Investing in a global marketing strategy can be a major undertaking, both in terms of actual costs (localization of campaign assets) and productivity costs (employee time), but the return on investment can be exponential when it comes to opportunities for increased revenue and market share. However, getting globalization right is critical, because now more than ever, global marketers are on the frontlines of revenue growth and need to consider the impact on sales their campaigns generate.
Whether your company sells software or fleece hoodies, there is a core set of questions we need to ask to drive product creation and development.
I recently arrived at this conclusion following a surf trip near Puerto Nuevo, Mexico – if you surf, or have ever tried, you may feel as I do that the sport is one of the most challenging, but most rewarding activities you’ll try. During my latest trip, I had a scary experience involving currents trying to take me out to the ocean combined with an untimely calf cramp. When I finally made it to shore, I was relieved but also euphoric, and as a result felt emboldened to completely dive deeper into the sport. Based on a friend’s recommendation, I bought a book called “Let My People Go Surfing” written by Yvon Chouinard, the founder and owner of leading outdoor adventure gear company, Patagonia.
A great website is a reflection of a company’s persona and how it wants to be viewed by the world: Its brand, positioning, and core values are characterized by the images, tone of voice and design aspects incorporated into the site itself. To put it in today’s photographic terms, a website is basically a company’s “selfie” available for a global audience to see.
As a marketer tasked with expanding to new markets, it might seem like you’ll need to spend a lot of new resources and talent to build your global content operation. But it ain’t necessarily so.
I very rarely hear people refer to the “World Wide Web” anymore. In the ‘90s we were obsessed with sites like Yahoo, the burgeoning idea of e-commerce, and “going online” to use AOL to email friends in faraway places. The Internet is truly worldwide and has connected—and greatly impacted—countries and economies in multiple ways, from access to information to entire businesses built purely online.
This week tens of thousands of marketing, sales and tech professionals have descended upon San Francisco to attend Dreamforce, Benioff’s now-legendary cloud technology conference that takes over the city every fall. It sounds cliché, but people do come from all over the world (78 countries, in fact!) and from all different industries to attend. At the Cloudwords booth in the Cloud Expo, I enjoy listening to the challenges many marketers face as they lament about the slow, old school approaches they use to translate marketing content.
Your company is expanding and you will soon be a proud global presence. You’re getting ready to sing your song to the world: you’ve researched global markets, chosen territories that are likeliest to increase revenue, and all of your materials have been translated perfectly.
Time to press play?
Not so fast: translation is only one part of this tune.
It’s easy to understand the value of marketing to your global customers in their preferred language – we know that they are 34% more likely to respond, and then there is the brand halo of even trying. It’s obviously the most effective way for your message to be heard or seen and generate a return on your investment in a global operation.
It’s just as easy to forget the enormous value of doing the same thing for your domestic customers in the US. In a nation that is now “majority minority,” smart marketers are “thinking glocal” about the customer across the street. In fact, over 60 million Americans speak a language other than English at home, and most consider that a conservative estimate.
While we would like to think that a cloud-based, integrated workflow solution is all anyone needs to go global, we know it’s much more nuanced than that, not to mention more complicated. That's why we created our latest eBook 5 Truths of Content Globalization.
What a translation automation platform like Cloudwords really does is help companies change their thinking: the ease, transparency, and reduced costs serve to highlight long-held beliefs about manual processes, political (vs.commercial) silos, and broadcast vs. dialogue-based communications with prospects and clients.
Suddenly, the artisanal nature of content translation, distribution and measurement can be automated. The walls between functions can become more porous. You can truly meet clients where they are -- both in platform and language. And, rather than presenting these as a wish list for next year’s budget, they're seen as a source of smart revenue generation.
When Mary Meeker recently released her annual Internet Trends Report, it set off a globalization craze. Armed with a treasure trove of data, marketing teams are now scrambling to expand their content, services and products into new markets.