Digital Doughnut Meet-up February 2015 Emma Durant LionBridge -

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Global CustomerLifecycle SM

Copyright 2014. Confidential – Distribution prohibited without permission

Global Marketing Trends

Emma Durant, Global Marketing Strategist

2Copyright 2014. Confidential – Distribution prohibited without permission


• ADD: Insert images to show that not all your customers are the same across each country. Perhaps use an example of a particular age-group, and show differences in style of dress?


Global View

Customer Experience needs to be consistent across different

markets & platforms, but

culturally relevant


• Customer experience across all channels increasingly important to our customers, but priorities differ across regions

• Data, data, data!

• Strategic approach to this becoming more centralised- having a ‘Global View’

• Most are behind! Increased investment in this area.

• Brands are starting to test locally, and recognise different executional approaches

• New roles are emerging: Customer Experience Managers

What are we seeing?


Global View

China is a critical piece of the

Global puzzle, which has to be

approached carefully. The opportunity is

huge!


• Global Retail brands (especially luxury) are becoming very active in Asia

• Lack of local knowledge – it’s a unique market which you need to understand

• In-Country agencies create ‘gaps’ – need a connected approach

• Social media needs a unique strategic approach

• Key Opinion Leaders (usually paid) are key

• Increase in social listening and customer insights

• Increase in budgets on PPC & SEO for Baidu

• Alibaba, T Mall, Tencent, Taobao– partners are a must to sell your products (volume and supply chain)

What are we seeing?


Global View

Managing Content

Marketing Globally requires process, speed, knowledge and guts: but the

payback is BIG!


• Global newsrooms: In-country experts with a centralised strategic view. Increase in regional specific content as opposed to translation of global ‘one size fits all’ content

• Influencers: Identifying in-country influencers, content seeding & relationship building

• Granularity: Growth of micro-niche targeted channels & communities

• Blubbing: Rise of ‘emotion’ – content which goes for the head and the heart (Upworthy). Manufactured moments. ’Sharable’ content. Cultural differences make this more difficult

• Change in style: more agile approach with immersive content

• Technology: Scheduling, global reporting, asset management and communication/project management

• Return of Content Owners and Global Editors

What are we seeing?


Global View

Effective Global Social media

strategies require

centralised strategy with

localised execution


• Growth in analytics tools and data aggregation – still some issues with certain regions

• ‘One Customer’ view becoming increasingly important – integration with overall customer data points

• Informed content creation based on customer trends and insights – what do they want to hear about?

• One size does NOT fit all! Facebook dominates, but not everywhere.

• Less translation and more localisation or content creation

• Personalisation based on actions – email campaigns

• Brands beginning to scale best practice approaches globally, and seeing the return!

• Increasingly outsourcing moderation and management in order to scale as needed

• Rethinking Customer Service – multilingual requirements?

What are we seeing?


You NEED to engage with your customers

no matter where they are.

Any language. Any time.

Always Global.

THANK [email protected]

@ejdurant