How to achieve cost effective content localization

The pursuit of the Marketing Holy Grail

Executing successful global digital marketing campaigns can be a complex nightmare even for the most digitally savvy organization. Fortune 500 companies have invested significant resources in Digital Asset Management (DAM) platforms in order to categorize, securely share, and organize assets efficiently, but very often fail to take full advantage of their DAM investment during the content creation, distribution and generation processes.

A modern DAM solution is now universally recognized as a critical component of any marketing technology strategy. A DAM platform allows marketers to consolidate multiple media repositories for greater control, collaboration and visibility of valuable media and brand assets so they can better engage audiences and customers across multiple channels and devices. However, these efficiencies alone don’t help marketers reach the “marketer Holy Grail”: the cost-efficient execution of global marketing programs that deliver hyper personalized and relevant messages to the end user.

In fact, if you’re a marketing manager in a global organization and you are planning to release a multi-channel local marketing campaign, then your most compelling need is to get the right content in front of the right people in the most cost-efficient manner. Coupling a DAM solution with a marketing technology solution that supports adaptation, localization and personalization needs across all media (such as video, digital and print) enables organizations to be more effectively manage and optimize their content for the intended recipient. That’s why OpenText™ partnered with Mediawide, a pioneer in the editorial and advertising content creation space, to integrate Mediawide’s marketing content localization with OpenText™ Media Management, the world leading DAM solution. With this integration, OpenText DAM users can create immersive, localized, and personalized digital and print experiences for consumers directly within OpenText Media Management UI.

The result is a powerful marketing technology that drives tangible benefits to enterprises, such as:

  1. Dramatic reduction in agency costs. With manual systems, many organizations rely on agencies to produce customized and localized content. Agency production costs can go to many hundreds of thousands of dollars, but by using an online solution these costs can be greatly reduced. Now, your organization will only need the agency to create the initial template from which hundreds of assets can be generated, instead of the agency creating all those hundreds of assets individually. For customers that are creating 200 assets per year through a media agency, with an average cost of $800 per asset, expected savings can range between $120K and $130K/year.
  2. Time saving when creating localized material. When a local office or retailer needs custom marketing material, they can be faced with multiple challenges, including significant costs to produce localized content or being subject to a time consuming manual process that involves multiple stakeholders. With an online tool, a local office can create any local marketing material they require, with custom products and price points, using a pre-approved marketing template. This process of creation and approval can take a matter of minutes. OpenText customers have seen an 80% reduction in time required to create localized material. For companies generating at least 100 assets/year, that’s an average of $100K savings per year.
  3. Increase in productivity thanks to faster speed of approvals and proofing. Using an online tool, the process of proofing and approval is very fast. The user receives an email where they can view the asset, mark up any changes, and approve or reject the asset, all within a matter of minutes. Previously, printouts were emailed or posted with markups manually done by hand, then posted or emailed back. With an online proofing system, the templates used for the asset are also pre-approved, so only the content (products and price points, for example) would need to be proofed. Nothing else on that asset can be changed, so it is always a fast approval process. We’ve seen companies with 8 handoffs per asset and an average of 5 hours between handoffs realize $320K in annual savings.

In our experiences, companies adopting an online content adaptation and localization platform can generate about $1.0M in Net Present Value over a 3-year period with a payback in less than 8 months.

Isn’t that enough for you to start considering adopting a content localization marketing technology? If you’re ready to learn more, please contact us. To learn more about OpenText Media Management, visit our website.

Paolo Teotino

Paolo Teotino is a senior Product and GTM leader with 20 years of experience in delivering B2B solutions to financial services, hospitality, retail and telecom verticals. Currently, part of the Technology Alliance Group at OpenText with focus on building and nurturing executive relationship between OpenText and 3rd party technology partners to deliver innovative solutions to Fortune 500 companies.

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