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.

Why a Marketing Globalization Platform?

Optimization. As far as business buzzwords go, this is one of my favorite (really), probably because I’m a “maximizer.” To optimize is to plan or carry out an economic activity with maximum efficiency. By leveraging technology—often a cloud-based platform—organizations today are optimizing everything from finance and marketing to sales and HR. I’d like to suggest one more business process that is ripe for optimization: global marketing.

Obviously, marketing automation platforms like Marketo and Eloqua (both Cloudwords partners!) have already enabled the optimization of marketing, allowing marketers to manage endless numbers of targeted multichannel campaigns to highly disparate audiences from a single dashboard. Not only do these platforms save marketing departments significant time and money; they let marketers scale their activity to create more demand for their organizations.

But to scale to the full reaches of a company’s impact and opportunity, marketers need to also optimize the globalization of their content – whether in their marketing automation systems, on their websites, in content marketing management systems, or in document repositories.

Optimize to Globalize

We recognize that global marketing involves much more than just solving for the “last mile”, i.e., word-for-word translation. Beyond the localization of campaigns and supporting content, the globalization of marketing requires a “global-first” plan (and mindset!) and the right tools to manage all components across multiple markets. When it comes to generating demand and filling your sales pipeline on a global scale, inefficiency is a marketer’s worst enemy—it’s costly, slows the team down, and puts many opportunities to capture global revenue out of reach.

Here are five reasons to optimize global marketing with a marketing globalization platform:

1) Scale: The ability to adapt to ever-increasing demand is the cornerstone of optimization. What does it mean to scale globally? If you develop a marketing campaign, you want it to have the intended impact on everyone possible in your total addressable market, quickly, regardless of language. And you want the impact to happen concurrently – not sequentially, the way it’s often done, with one language lagging behind another. A marketing globalization platform does the work for you, enabling you to easily manage the localization of content for multiple markets and multiple campaigns simultaneously so you can reach more markets faster.

2) Relevancy: Did you know consumers are 6 times more likely to make a purchase if information is in their own language? The most fundamental step to developing a relevant, “personalized” marketing conversation with your audience is to localize content. A marketing globalization platform connects you directly to, and helps you manage and get the best from, the professional translators who best know your audiences’ language, culture and customs – bringing your campaigns and content to life for the markets and people they’re intended. And it ensures you do so in the fastest, most cost-effective way.

3) Consistency of Brand and Messaging: Keeping your messaging consistent across markets and languages is one of the biggest challenges to brand management. Left unchecked, you risk undermining brand awareness and equity, or worse, sending the wrong message altogether. A marketing globalization platform provides Multilingual asset management capabilities, including centrally hosted Translation Memory, Global Glossaries, and Style Guides. These are key tools to ensure your global team (employees and vendors) is delivering messages that are from the same songbook – in terms of terminology, brand guidelines, and translation rules (e.g, what words do you never want to translate). In addition to ensuring the quality and consistency of your translations, which are critical to promoting and protecting your brand globally, these capabilities will save your team and your translators considerable time and money.

4) Visibility: You won’t know if you’ve increased efficiency if you can’t measure it. And you won’t know if your use of resources (people and money) reflect your company’s strategic priorities, if you don’t know what the usage is. By tracking your localization spend, time-to-market, and translation memory utilization across various markets, languages, and other variables, you can determine which global markets you should invest more in (or less!); make smarter budgeting decisions; ensure launches, campaigns, and other global marketing initiatives stay on time; and track your globalization efforts worldwide, so that you can continue to optimize results against your marketing KPIs.

5) A More Powerful Marketing Technology Stack: You’ve invested in a variety of marketing technologies. That’s where your marketing assets and content live. The most powerful global optimization occurs when you have a marketing globalization platform that integrates with your existing marketing technology stack: Your marketing automation, content management system, and Web CMS platforms. It makes localization as simple as a few clicks for marketers, and lets the technology drive the process from there. Speeding your time-to-market will help you capture more market share and increase global revenue — the goal of optimizing your global marketing to begin with!

There’s a good reason everyone’s buzzing about optimization. In this global economy, it doesn’t matter where your customers live, it only matters whether you can reach, engage, and ultimately sell to them before your competitors do. Executing efficiently against a global marketing strategy with a marketing globalization platform as your catalyst, will give you the advantage of speed and efficiency.  This is how you optimize global market opportunities.

