If your business has an effect on every corner of the globalized world, it is only natural to think global, act local. However, while the saying is typically associated with encouraging societal change on a macro scale, micro scale world should not simply detract itself from being seen as a driver of global change. This marketing approach motivates transnational companies to create a coherent policy when selling internationally while understandably remaining flexible in terms of on the ground tactics and adjust to the local market preferences and needs.
While adhering to a unified branding and marketing strategy has its reasons and advantages, without putting themselves in their customers’ shoes all over the world, companies are missing an opportunity to earn nearly half of their potential revenue. Not even mentioning the chance for the impact to grow exponentially in terms of brand loyalty, customer centricity etc. These investments do pay off.
However, mildly speaking, it is kind of a bother to get local. Not only in technical terms, but also timewise and digital marketing-wise. It is already problematic enough to deliver quality content in general; even more so when you decide to localize it. Some companies have already adopted a unified solution to tackle these issues and to be able to respond smoothly to their stakeholders’ needs. So what are the main bumps on the road of adopting a localized policy instead of sticking with a global message?
Here’s the thing: no matter whether the company is product-oriented or market-oriented, it expects its content messages to not to create black holes in budget expenditures. Consistency and content reuse is the budgeting solution you are looking for. It considerably reduces expenditures for translation and therefore, enables you to control translation costs both at the well-tried fields and on new emerging markets.
Similarly, it is in company’s interest for its localization strategy to include centralizing common resources as much as possible. Only 29% of the respondents in recent Accenture report strongly agree that their content is consistent in style and tone across all channels. Making digital content in general, as well as its assessment and approval available on one platform enhances consistency of your message and alleviates expected budget constraints.
If only there was a way of keeping content creation process organized, quick and consistent across channels… This brings us to our next point, since solving these issues also reduces time-to-market, even if you have to spend some additional time for localization.
So the formula seems clear: reuse + keep consistency = get centralized and quick localization process. In order to provide consistency, content abundance and organizational questions should be handled. This might look like a Pandora box of issues to you already, but in reality, it is far from it if you take a closer look at the figures.
As 78% of marketers in pharma claim their organization is generating a moderate to enormous amount of digital content and only about a quarter insist on having a fully functioning governance model of communication in terms of content management. So, it is of no surprise that localizing content looks like such a cost-intensive idea. Try to make it a cheap and quick with so much content and so much bureaucracy/disorderliness in its management.
The smaller the permissible interval between HQ product launch and its localized versions, the more integrated your localization must be into the overall content generation process. You don’t want your localized content lag behind the product launch date. So why not try to make it simultaneous?
The ideas about content between global and local teams might, will and should differ. However, coming to a consensus on each case takes up valuable time. That’s where the principle of ‘think global, act local’ comes into place. Digital Content Factory solution embeds the local thinking into global minds. If this sounds too vague, take that – centralized governance, decentralized execution – all through a united workspace.
For instance, one basic presentation on one product is created in HQ office, approved, shared and then repurposed as many times as it’s needed by teams in affiliates or local creative agencies. Since the content made in Digital Factory “implants” into Veeva/QuintilesIMS, it is a solution of a truly global scale, which ensures both unification and diversification of the message across the affiliates. This way, pharma will be able to produce consistent content that will skyrocket time-to-market.
Lack of local talents understanding leads to the lack of cooperation
When asked to explain the reason they are able to produce top quality content, marketers usually call out talent: in the sense of both being able to find and compose that ingenious creative team and having those talented guys available in-house.
On the other hand, is it really your content managers, who know your customers best? With all due respect to their fragile creative minds, it is not exactly them. Think local creative agencies, who face the requests of their customers on the ground (or in the field, if you wish so). The point is, cooperation with local agencies provides valuable channel of expertise, experience and mere being true-to-life rather than simply complying with a marketing need. How does one make this happen?
As content creation and modification is a cumbersome process usually requiring coding, the chance is – your local departments already cooperate with creative agencies. However, decision on building up cooperative potential with local agencies requires to overcome some hurdles. Let’s say you are skimming through the list of potential creative partners and first thing you do is travelling through their creative and engaging website pages. Your obstacles are:
- Quickly understand what type of service the agency provides – often unsystematized list of services combined with purposefully/unpurposefully sophisticated terms and bingo – you are confused about what kind of benefit your company might receive out of this cooperation;
- You have the courage to give it a try for one tiny service they offer and there – now you have no idea how long it’s going to take, because each agency has its own project assessment procedures, which might take weeks (read ‘ages’ in marketing) and this way of doing business does not fit your company (see time-to-market limitations point);
- Even if you’ve somehow managed to establish collaboration – don’t think you won this game, since many agencies tend to provide only a limited amount of services (e.g. only content creation, not moderation).
As one might imagine, having to go through a field of thorns of these technicalities may in the end completely kill the local department’s enthusiasm and high spirits in terms of potential collaboration with local creative agencies. Is there any hope for an efficient cooperation?
Our eWizard tool will soon have a unique feature for combatting confusion in big pharma – little local agency partnership. Companies will be able to obtain access to the neat systematized list of all Viseven certified creative agencies, which will also lead you to clear understanding of services each one of them provides – be it content creation, modification, design or everything in one package. All this – a matter of clicks in eWizard! Sign up for our newsletter and be the first to get updated on this Service Catalog release.