06/12/2014 Leave a comment
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.