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Five Trends Shaping the Future of Global Marketing
smartling.com
2smartling.comHow Being Global Ready Supports Expansion and Growth
In Fall 2015, Smartling commissioned three
separate surveys to uncover the global readiness of
distinct audiences. Each group responded to questions
about their international marketing efforts, plans, notable
obstacles and hoped-for improvements. Five valuable
observations drawn from across all three surveys appear
in the following pages.
The three surveys
Target Marketing– US-based digital
marketing magazine– 300 marketers
EyeforTravel– UK-based travel
information portal– 309 travel marketers
(N America & Europe)
IDG Connect– US-based demand
generation specialist– 200 IT decision makers at
enterprise brands with at least 500 to 5,000-plus staff.
3smartling.comHow Being Global Ready Supports Expansion and Growth
“Customer experience increasingly comes down to content. Hypermobility among companies and consumers has raised expectations for branding and message consistency across countries, languages, and cultures.”
— Ben Sargent Senior Analyst, CSA
4smartling.com
Language Services and Technology Market Growth 2010 – 2019
The total amount invested in translation and
localization grows with every passing year.
In 2010, the global market for outsourced
language services and technology exceeded
$26 billion. By 2015, it increased 46% to be worth
an estimated $38 billion.
The Unstoppable Rise of International Marketing
1
10
20
30
40
US$
BIL
LIO
NS
$02010 2011 2013 2015
23.5028.34
34.7838.16
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Percentage of Respondents in a Number of Countries in 2015 and 2017
Of those taking part in the IDG Connect survey,
the vast majority (81%) target two or more
countries and a large number (42%) deliver
content to 10 or more.
None
NUMBER OFCOUNTRIESTODAY IN 2 YEARS
4%7%
1 6%12%
2-1039%22%
10-5022% 33%
50-10014%
Over 1006%
22%
13%
By 2020, annual sales of language services & supporting technologies are expected to pass $50 billion.
The Unstoppable Rise of International Marketing1
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Change in Percentage Active in 0-100+ Countries 2015-2017
There is a visible trend of brands moving from
activity in fewer than 10 countries, to becoming
active in more (or many more) than 10 countries.
In fact by 2017, 68 percent of enterprise IT
decision makers plan to be active in more than
10 countries (up from 42 percent). And 35 percent
expect to be active in 50-plus countries (up from
20 percent).
0%
-20%
20%
0 1 2-10 10-50 50-100 100+
NUMBER OF COUNTRIES
-3% -6%
-17%
+11% +8% +7%
The Unstoppable Rise of International Marketing1
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Languages Digital Content Is Translated into Today and In Two Years
Adoption of new languages will fuel the global
expansion plans of enterprise brands, according
to their IT decision makers.
In just two years, the 27 percent translating into
more than 10 languages will almost double to 45
percent. And the 8 percent currently translating into
50-plus languages will triple to 24 percent in 2017.
9%5%
1 LANGUAGE
2-5 LANGUAGES
36%18%
19%21%
11-50 LANGUAGES
51-100 LANGUAGES
4%17%
6-10 LANGUAGES
28%32%
OVER 100 LANGUAGES
4%7%
TODAY IN TWO YEARS
Add a New Language, Attract New Markets, Rise up the Ranks
2
8smartling.comAdd a New Language, Attract New Markets, Rise up the Ranks2
International Customer Acquisition Strategies of Companies
The top three international customer acquisition
strategies of travel brands, collectively preferred
by 72 percent of travel marketers, all focus on
one-size-fits-one solutions to resonating with
country-specific audiences.
Some create custom marketing campaigns in
house, some translate their websites, and others
outsource to agency partners, with experience in
the target market.
72 percent of travel marketers focus on one-size-fits-one solutions to resonate with country-specific audiences.
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0% 5% 10% 15% 20% 25% 30% 35%0
Outsource global customer acquisition to an agency partner
Translate our website into the language(s) spoken by customers in that country
Create custom marketing campaignsthat speak to customers in that country
Establish a physical presence
Don’t have a currentstrategy in place
Count on existing marketing tactics
Add a New Language, Attract New Markets, Rise up the Ranks2
10smartling.com
Number of Languages Offered by Forbes Global 2000 Companies
Analysis of the Forbes Global 2000 list shows a
strong correlation between an organization’s
financial performance and website multilingualism.
Truly global growth requires translation, and
increasing languages offered inspires growth. 4.1languagesLOWER 1,000 COMPANIES
17languages
TOP 50 COMPANIES
Add a New Language, Attract New Markets, Rise up the Ranks2
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According to research from the US Chamber of Commerce, non-US markets represent:
80%OF THE WORLD’S
PURCHASING POWER
92%OF THE WORLD’S
ECONOMIC GROWTH
95%OF THE WORLD’S
CONSUMERS
How Being Global Ready Supports Expansion and Growth
12smartling.com
Number of Languages Website Translated into by US/European Companies
Business strategies seem to consider location and
nearby markets when determining international
marketing strategy.
