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

Multinational aspirations along with customer experiences, behaviour 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 percent of those surveyed said that content localization is essential to entering new markets, while 74 percent of respondents indicated that content localization is a revenue driver.

“Companies active in multiple geographic markets understand the many benefits localized content can deliver, but not all know how to best leverage this powerful competitive differentiator,” explained Juliana Pereira, Vice President of Marketing at Smartling.

In today’s global business environment it’s all about enhancing, tailoring and personalizing customer experiences. Providing translation in the local language goes the extra mile to show your customers that your brand speaks their language, quite literally.


The Smartling-commissioned IDG study is based on a survey of more than 300 participating marketing professionals.

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.

Key findings:

According to the company blog, some of the more important findings the research uncovered include:

  • On average, the companies they spoke to have international footprints in 7 different markets, and translate their content into 7 different languages.
  • Growing companies are seeking customers on a global scale. To do so successfully, they are translating their content into the native languages of their international markets.
  • Ambitious companies are planning to double the size of their international market base, of which 88% require translation services for their new markets. Not a small feat, by any means.
  • The top benefit of content localization: Increased sales in target markets. Companies see clear ROI from their content localization, directly improving their bottom line.
  • Over half of companies find the content localization process to be too manual and needs to be more automated.
  • The top challenge of content localization: Slow time to market. Recognizing ROI from international markets becomes a challenge when your source content just isn’t getting translated in a timely manner.
  • 94% of companies plan to increase their localization expenditures. They’ve created a line item in their 2018 budgets for localization.
  • The top 5 types of content companies are localizing are their website, social media, digital, video, and technical information.
  • The most successful localization efforts cover crucial steps of the buyer’s journey.

The survey report is available for free download at trend report.

Who are Smartling?

Smartling helps ambitious brands access more markets, deliver better user experiences, and build stronger relationships by transforming the way content is created and consumed around the world. Our translation software and services prioritize process automation and intelligent collaboration so that companies can quickly and cost-effectively localize their websites, apps, and documents with minimal IT involvement. The company recently launched a machine-learning approach to measuring translation quality across localized content, the first of its kind in the language translation industry.

For more information, please visit or contact them at or 1-866-707-6278

Smartling Media Contact
Paul Lonnegren
Pulse8 PR
(720) 470-7488