How Cloudwords Will Help Britain Rule the World (Again) and Other News from Oracle’s Modern Marketing Experience Europe Event

While visiting London last week, a city with a history that’s some 1,500 years older than any city in the U.S., it always astounds me to see new mixed with the old: modern cafes next to Gothic cathedrals, or the London Eye across the River Thames from Big Ben. As the focus of my recent trip was to attend and present at Oracle’s Modern Marketing Experience Europe conference, which was very much focused on the modern age of marketing and digital disruption, the irony of being in such an historic locale discussing such contemporary topics was not lost on me.

Clearly, people and cities keep pace with the way the world is changing, and marketers must do the same. In this digital age, more people access information and make purchases on their smartphones than ever before, which means digital marketing is an important element in the marketer’s strategic plan. At the conference, Jeff Henley, Vice Chairman of the Board at Oracle, put it best: “The world is changing because of social and mobile, and this is a huge transformation that all companies are going to have to go through. Most CEOs don’t know how to do it, but are recognizing [modern marketing] as an area of important investment.”

Moreover, to meet the demand, marketing technologies are more abundant and accessible than ever – more than 1,000 different marketing technology solutions are available to help marketers reach their target audiences. According to a recent report from analyst Gerry Murray, IDC expects the global market for enterprise marketing software to reach $32.3 billion by 2018 — an increase of more than 50 percent.

The abundance of these technologies, and the staggering investments being made in them, signifies the importance of implementing strategies to deliver personalized messages to engage audiences and build better customer relationships. This was a major theme at Oracle’s MME conference as discussions centered around ways to support digital and the global buyer’s journey. As organizations invest in different technologies, they are selecting solutions to meet their needs, but it’s becoming increasingly challenging to get them all to work together. Hence the brilliance of the Oracle Marketing Cloud – one suite delivers all of the tools that seamlessly work together to create and deliver multichannel marketing campaigns.

And if you need to reach audiences worldwide? Guess what? Cloudwords now powers the integration capabilities of the Oracle Marketing Cloud. Last week we announced that Cloudwords’ marketing globalization platform provides integration capabilities with all Oracle Marketing Cloud technologies, including Oracle Eloqua, Oracle Reponsys, and Oracle Content Marketing (formerly Compendium), as well as Oracle Web Center Sites and Oracle Web Center Content.

This is exciting news as we’re the only platform to offer global support to marketers using Oracle technology, helping to streamline the localization of global campaigns so marketers can reach audiences with personalized messaging faster and more effectively.

In addition to the interesting and informative discussions with marketing experts and practitioners at Oracle MME14 on topics ranging from marketing automation, social marketing, content marketing, and big data, I also had the opportunity to pitch the Queen of England on Cloudwords’ platform and how our solution can help the British Empire reach global markets and regain their former global prowess. (Who knew the Queen would be attending Oracle MME14?!) Did I mention I got Knighted in the process? Yup, just a typical day in modern London.

IMG_2227 IMG_2226

The Marketing Cloud Gets Global with Cloudwords

marketing-cloudMany years ago, prior to co-founding Cloudwords, I worked at as a core developer and architect on the platform during the time when cloud computing was in its earliest, most explosive growth phase. Since then, cloud technology has forever changed—and enhanced—they way businesses operate. Since the evolution of the cloud, SaaS technology has optimized all types of business processes, including HR, finance, and sales. However, in my opinion, it’s in the realm of marketing that has taken cloud computing to new levels of awesomeness for its target users: CMOs.

Complete Cloud Ecosystem

Marketo, Oracle, Salesforce, and Adobe. Each of these innovative technology powerhouses is assembling and delivering a marketing cloud. What is a marketing cloud and why is it so beneficial? A marketing cloud delivers a full suite of tools for the CMO, offering everything necessary to create, manage, and execute marketing campaigns. Designed to be a complete ecosystem, the marketing cloud encompasses all of the technologies to power, measure, socialize, and optimize a brand’s strength and presence—from a single vendor.

The marketing cloud offers marketers an easier, more streamlined process to present products, engage with customers, and push brand messages, and enables marketers to connect with their customers more personally at every stage of the lifecycle. Moreover, by tapping into the analytics and targeting tools available to marketers within the marketing cloud, marketers have a 360-degree view of the customer using real-time data.

The Missing Piece

There is one critical component of the marketer’s arsenal that has not been built-in to the marketing cloud, and is key to growth across borders: The ability to go global. Localized content is the ultimate level of personalization and is fundamental to effective marketing in global regions. While marketing automation enables marketers to manage multiple targeted multichannel campaigns to diverse audiences, these platforms do not offer content globalization, which is vital for global organizations that need to localize their marketing activities to reach multilingual audiences in numerous international markets.

