The development of an international brand raises the difficulty of combining branding with necessary adaptations to local markets, whether it is to take into account their cultural, linguistic, political and social position in relation to the competitive environment, and finally to adapt to local mode of distribution (subsidiary, distributors agents, etc..).
The coherence of actions is based on a multi-local marketing platform (1) .
(1)Multilocal Marketing: designation given by NETWORTH to describe the necessary adaptations of brand marketing to specifics of local markets.
On the one hand, the digital marketing requires personalized and responsive communication codes. Marketing channels must adapt to participate in a coherent communication. On the other hand, local marketers are under the pressure for production. At their level, they cannot lose valuable time submitting proposals for local adaptations to headquarters.
It is possible to rely on collaborative tools to simultaneously manage multiple marketing projects in several countries in several languages. The complexity of work flows, foreign translation, validation steps, is assigned to workflow tools organized according to business processes.
These marketing platforms drive the main marketing channels :
– Web: newsletters, web pages, product (e-commerce site) banners
– Mobile: m-commerce, apps, web apps, banners
– Retailers: PLV, merchandising, video display
– Display: indoor, outdoor
– Advertising and digital magazine
To reach new consumers in new countries, the least for a brand is to go to them with customized messages in their native language. However, the cost of adaptation and translation of content represents a major cost in the internationalization of the online sales: sheets, promotional or commercial web pages, newsletters.
The qualitative challenge is threefold:
– Accelerate the location of the contents of E-commerce and later for M-commerce
– Ensure consistency and quality of translation
– To be able to manage variable volumes of content
The economic challenge is to control and optimize the cost of translation.
To meet both challenges, there is a tool for managing multilingual content brand: memory translator.
The battle of the multi-screen extends beyond the digital channel to reach the points of sales display, merchandising showcases and giant video screens. The communication with the Points of Sales participates in building the brand image. The objective is to move towards excellency to strengthen the brand.
For this it is essential to act upstream , anticipating since the launch of the contexts encountered locally in the retail campaign, such as physical formats locations, translation and adaptation of messages and methods for manufacturing media merchandising.
The most effective approach to achieve this is to define, from the design of an international campaign, a complete chart “Points of sales”, that is to say covering the production of all visuals including its local adaptations.
Coherent control of a set of international campaigns, requires implementing collective processes for:
To meet this objective, the use of collaborative tools is needed quickly to:
The marketing process optimization resulting significantly reduces administrative processing and provides a better traceability of exchanges and monitoring of operational campaigns.
Using dashboards tailored to your business, your distribution, your digital operations, your international coverage, organization of your brand, your product lines or services, will enable you to measure overall performance of actions.
Apart from a direct action on the budget, the systematic analysis of return on investment of marketing actions using analytical tools to optimize future campaigns, and future decisions can be taken on the basis of objective criteria, historical comparisons.
Finally, the optimization of marketing budgets can impose implementing automation process, that is to say high-volume or repetitive processes trigger a more “industrial” process approach.