channels

• Corporate email blasts, web sites, social media, community channels, support sites updates and news

New Generation Content – Characteristics

Community, Marketing, Support, Sales

• May be short and informal in style

• Limited shelf life and rapid refresh

• Graphical, media focused

• Quick turnaround time (5 or fewer days – sometimes one day)

• May be subscription-based

• Personal and/or personalized

• Promotes brand

• “Buzz” and “eyeball” generation

• Authors everywhere

Languages/Regionality?

• Variable and Few to Many – 1 -> 50+

• Could be customizable for a region

What Does the New Source Look Like?

Process: Localization pre-approves and filters all Marketing content pre-approves everything.

Result:

• FAQ: What entity types do I start with? Should I focus on customer data first? What about my product data?

• Feature Stories: Find out how the unified Informatica Platform can help you to build a trustworthy data warehouse to power your enterprise analytics. Watch this short video. .

• Newsletter: To read about current issues, trends, and leaders in the MDM market, download the analyst report  Master Data Management.

• Customer communication: What entity types do I start with? Should I focus on customer data first? What about my product data?

• “Vibe” section of the site: You can’t afford to wait months to implement a new business idea.

“Then”• Support for complex authoring and creative formats

• Complex DTP of “print” materials

• Brand book and style guide adherence

• Emphasis on “accuracy”

• Sim-ship – the most aggressive scenario

• Process handled outside of a GMS - desktop

• Heavy reliance on translation memories

• One-size-fits-all pricing

• “Human translation” only

• Lengthy review cycles

• Delivery of an accurate Marketing Product

• On-demand “speed-to-market” requirements

• Emphasis on business goals, budget and priority - content “impact”

• Lightweight formats

• Content delivered via a structured pipeline

• API-based integrated technology

• Handing low-leverage content with maximum efficiency

• Emphasis on “relevance” via terminology

• Use of Machine Translation

• Varied quality and error tolerance levels

• Little or no time to review

• Return on Content

Same + Now

Making Translation Strategy Decisions

Selecting the “Right” Quality Levels

Quality Impact

Quality spectrum: Highest quality through acceptability of demand content with “translation on the fly”

Error tolerances and potential new error typesContent Impact Metrics as Quality Building Blocks

• Length of engagement • User follow-through• Interest, lead or customer capture• Engagement with other assets or products measure

Leveragability - TM or Corpus?

Traditional Leverage must pivot

• Style and immediacy are key

• Authoring can reflect regional, colloquial, conversational, social styles

• Informality and variety of styles can limit traditional technical leveraging

• Editing, as the backend of the leverage process, must be creative and build in flexibility and preferences

• Move beyond “a technically correct translation”

• Identify new patterns to increase leverage

• TM may not be of help, but an engine trained with it will

• PE process becoming more flexible - go from correctness to context - “C2C”

Will MT Work? Now it Should!

Simple check: the lower the number of hits against “bad” content syntax and grammar, the higher the chance it will work with MT

Company Company 1 Informatica Marketing

n-5 1208 886

n-6 172 125

n-7 25 15

Re-define Quality – Gain Speed?

Pricing for Best Return on Content Value

Maximizing Return of Content while Paying the Right Price

Not All Content is Created Equal

content type

brand

functionality

user generated

support

MThuman

industry

customer

cost

Price, Quality, Time = Content Value

Quality, Speed, Price

“Simpler” source text

+

Lighter engineering formats

+

Defined quality requirements

+

Agreed on throughput expectations

+

Clear guidelines

=

Productivity Gains & Savings

welocalizewww.welocalize.com

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