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How Transcreation is Different from Translation

Developing content that suits multiple markets, languages and cultures involves several techniques and skills. Many people don’t realize that launching a product globally is not simply a case of translating content from one language to another. Behind every global brand, there’s a team of translators, interpreters, transcribers, testers, linguistic copywriters and SME experts making sure that every piece of content, at every stop of the global journey, is relevant and culturally appropriate.

One area that often requires further explanation is the difference between translation and transcreation. Both techniques are integral to the overall localization process but there are fundamental differences between the two. Here are some of the main areas where the two differ:

CONTENT TYPE: There is so much content involved in bringing a brand to market. From patent documentation through to digital marketing content, each content type suits different localization techniques, often depending on impact. For content requiring high levels of accuracy, professional translation is used, which is supported by the relevant QA and review process. Content types such as compliance and regulatory information and technical manuals are suited to human translation. Translated output must remain close and true to the source content. For content types, such as digital marketing materials and high visibility marketing copy, such slogans, taglines, and adverts etc., linguistically translating from one language to another is not enough. The source content must be recreated to suit a local market and culture using transcreation. The overall brand concept is retained, but actual words and design features are changed and adapted.

THE TALENT: Translation is carried out by qualified and certified translators. For transcreation projects, this involves the talent of a linguistic copywriter who not only has in-depth knowledge of the target language and culture, but is also a skilled creative writer. The background and qualifications of a translators and linguistic copywriter will differ. The right translator or copywriter will depend on the content and the product itself. Translators often need subject matter expertise (SME) and copywriter will often have specialist experience in certain vertical sectors.

BRIEF VERSUS SOURCE: For translation projects, translators receive the source documents, with instruction, access to the relevant translation memory and terminology management and sometimes, in-context information. For transcreation, the team receives a creative brief which outlines the desired outcomes including target market, demographics and any relevant branding and style guidelines they need to adhere to.

HOURS NOT WORDS: Translation projects are typically priced based on word count. Transcreation projects are billed by the hour, and costs vary depending on the skill and experience of the linguistic copywriter and designer assigned to the project.

CONCEPTS AND DESIGNWORK: Translators work with words. Linguistic copywriters work with concepts which may involve words and design elements. Translation projects often go through a DTP checking process if there are diagrams or tables in the source content that may have altered during the translation process. For transcreation projects, certain visual elements may have to be recreated to suit a new market.

REVIEW PROCESS: For many translation projects, there is a defined review process involving in-country and third-party reviewers. Any reviewer will be a native speaker, with access to the source and will review the translated output against the source and agreed Service Language Agreements (SLAs). For transcreation, much of the output is subjective therefore reviewers will often be stakeholders who are close to the product itself and the creation of the source campaign.

SEO CONSIDERATIONS: Transcreation is often used to develop multilingual digital marketing campaigns. There is no point developing a creatively brilliant campaign if no one can find it. Transcreation doesn’t just apply to the actual campaign content, but is also the technique used to develop SEO strategies. The transcreation team must put themselves in the shoes of the local user and consider how they would search for certain products and services. SEO is an integral part of transcreation.

For more information on Welocalize multilingual digital marketing services, click here.

Written by Louise Law, Welocalize Global Communications Manager

Eight Ways to Transform Global Digital Campaigns with Transcreation

Global organizations are seeing billions of users searching and accessing branded content and information online. More than 3 billion people are now using the internet – nearly half the world’s population. Many users are moving through the full e-commerce cycle to purchase online. This makes the provision of online targeted marketing material crucially important for any global business.

Culturally adapting and translating content is one of the most important and growing considerations for CMOs, product managers and high-level marketing strategists. Every stop of the global journey contains content and information from legal and patent information, health and safety compliance information through to digital marketing campaigns. Different localization techniques are used across the entire journey: translation, transcription, interpretation, multilingual SEO and social amplification, localization testing and transcreation.

To read the German version click here.

Transcreation is a content creation technique used in globalization and localization. It involves highly skilled linguistic copywriters transforming content from one culture to another. Transcreation takes the main theme and concept from the source content and recreates copy and information adapted for target language markets. It is an integral part of the overall global digital marketing process because what captures one cultures attention can be off-putting to another.

Transcreation does not just involve re-writing content, but also considers SEO localization and other online marketing campaign techniques to ensure the right message reaches the right people and achieves the desired result.

Here are eight tips from Welocalize on how to achieve successful transcreation:

