P3: Beyond Marketing: Driving Brand Integrity and Market Share Across Cultures, Languages and Locales

8.30-10.30: Global Trends
Speaker: Gráinne Maycock (VistaTEC)
Synopsis: Due to the rise of new economic superpowers in recent years (China, India and so on), and a relative decline in traditional markets (USA), companies must consider moving into new fast growing markets (such as BRIC) to increase market share. These new locales create a whole new set of challenges for marketing teams, not only in their language, but also in their business context and on their terms. New types of localizable media (such as YouTube, social media, smart phones and tablets) add to the complexity and underscore the strategic importance of localization.

10.00-10.30: Break

10.30-12.00: Localization: Strategic Driver of Corporate Objectives
Speaker: Salvatore Giammarresi (Yahoo!, Inc.), Rashmi Schaefers (SAP)
Synopsis: Localization is essential not only to penetrating new markets, but also to new customer segments and business channels. Some English content might be acceptable to a large F1000 company, but is absolutely a no-go in smaller or mid-size companies, thus increasing the strategic importance of localization. Corporate marketing organizations have been known to burn budgets in creating marketing programs that never touch a single local customer because they were not relevant to the needs of the local sales. By integrating the localization early in the strategy process, not only can organizations save in terms of decreasing the overall content pipeline by creating the right programs for the right markets, they can increase economies of scale and marketing efficiencies.

12.00-13.30: Lunch

13.30-15.00: Internet Marketing in the Multilingual World
Speaker: Fred Hollowood (Symantec)
Synopsis: Switching from strategic to tactical, this session will explore the best ways to reach the markets that you have identified as critical. We will focus on multilingual search engine optimization (no matter what you write, if it is not found it is valueless) and we will also explore where brand identity stops and user influence begins.

15.00-15.30: Break

15.30-17.00: To Translate or to Transcreate — the Pragmatics of Marketing Localization
Speaker: Meritxell Guitart (Hogarth Worldwide Ltd./Beyond Worldwide Ltd.)
Synopsis: Transcreation can play a critical role in increasing market share and brand value. It is essential for certain audiences or types of content, but is more budget, resource and time intensive. Transcreation creates more challenges when source content is updated and is not always easy to keep track of in translation memories. Often there is pressure from executive management to “just get something translated” since time to market is of the essence. This session will look at best practices in making the right choice on when to translate and when to transcreate.