Marketing localization with enterprise DAM

How a corporate DAM addresses your marketing localization challenges

How do you handle the localization of marketing content on an international scale? This is a challenge that goes far beyond simply translating assets. With metadata, workflows, interactions with other applications, etc., marketing localization opens up a wide range of topics that are also the optimal setting for a corporate Digital Asset Management (DAM) solution.

No marketing can be successful on a global scale without the guarantee that it is relevant at a local level. This principle, which is often summed up in the aim of building ‘glocal‘ marketing, can also be tricky to implement when it pertains to a large scale of content for an international organization. Marketing localization can be like Russian dolls: one issue is barely discovered when another emerges.

Facilitating marketing localization

The first challenge of marketing localization is to remain in control of the localization of the content itself. In other words, ensuring that the same content is made available and rolled out everywhere, while giving local teams the tools to adapt what needs to be adapted. To achieve this, content templates must make it possible to distinguish between editable and non-editable elements in order to maintain brand consistency and key messages. To achieve this, Wedia offers a Distributed Marketing Management module, which enables the entire production process to “delimit” the localizable areas of documents (pdf, web pages, email), the conditions to apply (rules, laws to be differentiated depending on geographical area) and the validation workflow.

For visual assets, DAM (Digital Asset Management) must be able to adapt its data model to this localization. In concrete terms, activating the localization of an asset enables deployment of the available versions and their status for the various target countries and/or zones. During validation workflow, changes are made not only to the content itself – for example, the text embedded in a motion video – but also to its metadata (in the various target languages), which is very useful for indexing the content correctly and simplifying usage

Localize not just content but also the working environment

This focus on marketing localization at the very center of the solution demonstrates the difference between a “standard” DAM and a corporate DAM – that is, DAM designed to meet the complex needs of a multi-site, international enterprise. The former is an asset repository while the latter provides tools for all the variations – in particular localized versions – and the management of their end-to-end lifecycle. But that is not all.

Content, especially video content, is consumed via an interface – a video player – which also needs to be localized. And it is not just a matter of renaming buttons and menus, etc. A video in Arabic has to display the subtitles in the right direction, i.e. from right to left. The back office should not be forgotten: whether they speak Spanish, Russian or Chinese, employees must be able to explore assets with equal ease. Clearly it is difficult to find localized content if the route to access it is not localized.

Integrating DAM into local information systems

Another often underestimated aspect of marketing localization is integration with information systems. A DAM is not an island unto itself, far from it. As a Single Source of Truth (SSOT), it supplies the application ecosystem – in particular, those applications that contribute to marketing: the Martech stack, solutions for marketing automation, Product Information Management (PIM), advertising campaign management, e-commerce platforms, etc., all of which use DAM, and applications may vary depending on the country.

In concrete terms, a localized asset in a DAM does not necessarily follow the same pathway in the information system in each country. First of all, because the publication schedule and the media involved (and therefore the applications) differ from one region to another. Secondly, because each country also has its own regulations (for management of personal data or for security and storage of content), which also influence the applications involved. Finally, information systems have also evolved on a local basis with sometimes unavoidable legacy applications.

Superficial versus deep localization

This is why a corporate DAM will also specifically need to be easily integrated into an information system – APIs and connectors are used for this. Easy to integrate in all local situations, a corporate DAM can thus make the most of its localization functions: from content to validation workflows and metadata. Deep marketing localization – not superficial localization limited to content only – is ultimately beneficial for both brand consistency and the return on investment from assets. It is the same old story: without rigorous and well-documented localization, each region tends to develop and recreate its own variants of the content. Added to that are associated local costs which, when added together, can quickly become disproportionate to the actual audience for the content.

This is the whole point of a corporate DAM: its value is assessed in terms of the savings generated over the long term and on a large scale. Hence the importance of the following factors in making the right choice when it comes to choosing between a standard DAM and a corporate DAM:  properly estimating the depth of content localization, the markets to be differentiated, the variety of rules to be applied per zone, the diversity of local IT environments, etc. It is by addressing this complexity that corporate Digital Asset Management comes into its own and generates the corresponding savings.

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