94% Percent of Marketing Leaders Surveyed Expect to Increase Spending on Content Localization in 2018

Nov 09, 2017

Smartling, a translation technology and service provider, released findings of a new study that reveals content localization is a top priority for global brands, with 94% of marketers surveyed in the U.S. and Europe citing plans to increase spending on content localization in the coming year. The survey, commissioned by Smartling and conducted by IDG Research, examines how marketers are localizing content for a global audience to catalyze growth and increase revenue opportunities.

Multinational aspirations along with customer experiences, behavior and expectations are driving marketing leaders to make significant investments in localizing websites, mobile apps, social media channels, and other company content in multiple languages. Among key findings, 80% of those surveyed said that content localization is essential to entering new markets, while 74% of respondents indicated that content localization is a revenue driver.

To participate in the IDG study, respondents had to hold director-level or higher positions related to marketing functions, and their companies had to have at least 1,000 employees and a multinational footprint. Among the survey findings were the types of content being translated, the investments companies are making in support of these efforts, and the ways in which organizations measure the success of their localization initiatives.

Other key findings include:

  • On average, the responding marketers expect their companies to enter seven new markets in the next 12 months.
  • 88% said they would need translation services to support their planned expansions.
  • Nearly 40% of those surveyed disclosed that their organizations are spending $500,000 or more annually on content localization.