globalmarketingops.com/contact© 2011 Lionbridge

STRATEGY VERSUS EXECUTIONMarketers and digital agencies continue to focus most of their attention on strategy, concepts and creative, at the expense of marketing operations. This approach made sense in the world of TV, radio and print, where execution was straightforward and consistent across advertisers; but in the world of SEO, social and mobile, execution is equally as important to success as strategy.

HOLISTIC GLOBAL ASSESSMENTFor a medium that is so measurable, it is surprising that very few companies have a systematic approach to measuring their online performance against competitors on a global basis. Those that do are outperforming the rest. At first glance, there appears to be a wealth of information available to help companies assess online marketing performance. But in reality, each source is only shining a light on one part of the elephant:

+ SEO consultants provide recommendations, but they’re limited to SEO and usually address only one language

+ Paid search consultants focus on paid search in one language + Language Service Providers focus on linguistic quality, usability and

cultural awareness + Social media consultants talk about the world changing

Our Global Digital Benchmark provides the first holistic measurement approach that can be consistently applied across global markets.

As part of the benchmarking service, we offer both an external, online evaluation (from the perspective of prospects) and an internal assessment of global digital marketing operations to determine the root cause of any identified performance issues.

Global Digital Benchmark: Measure Your Online Performance Against Rivals in Global Markets

Identify the top three areas for improvement

SOLUTION BRIEF

I’m sure our slow turnaround time for updating content is impacting our results online, but I just can’t measure it.

We translated all of our website content into German, but we’re being outranked on search by our competitors. How do we fix this?

All our regions report their own web results using different metrics. It’s impossible for us to track global progress and make systematic improvements.

SEO, content marketing, mobile, social, video — this is all new to us and it would be very helpful to measure systematically on a global basis to focus our actions.

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globalmarketingops.com/contact© 2011 Lionbridge

+ External benchmark reviews your online (web, mobile, social) presence against your competitors across the following dimensions:

– Global Reach: Assessment of the breadth and depth of content in your visitors’ native languages – Global Search Performance: Evaluation of indexability, keyword

density, architectural issues, link analysis and more – Global Usability: Analysis of your website’s usability strengths

and weaknesses – Global Consistency: Review of your web design and global

consistency – Global Relevancy: Evaluation of how effectively your web

presence communicates with the world, regardless of language, culture or geography – Global Engagement: Analysis of your current visibility in social

networks, content syndication, and online community sites

+ Internal benchmark compares your operational models and processes to best practices:

– Organizational model: Maturity of your organizational approach to balancing global brand consistency and local optimization – Operational model: Design of process flows and allocation of

ownership and the resulting process efficiencies – Process performance: Campaign cycle time, cost-per-marketing

activity, average error–rates-per-campaign, etc. – Automation level: Level of adoption of appropriate tools such as

Web Content Management and Digital Asset Management

Together, the external and internal elements form a comprehensive report that provides a clear assessment of your current strengths and areas for improvement.

To learn more about a Global Digital Benchmarking study, please contact us at globalmarketingops.com/contact

SOLUTION BRIEF

GET STARTED

SOLUTION HIGHLIGHTS

+ In-market expertise + Holistic analysis + Actionable insights + One global partner