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Plotting Your Global Marketing Success

3 minute read
Matthew Brodsky avatar

It's a challenge to manage multinational marketing campaigns.

Marketers still struggle to gain a clear understand of what is working, where and why — across all international markets, content varieties, campaigns and platforms, with real time analytics thrown in, as well.

But Scott Yancey, CEO and founder of San Francisco-based Cloudwords, promises better days are close at hand.

3 Key Steps

In the Cloudwords automated translation software, there's already a Campaign Manager tool that visualizes marketing efforts across campaigns and regions. So at least marketers can see what they're doing. They just can't necessarily see how yet.

Any and all help with marketing in international markets is needed.

As companies expand into new countries, they must scale their marketing to match their geographic footprint.

At the very least, they must take the first step by translating their English-language marketing content into the national tongue.

Then there's the next step of localization, adjusting the tenor and verbiage to match the local lingo.

And finally, for the most sophisticated, there's step three: bespoke content targeted for local market segments.

"You should be trying to do all of the above," Yancey said.

Integrating Solutions

All the while, the shelf life of marketing campaigns gets shorter and shorter, and staffs and budgets may or may not be growing. As we said, any and all help with marketing in international markets would be nice.

Yancey's solution, of course, is Cloudwords, which allows marketers to connect their translation services to their marketing and content management systems, like WordPress and Marketo.

Without such a quarterback for their international efforts, Yancey warned, marketers have to triage their efforts.

"That's just throttling your ability to create demand and revenue," he said.

Learning Opportunities

By integrating with CMS in an automated way, the Cloudwords tech platform allows marketers to access their current marketing technology’s capabilities no matter the local market. It also delivers steps two and even three of the international marketing scale, he claims, which are essential for sophisticated, veteran multinationals.

Other Options

Of course, Cloudwords is not the only game in the global village, although Yancey stresses that his firm is a tech tool, not a proxy translation service.

Point taken.

But it’s a big space — the global market for outsourced language services and technology was expected to exceed $37 billion in 2014, according to market research firm Common Sense Advisory — and translation services like New York-based VerbalizeIt are offering dynamic enough offerings to blur the distinction between service and technology.

The firm's co-founder and CEO Ryan Frankel points to the work they've done for international online education platform Udemy, powering its website localization and translation efforts in 12 languages.

"Our services are accessible to businesses of any size. We’re driving translation and internationalization for small and medium-sized businesses who are going global for the first time," Frankel said, adding that ordering translation services for these newbies is as easy as ordering a pair of shoes.

"But we’re also leveraging technology to provide enterprises with a far superior translation and internationalization experience," he said.

Let Yancey and Frankel argue over the nuances of how their services are different or better.

For marketers of multinational companies — whether new to the world or already massive in their global operations — competition and new, amazing tools and services in this space are welcome.

Title image by Jason Ortego.