How and how far do you globalize and localize your digital content ?
Today, managing the production and distribution of digital content of a global enterprise usually requires dealing with multiple websites, landing pages and microsites across multiple regions, territories and languages. The biggest challenge is not so much in the technical implementation as in the organizational level itself.
During this open discussion, we’ll discuss the main challenges global organizations face today whentrying to align their practice around content:
• Translation and localization: How do you adapt content and avoid the danger of last minute ‘copy and paste’ translations of the existing?
• Regional adaptation: How do you define what is appropriate and relevant for each region, language and culture (texts, imagery, other assets…)? How do you adjust messaging to be more effective with each culture?
• How do you best mutualize content and join resources (for your websites, web content, other digital contents, campaigns…)?
• Project leadership: Who owns the global/local content strategy and projects and how do you run it?
Nathalie Wilson, Vice President Digital Marketing and Virginie Forest, Marketing Manager at Carlson Wagonlit Travel,will share their experience and practice. An open discussion will follow with the participants.
WORKSHOP – OPEN DISCUSSION
Thursday 15 February
THEORY GLOBAL / PIXELIS
40 rue de la Folie Regnault
Confirmation : RSVP to firstname.lastname@example.org