Collaborate and Innovate in the Land of Plenty: Inside the Marketing Technology Landscape

I love Scott Brinker’s opening line in his recent blog introducing the 2015 version of his ever-growing, ever-popular Marketing Technology Landscape Supergraphic: “There’s a lot of marketing technology in the world, my friend.”

He couldn’t have said it better, and looking at the “Supergraphic” (fantastic description, by the way) he’s created, you can clearly see how it has doubled in size in just one year. Marketing technology is a hot space and a huge market—a report by IDC forecasts the worldwide spend on marketing software in 2015 will be $22.6 billion — and by 2018, it will grow by nearly 50% to $32.3 billion. The good news is, all of these vendors are innovating to meet the needs of marketers they didn’t even know they had! Arguably, one of the goals of marketing technology is to enable marketers to use technology to optimize the way they communicate with audiences and customers. Do more technology options make it easier or harder?

Marketing Technology Landscape 2015

Marketing Technology Landscape 2015

Making it all Work Together is Key
Clearly, that depends on the organization, the marketing team, and how well they are able to make all of their marketing technologies work together to work for them. Cloudwords debuted on the Marketing Technology Landscape in 2014 and appears again on Brinker’s newest version as well, and, like many of the vendors represented on this graphic, our open API and developer platform makes integration possible with very little time and resources. Moreover, we provide native integrations with a number of the leading marketing tech platforms—Marketo, Oracle, Adobe to name a few—we’re like Switzerland, we want to work in tandem with the technology marketers use so they can more easily, efficiently and effectively market globally.

Like Brinker, we have a few of our own predictions for how 2015 might look for the world of marketing technology, particularly for global marketing.

Cloudwords Top 5 Predictions for Global Marketing Trends

1. Marketers will push the boundaries on their content: They will create global content plans, extending the reach and impact of their thought leadership, and will increasingly invest in the creation of smart, memorable, easily shareable content that ignites global conversations.

2. More personalized campaigns in every language: Marketing automation and globalization tools continue to evolve to help marketers more efficiently create personalized campaigns. This means they’ll be able to run more of them, in more markets, and reap more results worldwide.

3. More and more marketers will run truly global campaigns: Gone will be the days when sales teams, customers, and prospects have to wait for a campaign to be rolled out in their language in their market. Why artificially reduce demand or sales anywhere in the globe? Marketers are now better able to manage the localization process for a single launch in every relevant market. Treat the whole world as a first-class citizen for your content, and reap the demand gen or revenue rewards accordingly.

4. A more customer-centric approach to marketing: Localization is the ultimate personalization, and will be increasingly leveraged to enhance the impact of marketing dialogues. Personalization is a leading marketing trend, and the first step in personalizing content is making sure the recipient can read it in their native tongue. And as they continue to create more personalized marketing, marketers will adopt a more customer-centric approach to focus on customer’s needs and wants specific to their region.

5. Increased ability to scale globally: Thanks to marketing technology innovators like those on Brinker’s Landscape, marketers are able create campaigns once and deploy everywhere across multiple communications channels, saving time and money and delivering consistent messaging worldwide – all to help their companies optimize growth on a global scale. Don’t succumb to the usual triage your competitors do… “I’d love to launch around the globe, but we’ll postpone Germany and France till Q3, China till Q4!” Instead, let the whole world receive your campaigns simultaneously and grab that market and idea-share before your competitors do.

A Formula for Success that Meets the Needs of the Enterprise

Screen Shot 2014-06-05 at 4.30.06 PMEnterprise organizations are increasingly turning to Cloudwords to streamline their translation and localization process, and since each company typically has its own unique organizational structure, Cloudwords’ marketing globalization platform supports sophisticated and completely customizable workflows that enable the greatest flexibility for its users. Earlier this year, Cloudwords introduced significant enhancements to its Enterprise Edition to further enable power users to customize highly complex localization workflows so companies can design the localization process that best fits their needs. Even more, no single company has one single workflow, which Cloudwords recognizes and supports by letting any number of divisions, departments, groups, and other collaborators create and customize workflows that work — just right — for them and their peers.

We know time-to-market can make or break a product launch or marketing campaign. No team can afford to spend valuable time trying to fit a square peg into a round hole. What does that mean? It means organizations need the ability to configure and model a complex localization workflow in order to reach their audiences in multiple languages faster and more efficiently.

With Cloudwords’ powerful, fully customizable workflow engine, users can create workflows that include as many different steps as necessary, including a multi-phase review process, which is often the most time-consuming and challenging stage of the translation lifecycle since projects typically require multiple reviews from various collaborators: translation service providers, regional teams, marketing leaders, and legal departments. Further, collaboration among stakeholders — from headquarters to international hubs — is increased since users are able to easily share notes, files and provide feedback directly with each other. Finally, workflow automation doesn’t do much good if appropriate stakeholders aren’t notified instantly and consistently when it is their turn up to bat. Cloudwords solves all of this.

Optimization of the globalization process is key. By approaching localization as a revenue-enhancing business process, Cloudwords’ customers have a competitive advantage. Companies are able to achieve dramatic increases in productivity and efficiency, and therefore realize shorter localization turnaround times and faster go-to-market timelines so they can reach and engage multilingual customers, generate demand and fill their sales pipeline.

Regardless of your company’s workflow requirements, Cloudwords’ platform is a key ingredient to your formula for global marketing success. Visit http://www.cloudwords.com/who-its-for/enterprise/ to learn more.

Globalize Your Sitecore Websites with Cloudwords

Sitecore websites now more easily translated for all markets

Sitecore websites now more easily translated for all markets

In our connected, digital economy, the World Wide Web truly is accessible worldwide, which means anyone, anywhere can access content on your site. What do they see when they visit your company’s homepage? Is the content in English only, or do visitors see localized content specifically designed with images and copy for their language and culture? If you’re a globally-focused company targeting consumers in international markets, I hope it’s the latter or you’re not fully tapping into the revenue opportunities available to you in global markets.

The fact is, 72% of prospects are more likely to purchase a product when content is delivered in their native language. Translating your website and digital customer experiences is essential to engaging effectively with audiences in global markets. To make localization of websites faster and easier, Cloudwords offers pre-built integrations with the leading Web Content Management and customer experience platforms. Today I’m particularly pleased to say we’ve added Sitecore to that list.

Traditionally, the process of localizing websites and landing pages within your Sitecore Web Content Management platform has been extremely inefficient, requiring users to spend hours copying and pasting text out of Sitecore, saving it as a different document type, sending it off for localization, getting the files back, and copying and pasting it again to put it back into the correct templates. Not only is the process inefficient when translating sites in one language, it’s massively inefficient when companies need to localize websites for multiple regions in several languages and have them all ready to launch at the same time.

With Cloudwords for Sitecore, ensuring your websites are accessible and meaningful to multi-language audiences is easier than ever. With one click, users select the content in Sitecore that needs to be translated, and then Cloudwords automatically extracts the content, sends it for translation to your preferred translation vendor, and automatically returns the new, translated content to the original templates in Sitecore. The process is scalable, efficient and reliable.

Customers who use Cloudwords to localize content by integrating with their Web CMS platforms increase their team’s productivity levels by eliminating the copy and paste routine, and decrease project turnaround times by 60%. Visit http://www.cloudwords.com/how-it-works/cloudwords-for-sitecore to learn more about Cloudwords for Sitecore and sign up for a free trial today.

 

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