  • CULTURAL ADAPTATION: Many people see translation as the way to communicate and reach global markets. But each local market not only speaks a different language, they will also have different traditions, religions, customs, social and purchasing behavior and many more traits that vary. For certain content, such as user generated content (UGC), it is enough to just translate, send through machine translation (MT) to simply understand the overall gist of the content. For high-level marketing and advertising campaigns, content must be tailored for each target market. A translator can translate from one language to another, but a linguistic copywriter can transform content from one culture to another. 
  • GET TO KNOW THE BRAND + GOALS: It is so important for the language service provider and client to understand each other, align and work towards a common goal. This involves investment from both parties at the start of the relationship and ongoing communication to achieve global teamwork. Welocalize takes part in many educational and training courses with clients to ensure teams are familiar with marketing objectives, desired user experience, creative components, existing marketing assets and quality expectations. 
  • SELECT APPROPRIATE CONTENT: Not all content is created equal. Certain content must be polished requiring intense quality checks due to the expected high impact, other types of content simply need translating so the overall message can be understood, for example, social listening. Deciding which content will go through a transcreation process is important for planning and budgeting. Regulatory content types such as technical, legal and compliance information require subject matter expertise and accuracy and must stay true to the source. Global marketing and advertising campaigns are suited to transcreation – content must retain key brand and product attributes, but specific copy detail can be changed to suit local preferences. Deciding the right techniques for the various content types is an important part of a localization strategy.
  • DELIVERY PLATFORMS: How and where will the content be read? On a mobile? In a printed manual? On a desktop? Knowing how and where you expect users to consume your content is also a key consideration for transcreation. Developing multilingual banner adverts for a desktop will have different spacing considerations than those intended for a mobile device. It will also affect the way keywords are used for SEO purposes.
  • MULTLINGUAL SEO: Transforming content from one culture to another is one step of the transcreation process. Making sure that content is found is next. Different countries and cultures have different search engines and search habits. Someone in America will have different search terms to someone searching in Germany or China. 1.17 billion people use Google Search but leading Chinese search engine, Baidu answers more search queries in China than any other search engine in any other market, including Goggle in the US.
  • IMAGES + GRAPHICS: Advertising and creative agencies often use graphics and images to convey brand messages. A skilled linguistic copywriter can adapt content, but if the image is seen as offensive in certain markets, then a campaign will fail. Many global marketing blunders can be avoided by considering localization right at the planning stage – when the source is being developed. It is important for marketers and creative agencies to consider future markets when establishing a brand and campaign. The same applies for the use of color – certain colors represent different meanings for different cultures.
  • HUMOR: It is very hard to drive a humorous digital marketing campaign across multiple markets and cultures. Humor is one of the main characteristic that differ across cultures. It is best avoided if content is being used for a global campaign.
  • LINGUISTIC COPYWRITERS: Using qualified and experienced linguistic copywriters is crucial for global marketing success. A professional translator may be able to produce 100% accuracy for certain content types, but for content such as digital marketing, in addition to native language skills and knowledge, the writer needs a level of creativity and marketing acumen for transcreation to ensure content is transformed, not just adapted.

Welocalize and Adapt Worldwide works with many Fortune 500 brands to develop online digital marketing strategies and campaigns in over 175 languages. Click here for more information.

Written by Louise Law, Global Communication Manager at Welocalize

Further Reading: Welocalize Guide for Content Marketers

Successful Website Localization – Interview with Andrea Barp

Website localization can make the difference between global success and failure. Get it right and new revenue streams will rapidly open up in new markets. Get it wrong and you risk harming your brand and losing customers. Andrea Barp is Translation Director at  Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency and is actively involved in some of Welocalize’s leading web localization projects. In this special Welocalize interview, Andrea shares expert insights and experience into what makes a web localization project successful.

How are you involved in website localization projects?

We have many clients and leading global brands who engage customers online, to sell products and services online and have websites that need to be in multiple languages to reach audiences in countries all over the world. They want a localization solution for their web and e-commerce content that effectively markets their products and is also efficient and cost-effective. We help them achieve that.

How do you achieve efficiency when working with so many languages and different content types?

There are many factors to take into account, from project management to team selection and quality program, but also technology and integration of systems plays a major role. It is important to connect the content management systems (CMS) with the translation management system (TMS) to efficiently manage the translation flow of content. If content is automatically pushed from the CMS to the TMS (and back to the CMS when translated), this lends itself to reduced turnaround times (TATs), the freeing up of internal capacity and the elimination of manual, repetitive, error-prone copy and paste tasks. For many clients we have developed or supported integrations to streamline the end-to-end translation lifecycle.

There a many different types of content on websites. Do you have a different approach for each type of content?

Our approach depends on each website and what the client is marketing and selling. Where there is call-to-action or marketing and promotional copy, this type of content is more suited to transcreation work, which culturally adapts the source content rather than directly translating it. For more informative content, such as terms and conditions and user instructions on how to fill your shopping cart, where accuracy of information is priority, translation is suitable. Most websites require a combination of translation and transcreation, depending on the subject area and where the content is displayed on the website.

What is fundamental to a successful website localization project?

It’s important both on the client and vendor side to get the right teams involved that understand how the website works. For example, starting from the initial engagement, often localization providers are being asked to provide a quick “ballpark” website localization quote by simply analyzing all the HTML pages of the entire site. Depending on the size of the site, this tends to yield very high word counts and can be quite misleading for customers. A lot of website content is often repeated and some content may not even be visible to customers. Some sections, such as blogs, may not be applicable to all markets. Such content doesn’t need to be included in the scope of the website localization. The best approach is to get the key stakeholders involved, who understand the scope of the project, including the CMS expert. This way, it’s possible to have a more accurate idea of the content in scope, improve the accuracy of the quote, streamline production and ultimately serve the customer better.

A lot of websites and e-commerce sites are image-heavy. How does this affect localization?

