Peer Review

Customizing the multilingual customer experience – deliver targeted online information based on geography, user preferences, channel and visitor demographics

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Reviewed:: Sep 21, 2017 by Business

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Ratings

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Content Quality:

Effectiveness:

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Overview:: This video was recorded at W3C Workshop: Content on the Multilingual Web, Pisa 2011. Users are increasingly using social media and different devices next to the "traditional" web and offline media. Information that was previously unavailable or inaccessible is today shaping their opinions and buying behavior. As a result, users' expectations have changed and have raised the bar for any organization that interacts with them. They expect that information is always targeted and relevant to their needs, available in their language and on the device of their choice. The presentation will highlight some of the specific challenges that are emerging as well as demonstrate the technology available to solve them.
Type of Material:: Presentation
Recommended Uses:: This would be a good homework assignment for a social media/technology course/unit.
Technical Requirements:: - Adobe flash player to view/play video. - The site may ask for an updated browser to view all materials.
Identify Major Learning Goals:: - To provide foundation information regarding consumer expectations for customized social media content and marketing information. - To understand that social media should target segments (especially psychographics, demographics, and geographics), listen to them, and adopt their language. rasp - To grasp that segments can be constructed across multi-lingual communities. Content should be relevant (local experience and language), engaging, and instantaneous, and good content should be re-purposed. - To learn customer relationship management is crucial.
Target Student Population:: Upper level undergraduate marketing/communication students.
Prerequisite Knowledge or Skills:: Basic knowledge of social media marketing tools and target marketing strategies.

Content Quality

Rating:
Strengths:: - The video is relatively good quality - The video provides options in viewing. - The length (18 minutes) is probably maximum for students to sit through and view.
Concerns:: - There is no interactivity - Unless the instructor provides some context for viewing and usage, students may have difficulty engaging with the site and presentation. - Material is dated (done in 2011) - The presenter speaks too fast, and picture quality varies.

Potential Effectiveness as a Teaching Tool

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Strengths:: - The information provided can be valuable if the instructor develops the context and assignment/activity for which it is to be used. - Helps understand demographics
Concerns:: - The date is 2011 - May be somewhat old for social media in today's environment. - Speaker may lose students' attention.

Ease of Use for Both Students and Faculty

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Strengths:: - With the required software there is no difficulty viewing the video - Closed captioning in multiple languages is available.
Concerns:: - No specific learning objectives are provided, so the instructor will need to provide this to students when assigning the material.

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