Trends in Video Marketing
Every once in a while, we like to bring up trends which influence the usage and growth of video. Several recent studies have quantified the growth in video marketing to consumers. There is however almost no available research on the role that languages play in video marketing. Smartling did an informal poll of marketers to find out.
- Smartphones continue to grow as a screen of choice for video, rivaling desktop viewership consistently year-over-year. On average, 57% of consumers globally watch videos on a mobile phone every day. (AOL)
- In first half of 2016, video ad spend for mobile devices had soared by 178% year-over-year. (IAB/PricewaterhouseCoopers).
- 47% of advertisers expect to increase mobile ad spend by at least 25% in 2017. Advertisers are funding this increase in video by shifting more and more money away from TV budgets. (AOL)
What About the Role of Languages?
The above facts are about video marketing to consumers. One fundamental thing that is not addressed in this research is language. Many multinational enterprises do some of their video ads in native languages. Today, even small and medium businesses can be multinational if they have a web presence. The folks over at Smartling did their own informal poll of 150 marketers. Please note that this poll was about marketing in general and did not address video separately. As video ad spend is a growing portion of their budgets, the results are still relevant.
- 48% say they have no budget at all for translation outside of the U.S.
- 59% of respondents do not have any money allocated to reach multilingual audiences within the U.S.
- Nearly 53% are either not translating at all or are only translating into one language.
- 86% of marketers admit that they generate U.S.-centric content and then translate it for a particular market.
- Only 14% create original content, and employ local or native marketers in the countries where they are seeking to expand their business. This despite the fact that 13 languages together cover 90% of today’s online spending power.
- For those that are translating, a few still rely on machine translation (8.6%); many rely on human translators (42.1%); 14.5% use both; and others are beginning to use translation management software (4.6%).
Find the full survey details in an infographic here.
Dotsub is looking for a new member for the sales support group
Dotsub is a company in the language services business providing technology and services that allow the captioning, translation and voice overs of video both for online and OTT purposes.
We encourage our employees to become involved in “Passion Projects” in which the Dotsub platform is used to break the language barrier to make the world a better place.
We are a completely virtual organization. The candidate works remotely and would be expected to work a regular workday based either in the U.S. Eastern time zone or in the Central European Time zone. As our work is 100% internet based, access to a high speed, reliable, internet connection is a requirement.
This position is customer facing. Experience in a multicultural environment would be very useful and, while excellent English is mandatory, knowledge of one or more additional languages would be a bonus.
This role is an entry-level position and should be viewed as an opportunity to learn the Dotsub organization and the language industry. Successful candidates would be expected to move on to more senior roles in sales, account management or technical sales support.
Your role will be to undertake administrative and other duties that support the sales team freeing them to focus on the business of selling.
The type of duties that will be expected are:
- Processing new sales leads
- Managing correspondence between the sales team and their clients
- Monitoring customer accounts
- Managing sales documentation and customer records
- Providing data and reports to help the sales team
- Keeping track of sales targets
- Dealing with project handovers and kick-offs
- Answering emails
- Managing the interface between sales and production teams
- Participating in client calls and demonstrations
The following skills are necessary:
- Good customer care skills
- Good written and verbal English
- Accuracy and attention to detail
- Good computer and keyboard skills
- An ability to work under pressure and to deadlines
- An ability to work independently and within a team
- Quick to learn
Dotsub uses Salesforce products as customer relationship, customer service and marketing automation tools i.e. Salesforce, Desk and Pardot. Experience with any or all of these tools would be an advantage but not a requirement.
To apply for this position please send an email to [email protected] with a subject line of “Sales Support Position”.