Are You Talking Their Lingo? Smartling Survey Shows Most Marketers Are Not

A new survey from Smartling has revealed that about half of marketers allocate nothing for multilingual content translation. Smartling, a translation management software company, polled more than 150 marketers at INBOUND 2015 to learn how marketers target prospects and customers who don’t speak English as their native language. “Given the global nature of e-commerce and …   Read More

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Are You Talking Their Lingo Smartling Survey Shows Most Marketers Are NotA new survey from Smartling has revealed that about half of marketers allocate nothing for multilingual content translation.

Smartling, a translation management software company, polled more than 150 marketers at INBOUND 2015 to learn how marketers target prospects and customers who don’t speak English as their native language.

“Given the global nature of e-commerce and the tremendous revenue opportunities it represents, the results are surprising,” a report summary shared with MMW reads.

While pushing content to consumers is paramount, those multilingual marketing wallets are empty.

Fully 48 percent of the marketers surveyed have no budget at all for translation outside of the U.S. and 59 percent (about three out of five) do not have any money allocated to reach multilingual audiences within the U.S.

“Brands that want to resonate with consumers all over the world need to do more than just ‘think’ globally,” explained Judd Marcello, VP of marketing at Smartling. “They need to dedicate budget and resources to a truly global approach to their marketing efforts.”

Additionally, “52.6 percent are either not translating at all or are only translating into one language,” noted the report summary. “The majority of marketers (86 percent) admit that they generate U.S.-centric content and then translate it for a particular market. Among the companies that are translating, a few still rely on machine translation (8.6 percent); many rely on human translators (42.1 percent); 14.5 percent use both; and others are beginning to use translation management software (4.6 percent).”

“Translation is the most fundamental step in personalization,” said Marcello. “Multilingual content management software is absolutely essential to doing just that.”

An infographic about the survey results is available here.

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