Many of our clients’ sites have low word counts and a high number of images. If you’re localizing a retail operation into 50 languages, some images will not be suitable for all cultural markets. For many projects, heavy image localization has to take place which can involve engaging more DTP expertise than translators.

What is your best piece of advice for anyone embarking on a website localization project?

To get the best results, combine SEO best practices and website localization best practices. For example, when localizing a site into 50 languages if you take into account SEO best practices, the website will be more visible, and your ROI more optimized.

Based in London, Andrea Barp is Translation Director at Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency. For more information on Adapt Worldwide and Welocalize’s digital marketing services, click here.

Interview conducted by Louise Law, Welocalize Global Communications Manager

Translation at the Oscars 2017

A round of applause to the transcribers, translators and voice actors

The world of entertainment recently turned their attention to the Academy Awards or “Oscars” which are awarded to recognize cinematic achievement in the United States. The iconic gold statuette is coveted by anyone involved in the production and distribution of film. Whatever your favorite film, be it the 2017 best picture winner, Moonlight or other nominees La La Land, Lion, Fences, Hell or High Water, Arrival, Hidden Figures, Manchester by the Sea, or Hacksaw Ridge, film remains one of the most popular entertainment form that reaches and impacts international audiences. Among the hairspray, the couture dresses, sharp tuxedos, champagne and tears, give a round of applause to the armies of language and localization experts who help the film and entertainment industry bring content to international, multilingual audiences.

Film can bring countries, communities and cultures together and language plays an important role. Successful translation significantly impacts the global reach and distribution of film, whether through great subtitling and dubbing or powerful international marketing campaigns. The Star Wars films have been translated into over 50 different languages. Star Wars Episode IV: A New Hope film was the first major motion picture to be dubbed into a Native American Language. Five translators worked for 36 hours to translate the 90-page script to Navajo. Outside of mainstream blockbusters, there are also many important documentaries that raise awareness of certain world issues.

It is not just film that continues to draw growing audiences but the steady growth in movie streaming services and continued use of DVD and Blue Ray. Constant fresh content and 24/7 availability of existing content delivered by services like Netflix and Amazon Prime, now means entertainment and all the associated advertising and sponsorship opportunities can cast their net wider and target emerging markets. Most content streaming services are available in multiple languages including website content, OS and user navigation. Content delivered by these subscription services can be browsed and viewed (whether dubbed or subtitled) in many languages. In fact, Netflix is available in more than 190 countries and in over 20 languages.

Behind the scenes, the media and entertainment industry engages the expertise of an army of language and localization specialists to help reach audiences all over the world. Source content must go through a number of processes before the final multilingual product can be distributed to a new audience. Language services often involved in the localization of entertainment content include transcription, translation, transcreation, dubbing subtitling, multimedia engineering and much more. Outside of the actual creative content, there are also masses of legal and compliance content that must be understood by multilingual stakeholders, such as local film distributors and certification boards. Many blockbusters include significant licensing and sponsorship deals for brands, such as agreements facilitating product placement. All parties must consider where the film will be viewed to ascertain the effectiveness and legality of any sponsoring or advertising activity.

With a creative medium like film, getting entertainment to resonate across diverse cultures is a big challenge. How audiences react to comedy, tragedy or sexual references varies across regions. Even the way we behave in cinemas varies. For example, when a film finishes in Germany at a cinema, the audience will stay seated as the credits roll and then clap. Whereas in other countries, the credits have barely started while people fight their way down the stairs to exit the theater. It takes extensive expertise and local knowledge to ensure content is localized in a way that delights the audience, without diluting the overall global brand and concept of the film.
Localization and translation affects everything we do. When you settle down to enjoy your next film or television series, as well as when admiring the Oscar-winning performance, admire the work of the linguists and language specialists all over the world who brought you an evening’s entertainment in your language.

Contact Welocalize about our multimedia, subtitling and transcreation services. Email marketing@welocalize.com for more information.

Transcreation Transforms Digital Marketing in All Industry Sectors

As the Internet grows global businesses and shrinks physical boundaries, there is increasing demand for transcreation as part of localization programs. Transcreation’s rapid growth is made essential because it satisfies a hunger for content in markets outside of the English speaking digital space.

Through transcreation, global brands can establish owned media as a marketing strategy for international distribution of good quality content and start to nurture new leads into future customers.

It is a common perception that transcreation is a technique used only for highly creative marketing and advertising materials. Taglines, advertising straplines, clever online banners, logos, imaging and other digital promotional activities, all of these marketing content types require transcreation in the localization process to effectively reach multicultural audiences.

Many global content and brand marketers are fully aware that some marketing content does not work when linguistically translated and requires “recreating” to meet language and cultural needs in multiple markets. However, transcreation is not just those involved in marketing localization. Customers and stakeholders interact with many different types of branded content across the whole globalization journey, from legal content through to online customer support. Even the most logical and technical content may require transcreation.

Transcreation in Software Localization

In the localization process for software and UI, there are many techniques that can help successfully and accurately create software for local markets. Menu commands and strings do need translation by a native speaking translator; however, consideration must be taken into other components. Is the color of the interface appropriate for the audience? Is the tone of the customer support appropriate? Do users in every market recognize a “thumbs up” icon? Do Western software users scan the screen in the same way as those in Asian markets? Even though software localization may be seen to be more technical and straightforward, cultural habits and traits play a key role; therefore, transcreation techniques must be applied in the process.

