Huawei’s corporate division, Enterprise BG, offers ICT products and solutions to corporate and industry customers, including government and public sectors, finance, energy, transportation and manufacturing. As a global brand in pursuit of locally relevant digital content and messaging, it needed to create digital marketing experiences that combine global management and control with regionally nuanced understanding.
“SDL leveraged its superior network of local resources to provide us with content management and localization services to operate our website and optimize content for 14 countries,” says Qian Jinsong, senior manager, Huawei EBG Sales and Marketing. “They’ve become an integral part of Huawei’s global marketing strategy. With SDL, we have significantly increased responsiveness to the needs of frontline sales and marketing managers. We’ve also seen this solution foster an increase in traffic and conversion rates in all markets.”
Since 2015 SDL has deployed senior multilingual marketing specialists to 14 countries that Huawei Enterprise BG operates in, helping them in three core areas:
1) Synchronized global publication of site content: Review all site content for local relevance, submit and track a list of issues, and supervise the content update process to complete the online publication of multilingual content on time and to a high standard of quality.
2) Unified management and control of traffic and conversion rates: Optimize search engine keywords for local markets, implement traffic monitoring and analyze the resulting data to increase traffic and conversion rates.
3) Local optimization of marketing content: Rewrite marketing case studies, and produce mini-sites, electronic direct mail (EDM) and multimedia content to ensure marketing content respects local culture, practices, traditional concepts and any other considerations.
In less than one year, the number of visits, retention time and conversion rates for the Huawei Enterprise BG global site increased by more than 10 percent, and in some countries increased by as much as 20 percent.
“Huawei is a great example of a Chinese-headquartered company that’s growing rapidly on the global stage,” said Adolfo Hernandez, CEO, SDL. “With that success comes the complex challenge of managing and delivering relevant marketing content to each individual market. Understanding the nuances and cultural differences in each country is not easy, but our team has worked relentlessly to help Huawei accomplish just that.”