Primer in Marketing Localization

Track: Translation Automation/AI | TA10 |   Beginner |
Wednesday, July 13, 2022, 3:30pm – 4:15pm
Held in: Pavillion
Konstantin Dranch - Custom.MT 
Selcen Kalender - Patreon
Host: Wouter Maagdenberg

In this session, we will provide guidance to localization managers on how to successfully cooperate with marketing teams. We will cover team alignment and diplomacy as well as technical material, including marketing automation platforms, tools, and metrics. We will cover issues pertinent in 2022, such as content management system/translation management system misalignment, proliferation of content, and a shifting focus to video and synthetic content. We will present best practices based on localization programs at Adjust, Turkish Airlines, and Patreon, achieving a multifold increase in ad word conversion rates. We will also present an overview of marketing automation platforms and website content management systems, and cover integration issues.

Takeaways: Attendees will learn what marketing stakeholders do and expect from localization; systems they use and how localization connects; and how to structure a localization program that synergizes with marketing departments.