Case Studies We Focus On Driving Measurable Results
IBM wanted to adopt localized marketing strategies by creating 200 new micro websites in Europe. We developed guidelines, processes, and localized marketing strategies for each site. The result: 200+ new websites in 21 countries.
Global IBM Locations Struggled To Adopt New Industry-Specific Marketing Communications Effectively
The company had to refresh the industry-specific marketing communications and launched a new platform for 19 Industries made of over 200 webpages that to be localized in Europe.
The team then realized that every country encountered similar problems in the adoption process and took very long to solve them or didn’t know where to find the necessary information to update on the pages.
Location-Specific Marketing Initiatives Aimed At Streamlining The Process
The team aimed to streamline the adoption process by allocated dedicated strategists to each location. Upwards of 12 digital strategists lead the project for each region in Europe – and those team members used their experience to build guides and share know-how to reduce delivery time.
Examples of industries they located in the global locations include:
Retail Consumer Products
Telecommunications & Media Entertainment
Coordinating Global Teams With Localized Precision
In order to execute the task, the team provided daily status updates to make sure project was on track and help local teams solve unexpected problems. They also created a localization guide for local teams to follow standards.
In addition, the team cultivated a community to share know-how and gather the local configurations needed by teams to publish pages faster.
Finally, the team understood that by having an industry-specific marketing microsite available to those locations, the team was able to shift from a product-lead campaigns to industry-specific marketing communication, integrate better with marketing events and increase organic traffic from keywords that they were not ranking for previously.
In 5 months, the team achieved:
Over 100 stakeholders and 12 team members coordinated
19 industry microsites launched in 21 countries
200+ webpages localized in 11 local languages
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