Web Marketing Executive at Teknek
03 June 2008 14:24pm
I am looking to gain further knowledge in web globalisation. Can any one suggest a book that i could buy or even a website, that has useful information on designing and marketing a website on a global scale.
Group Account Director at DTDigital
04 June 2008 10:39am
Globalisation is a difficult task, even on a small scale.
I'd recommend you look at some systems and CMS platforms that have demonstrable track record in this area:
www.trados.com - I worked (many moons ago) on a web translation platform based on Uniscape (now part of Trados Inc.) this platform allowed translators to work on a document-managed system, and streamlined translating multiple versions of documents. Their tools are worth investigating if you'll need to manage a distributed team of translators, or regional offices, especially if you have product information which is update in cycles.
On the marketing front, have a look at dynamic banner advertising systems such as www.FlashTalking.com - This platform allows you to get regional marketeers to update copy in local languages whilst controlling the creative centrally. We've done a lot of work using this platform and have found it easy to work with and powerfully flexible for allowing creative amends without costing the earth.
www.reddot.com - Red dot provide some information about globalisation of websites via their CMS on their site.
However, more and more, the Open Source CMS platforms are proving to very strong as globalised web platforms. CMS systems such as Joomla and Drupal are free, and include multiple language features.
Globalisation is obviously an expensive and difficult business. If you have regional marketing offices, I'd suggest centralising the publishing platform, and distributing the tools to manage the translation and marketing messages, without handing over the creative control, as you'll very quickly achieve a fragmented brand if you local offices run off with their own creative ideas.
Good luck with it.
04 June 2008 16:54pm
Thanks for taking the time out to reply and providing the web links which I am sure will be of help and a good starting point.
The only book that i have come across is " The Culturally Customised Web Site: Customising Websites for the Global Marketplace". Would you or anyone else out there know where i could find more information with regards to the marketing element of the website, as opposed to the technical issues involved.
CEO at Econsultancy
04 June 2008 21:34pm
Dare I point it out but there's an advert (as I write) in the right hand column promoting a free white paper on managing global sites (from Tridion). Destination URL appears to be http://globalwcm.sdltridion.com/?r=bnruk2 - guess that's worth a try. Most of the big content managemeny system (CMS) companies produce quite good white papers on this topic.
Also, we published a guide a few years ago called Global vs Local: Managing A Multinational Web Presence which, although 4 years old now, is still pretty good on a lot of the best practice, principles, approaches etc.
06 June 2008 09:57am
If you're looking for assistance managing global campaigns, then we could definitely help. We have experience within our agency and group of running pan-European and global promotions both online and offline for FMCG, electronics and IT clients, but the approach and techniques are similar across other industries.
I don't have any specific references to books or online resources that may assist, but we'd be happy to chat about strategy and approaches for managing a global online campaign. We could present a couple of case-studies of work we've done in the past and see if there's a fit with what you're trying to achieve.
We've got long experience in multi-lingual and localised campaigns for high profile brands.
It might be worth a chat if you're looking for assistance in this area.
Feel free to drop me a line via our website: www.bplmarketing.com
Kind regards,Stephen FoxworthyDigital Director
Managing Director at Bletchley Group
01 August 2008 13:59pm
I'm not sure if there are books or websites for this as it is such a big subject.
It's not just about a CMS system, it also and more importantly about the roles of the global marketing teams and local marketing or distribution teams, it's about Legal issues in each country where you wish to operate, its go Global Tax implications, it about the consumer experience in each of the countries, it's about local language and culture, its about lots ad lots and lots.
My company Bletchley Group, www.bletchleygroup.com works with senior marketers and business leaders to develop and implement focused, effective internet strategies to engage consumers and grow their business.
We have just finished working with Bacardi Global Brands (the Marketing teams for Bacardi and other brands), we took over 50 local websites and created 1 global portal, which could be localised to meet the local market needs. It is also DDA compliant, SEO optimised and there a mobile version too.
Please feel free email me email@example.com or call on +44 (0) 207 851 456.
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