BLEND CMO Hila Shitrit Nissim believes that localization in modern marketing is the key to success. We have followed her career and advice, and believe that she has the best insight into what is going on. BLEND is an end-to-end localization platform for global brands seeking to increase multimarket revenue and build deeper relationships with global audiences. The platform can translate and localize any type of content in over 120 languages. The company was founded in 2008 under the “One Hour Translation” brand and was the first and leading online translation provider for consumers and businesses. In 2020, the company shifted into the enterprise localization world, rebranding and changing its name to BLEND while expanding its technology and suite of services and enhancing its voice business. BLEND’s professional human translations are powered by AI and machine learning technologies that make the work more efficient, fast and consistent.
Nissim says that modern-day marketing has become less deceptive and has extended beyond the traditional two-way communications stream. Companies have to invest in getting to know their customers, much like a partner has to do if they want to date you. Understanding the subtleties and nuances has become a core part of the field, and when companies don’t take the time to understand what these are, customers can tell. Nissim leads a team of talented marketers who welcome this exciting challenge, combining all aspects of the art and science that are part of this practice.
Being a B2B ‘sales-driven’ business with a ‘Self-service’ platform for SMBs creates both a challenge and an opportunity for BLEND. Having these two types of business lines in one company requires different types of marketing skills, tools, and practices. In addition, while localization is a growing industry, not many businesses have this department in place. Many times the buyer is based in another department, such as marketing, product, operations, procurement, legal, finance, etc. Identifying the different personas and their needs and coming up with the right creative approach to engage with them is what Nissim likes to do.
Successful brands and businesses aim to expand globally and sell in more than one market, and that’s why localization is such an essential growth driver. In order to sell to new audiences, businesses must speak the local language, celebrate the local holidays, and know the local culture’s habits and nuances. In order to do that, these brands need to localize all their client touchpoints. There are lots of assets that require ongoing, continuous localization, and in order to do it right, companies work with localization companies like BLEND to ensure quality, professional, reliable translations. BLEND is a one-stop shop for all content types, providing localization for texts, videos, and audio.
BLEND builds dedicated teams that are in direct ongoing contact with its clients to make sure they know the product well and they speak the brand language and tone of voice. BLEND is also tech-agnostic, utilizing the most established translation tools and AI engines and choosing the best resource for each project based on advanced algorithmic models. BLEND integrates to its clients’ platforms and workflows to allow a smooth and automatic process.
Regarding core marketing strategies across B2C/B2B that will pick up pace through 2023, Nissim believes that account-based marketing (ABM) will grow due to the difficulty of running accurate, targeted campaigns with traditional tools. Nissim believes that personalized video marketing will become a major trend as well because video content is more engaging, and it allows companies to tell their stories in a more authentic way. She also believes that the use of augmented reality (AR) and virtual reality (VR) will increase because they provide an immersive experience that is more memorable than traditional advertising.
Nissim emphasizes that the main challenge for marketers will be to deliver personalized content at scale. Companies need to have a clear understanding of their
customers’ preferences, behaviors, and needs, and use data and technology to tailor their marketing messages and content accordingly. Nissim sees AI and machine learning as crucial tools for achieving this goal, as they can analyze large amounts of data and provide insights and recommendations that can improve the effectiveness of marketing campaigns.
In addition, Nissim stresses the importance of building trust and transparency with customers, especially in today’s environment where consumers are more skeptical and demand more accountability from businesses. Marketers need to be authentic and honest in their communication and avoid using manipulative or deceptive tactics. They also need to be responsive and empathetic to customers’ feedback and concerns and use it to improve their products and services.
Finally, Nissim encourages marketers to embrace innovation and experimentation and be willing to take risks and try new things. The marketing landscape is constantly evolving, and companies that are agile and adaptable are more likely to succeed in the long run. As Nissim puts it, “Marketing is both an art and a science, and the best marketers are those who can balance creativity and data-driven insights to deliver impactful campaigns that resonate with their audience.”