Transcreation in Compliance and Regulatory Materials

Another area where transcreation is required to interpret content for multiple audiences is compliance and regulatory materials. In some legal or employee communications, there may be local terms used to describe scenarios that will not translate. For example, the term “whistle blower” is often used in certain English legal documents; however, the term does not correctly translate. Another phrase must be used that conveys the same message outlined in the source material. Similar scenarios apply for employee and health and safety communications. Facts may remain the same, yet the overall message and context will vary between local markets.

Transcreation in Technical Communications

Many technical documents, especially those used in manufacturing, require high levels of accuracy. This is especially true for scientific detail, product instructions and measurements. These facts must be translated to 100% accuracy to ensure full, safe operation of equipment.

Context and the tone of voice will need to vary across markets to make sure communications resonate with local users. For many products in manufacturing and automotive sectors, the product itself is often physically adapted, with different features targeting different geographical markets. The same approach applies to any supporting content, whether marketing or otherwise.

Simply translating the source technical or product manual is no longer enough. The content for each market must communicate and instruct the local user experience. This involves engaging a translator who is a native speaker and has subject matter expertise, as well as someone who is familiar with the culture of the target market and helps create the desired customer experience in getting the facts and the message right.

Transcreation in Learning Materials

Learning and educational techniques vary across countries and markets. Some learning content must be transcreated to allow for different habits and styles, including examinations and tests. Asian markets prefer continuous assessment and exams; whereas, US students prefer online coursework.

In the wider context, the overall learning experience may require overall transcreation to hit the right tone of voice and style of the local student. With the right transcreation service, you can access global audiences by outputting high quality localized content.

In order for any global content to be effective, it needs to be made relevant and developed with the end user in mind. This related to text and images being placed in the correct context. In a multilingual marketing arena, transcreation is the ultimate leveraging tool for all types of content in every industry.

Louise

Louise.law@welocalize.com

Louise Law is Global Communications Manager at Welocalize.

State of the Internet Effect on Global Brand Marketing

To establish global digital brands and gain international growth through targeting new and emerging markets, we need to ask the following questions:

  • Is targeting one language enough?
  • What languages do we target to achieve growth?
  • How do you choose the most valuable languages to develop digital brand materials in?
  • Does the state of the Internet add any additional challenge to the process?
  • If so, what opportunities does this present?

These are essential considerations for anyone involved in content creation and global marketing, who are responsible for adapting global brands and digital marketing materials to reach worldwide audiences.

If someone asks us to picture the Internet, it often generates a vague and hazy image. In the English-speaking world, we are often encouraged to think of the World Wide Web as an endless ocean of information that seamlessly connects the planet. With an ever growing infrastructure, the potential is certainly there. However, you may be surprised to learn that your experience surfing the web differs greatly depending on the language you use online.

For example, a recent w3techs survey revealed that 53.2% of websites use English in their content production activities. The next most prevalent language in use scored only 6.4%. The difference between positions one and two alone is in itself food for thought. When you think of how many more results an English language search will return, compared with any other language, it makes our hazy picture clearer.

We can also look at the Internet from the reverse angle. Let’s consider how many users there are in each language group online. A June 2016 survey showed that with nearly 950 million users, the English language user group is by far the largest online. Naturally, the Chinese-speaking group follows with more than 750 million users. There are many people speaking other languages like French, Chinese and Spanish, to name a few, to conduct business and buy products online, as well as conduct other daily activities. Despite this, it remains easier to surf the web in English.

In fact, these results describe a content language chasm that has been labelled the digital language divide’ by some. Certain ideas, topics and solutions are heavily represented in English and distinctly less so by articles in other languages. From a commercial perspective, a perfectly suitable product or service that features at the top of the SERP in an English language search may be invisible to an equivalent buyer persona searching in another country.

This disparity in user experience across the world is certainly a problem. What opportunity does the current language gap present at the same time? Well, for companies wanting to expand their international reach and make their brand identity known worldwide, now is the time.

Global brands have to pay close attention to the changing geographic and demographic makeup of online audiences for brand marketing and product development purposes. In terms of economic opportunity, English still reigns and is the most valuable language according to Common Sense Advisory 2015 Report, The Rise and Fall of Top 100 Languages.

Brand marketers have to look at the 14 languages that reach 90% of the world’s online population – English, Chinese Simplified, Chinese Traditional, Spanish, German, Japanese, French, Portuguese, Russian, Korean, Italian, Dutch and Swedish. Other languages like Bengali, Hindi, Indonesian and Turkish also rank highly in terms of growing numbers of online users. Therefore, it makes sense for global brands to seek to enter and support these emerging markets.

Driving global brand marketing across these multiple markets requires content to be published in native languages and also culturally adapted for each local market. Establishing brands in France will require different concepts than a French-Canadian market.

In addition, Internet access and audience traits, such as age, will affect global content marketing strategies. Culture aside, the state of the Internet will always be an influencing factor in brand marketing. There’s no point in developing a mobile advertising campaign with a B2B banner targeted at Russian 16-25-year-olds, if the intended demographic has no access to smartphones. Your banner will be invisible. In simple terms, if your targeting is off, you will miss the mark and waste significant budget in the process.

