Three Ways Digital Marketing Teams Are Responding to Global Scale

More for less is an attractive concept, isn’t it? In a world of instant gratification, not least online, scaling up your digital presence and website capabilities with marketing resources which are often under resourced is a first world problem if ever I heard one.

Yet, many digital marketing teams are required to run dozens, if not hundreds of web properties with fewer resources and shorter time frames. And the demands on them are ever increasing; more traffic; more leads; more websites; more personalized experiences.

With our attention spans shrinking, content marketing messages need to be delivered as quickly and seamlessly as possible to feed demand. However, many websites are still operating old systems which puts several barriers up between marketers engaging with customers in a number of different ways:

  1. Traditionally, a global digital footprint increases hosting infrastructure costs. Because of outdated digital platform licensing models, many digital marketing teams end up putting significant expenditure toward hosting and managing their digital properties to launch global scale.
  2. Bespoke user experiences for each purpose or country. Many legacy digital platforms require marketing teams to establish siloed websites including separate user experience, code, language packs, and content. This leads to bespoke websites that become either resource hogs to keep up to date or brand relics, not having been updated in months or years.
  3. Updating the website requires day to day IT intervention. Every time a marketer wants to make changes to the website they need someone to write code, which makes marketers less responsive. This turns a one-man job into a two-man chore.

Despite the demands on digital marketing teams there are ways to overcome such challenges, these are my top three.


Switching from traditional licensed software to cloud-based OPEX model

Smart firms are realizing that investing in new technology is the key to maintaining a website that responds to customer demand. They are ditching IT dependent web applications that are difficult to use, slow to update, and expensive to operate and turning to Operational Expenditure models (OPEX) for their site operations by deploying their digital properties in the cloud. These models mean they are only paying for how much traffic the website receives.

Someone doing it well: Vertiv, a global manufacturer of power systems for modern datacenters, ditched its server-dependent license model in favor of Episerver’s operational expenditure cloud model which enabled it to launch 23 global sites from a single cloud platform under one simple subscription.


Standardizing user experience while allowing for regional variation

Modern digital experience platforms (DXPs) are a cost effective and proven way to enable marketing teams to efficiently grow their global business, collaborate across markets and curate the best localized customer experiences. This includes help defining local markets and creating experiences with local product assortments, content and services. These platforms also enable firms to refine their global presence as they grow using a single solution and allowing it to quickly configure markets with local content and connections. They are also standardizing the user interface and user experience design with region and language specific variations which means no more bespoke websites for each region or product line and powerful templating structures to create unique versions of each site.

Someone doing it well: Xylem, a global manufacturer of water systems, standardized its user experience to simplify how it manages hundreds of websites while allowing for localization.


Putting marketers in the drivers-seat for authoring and publishing the digital experience

Modern DXPs also provide digital marketing teams with the tools to reach their goals faster with less effort. They provide the tools to create and manage content marketing projects and campaigns, empowering teams to deliver a substantially better customer journey and offer powerful layout tools, advanced personalization and testing built into the editing workflow. All in one single screen.

Someone doing it well: Novartis, a global pharmaceutical firm with $58B in revenue, reduced web content management costs by 30% by putting marketers in the driver’s seat. In the company’s words “you can just give [Episerver] to a marketer, and they can use it.

There is no doubt that digital touchpoints will be the link between firms and customers and responding to global scale will remain a challenge for digital marketing teams. Yet with an open mind to simplify and standardize a website the outcomes can result in more bang for their buck.

Episerver software powers over 30,000 websites across the world. For more information on how we make it easy for customers to create effective digital experiences for their customers, in any channel and on any device, contact us today.