Marketing Solutions

The 2018 SDL Content Survey

Are you involved in content production or marketing content? We’re running a global survey on the trends and issues in content marketing, and we’d love to hear your opinion on a range of topics impacting your world. Thank you for taking part!

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* 1. In which area of the company do you work?

Marketing

IT

Translation (Localization)

Procurement

Product management/R&D

Customer support

Other (please specify)

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* 2. In which sector do you work?

Automotive

High tech

Manufacturing

Retail

Hospitality, travel or aviation

Government/Defense

Life sciences

Financial services

Other (please specify)

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* 3. What is your company's revenue?

Less than $250 million

$251 – 500 million

$501 – 999 million

$1 – $5billion

$5billion or more

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* 4. Are you involved in localizing content in your organization?

Yes, I manage the localization of content across the company

Yes, I am a part of the localization team but I don’t manage it

No, but we have an in-house language and localization department

No, we use a Language Solution Provider (LSP) exclusively

No, our marketing or creative agencies deal with this

Don't know

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* 5. How would you describe the marketing operating model of your company?

Highly Centralized – Global Brand HQ marketing organization creates and manages all content to support product or service launch and customer engagement across all channels for all products in all regions and countries

Hybrid (semi-centralized) – Global Brand HQ marketing organization provides core content from the centre which is supplemented by regional and in country marketing teams using in-market agencies

De-Centralized – All marketing content is created at a local market level with local marketers commissioning creative from in-market agencies with little or no input or oversight from Brand HQ

I don't know

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* 6. How many different applications and tools do you use for the planning, creation, management, translation, delivery and optimization of your marketing campaigns?

1-5

6-10

11-15

15+

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* 7. How many different creative agencies do you work with centrally?

None - we do everything in house

1-3

3-5

6 or more

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* 8. Do you work with an agency network?

Yes

Yes, we work with more than one agency network

No

I don't know

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* 9. How many languages does your company support?

1 – our local market only

2-5

6-10

11-20

21-25

25 or more

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* 10. Do you have an in-house agency?

Yes, and we work with no external agency partners

Yes, but we work with a mix of in-house and external agency partners

No, all our work is done by outside agencies

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* 11. If you answered yes, in how many countries does your in-house agency operate?

1

2-5

6-10

10 or more

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* 12. What percentage of your overall marketing budget is allocated for agency fees?

0%

100%

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 13. What percentage of your overall marketing budget is allocated for content production?

0%

100%

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 14. What percentage of your overall marketing budget is allocated for media spend?

0%

100%

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 15. What percentage of your overall marketing budget is allocated for content adaptation?

0%

100%

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 16. What percentage of your overall marketing budget is allocated for content localization?

0%

100%

Clear

i We adjusted the number you entered based on the slider’s scale.

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* 17. In your opinion, has your company experienced an increased demand for content over the past 3 years?

Yes

No

I don't know

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* 18. Transcreation is the cultural adaptation of content beyond translation of text. Who delivers transcreated content for you?

A creative agency

A creative production company

A translation agency (or LSP)

We do it In-house with our own employees or contractors

I don't know

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* 19. What types of content do you translate or transcreate centrally? (Click all those that apply)

Videos and audio

Advertising / creative campaigns

Social content

Print

Digital media assets (banners, eCRM)

I don’t know

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* 20. Who in or outside your organization is generating these requests? (Click all those that apply)

Central product or brand marketing

Local markets

Dealer channels

Resellers or distributors

Other (please specify)

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* 21. If your company has experienced an increased demand for content, how much more content do you now need to create compared with 3 years ago?

10%

20%

30%

40%

50% or more

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* 22. Has the proliferation of content made your job personally more complicated?

Yes

No

I don't know

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* 23. What are the biggest content proliferation challenges your organization faces today? (7 = Biggest Challenge; 1 = Not a Challenge)