Changing economic and political factors can affect global brand decisions too. Global marketers have to keep ahead of the changing tides if they truly wish to harness the power of the Internet, digital marketing and cultural adaptation to open up these essential new revenue streams.

Nathaneal

Nathaneal.campbell@adaptworldwide.com

Nathaneal Campbell is a digital copywriter at Adapt Worldwide, a Welocalize digital multilingual digital marketing agency.

If you would like to learn more about Welocalize, Adapt Worldwide and transcreation, contact us at marketing@welocalize.com.

Further reading: The Phenomenon of Transcreation in Localization

 

The Phenomenon of Transcreation in Localization

The rate at which digital marketing continues to shrink our world is perhaps matched only by the rapid growth of transcreation used to develop global messages for multilingual audiences around the world.

What exactly is transcreation and what problems does it solve? Explore the fast-growing transcreation landscape through the eyes of Nathaneal Campbell, digital copywriter at Adapt Worldwide, a Welocalize multilingual digital marketing agency.

It’s no secret copywriters have been using evocative language to stimulate audiences and encourage action since the invention of the printing press. More recently the requirement for content to drive online marketing strategies has put writers in great demand. Global brands are now seeing billions of users across the globe searching for products and services in numerous languages.

Global brands need to develop digital content to offer products and services to multiple markets and global audiences. Segmenting audiences and marketing content by language, region and dialect, can be a challenge.

Any part of the online user experience must be able to cross the lines of language and culture. Transcreation is an integral part of the overall localization process. Transcreation takes the concept and key messages from the source content and adapts and recreates it for specific target language markets.

Creating Great Copy and Digital Marketing Content

Let’s start our journey to transcreation using content creation as a starting point. The truth is that great copy aims to persuade rather than motivate and good content informs rather than sells. More often than not, the motivation for a prospect to convert to a customer comes from their own desire to remedy a problem.

Effective content addresses the audience’s pain points and then subtly suggests the product or service as a logical solution. We need to convince the target audience that the offering on the table is the ideal, most fashionable, most entertaining or fastest way to solve their problem.

For the linguistic copywriter, it’s about getting the balance right. We need to whip information, entertainment, emotion and reason up into a stimulating cocktail. Use the right words in the right order you can create the vehicle to deliver your message and encourage engagement.

Author and marketer Seth Godin calls effective online marketing an art. “Art isn’t only a painting,” he says. “Art is anything that’s creative, passionate and personal. And great art resonates with the viewer.” In fact, to drive engagement the most creative copy and content must use language artfully. The writer usually draws upon an extensive rhetoric of cultural references too, both local and international.

The Challenge

Global brands spend a lot of time and money creating useful and engaging content to drive engagements. This content should naturally be optimized for search engines and ready to be found by potential customers through search engines.

These engines organize products and services around language using keywords. So logically, if you start to market to a worldwide audience there is a growing demand for you to broadcast your offerings by employing a multilingual SEO strategy that will reach new audiences in all target markets.

Established brands, in particular, will naturally have a wealth of creative collateral in their local language. These materials will be filled with effective messages, well-tuned to communicate their brand identity. Many also want to present a unified branded content offering to global markets.

How do you get your branded content to resonate with international audiences if it relies heavily on the subtle nuances of the English language?

A popular solution is to put all advertising materials through translation software. This can be seriously detrimental to the brand and could waste a lot of marketing and advertising budget.

While machine translation is getting better, the nuances and references encapsulated within a piece of creative work often used in digital marketing materials get lost in an automated process.

A better approach is to use a human translator who will accurately translate from one language to another. This may not give you the desired response you want in new markets. Direct translation of marketing content often does not work, no matter how linguistically accurate it is. Imagine your company slogan is effective and memorable because it rhymes in English? Straightforward translation, even performed by a skilled human translator won’t help because there is a strong likelihood that the rhyme will not survive the conversion process.

Enter Transcreation

Think back to the list of factors copywriters use to create our messages. We aim to elicit emotion which leads to action. The process of translation is to get a message from one language to another, which is often the goal for certain content types. For digital marketing content destined for multiple, global markets, direct translation is not enough. Transcreation is required.

Transcreation creates localized content for any number of international markets. 

The process of transcreation, with regards to writing, is about more than converting meaning. It’s also about preserving the emotional effects produced by the way those words were written. The concept itself may not be a new one, but in the context of the future of digital marketing, it is essential.

Nathaneal

Nathaneal.campbell@adaptworldwide.com

Nathaneal Campbell is a digital copywriter at Adapt Worldwide, a Welocalize digital multilingual digital marketing agency.

If you would like to learn more about Welocalize, Adapt Worldwide and transcreation, contact us at marketing@welocalize.com.

Monitor Content Usage To Determine Localization Quality Levels 

By Andrzej Poblocki, Globalization Architect at Veritas Technologies LLC 

andrzej-poblockiThe Evolution of Localization

The globalization and localization industry has evolved over many years. Teams no longer struggle to figure out how to translate a particular document, UI or website. There are countless tools, technology and processes that help with localization to the point that many of the non-creative tasks are now fully automated.