The Key to Going Global with the Cloud: Scale

Only Cloudwords offers pre-built integrations with the leading marketing cloud ecosystems: Adobe Marketing Cloud, Oracle Eloqua Marketing Cloud and Marketo. Direct integration with these cloud platforms is the only way to fully realize the benefits cloud technology delivers: efficiency, agility, and scale. As a SaaS platform, Cloudwords’ open API and pre-built integrations makes the content localization process as simple as a few clicks, eliminating the need for time-consuming and error-prone cut and paste processes that cripple a marketer’s go-to-market timeline

Cloudwords’ integration with all marketing cloud platforms offers marketers an efficient, cost-effective way to scale their globalization efforts. By enabling marketers to easily manage the localization of content for multiple markets and multiple campaigns simultaneously, campaigns reach global markets and audiences faster, so brands can drive demand and increase global revenue.

Reaching new audiences and generating demand before the competition is cornerstone to capturing market share. The rise of the marketing cloud brings considerable benefits to CMOs, but for global-minded organizations, adding a marketing globalization platform like Cloudwords brings opportunities to expand into global markets. It’s time to leverage cloud technology to lead the market and leave the competition behind.

Does your marketing cloud need to be globalized? Check out these two recent blog posts to learn more:
Why a Marketing Globalization Platform?
8 Signs You’re Ready to Adopt a Marketing Globalization Platform

The Global Buyer’s Journey is Changing (Part 3 of 3)

Our last two blog posts expanded on global marketing and localization strategies marketers can implement to address the new global buyer’s journey. In part 3, we will discuss the different globalization approaches companies can take to reach and engage global audiences more effectively. As a reminder, these posts follow a webinar Cloudwords hosted featuring marketing industry expert Gil Canare, Research Director at SiriusDecisions, which can be watched on-demand here.

 Your Globalization Approach: Choose Wisely

There are many different ways to approach globalization, but determining the right approach for your company, product and marketing strategy is key to success. Gil suggests that by answering the following two questions, you should be able to determine which approach you should take:

  • Do I need to localize the content, or can I simply translate?
  • Can I market similarly across the globe, or are significant changes necessary to be effective?

In the webinar, Gil discusses the differences, advantages, and disadvantages of all four approaches shown in the chart below. However, for the purposes of this blog, we’ll focus on the two most common globalization approaches: Centrally Driven or Regionally Driven.

chart slide 44

A Centrally Driven approach can be used when content is similar (i.e., you don’t need to create completely new messaging for different markets). This works when your offerings are consistent in all markets, and means that you can most likely simply translate, with only some subtle changes for cultural issues, if any. The marketing mix tends to be similar, too.. This approach ensures consistency of messaging and experience worldwide—you’re able to run the same campaigns and use the same messaging and content across multiple markets. Since major decisions and the majority of work is managed and executed centrally, you have the advantage of being able to scale your resources. Your core team is located in one place so you can reduce or add resources efficiently as needed. The other advantage is speed: Content and materials are created centrally and only requires translation (which should be localized to some degree so it reads fluently) so you can go to market more quickly than when a lot of customization is required.

However, there are disadvantages, too. Your team is in one location, but you’re managing a global campaign that reaches audiences worldwide, therefore you won’t have the same level of connectedness. And since you’re implementing the same marketing, you’ll have limited ability to customize content, so it’s critical that the central team has the right skill sets and people to create the content, and that there is also tight integration with the regions.

With a Regionally Driven approach to globalization, the global marketing strategy is still planned at the central level, but the tactical planning and execution happens regionally. The advantage of this approach is that it gives the regions a greater ability to be responsive to their marketplace, and it gives them the ability to target the content in region, and sometimes micro-target to specific subsets of audiences within the region.

The disadvantage to a Regionally Driven approach is that it will cost more to manage teams of people in different locations (which I personally believe usually pays off in terms of increased business in region). In addition to increased cost, unless it is well managed, there is also the potential for brand inconsistency across different markets. Since the regional teams are localizing content to meet the needs for their region and audience, and the go-to-market approach is different, you risk diluting your corporate messaging and brand across markets unless you have clear guidelines that are shared and followed across marketers and translation vendors. With this approach, it’s essential to implement corporate brand guidelines, multilingual glossaries and style guides to help keep your marketing on message as much as possible.

Don’t Wait, Act Now!
As marketers, we’re not only good at adapting to change, we’re often the ones leading the charge. Helping your company excel at global marketing is a worthy mission. Implementing strategies to support a self-service approach for customers that are also centered around strong relevant, localized content is critical. Combined with cross-platform digital marketing strategies and tactics and the right globalization approach, you’ll engage the global customer during the new buyer’s journey earlier and more effectively, and move him across the journey faster. Ultimately leading to increased global demand, sales and revenue for your company!

Want to Learn More?
A big “thank you” to Gil Canare at SiriusDecisions for providing the essential information marketers need to reach audiences globally faster and more effectively. I’d like to add that this blog merely touches upon a portion of the good information and recommendations that Gil provided in the webinar. Not to worry, though, if you missed the live webinar, you can view it on-demand.




Get every new post delivered to your Inbox.

Join 2,658 other followers

%d bloggers like this: