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Limelight CMO Survey Confirms That Globalization Of Digital Presence Is A Strategic Priority

Stocks in this article: LLNW

PHOENIX, Aug. 23, 2012 (GLOBE NEWSWIRE) -- Limelight Networks, Inc. (Nasdaq:LLNW), the global leader in Digital Presence Management, today released results from a recent survey that confirms that the development and implementation of regional websites is a strategic, high-priority initiative for both B2B and B2C companies. In a survey of 200 U.S.-based CMOs and VPs of Marketing, respondents stated that they are adding multiple regional websites and languages within the next year to build global brand awareness and drive revenue. However, respondents noted challenges to efficiently adding and managing regional websites, including lack of sufficient internal human, technical, and budgetary resources.

"Our goal with this survey was to gain insight on CMOs' plans for and experiences with expanding their digital presence globally, including understanding their objectives and the challenges they face," commented Kirby Wadsworth, CMO, Limelight Networks. "Respondents (57%) noted that their biggest challenge to website globalization is using multiple platforms to manage sites and content. Publishing web and mobile sites using several disparate solutions is timely and costly, especially when managing multiple regional sites that are in different languages. Enterprise marketers can streamline internal processes and ultimately improve the end user experience if they leverage one integrated platform to build, manage, and optimize a global digital presence across all channels."

"The explosive growth of global online commerce and the ever more competitive worldwide landscape make it imperative for companies to expand and improve the globalization of their digital presence," said Jeff Freund, VP and GM, Web Content Management, Limelight Networks. "Globalizing a web presence entails more than simply translating a company's primary site – it also includes developing, deploying, localizing, and regularly maintaining sites with regionally-specific content. Marketers face the challenge of deploying multiple regional sites in multiple languages and featuring custom content that is unique to each region – while still ensuring brand consistency worldwide."

Respondents are Managing and Adding Many Regional Websites

For the survey, website globalization was defined as launching an adapted, multilingual version of a company's core website into different regions throughout the world. A regional website was defined as an adapted version of the company's core website whose content has been translated and/or altered to match the region that it serves.

Respondents answered how many regional websites they are currently managing:

  • 1% have no regional websites
  • 15% currently manage 1-2 regional websites
  • 24% currently manage 3-5 regional websites
  • 28% currently manage 6-10 regional websites
  • 18% currently manage 11-20 regional websites
  • 8% currently manage 21-30 regional websites
  • 6% currently manage more than 30 regional websites

Participants were asked how many regional websites they are adding and redesigning/updating within the next 12 months:

  • 1% are adding no regional websites
  • 10% are adding 1 regional website
  • 65% are adding 2-5 regional websites
  • 19% are adding 6-10 regional websites
  • 5% are adding more than 10 regional websites  
  • 3% are redesigning and/or updating no regional websites
  • 17% are redesigning and/or updating 1 regional website
  • 55% are redesigning and/or updating 2-5 regional websites
  • 21% are redesigning and/or updating 6-10 regional websites
  • 4% are redesigning and/or updating more than 10 regional websites

Respondents are Adding Languages and Regional-Specific Content

The survey asked how many languages the respondents plan to add over the next 12 months:

  • 8% are adding no languages
  • 17% are adding 1 language
  • 57% are adding 2-5 languages
  • 13% are adding 6-10 languages
  • 5% are adding more than 10 languages

"Translating websites can be a difficult and timely process without translation workflow capabilities," continued Freund. "Editors must have the ability to organize multiple language versions of specific content in a single workflow to help both them and translators efficiently see what has been or needs to be translated for each regional website."

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