02/06/2014 Leave a comment
Over the last decade, I have probably had well over 1,000 customer meetings or calls with some of the world’s leading brands and future global brands. Often during these meetings, the enterprise is already running global marketing campaigns to communicate with global prospects and customers, and they want to know: “Why should I start using a Marketing Globalization Platform now?”
Of course, there are many reasons to consider implementing a marketing localization solution – it all ties to your global ambition and global team structure, but here are my top eight signs that your company is ready to graduate to a Marketing Globalization Platform.
Sign #1: Decreased Global Conversions
Dealing with one language isn’t easy, but what happens when you need to support 10 different markets and 20 different languages – the challenges are simply compounded. Sending out those awesome campaigns in your native language, in my case English, won’t suffice. If you knew that prospects are 6x more likely to buy if they see those campaigns in “their” native language, would you change your approach? Well, you now know, so no more excuses!
Sign #2: Inability to Scale Globally
Your company is growing, and global is going to be a large part of that growth, but the manual effort required to deliver quality information to your clients is impossible to scale. Manually pulling reports, copying and pasting, and sending segmented global emails can only work for so long!
Sign #3: High Cost Errors
Due to the increased need for manual effort in scaling the traditional way, you’re constantly worried about the possibility of human error. An understandable mistake could result in a high volume of emails being sent to the wrong people – now multiply that one email campaign by the number of new markets you are targeting and you’ve just lost significant goodwill in that market. As my mom told me, you only get one chance to make a first impression!
Sign #4: Global Brand Management
You’re concerned about how the Chinese, German or French market will perceive your awesome new product or service, but you lack the controls to make sure you are saying the same thing to each market, and to keep your global brand strong. It is time to begin to think about creating multilingual glossaries and style guides – two very simple and cost effective approaches to ensuring your teams are communicating the proper message globally.
Sign #5: Increased Competition
Your competitors are using a marketing globalization platform, and are therefore getting to your global prospects before you do. Being late to the party in France, Russia or Thailand is not fun and certainly not profitable.
Sign #6: A Need for Visibility and Control
You are tired of those massive Excel spreadsheets, long email strings and FTP sites (where you’ve forgotten your username/password!) and are demanding more from your internal teams and external translation vendors. How are you going to compete globally in the 21st century if your team is using last century’s tools! Time to upgrade!
Sign #7: Global “Marketing at Random”
Global “Marketing at Random” isn’t really a strategy, but you already know that! You’re investing a lot of money on global marketing programs, but you can’t tell what’s working and what’s not. You need a way to map your efforts to pipeline, so that you can maximize your global marketing’s impact.
Sign #8: Not Enough Budget for Global
This ties in with #7, but if your marketing budget is too small, it may be time for automation. It not only helps you do more with your current resources, but if you want to justify a bigger investment in your marketing, you need to be able to demonstrate the impact your marketing already has.
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