With the processes and teams in place, today’s challenge is to select the content that we need to prioritize, focusing on global customers’ needs and experiences. Localization cost, time and quality can be managed according to the specific content type.

Organizations know how to localize and have access to decent tools, technology and knowledgeable (though often small) teams; however, they are now faced with tons of content and different content types. With limited resources and budget, organizations can’t localize everything.

What Do We Focus On?

  • Cost – localize as much content as possible within budget?
  • Quality – deliver state of the art translations?
  • Time – publish all localized versions simultaneously with the source?

Balancing those three factors is not a trivial task, and yet, as we understand our customers better, we know that these three areas should be applied differently to different content types.

Content Types

There are many different content types, which will vary across organization and industry sector. For example, marketing, documentation, software UI, knowledge base (KB) and user generated content (UGC).

  • Marketing demands the highest quality. Any branded content requires in-context review and local office review (LOR) and in a lot of cases, projects go through transcreation rather than translation.
  • For documentation and software UI, translated segments have full linguistic review process.
  • For knowledge bases, pure MT can be applied with post-editing for the most popular content.
  • Network generated content or UGC is a rapidly growing and high volume source of content and requires a combination of translation automation and human translation skill.

What are the Localization Quality Levels?

  1. Don’t localize – leave it as is
  2. Use pure MT
  3. Post-edit MT output
  4. Human translation with review
  5. Transcreation

We don’t need to apply the highest level of quality for all content types. This approach allows us to balance the cost/quality/time triangle for different content types. Determining which content is consumed by users can help improve the globalization and localization process.

Rise of Big Data

img_3534Using big data analytics and telemetry, we can learn how users consume different types of content; which sites are users coming from? What did they click or download? How long did they spend on particular tasks or sites? With telemetry, you can figure out which content is in demand. Based on the customer reviews or interviews, you can determine what people are expecting from certain content and this can help set quality levels. For example, most people don’t expect social media to be linguistically accurate.

A lot of social media posts in the source language often contain abbreviations and slang, so there’s no point setting quality levels high for subsequent translated versions. For branded marketing content where quality is a priority, transcreation will be used based on data from particular markets to establish the extent of the differences from the source, often in English.

Where volume is high, we would focus on delivery time and cost of translation, and consider sacrificing some quality, for example, content like KB.

  1. Enable MT if there’s enough demand from non-English speaking regions.
  1. Identify the most requested articles, with some minimal threshold, in particular languages for post-editing.
  1. Anticipate that most popular English articles will also be required in other languages, so prepare post-edited version of those beforehand.

The level of quality applied, is based on the demand and popularity of the content.

What Will the Future Bring?

We should keep focusing on the global clients’ experience. Keep using data to better understand their needs and content journeys. Expect that language tools and MT will allow us to increase quality at a lower cost, while content volumes will keep growing. We have to expect new trends and technologies will affect (or disrupt) the localization industry: bigger demand on video content, Internet of Things, virtual and augmented reality to name a few.

I don’t know what the future will bring, but I am sure it will be interesting.

Andrzej Poblocki is Globalization Architect at Veritas Technologies LLC and was a featured panelist at Welocalize’s LocLeaders Forum 2016 in Montreal.

Andrzej Poblocki is a globalization architect at Veritas Technologies LLC who is passionate about delivering a software that will delight international customers. During his 13-year career in the globalization industry he has held various positions, starting in quality assurance then quickly moving to localization engineering, tools, internationalization and finally to the architect role where he is responsible for the globalization systems, processes and integrations as well as the internationalization architecture of the company’s products.

 

Increase Your Global Reach with Multilingual User Generated Content

Capturing the moment with a smartphoneWelocalize specializes in multilingual digital marketing content, including the translation of user generated content (UGC) to help global brands engage with wider international audiences. Recently, MultiLingual Magazine published the Welocalize whitepaper, Multilingual User Generated Content Increases Your Global Reach.

Read the entire white paper for expert insights into UGC, the benefits of multilingual UGC and some popular methods on how to culturally adapt and localize UGC, as featured in the December 2016 issue of MultiLingual Magazine.

Here are a few key excerpts from the whitepaper or click here to download the entire whitepaper: Multilingual User Generated Content Increases Your Global Reach.

User generated content (UGC) is a rapidly emerging content type used by content marketers to influence buyers and global customer experience. This type of network generated content gives many organizations the chance to promote brands and share product knowledge on a global scale, reaping significant rewards in terms of brand awareness and increased equity.

What is User Generated Content?

User generated content (UGC) is any form of content or media such as blogs, wikis, discussion forums, posts, chats, tweets, podcasts, digital images, video, audio files, advertisements and other forms created by users online, often made available via online websites or through social media platforms. UGC is often created by someone with an interest in the brand, product or service and is unpaid for their shared content. Whatever you choose to call it (network generated, online content or social media), the role of UGC in global content strategies is on the rise.

Why Translate and Localize UGC?