	1	2	3	4	5	6	7
Relevancy – lack of personalised content that engages with customers	Relevancy – lack of personalised content that engages with customers 1	Relevancy – lack of personalised content that engages with customers 2	Relevancy – lack of personalised content that engages with customers 3	Relevancy – lack of personalised content that engages with customers 4	Relevancy – lack of personalised content that engages with customers 5	Relevancy – lack of personalised content that engages with customers 6	Relevancy – lack of personalised content that engages with customers 7
Volume – we cannot keep up with demand	Volume – we cannot keep up with demand 1	Volume – we cannot keep up with demand 2	Volume – we cannot keep up with demand 3	Volume – we cannot keep up with demand 4	Volume – we cannot keep up with demand 5	Volume – we cannot keep up with demand 6	Volume – we cannot keep up with demand 7
Speed – we cannot get content to market quickly enough	Speed – we cannot get content to market quickly enough 1	Speed – we cannot get content to market quickly enough 2	Speed – we cannot get content to market quickly enough 3	Speed – we cannot get content to market quickly enough 4	Speed – we cannot get content to market quickly enough 5	Speed – we cannot get content to market quickly enough 6	Speed – we cannot get content to market quickly enough 7
Cost – costs for content development and production exceed available budget	Cost – costs for content development and production exceed available budget 1	Cost – costs for content development and production exceed available budget 2	Cost – costs for content development and production exceed available budget 3	Cost – costs for content development and production exceed available budget 4	Cost – costs for content development and production exceed available budget 5	Cost – costs for content development and production exceed available budget 6	Cost – costs for content development and production exceed available budget 7
Resource – we lack adequate resources to produce and distribute content	Resource – we lack adequate resources to produce and distribute content 1	Resource – we lack adequate resources to produce and distribute content 2	Resource – we lack adequate resources to produce and distribute content 3	Resource – we lack adequate resources to produce and distribute content 4	Resource – we lack adequate resources to produce and distribute content 5	Resource – we lack adequate resources to produce and distribute content 6	Resource – we lack adequate resources to produce and distribute content 7
Data security and GDPR compliance – legal regulations that make content development and distribution more complex	Data security and GDPR compliance – legal regulations that make content development and distribution more complex 1	Data security and GDPR compliance – legal regulations that make content development and distribution more complex 2	Data security and GDPR compliance – legal regulations that make content development and distribution more complex 3	Data security and GDPR compliance – legal regulations that make content development and distribution more complex 4	Data security and GDPR compliance – legal regulations that make content development and distribution more complex 5	Data security and GDPR compliance – legal regulations that make content development and distribution more complex 6	Data security and GDPR compliance – legal regulations that make content development and distribution more complex 7
Brand consistency – ensuring the brand is implemented correctly throughout all content	Brand consistency – ensuring the brand is implemented correctly throughout all content 1	Brand consistency – ensuring the brand is implemented correctly throughout all content 2	Brand consistency – ensuring the brand is implemented correctly throughout all content 3	Brand consistency – ensuring the brand is implemented correctly throughout all content 4	Brand consistency – ensuring the brand is implemented correctly throughout all content 5	Brand consistency – ensuring the brand is implemented correctly throughout all content 6	Brand consistency – ensuring the brand is implemented correctly throughout all content 7
Technology – our technology cannot support the volume of content production or we have no technology	Technology – our technology cannot support the volume of content production or we have no technology 1	Technology – our technology cannot support the volume of content production or we have no technology 2	Technology – our technology cannot support the volume of content production or we have no technology 3	Technology – our technology cannot support the volume of content production or we have no technology 4	Technology – our technology cannot support the volume of content production or we have no technology 5	Technology – our technology cannot support the volume of content production or we have no technology 6	Technology – our technology cannot support the volume of content production or we have no technology 7

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* 24. What is your company doing to manage and solve these challenges? (Click all those that apply)

Increasing spend dedicated to content

Restructuring our internal organization

Optimizing internal processes

Optimizing our technology

Optimizing our agency model

Bringing in external consultants to design new ways of working and organizational structures

I am not aware of any plans

Other (please specify)

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* 25. Decoupling is the unbundling of transcreation, production and content fulfilment services from the originating creative agency and / or agency network. Does your company operate a decoupled model, purchasing production services directly from vendors?

Yes, we do across all channels and media - including advertising

Yes, we do for advertising only

No – our agency partner (or network of offices) handles both creative ideation and production

I don't know

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* 26. Thinking about the increasing content demands on your organization, how ready is your company in the following areas? (7 = Ready; 1 = Not ready at all)

	1	2	3	4	5	6	7	N/A
Business is structured in the right way to manage and capitalize on the content revolution	Business is structured in the right way to manage and capitalize on the content revolution 1	Business is structured in the right way to manage and capitalize on the content revolution 2	Business is structured in the right way to manage and capitalize on the content revolution 3	Business is structured in the right way to manage and capitalize on the content revolution 4	Business is structured in the right way to manage and capitalize on the content revolution 5	Business is structured in the right way to manage and capitalize on the content revolution 6	Business is structured in the right way to manage and capitalize on the content revolution 7	Business is structured in the right way to manage and capitalize on the content revolution N/A
The agency and marketing services partnerships are structured in the right way to manage and capitalize on the content revolution	The agency and marketing services partnerships are structured in the right way to manage and capitalize on the content revolution 1	The agency and marketing services partnerships are structured in the right way to manage and capitalize on the content revolution 2	The agency and marketing services partnerships are structured in the right way to manage and capitalize on the content revolution 3	The agency and marketing services partnerships are structured in the right way to manage and capitalize on the content revolution 4	The agency and marketing services partnerships are structured in the right way to manage and capitalize on the content revolution 5	The agency and marketing services partnerships are structured in the right way to manage and capitalize on the content revolution 6	The agency and marketing services partnerships are structured in the right way to manage and capitalize on the content revolution 7	The agency and marketing services partnerships are structured in the right way to manage and capitalize on the content revolution N/A
IT infrastructure is scalable and able to support the increasing content need	IT infrastructure is scalable and able to support the increasing content need 1	IT infrastructure is scalable and able to support the increasing content need 2	IT infrastructure is scalable and able to support the increasing content need 3	IT infrastructure is scalable and able to support the increasing content need 4	IT infrastructure is scalable and able to support the increasing content need 5	IT infrastructure is scalable and able to support the increasing content need 6	IT infrastructure is scalable and able to support the increasing content need 7	IT infrastructure is scalable and able to support the increasing content need N/A
We have sufficient marketing budget to adapt content for local markets	We have sufficient marketing budget to adapt content for local markets 1	We have sufficient marketing budget to adapt content for local markets 2	We have sufficient marketing budget to adapt content for local markets 3	We have sufficient marketing budget to adapt content for local markets 4	We have sufficient marketing budget to adapt content for local markets 5	We have sufficient marketing budget to adapt content for local markets 6	We have sufficient marketing budget to adapt content for local markets 7	We have sufficient marketing budget to adapt content for local markets N/A

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* 27. Are there any other topics or questions you would like us to include in future content surveys?

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* 28. If you would like to find out the results of the research, and participate in future studies, please leave your contact details below.

Name

Company

Country

Email Address