Global Trends in Marketing Localization for 2023 [Sponsored]

Global trends in marketing localizationProvided by Unbabel

Global entrepreneurs are being swept by an limitless tsunami of content material shared throughout extra channels than ever: web site copy, product listings, e-books, paid promotions, white papers, movies, and extra. The stress to ship on-brand content material at velocity and scale has by no means been larger.

On prime of assembly this elevated demand, worldwide manufacturers face the extra challenges of translating these property into a number of languages and adapting them for a number of focused audiences – all with out sacrificing turnaround instances or the standard wanted to interact and convert prospects.

With this in thoughts, Unbabel surveyed over 1,600 international entrepreneurs throughout eight nations to know how they overcome the challenges of localizing content material throughout cultures and scaling their enterprise success internationally.

Key matters and tendencies we explored are:

  • How do international manufacturers hold tempo with the ever-increasing demand for multilingual content material throughout increasingly channels?
  • Can they get their content material out to worldwide markets quick sufficient?
  • Are they attaining the standard essential to convert customers?
  • Are their processes and applied sciences set as much as scale into extra languages and new markets?
  • Is their funding in localization paying off, and the way does that affect their broader enterprise objectives?

Our survey uncovered six pivotal tendencies about the way forward for content material localization:

  • Marketers are investing in translation and localization
  • Marketers are embracing machine translation, and it’s delivering the standard they want
  • Translation high quality is the primary problem for entrepreneurs
  • Highly guide localization processes are affecting high quality for entrepreneurs
  • Localization is driving income development and different enterprise objectives
  • Companies in the early phases of Language Operations are seeing higher-quality outcomes.

Enjoy a sneak peek under of two key tendencies revealed in our survey:

Overview and viewers breakdown

Fielding dates: July 12 and August 1, 2022

N = 1,668

Countries focused: Brazil, France, Germany, Japan, Spain, Sweden, United Kingdom, and United States.

Criteria: Marketers who’re:

  • Already translating content material right into a minimal of three languages
  • From a variety of selling disciplines, together with Content, Digital, Brand and Creative, Demand Gen, Email, ABM, Field, and PR & Communications
  • Working for corporations with a minimal of 300 staff
  • Spread throughout quite a lot of ranges of seniority, notably C-Level (17%), Senior Manager / Leadership (22%), and Founder / Owner (8%).

1. Marketers are investing in translation and localization

It’s a very good time to be a worldwide marketer: Unbabel found that 84% of respondents say that localizing content material has had a reasonably constructive or extraordinarily constructive affect on income development.

It’s a good time to be a global marketer: 84% of survey respondents say that localizing content has had a moderately positive or extremely positive impact on revenue growth, according to @Unbabel. #sponsored Click To Tweet

It ought to come as no shock that they’re investing extra in language to fulfill enterprise objectives: 89% mentioned they plan to translate into extra languages throughout the subsequent yr, 13% of which plan to translate into 9 or extra.

And they’re not simply reporting it – international entrepreneurs are placing their cash the place their mouth is: 75% of individuals say their translation spend has been trending upwards or is roughly steady. Many are investing their efforts in top-of-the-funnel (ToFu) content material akin to paid advertisements (46%), e-mail (41%), blogs, eBooks, and white papers (42%).

75% of global marketers surveyed by @Unbabel say translation spend is trending upwards or is stable, and there’s a higher emphasis on more localized ToFu content. #sponsored Click To Tweet

In explicit, a robust pattern towards localizing search engine optimisation can also be rising: 41% say they’re localizing search engine optimisation for all their markets, whereas one other 40% are localizing search engine optimisation for some markets they serve. Why? Well, there’s little level in creating participating content material if prospects can’t discover it.

One survey participant provided this recommendation: “Don’t approach localization as a one-off. Have a strategy for which markets require localization and which elements are to be localized. And then budget and plan accordingly.”