Are you ready for a Marketing Globalization Platform? Check out the 8 Signs.

Introducing Machine Translation through Cloudwords – When Speed and Cost Effectiveness Are Vital [plus other product news]

Cloudwords understands how marketers need to work: Materials are either due now, or yesterday! For the most part, global marketing campaigns have sufficient lead-times, and marketers can invest the time and budget allotted to localize content in the highest quality manner to engage multilingual audiences in key target markets. There are times, however, when content needs to get translated quickly to meet an immediate need, such as posts on social media sites, or an email blast that needs to go out (you guessed it) now.  Or, sometimes budgets don’t permit expansion of campaigns into lower-priority markets. Which is why Cloudwords recently introduced Machine Translation, providing yet another translation option for our customers, so they can choose the localization method and model that best fits their content type, timeline, and budget needs.

As a complete marketing globalization platform, Cloudwords provides marketers the tools they need to localize content quickly, professionally, and cost-effectively. Whether customers prefer to localize their content using their own preferred outside translation vendor, or need to find a qualified translation vendor from the Cloudwords marketplace, our platform supports either option. Some companies have their own in-house translators they use—our platform supports that option, too. And now, for situations where content needs to be turned around quickly and/or very at a very low cost, Cloudwords’ Machine Translation capability fits those situations as well.

Why Machine Translation?

machine translationMachine Translation technology hasn’t yet reached the quality standards that make it appropriate for all projects, but it is especially useful for short-form content that has a limited shelf life, such as social media, or for projects with tight time constraints when a translation can be created instantaneously and internal reviewers can edit and polish it. Since Machine Translation is much less expensive, it’s also a great option for translating content that is targeted to reach tier 2 or 3 markets, where marketers often have limited budgets. For these reasons, customers were interested in having it be an option in the Cloudwords platform.

Cloudwords will continue to leverage customers’ own OneTM Translation Memory database for Machine Translation projects. That way, any content strings that have previously been translated will leverage the translation memory to ensure translations use the correct, pre-approved phrases and terms based on your company’s Glossary and Style Guide, which also helps to shorten the time it takes to review and finalize the translation copy. All Machine Translation projects go through the customer’s internal translation review to ensure translation accuracy and resonance.

Customers that have Cloudwords integrated with their marketing automation, content management systems, or Web CMS platforms, can use Machine Translation to quickly turnaround localization projects as needed.

New Features for Cloudwords for Marketo

In addition to Machine Translation, Cloudwords’ most recent product release also includes several new features for the Cloudwords for Marketo integration. We’re continuing to build on this award-winning integration to deliver the capabilities that customers want and need to get their content localized quickly and easily. Based on customer feedback and demand, Cloudwords now offers the following features:

  • Support for Marketo Tokens: Cloudwords automatically discovers any translatable tokens embedded within landing pages or emails and extracts the content out of it for translation. Upon completion, new tokens are created and inserted into the appropriate translated versions.
  • Template Swap: Source content can now be selected and inserted into different templates for different languages, making it easier to apply already-translated content to multiple templates.
  • Project Requestors: With this release, project requestors in Cloudwords have more privileges. They can be added as followers to any projects in their department, enabling more visibility into other localization projects run in their department. They can also request Marketo projects, including emails, landing pages and forms in Marketo for translation requests.

Additional Enhancements

This release offers additional product enhancements to user management capabilities designed to simplify translation workflow, including:

  • User Management Page: The user management page has been redesigned with search capabilities to better support large enterprise accounts. The enhancements better enable administrators to quickly find different users and manage their permissions.
  • Expanded Audit Trailing: The newsfeed and the task history now provide more in-depth details on usage. Review tasks will now track and display when an assignee has viewed the task or downloaded the files to review, enabling Project Managers to track every step between the tasks assigned to the tasks completed.

Two New APIs

Adding to Cloudwords already robust offering of APIs, this product release introduces two new APIs to the platform: Change Order API and Project Workflow API.

As always, Cloudwords delivers with the customers in mind. We are confident Machine Translation and these newest product features and enhancements will help our customers meet their localization deadlines sooner and across more markets than they expected! For a free trial of Cloudwords, visit http://www.cloudwords.com/page/free-trial.html.

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