Content Marketing: 12 Surprising Statistics on Multilingual Marketing

surprised-marketing-cat.jpg

Content Marketing: 12 Surprising Statistics on Multilingual Marketing

surprised-marketing-cat.jpgNew research has revealed that many companies operating globally do not give proper attention to global marketing strategies. Translation of content for a surprising many isn’t on the to-do list. Digital strategy and content consultant Ayaz Nanji  believes that the international marketing strategies of many companies leave a lot to be desired. Here’s 12 surprising statistics.

In an article on Marketing Profs, Nanji states that a recent report issued by Cloudwords revealed a baffling 60% of all respondents do not use a global strategy for their marketing.

And this is not the end of the story, he says, as the stats also showed that 67% of the participants had no idea what technology tool they used for their translation projects.

81% had never even heard of translation memory of how to use it within the translation process to save time and money.

marketers-using-translation-memory

In addition, about 1/3 of the marketers were unaware of how much time is needed to carry out translations.

:: The report was conducted by surveying 500 marketers that attended Content Marketing World.

Next to details about translation, it also revealed interesting facts about management issues. Many companies (69%) also had no clue about their budget and almost 42% of the surveyed marketers felt uninformed about their company’s future plans.

Nanji also stated a number of other interesting figures from the report.

According to him, the study revealed that only 8% of all companies in the global market do not translate any of their content. If they do use translation, companies do so in an average of eight languages.

5-most-widely-online-translated-languages

It was reveleaved that the documents that are most often translated are website materials; this is the case for 79% of all companies. Other important documents are brochures and product information (42%). In addition, blogs and content found on social media and press releases, are both translated in 23% of the cases.

Of course, marketers are also aware of the challenges that come with translating your content in a foreign language. Nanji states that 30% of the participants considered the high costs involved in localization and the slow turnaround times to be the biggest challenges. Many respondents also mentioned the difficulties in keeping a company’s message consistent on a global level; this appear to be a problem for 20% of the surveyed companies.

Katia Reed
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