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Is your multilingual marketing hitting the mark?
Make the most of multilingual.
What is multilingual marketing?
Multilingual marketing means tailoring your content for customers' native languages, reflecting changes in regional information, and any differences in cultural meaning. You can avoid this becoming a resource-intensive operation by making sure you have a multilingual CMS like CoreMedia Content Cloud.
Why is multilingual content marketing important?
Customers expect to be spoken to in their own language. Demonstrating a little cultural sensitivity and understanding of local nuances can also go a long way towards building trust. Content Cloud makes adapting and publishing multilingual content easy. It also supports localization of SEO efforts, which improves natural search rankings and drives more traffic from search engines.
What are the challenges of multilingual content marketing?
Global organizations often have teams working in different markets who need to create localized content. Often, they end up duplicating effort and working in siloes. Sharing files back and forth with translators, researching culturally relevant images or language terms, and trying to collaborate, share and reuse ideas across the enterprise is also time consuming. Content Cloud has automatic workflows to help teams share and reuse content and commerce elements efficiently, making it easy to work as one team to edit and publish localized content fast.
Can we just use automated translation?
Machine or AI translations are useful, especially for large volumes of content. But you do still need a native human speaker to get involved, especially when it comes to properly reflecting your brand at a regional level. You also need to think about the hidden copy that visitors to your site don’t see, like meta descriptions and alt tags. These things are important for accessibility and search engine optimization and need to be properly translated too. We partner with Translation.com and Content Cloud connects with their Global Link translation platform, pulling in translated content directly to the CMS. You can trust the quality of their content translation and then access the full range of CMS tools to streamline the editing and publishing of multilingual content across your web estate.
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Smart content management
Surprise and delight customers with iconic content everywhere, all the time.
- Preview in-context before publishing
- Unlock the power of your teams with workflow and scheduling
- Keep it compliant with built-in DAM
Personalized experiences
Nurture customers with personalized experiences at every opportunity.
- Omnichannel customer targeting
- Link customer data platforms to leverage audience insight
- Integrate artificial intelligence driven hyper-personalization
Real-time conversations
Convert visitors into buyers with conversational experiences, contextual content and a human touch.
- Guide customers through their buying journey using video shopping, chatbot, live chat and more
- Manage all calls and gain insights into interactions from web to contact center
- Prioritize contacts and let high-value users talk to real people, to maximize ROI
Inspirational commerce
Grow your business by connecting the buying journey and converting sales.
- Built-in connectors for Salesforce, SAP, HCL, Elastic Path, Spryker and more
- Integrate live product feeds at a global scale
- Turn rich media into one click shoppable content
Calculating
Stage 1: Fragmented: Multiple Channels
You’re a digital dinosaur!
You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.
It’s time to evolve.
Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.
Stage 2: Integrated: Multiple channels
You’re a fish!
Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.
Keep swimming!
The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.
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Stage 3: Instant: Global expansion
You’re a crocodile!
You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.
Oh snap!
In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.
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Stage 4: Dynamic: Real time personalization
You’re a lion!
You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.
But you can do more to keep your brand roaring!
As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.
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Stage 5: Immersive: Elevated experiences
You’re Captain Content!
You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.
You're a superhero in the digital space.
Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.
In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.
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