This shows in number of languages offered, where,
for example, North American brands need fewer
languages to target the entire continent than
European brands need to do the same across
the Atlantic.EUROPEAN COUNTRIES
0%
10%
20%
30%
40%
50%
60%
2 3 4 5 6 7 10-208 9 20+
None, we only use our native language
NORTH AMERICAN COUNTRIES
Impact of Location on Translation and Localization Strategy
3
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Percentage of Content Translation Done for Each of Five Continents
As much as 77 percent of respondents’ content is created
to target European or North American audiences.
A deeper dive reveals that North American brands
target domestic international markets more than
brands in Europe where a greater number of
distinct countries means they need to offer multiple
languages in order to cast a continent-wide net. 42%NORTH AMERICA
13%SOUTH AMERICA
25%EUROPE
6%AFRICA
15%ASIA
75% of consumers and 80% of travelers prefer to buy from or book with a brand that offers their native language.
Impact of Location on Translation and Localization Strategy3
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What barriers does your organization face in providing a global customer experience?
The top two barriers marketers face in providing a
global experience are in-house resources (38.5%)
and a lack of strategic direction (24.6%).
38.5%
12.9%
24.6%
18.1%5.8%
How Marketers and Enterprise IT Decision Makers Differ
4
0%
10%
20%
30%
40%
50%
60%
Management buy-in
Selecting the right tech partner
0%
10%
20%%
3000%%%
40%%
59% 57%
48% 47%
38%
Strategic direction
In-house resources
Identifying ROI
15smartling.com
Barriers to Global Customer Experience Delivery
Selecting the right tech partner (59%), and
identifying sufficiently compelling ROI (57%)
were the barriers faced by the most Enterprise
IT decision makers.
0%
10%
20%
30%
40%
50%
60%
Management buy-in
Selecting the right tech partner
0%
10%
20%%
3000%%%
40%%
59% 57%
48% 47%
38%
Strategic direction
In-house resources
Identifying ROI
How Marketers and Enterprise IT Decision Makers Differ4
16smartling.com
Typical Teams, Types of Content and Tech Stacks to Satisfy
5
Business Divisions in Contact with Translation and Localization
Before getting to the technology that brands have
in their tech stack, or need to go global, it is worth
asking “Who’s involved in the international marketing
effort?” both when it comes to buying technology,
and during the content translation process.
Before brands go global, it is worth asking: “Who’s involved in the international marketing effort?”
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ITDEPARTMENT
Business divisions involved in the translation and localization buying process
Business divisions with input into the translation process
90% 86%
SOFTWAREDEVELOPMENT
TEAM
65% 61%
SALES ANDMARKETING
57% 47%
LEGALDEPARTMENT
32% 32%
EXTERNALBUSINESS PARTNERS
23% 23%
Typical Teams, Types of Content and Tech Stacks to Satisfy5
“The difference with people who are running marketing now is you have to be not only a traditionalist, but a technologist, too.”
— Mary Rodgers Director of Marketing Communications, Cuisinart
18smartling.comHow Being Global Ready Supports Expansion and Growth
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Types of Content Translated, Distributed and Managed Today and Within Two Years
Roughly the same number of organizations (86%)
expect to localize website and digital content in
2017 compared to those doing it now (90%).
But a growing number will process mobile apps
(76%), emarketing (70%) and video content (62%),
up from 65, 48 and 43 percent respectively.
95%86%
WEBSITE AND DIGITAL CONTENT
65%76%
MOBILE APPS
48%70%
EMARKETINGCONTENT
43%62%
VIDEO
22%43%
GAMING
TODAY IN TWO YEARS
95%86%
WEBSITE AND DIGITAL CONTENT
65%76%
MOBILE APPS
48%70%
EMARKETINGCONTENT
43%62%
VIDEO
22%43%
GAMING
TODAY IN TWO YEARS
Typical Teams, Types of Content and Tech Stacks to Satisfy5
95%86%
WEBSITE AND DIGITAL CONTENT
65%76%
MOBILE APPS
48%70%
EMARKETINGCONTENT
43%62%
VIDEO
22%43%
GAMING
TODAY IN TWO YEARS
95%86%
WEBSITE AND DIGITAL CONTENT
65%76%
MOBILE APPS
48%70%
EMARKETINGCONTENT
43%62%
VIDEO
22%43%
GAMING
TODAY IN TWO YEARS
20smartling.com
Components of a Standard Tech Stack Involved in Translation and Localization
Solve platform fragmentation by choosing a translation
management solution that integrates with your entire tech stack.
Typical Teams, Types of Content and Tech Stacks to Satisfy5
How Being Global Ready Supports Expansion and Growth 21smartling.com
Access your free Global-Ready Success Kit from Smartling today and get started on a new phase of global growth
Take a Deeper Dive Into Our Three Surveys
Get Success Kit Now
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