New Research from Outsell Gilbane Reveals How Marketers Manage Multilingual Content
Study from Outsell’s Gilbane Services explains what works and what doesn’t forleading global companies
April 5, 2011, Cambridge, MA—Outsell’s Gilbane Services today released its new study on content globalization practices, Multilingual Marketing Content: Growing International Business with Global Content Value Chains. Outsell believes this report is the first study ever of global companies’ practices for managing multilingual content for marketing.
“Enormous pressures are squeezing today’s global marketers and brand managers to grow international revenue,” said Pep Carrera, senior vice president, technology solutions for Rapp, one of the largest multichannel marketing services networks in the world. “The report from Outsell’s Gilbane Services provides useful insights for any manager dealing with the quality issues, technologies, and costs of multilingual marketing.”
Written by Outsell Gilbane analysts Vince Emery, Karl Kadie and Mary Laplante, Multilingual Marketing Content is based on original primary research aggregating the real-world experiences of organizations that compete in multinational markets. The report describes approaches to increasing the value of content as a key component of strategic brand management and marketing communications, citing examples where industry leaders have succeeded and failed. Four of the key findings explored in the report include:
- Many companies’ strategies and infrastructure for multilingual marketing content are relatively immature compared to those for non-marketing content.
- Many marketing projects are, in effect, experiments, with no clear definition of how they will deliver business value.Marketers are being pulled to improve their multilingual marketing content operations by a burning need to enhance the global customer experience.
- Businesses that improved their marketing content globalization results quickly and cost-effectively have done so by leveraging the infrastructure already in place for product content.
“We expect that our report Multilingual Marketing Content will be valuable for brand and marketing managers, business executives, content strategists, and language professionals who deal with multinational marketing,” said Mary Laplante, vice president and lead analyst, Outsell’s Gilbane Services.
Multilingual Marketing Content is available as a free download from http://gilbane.com. The report is also available from study sponsors Across Systems, ADAM Software, Lionbridge, and SDL. Additional insights are available from the Outsell Gilbane content globalization blog and our content globalization consultants.
About Outsell, Inc.
Outsell is the only research and advisory firm focused on advancing the publishing and information industries. Our international team provides independent, fact-based analysis and actionable advice about competitors, markets, operational benchmarks, and best practices, so our clients thrive and grow in today’s fast-changing digital and global environment. Outsell tracks and analyzes over 7,000 information industry companies, as well as the needs, habits, and spending patterns of advertisers, enterprise information buyers, and end users. Outsell’s headquarters are in Burlingame, CA, with offices in London and in Cambridge, MA. See http://outsellinc.com.
About Outsell’s Gilbane Services
Outsell’s Gilbane Services (formerly The Gilbane Group) provides analyst and consulting services focused on helping businesses with content strategies, practices, and technologies and their application to high-value business solutions. We have delivered quality market education and insight to global enterprises, governments, non-profits, publishers, and information providers since 1987. Visit us at gilbane.com. Visit the Gilbane Boston conference site at: http://gilbaneboston.com.
Vice President and Lead Analyst, Outsell’s Gilbane Services