In addition, we realized that many are additionally adapting their imagery (48%), particular model terminology (47%), and model tone of voice (36%) for different markets.

With the findings demonstrating a transparent correlation between localization and ROI, it’s not stunning that international entrepreneurs are planning to translate into extra languages and are launching a greater variety of content material throughout extra channels and markets.

But what approaches are they utilizing to beat these challenges and speed up their worldwide development as they scale?

2. Global entrepreneurs are embracing machine translation, and it’s delivering the standard they want

Machine translation (MT) has historically delivered value and time financial savings. Yet, in the previous, these two advantages typically got here on the expense of high quality.

As we all know, high quality is essential for advertising content material, which must convert prospects whereas assembly type pointers. Our survey findings assist a serious shift towards entrepreneurs embracing MT as a part of their localization technique and that it’s delivering the standard they want.

This shift is probably going pushed by two issues:

  • Huge enhancements in the standard of MT output now make it viable for extra artistic advertising content material
  • The want to seek out approaches that work as manufacturers look to scale into new markets and languages

Thirty-nine % of entrepreneurs mentioned they’re utilizing machine translation as a part of their localization technique. And 83% of those that use machine translation are assured in the standard of their translations.

39% of respondents localize content using machine translation tools, 57% use a third-party language service provider, 36% use freelance translators, and 36% rely on internal employees who speak the target language.

39% of marketers said they use machine translation as part of their localization strategy, and 83% of those are confident in the quality of their translations, shows @Unbabel’s research. #sponsored Click To Tweet

The machine translation global market elevated by 124% over the previous 5 years – from a $450 million market in 2017 to a $1.1 billion market in 2022, with regular year-over-year development. This rise in high quality, in addition to MT’s capability to ship content material at velocity and scale, explains its rising momentum amongst entrepreneurs.

And it’s not simply massive enterprises which can be investing in MT expertise. We discovered the proportion of corporations utilizing MT is distributed evenly throughout all group sizes.

  • 301-500 staff (38%)
  • 501-1,000 staff (37%)
  • 1,001-5,000 (41%)
  • 5,000+ (40%)

Certain industries are leaning into MT instruments greater than others. For instance, our survey revealed that the manufacturing business is a prime adopter, with 49% harnessing its energy for extremely technical content material. Following intently on manufacturing’s heels, 47% of respondents from the software program/expertise/electronics and retail industries make use of MT’s scalability to maintain up with their excessive development and shopper calls for.

A survey participant provided this recommendation: The neatest thing you are able to do is ensure you have the correct processes and instruments for the job.”

Localization challenges, alternatives, and low-hanging fruit

The stress is on, and international manufacturers should ship first-class multilingual experiences to compete in worldwide markets. It typically falls on entrepreneurs to guide the advance, adapting their model for new audiences or valued prospects.

And the challenges can shortly multiply for entrepreneurs as their enterprise expands into new markets, main to 1 urgent query: How do they ship multilingual content material on the proper high quality to transform prospects throughout all their channels?

The excellent news, there’s a resolution, and the worldwide entrepreneurs we surveyed are paving the best way with their learnings and successes.

About Unbabel

Unbabel removes the language barrier by scaling customer support operations, lowering value, and managing development to create world-class buyer experiences.

The firm’s Language Operations platform blends superior synthetic intelligence with people in the loop for quick, environment friendly, high-quality translations that get smarter over time. Unbabel helps enterprises develop into new international markets and builds buyer belief by creating extra constant, high-quality multilingual buyer experiences throughout advertising and customer support.

Based in San Francisco, Calif., Unbabel works with main manufacturers akin to, Nestlé, Panasonic, Patagonia, and UPS, to speak effortlessly with prospects world wide, it doesn’t matter what language they communicate.

Unpack extra pivotal tendencies and the three pillars of high quality multilingual experiences at scale by downloading our report, Global Trends in Marketing Localization 2023.