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.

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LocWorld Dublin 2014

the cloud blog croppedA couple of weeks ago, I was honored to be invited to join a session on the Cloud, and how it was going to change the face of the localization industry. A message stated often throughout the panel was: “The Cloud – it’s just easy.”  While true in most cases, that really isn’t the main point.

The Cloud has brought many benefits: connecting important value chains, transforming customer relationships, simplifying user experience, and accelerating internal operations. Yes, the cloud application provider can update code fast and frequently, but that’s not what the customer ultimately cares about.

For the localization industry, what customers really care about is this: how can your technology, and more importantly their experience with it, allow them to get better insight into actionable data, reduce manual tasks of their teams, and connect with each other and external constituents better, improve productivity, and ultimately improve their time to revenue and customer satisfaction.

In short, customers care about one thing – SPEED.  Speed to market, speed to revenue, and speed to solving their customers’ challenges.  Speed is the dominant attribute enterprise customers need to fully take advantage of global opportunities—even above cost and quality.  Just ask the team at Cisco – it seems Tim Young has presented on this fact in the last 8 Localization World events.  Cisco doesn’t put the plight of the service provider, translator or even project managers above their ability to serve their customers well worldwide.  So why are we as an industry still talking about these challenges? They are old, boring, and really don’t materially impact the customer buyer’s experience.

I would humbly propose that we focus on the broadest definition of the Cloud – as a technology advancement that allows us to help our customers get to market faster and drive more global growth. Here’s what it’s not:

  •  It doesn’t require Professional Services to benefit from the experience
  • It doesn’t take you weeks/months of configuration to get started
  • You don’t have to get IT involved

What does the Cloud offer?

  •  Immediate utilization, instantly provisioned for your use, without IT involvement
  • Always on, always available
  • Easy access for all stakeholders important to a process
  • On demand insights and analytics
  • Cloud-to-cloud connectivity to other technologies where content is created, stored and delivered
  • Automation of processes and workflows that let customer teams complete their tasks in, at a minimum, 50% less time
  • Makes the purchaser look like a hero internally – because of the improvements to key performance indicators for the company

LocWorld is always great to connect with those people who are truly passionate about localization, translation, and all things global. The cool thing about this recent event is that it indicated the industry will truly begin to embrace the power of Cloud technology and improve the entire experience across the global content supply chain.

We have a unique opportunity as an industry not only to continue growing at exponential rates, but also to make sure we shift the focus to the interests of those who are investing in, and using, our offerings.  It is going to require a bit of a refocus, but I think this first session at LocWorld Dublin was a good start.

Ignorance is Not Bliss: Insight Into Localization Spend is Key to Global Success

A survey conducted by Cloudwords at Content Marketing World 2013 revealed that a whopping 69% of global marketers don’t have any insight into their current translation spend.

Screen Shot 2014-03-19 at 11.20.50 AMThat’s not surprising, considering localization of marketing content is often a highly decentralized process in many global organizations, which creates inefficiencies in both time and money spent on globalization of marketing programs. For example, a corporate team might hold the purse strings, but leave regional teams to manage vendors and translation projects. This structure, or lack thereof, leaves marketers in the dark when it comes to insight into how much they actually spend on localization (including payments to translation vendors as well as employee time spent managing the projects), how efficient their process is when it comes to delivering content to market, and whether multilingual assets, such as translation memory, are being leveraged.

How can companies spend hundreds of thousands of dollars on localizing marketing content each year (much more for global enterprise organizations, which can reach upwards of tens of millions of dollars), yet have no idea whether they are getting a good return on their investment?

Entering new markets successfully—and maintaining market share in existing markets—requires ongoing analysis of the marketing budget and metrics to know whether you’re spending money wisely to reach the target markets and audiences that matter most to your company, or throwing it away. Analysis of your localization process and spend should be a priority as well. You might be surprised how many global companies are translating content into the top five or 10 languages because they think that’s the best way to reach the most customers. Do they have market share in Brazil? If not, why are they translating into Portuguese?

In addition to better understanding which languages you should be investing in, you need insight into how efficient your localization process is, or isn’t. How long does it take to turn around a simple localization project, such as an email campaign? What about a more complex project, like an entire website? An inefficient localization process significantly impacts your bottom line. Using outdated tools and processes to manage localization projects costs valuable employee hours as they try to keep track of multiple projects via email or FTP sites. Bottlenecks in the process, such as delays in the review phase, reduce productivity, increase project turnaround times, and effect critical go-to-market timelines. A delay in getting content to market to reach target audiences translates into missed revenue opportunities.

To get a better idea of how to measure your localization spend and ROI, we suggest the following metrics:

Spend Metrics:

  • Spend per language
  • Spend by content type
  • Leverage of Translation Memory

Efficiency Metrics:

  • Project completion time
  • Identification of bottlenecks in the localization process

To increase productivity and maximize investments, global marketers need better visibility into their localization process. Cloudwords offers advanced analytics to help you monitor your localization spend, time-to-market efficiencies, and translation memory utilization in real time. You can monitor your translation spend by content source, department, language, vendor and more. As a result, you can better understand your translation process, see the evolution and ROI of your translation memory over time, and track the speed of globalization efforts by market.

Marketo Summit


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