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November 18, 2015
Digital Campaign Management and Localization
by Benjamin B. Sargent, Rebecca Ray  

 
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Summary
Corporate strategy increasingly relies on digital strategy. Content interactions shape everything from brand awareness to customer loyalty. Yet proliferating device platforms, online channels, and content formats challenge even the savviest marketing teams. After pumping out web pages, emails, apps, and video, global brands must also chaperone those digital assets through localization into dozens of languages and local social networks. To document changes in how digital teams organize their activities, CSA Research interviewed 25 practitioners in marketing and localization functions. In addition to global brands in 10 industries, we also spoke with software vendors that provide digital marketing solutions, plus consultants and language service providers (LSPs) handling digital campaigns on behalf of enterprise customers. Written for digital marketers and localization teams, this report enables practitioners in both fields to implement global campaign management capability as a strategic differentiator.

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Pages: 35
 

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