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2016-09-15

5 stages of global to local mobile content distribution

No doubt, going global in digital marketing is a great merit for businesses. Now you are free to distribute any information and deliver it to any point on the globe. A recent report, done by McKinsey&Company crew, shows that now we are witnessing a new phase of globalization – which is marked by increasing flows of information and data. What’s new here is the way companies share their content. Old-fashioned techniques are gone. Advanced mobile communications make it possible to reach every single customer. What hampers the flourishing of global marketing campaigns so far?

As we outlined in our preceding article, all customer data requires personalization. It’s not that easy, though, when it comes to bringing content across diversified local markets. Customers in different countries have quite opposite needs and preferences. What should you do then to succeed with sharing your brand content? How to make it timely and relevant? Check some stages of the mobile content distribution process we have broken down for you.

        1. Implementing up-to-date technology

To begin with, you must equip all the sales and marketing stuff with smart technologies. It can greatly help all the stakeholders – employees will demonstrate enhanced performance and time optimization; and your audience will get necessary information at hand. Ashley Furness, market analyst at Software Advice, highlights that new technologies can make content distribution more cost-effective, automated and manageable. All this results in the customer conversion increase and revenue boost.

        2. Revising content you deliver

Having digital gadgets is not enough to stay competitive. Try to review the content you are about to provide on local markets. Karl Montevirgen, Content Marketing Strategist at Halifax America, warns us not to confuse global content localization with mere translation. This is the main pitfall that any company tends to make while going international. Consider regional variabilities – it enables your team to customize global content and make it closer to local customers.

        3. Curating customer feedback

Bear in mind that providing your audience with sustainable content is an ongoing process. Even if you’ve come up with the right strategy - keep on evolving. Joanne Simonis, Marketing Expert at AlphaMetric Marketing Solutions, states that evaluating of customer data can be very helpful for understanding of their individual needs. Analyze which features of your brand they favor and what else they are likely to have. Thus, you can tailor and improve content over time. 

        4. Deploying long-lasting content strategy

Keep your customers engaged and make them loyal with the brand. This should be the main goal of your content marketing strategy. Here at this stage, you have to become a real content guru for the local audience. You already know what they need – so, utilize mobile channels to nurture them with real-time data. No wonder they will like receiving info about loyalty programs or upcoming products directly to their smartphones. According to Q1 2016 report by Ericsson, the number of mobile subscriptions exceeds the population in some countries.

        5. Iterating the content delivery process

Although this stage seems to be final, it is just the end of a single content lifecycle. Rahel Anne Bailie, Chief Knowledge Officer at Scroll LLP, defines it as the “closing the loop” moment. In this very step you have to analyze the overall delivery process that your content has undergone. Make sure you pinpoint all the drawbacks in order to avoid them during the next iteration.

Do the stages seem too difficult for implementation? Want to know, how to make your content localization process much easier? We have definitely good news for you: now you can localize the materials 4 times faster! Choose your own way:

  • translate a global template of your eDetailing or mobile app in special automated service - TransPerfect, integrated into eWizard;
  • localize all the texts and images directly on the slides with eWizard Mobile Content Maker in online mode;
  • export localization table to your PC, adapt all your texts offline and upload the ready-made translation.

Email us right away to discover that localizing your content with digital tools has never been simpler.