Social Media Listening: Do you monitor what other people are saying about your company and products online? Social media listening is a key tool for global marketing and product development. Good reviews of a product or brand is a huge benefit and asset. Allowing other potential consumers in wider international markets to see the excellent reviews written by other consumers, will reinforce a brand’s association with positive feeling. When reviews and opinions are good, this increases brand equity and, ultimately, sales. The same applies for negative reviews. If someone is saying something bad about your product or service, then you want to know about it.

Expand Global Reach: If UGC is available in multiple languages, it means people all over the world can read it and engage. UGC is a very simple and cost-effective way to project brands to a wider audience, targeting emerging markets, yet is limited to the source language if you don’t translate it. Good localization and cultural adaptation of UGC enables more consumers to interact with each other in local markets, creating an exponential effect of more positive publicity in new, target markets.

Methods to Culturally Adapt and Localize User Generated Content: There are a number of localization approaches that can be applied to take full advantage of UGC. It must take into consideration the volume of content, production speed of content and intended use of UGC as a marketing asset. For UGC, language automation technology is best suited to process high volumes of content that require translation to expected and appropriate levels of quality.

Copy Writing and Cultural Adaptation: There are various forms of UGC developed by and for brands. This type of content is often created or posted in English or a single language source. Not all content created “relates” to a local target audience when translated. This type of content requires adaptation, or what we refer to as transcreation. One option is to use native speakers to write new content. Another is to utilize a multilingual marketing service provider, like Adapt Worldwide, to adapt the content to ensure it meets the brand and customer experience for the target audience.

Human Translation: Using professionally trained translators and linguists to translate UGC can be pricey. Human translation is best utilized for high impact UGC, such as comments on a CEO blog or high profile product reviews. Lower-cost translators or even crowdsourcing can deliver high volumes of translation at a lower quality. However, consider the potential impact of publishing poor quality content about your brand.

Raw Machine Translation (MT): Using trained MT engines to provide raw translated output is suitable for massive volumes of UGC and can be published automatically providing the MT output meets the minimum scoring, based on a defined scoring system. For high volume UGC like social media posts, content translation expectations are fairly low. Customers understand that original reviews are authored quickly. As long as the “jist” is accurate and not offensive, then companies who produce massive amounts of UGC can benefit from using ongoing MT engines that can be customized to recognize and understand industry terminology and typical jargon. UGC such as social media can often contain many spelling and grammatical errors and programs can be put in place to “fix” source content, prior to MT. This increases the overall quality of the MT output.

MT with Post-Editing: UGC such as product and customer reviews, can be post-edited once it has gone through an MT engine. Post-editors add great value, processing more MT output compared with pure human translation at a lower cost. Post-editing can range from a simple plausibility check to prevent serious or offensive misrepresentation through to full post-edit to bring the content up to human translation quality levels. Post-editors do not have to be fully qualified translators or linguistic copywriters. They can be native speakers with good knowledge and interest of the industry and product range.

Welocalize User Generated Solutions

Global brands trust Welocalize with their multilingual user generated content and digital marketing initiatives. Our experts collaborate with global brands to identify the best approach and methods to generate, translate and localize UGC. Welocalize offers a range of solutions, working closely with Welocalize Language Automation Tools and Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency, to support global marketing initiatives and UGC activities.

DOWNLOAD ENTIRE WELOCALIZE WHITEPAPER: Multilingual User Generated Content Increases Your Global Reach

 

 

Welocalize Ranked in Top 100 Companies in the Digital Content Industry by EContent Magazine

econtentWelocalize is featured in the new 2016-2017 EContent 100 list of most important companies in the digital content industry. The ranking was compiled by EContent Magazine, with special inclusion of digital content translation, localization and globalization categories.

View the ranking here: The Top 100 Companies in the Digital Content Industry: The 2016-2017 EContent 100

econtent-coverNow in its 16th year, the EContent 100 list features companies that matter most in digital content, with reflection on trends in the industry that will impact success in 2017. Most content today is published and distributed digitally, impacting overall global and multilingual content strategies for multinational organizations. It is a key challenge for digital content professionals, along with creative and product managers to develop global content that meets the language and cultural needs of targeted “local” audiences. Going global requires language support across the entire content journey. Welocalize and Adapt Worldwide, a Welocalize multilingual digital agency, work together with global brands all over the world to create, develop and publish econtent in more than 175 languages.

As part of this year’s report, EContent Magazine published expert insights from Jamie Glass, Welocalize CMO and EVP of Global Services Lines, in a featured View from the Top article, Why Brands Need Expertise to Support Globalization Strategies.

Read full article: Why Brands Need Expertise to Support Globalization Strategies, by Jamie Glass, Welocalize

Growing globally is a big challenge for businesses and a common strategic imperative driven by the C-suite. Each local market has its own unique language and cultural preferences and brands need expertise to support their globalization strategy.

At each stage of the globalization journey, brands leverage language services to drive multilingual content development, from intellectual property through to go-to-market tactics, such as multilingual SEO, website translation and digital marketing campaigns. Today’s leading enterprises outsource many globalization and localization activities due to the specialized knowledge and language technology tools requirements. It is our role at Welocalize to support your content strategies that adapt your material to the local needs of your customers, partners and employees around the world.

