TRANSCENDING BORDERS · Colt Foutz, Director, Digital Marketing Group 13-year digital agency veteran 19 years in digital content 8 years at Publicis Groupe leading creative services,

TRANSCENDING BORDERSMarketing to the World with Multilingual Digital Content

INTRODUCTIONS

Colt Foutz, Director, Digital Marketing Group

13-year digital agency veteran

19 years in digital content

8 years at Publicis Groupe leading creative services, Paid Media operations

Builds global offerings, teams, best practices for SEO, Paid Media, Social Media, digital content

By the numbers

services

GLOBAL DIGITAL MARKETING

CONTENT MARKETING

Brand Voice Consulting

Copy Writing

Graphic Design

Website Design

Video Optimization

Link Building & PR

SOCIAL MEDIA

Audits & Strategy

Multilingual Content

Community Management

Listening & Monitoring

Paid Campaigns

Performance Reporting

PAID MEDIA

Competitive Analysis

Campaign Strategy

Localized Creative

Campaign Management

A/B & Multivariate Testing

Performance Reporting

SEARCH ENGINE OPTIMIZATION

Audits & Strategy

Keyword Research

Content Optimization

Technical SEO

Link Building

Creative Services

Performance Reporting

4. REPORTING

1. ANALYSIS 2. STRATEGIC DEVELOPMENT

3. IMPLEMENTATION& TESTING

ITERATIVE PROCESS

CLIENTS

WHY LOCALIZE?

Out of 3 billion global internet users, just 28% speak English.

90% of Europeans never browse in a language other than their own

• 85% worldwide won’t buy in another language

• 72% more likely to buy if it’s their language

• 56% say language is more important than price

Potential ROI:

$25 for every $1 spent on localization

Localization is the first step. But we want to go deeper….

Client Globalization Journey

• Get Visible with local SEO

• Drive Traffic with local Paid Media

• Drive Engagement with custom local content

Missing the Mark

HSBC, 2009:• Spent millions on its 5-year-old

“Assume Nothing” campaign• Translated Globally

o In many markets, badly, as “Do Nothing”

• Bank spent $10 million to rebrand, going with “The World’s Private Bank,” which has a friendlier (and easier) translation

Know Your Local Audience

• German households save 10% of their income, twice as much as the EU or USA

Know Your Local Audience

• British households are 3x more likely to be careful spenders vs. households in

the USA

Defining Local Strategy

• Which keywords are searched the most?

• What do competitors target?

• What is your target audience buzzing about? (Social listening)

• Where can you fill a gap?

CASE STUDIES

PNC Bank

• Spanish, Polish, Chinese & Korean customers in US

• Utilizes selective translation flow through our OneLink platform

• SEO keyword research, content optimization for priority pages

• Testing original content creation, iteration with local content specialists for heavily-trafficked customer service pages

BlackRock

• Daily financial reports/POV content to Spanish-Latam, Portuguese-Brazil

• Two custom-content workflows:

1. Translation with “brand captain” editing/QA

2. Creative adaptation, with or without SEO optimization

• Specially-recruited linguistic and creative team, SLA, Pricing

Scotiabank

• Network of hundreds of financial advisers – Scotia Wealth Management, Canada

• English and French customers

• Helped define local social media experience

1. Optimized Facebook, LinkedIn & Twitter profiles

2. Opportunity: Central, brand-approved bank of content; advisers choose and post

TAKEAWAYS

Translation is just the first step

Understand local audience for SEO, SEM

Social listening to inform channel strategy

Differentiate local content

Colt FoutzDirector, Digital Marketing Group+1 [email protected]