Ebook - Native Brand Experiences_ What, Why, Who, Where, When and How
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Transcript of Ebook - Native Brand Experiences_ What, Why, Who, Where, When and How
smartling.com
Native Brand Experiences… in any language, all cultures, and every market.
2 Native Brand Experiences smartling.com
Smartling works with aspirational brands to create multilingual content strategies that resonate with their customers in each of the global markets they serve.
Through the use of Smartling’s technology, friction caused by traditional translation processes is removed, allowing brands to focus on what truly matters: delivering native brand experiences.
Native Brand Experiences 3smartling.com
A brand’s message is most often a universal one, but the means and
medium in which it is delivered differ from country to country.
Native brand experiences come in all shapes and sizes, but there are a
few core principles that connect them:
Command of local dialects (beyond standard translation), as
well as regional preferences and tastes;
Commitment of all stakeholders to respect cultural sensitivity
in all markets at all times; and
Detailed awareness of market variables, from currencies and
customs, to products and preferences, to buyer personas and
buyer behavior.
What Is a Native Brand Experience?At the heart of every native brand experience must be the consumer or buyer’s interests – it is their experience, not the brand’s, that matters.
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Native brand experiences anchor to the brand, rather than the brand
acting as a focal point; this is because the focus has rightly become
the buyer or consumer. With information open, and for the most part
accessible to all, many brands have already lost the fight to be ‘top of
mind’ in their vertical.
Those brands that are winning already understand that choice is
everywhere, that control of a brand is now with the people it engages,
not the company promoting it, and that to get ahead globally, native
brand experiences must be generated in conjunction with local
customer buying behaviors and feedback.
Businesses – B2B and B2C – who break out of their home-language
comfort zone to offer native brand experiences in all markets they
do business in, will make the most of potentially infinite international
opportunities. Their competitors, using traditional tactics, will not.
Why Do Native Brand Experiences Matter?
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Who Is Involved in Native Brand Experiences?
First and foremost, the consumer or buying persona need to be an
ever-present consideration in creating native brand experiences.
• From a company perspective, the C-suite is the most likely driver
of native brand experiences as a growth strategy.
• In most organizations, the marketer owns the native brand
experience. Both B2C and B2B marketing rely on winning content
strategies to acquire customers, generate leads and grow
business. To deliver native brand experiences, creating ‘resonant
content’ is key.
But in truth, the shift to cultivating native brand experiences for
current and potential customers should be an organization-wide
effort, even if this is just making sure the entire company is aware of,
understands and is on board with this new direction.
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Native brand experiences are brand experiences outside a brand’s
market, and are therefore designed, by definition, to work anywhere
and everywhere a brand seeks exposure and engagement.
When launching a new product, service or campaign outside a home
market, the idea is to see interactions from the consumer viewpoint,
i.e. to resonate with who they are and what they want – in their
language, culture and location.
Where Are Native Brand Experiences Needed?
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When Are Native Brand Experiences Relevant?
Branded content – especially if it is directly related to products,
services, the brand, or the business – will be suitable to translate
and localize for most targeted languages or locations. In fact, such
content should generally be translated for all, to avoid any audience
feeling less important than other markets served.
Some content will need to be transcreated (effectively a re-write
rather than standard translation) or solely created, ab initio, for a
very specific individual market or campaign. This helps a brand to
reach and properly engage with its intended audience, and also
supports market-specific business goals and outcomes.
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Native brand experiences are all
about resonating with anyone and
everyone, anywhere and everywhere,
at any time and all the time... but how
can a brand achieve this 24 hours a
day, seven days a week?
How Can Brands Consistently Ensure Customers Enjoy Native Brand Experiences?
Second, as mentioned, everyone
from the C-suite down has to
understand the new direction and
participate according to their role,
within the new context. Technology
needs to be introduced and
integrated, with all users sufficiently
trained, to remove any downtime
and ensure that a state-of-the-art
technology stack accurately and
efficiently supports all native brand
experiences, at value, and for
impressive ROI.
Third, brand experiences and
content marketing involve, engage,
and offer the best chance to
resonate with an audience. Native
brand experiences achieve this
on a global scale, by involving,
engaging and resonating with
many audiences, in any language,
all cultures, and every market, at
each touchpoint between a person
and a brand.
The first step is for the CEO to
support the union of tech (to a
certain extent coming under)
marketing and make this an urgent
priority; one that will ensure the
reach and longevity of any brand.
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Learn More
Native brand experiences resonate with buyers and customers in any language, all cultures, and every market – and are essential to global success. Does your brand deliver? Access your FREE Global-Ready Success Kit and prepare for a new phase of global growth.
Ready to get started? Smartling can help you to develop a global content strategy that will propel you into new markets, fuel global growth, and increase your bottom line. Contact us today for a demo of the Smartling Global Fluency Platform so that your brand can be fluent everywhere.
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About Smartling
Smartling uses technology to transform the waycontent is created and consumed around the world.Smartling’s Global Fluency Platform helps brands toaccess new markets, more customers and greater value.
The Global Fluency Platform allows ambitiousbrands to achieve a more dominant global position.Smartling enables brands such as British Airways,InterContinental Hotels Group, Uber, AdRoll, Shinola,Spotify, Pinterest, Hasbro and SurveyMonkey toprovide truly native brand experiences.
Smartling is headquartered in NYC with over 100employees. For more information, visitwww.smartling.com.
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