Product Demo: Global Marketing and Localization

Transcript

1. Global marketing
   and localization
   PRODUCT DEMO
   

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2. 2
   Housekeeping
   Before we dive in....
   ● Check out the QR codes and embedded links
   throughout the session.
   ● Use the table of contents on the bottom right to
   navigate to different sections of the video.
   ● Keep an eye on your inbox — we will follow up with
   the content model for download and other helpful
   resources.
   ● Get in touch via the contact form at the end of the
   video. You can also reach out via Twitter @contentful
   or write to us at team@contentfulmail.com
   

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3. 3
   You’ll learn how to:
   1. Create compelling landing pages using structured
   content and composable page architecture —
   without developer resources.
   2. Run seamless marketing launches by effectively
   organizing, previewing and scheduling your content.
   3. Localize your content by combining native features,
   implementation strategies and translation
   integrations.
   4. Implement scalable personalization campaigns with
   out-of-the-box apps (feat. Ninetailed and Google
   Analytics).
   5. Plus: Learn to automate daily tasks and workflows.
   

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4. 4
   Introductions
   Artas Bartas
   Sr. Product Marketing Manager
   Andrew Kumar
   Director of Platform Strategy
   

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5. Content Platform
   5
   Contentful
   

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6. 6
   Other CMSs
   Translations
   Cloud
   Storage
   Product
   Catalog
   Contentful
   editor apps
   Build & federate
   content
   Deliver
   anywhere
   Mobile app
   Digital
   signage
   Website
   In-store
   experience
   Content
   architecture
   Cloud
   native
   Global
   CDNs
   Secure & scale your digital footprint
   App
   Framework
   Design
   system
   Custom UIs & workflows
   Customize & automate content ops
   Content
   platform
   Integrate with cloud services
   

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7. Cloud infrastructure
   Content spaces
   APIs
   App Framework
   Apps
   7
   Other CMSs
   Translations
   Cloud
   Storage
   Product
   Catalog
   Contentful
   editor apps
   Build & federate
   content
   Deliver
   anywhere
   Mobile app
   Digital
   signage
   Website
   In-store
   experience
   At the core:
   content platform
   components
   

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8. 8
   31%
   of the Fortune 500 have
   battle-tested Contentful
   300+ partners
   2x bigger ecosystem vs.
   other pure-play vendors
   $158M
   Total funding with latest round
   ($80m) in 2020
   20+ Billion
   API calls per month
   600k+
   Active Contentful users
   worldwide
   22.8k
   Live sites and in the Top 10k
   global websites
   Platform highlights
   

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9. Problem & Opportunity
   9
   Customer Experiences
   

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10. of large organizations will have failed
    to unify engagement channels,
    resulting in a disjointed and siloed
    customer experience that lacks context.
    Gartner, August 2020
    Problem & Opportunity
    

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11. 11
    Buy
    Evangelize
    Use
    Explore
    Discover
    Customer
    lifecycle
    Common customer experiences: fractured
    Knowledge
    base
    Loyalty
    program
    Global
    corporate
    website
    Landing
    pages
    Commerce
    Product
    pages
    

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12. 12
    Common customer experiences: connected with Contentful
    Knowledge
    base
    Buy
    Evangelize
    Use
    Explore
    Discover
    Customer
    lifecycle
    Loyalty
    program
    Global
    corporate
    website
    A content platform unifies content across an entire digital footprint
    Landing
    pages
    Commerce
    Product
    pages
    

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13. Purchase
    Mobile
    apps
    Agile
    ecommerce
    Evaluation
    Blogs
    Email
    campaigns
    Product
    pages
    13
    Global
    marketing &
    localization
    Retention
    In
    product
    Community
    portal
    Knowledge
    base
    Specific opportunities in the customer journey
    Build engaging experience at every step of the customer journey
    

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14. Today’s Focus
    14
    Global Marketing & Localization
    

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15. 15
    Scaling global content operations
    is complex and can make or break
    a business. Speed and scalability
    will be crucial to localizing content
    successfully.
    75%
    of consumers prefer to
    buy products in their
    native language
    The time to localize is now
    Customers need consistent and localized content, wherever they are in the world
    

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16. Case Studies
    16
    Customer Success
    

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17. ● Created localized, cohesive customer
    experiences for their users (e.g., IKEA’s
    Inspiration feed)
    ● Increased productivity by reusing 80% of all
    content.
    ● Created a flexible, scalable design, with a
    better overall work environment for
    marketing teams.
    Results
    IKEA needed to reach multi-language markets
    quickly and effectively
    Challenge
    CONTENTFUL CASE STUDY SHOWCASE
    

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18. “Collaboration is key to innovation. Aligning our digital teams across
    geographies and product categories on a unified content platform was
    the essential collaboration needed to reimagine our catalog for a valuable,
    cohesive customer journey.”
    —Jonatan Söderlind
    Product Owner, IKEA
    CONTENTFUL CASE STUDY SHOWCASE
    

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19. Inspiration feed
    

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20. Contentful web app customized
    with the App Framework
    

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21. Challenge
    ● Decreased deployment time by 98% from
    two weeks to 30 minutes
    ● 30+ team members onboarded in six months
    ● Supported 87+ locales with robust fallback
    configurations
    Results
    Replace a home-grown CMS post-acquisition
    that could be maintained within the expanded
    team with new hires
    Scan the QR code to read
    the full customer story
    

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22. 22
    Content delivery to every region
    

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23. ● Launched both products at least six months
    ahead of the original marketing plan
    ● Content team doesn’t need engineering to
    support content creation or publication
    ● Engineering team can concentrate on new
    features instead of building workarounds
    Results
    Pivot to an online-only marketing strategy for the
    launch of two new fitness products at the start of
    the pandemic
    Challenge
    Scan the QR code to read
    the full customer story
    

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24. 24
    Customer stories
    

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25. Global Marketing & Localization Demo
    25
    How Builders Collaborate
    

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26. Customer
    experience
    Technical side Marketing side
    Developers and
    platform owners are
    able to work in parallel
    work streams to
    marketing
    Editors are able to
    update web and app
    elements without
    developer resources
    26
    

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27. A new way of working
    Connected to, and learning from the customer experience
    Adapt to new
    trends and
    behaviors
    Reuse content
    globally and
    locally
    Dev teams can
    innovate and
    deploy faster
    27
    More agile
    business
    operations
    Marketers can
    react instantly
    to app insights
    Global marketing
    & localization
    Agile
    ecommerce
    Knowledge
    base
    

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28. Global Marketing & Localization Demo
    28
    Conclusion
    

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29. 29
    SPEED
    Rapidly enter new markets,
    growing and diversifying
    revenue streams by
    addressing new segments
    and channels.
    SCALABILITY
    Unify, then scale content
    across regions and
    channels, with reusable
    content and repeatable
    content model, design
    system and reference
    architectures.
    RELIABILITY
    Count on enterprise-grade
    infrastructure and
    resilience to mitigate
    security threats across a
    multi-brand, global
    experience.
    Key takeaways
    

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30. 30
    Customer stories
    

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