To engage interadapt moving aheadnational audiences, many global content marketing professionals work with our global content experts at Adapt Worldwide.  They are unique multilingual marketing experts that assist global brands in the cultural adaptation of content across all digital channels. Expert teams provide SEO, transcreation, linguistic copywriting, app localization, mobile, web and paid amplification for a multitude of languages.

Welocalize, with our subsidiary Adapt Worldwide, has the unique ability to add tremendous value during every stage of the globalization journey. We are ranked the seventh largest global language service provider in the world. We have the scale, diversity and wide range of specialty language services required to meet changing customer needs, making us more than a language service provider. Many leading global brands rely on us as an integral part of their organization, critical partners to the enablement and success of their globalization strategy.

Click here to view the 2016-2017 EContent 100

Click here to read full article, Why Brands Need Expertise to Support Globalization Expertise by Jamie Glass, Welocalize

For more information on Adapt Worldwide, click here

Overcoming Five Common Localization Challenges in Content Marketing

consistent, compelling contentContent Marketing World 2016 in Cleveland, Ohio drew some of the world’s leading content and marketing professionals. It was no surprise to see so many people in attendance. The content at the conference was excellent. The Welocalize and Adapt Worldwide team spent four days talking solidly about some of the latest trends and hot topics facing global content marketers with emphasis on developing multilingual digital strategies.

One of the key messages we emphasized in our discussions was how important it is to look at the bigger picture and to be strategic, not tactical.  What is the overall business strategy and how does it relate to the marketing strategy? If a key business objective is growth in China, then marketing must be strategically aligned and this means developing content to impact Chinese markets.

Translation and localization is an integral part of the global marketing process. There are individual components such as online banner advertising, SEO, web activity and social media tactics; however, they all have to form part of an overall global strategy that directly aligns to business outcomes.

Here are five common challenges shared by global content marketers and our expert guidance on how to overcome them:

How do we manage content creation and localization in multiple countries?

Challenge:  Most global organizations support general marketing activities, including social media, campaigns, advertising, promotion and review of user generate content (UGC) in more than one country and language. One of the key challenges is how and where central and local content is created within and outside the organization. Development of marketing materials can take place centrally, with little or no communication taking place with individual countries on local campaigns. At a country level, materials can also be generated separately, using a number of suppliers, creative and translation agencies. With pressure to generate continuous content, there can be a lack of communication between all parties involved in developing content, including translation processes. Content types like social media and UGC can be generated everywhere and it’s sometimes challenging to assign content ownership and determine the best strategy for localizing this type of content to maximize the best return.

Guidance:  To overcome this challenge, Welocalize works to develop a more central approach to content creation and localization. By having a centralized responsibility of branded content and its translation, organizations have a clearer view of content assets and how best to approach localization and translation. Partnering with a language service provider with digital marketing expertise ensures localization is part of the global marketing content strategy.

How do we manage the review process?

Challenge:  Once marketing content is translated, the final review can hold up the process and impact deadlines. Marketing reviewers are often “borrowed” with in-house employees who are native speakers tasked with reviewing marketing content, outside of their main role. In-house reviewers may not have full access to in-context information or key branding messages and this can lead to a lengthy and sometimes painful review process.

Guidance: Bringing in third party reviewers with subject matter expertise is a good way to overcome the challenge of the review process. Outsourcing the review process to a language service provider is the best route to keep content flowing, on track and with the right messaging.

What new markets should we enter?

Challenge:  Many global brands already localize activities in several markets and need help and guidance on where to go next, develop a plan and assess potential ROI for additional markets.

Guidance:  Collecting market intelligence and statistics is the first step. Assessing how competitors are performing in other markets and identifying economic opportunity. Many digital marketing activities naturally generate data that can be used to assess performance and ROI in new markets and this data can form an integral part of formulating future globalization activities. Monitoring performance of marketing activities in existing countries can also enable strategic business objectives to be set, to identify which emerging markets to target.

How do we plan and measure success of digital marketing activities in new markets?

Challenge: Many content professionals expressed a desire to develop new websites in 2017, with an objective to enter new markets. Setting up a new country website may sound simplistic; however, there are many factors to take into consideration, creatively and technically, to ensure the right analytics are produced to measure performance and return on content.

Guidance:  Accessing multiple web domains in different countries requires digital marketing expertise and partnering with specialists is the way to go. Many Welocalize clients work closely with Adapt Worldwide, Welocalize’s multilingual digital marketing agency, to develop web strategies.  It goes beyond registering and developing the site, you must also ensure all reporting and web analytics are appropriate for each market. Website content and other online marketing activities must be culturally adapted to suit local markets, including SEO work and search campaigns, paid or organic. Each piece of local content must be tracked to see what impact (and revenue) it generates in local markets.

Multilingual digital marketing is a growing area for content marketers and it is where creative ideas meet technological ability to it brings greater ROI.

How do we prioritize content types for a global audience?

Challenge:  There are over 100 different content types that can be utilized for global content marketing activities. From websites and white papers to press releases and banner advertising, many content professionals find it a challenge to decide which content suits different local markets and what levels of quality to apply to each piece of content.

Guidance:  Not all content is created equally. It is all about storytelling and what the intended impact will be on the target audience. Certain content types require the highest level of localization, known as transcreation, where content is not translated but recreated to suit a local market. The concepts and messages are the same; however,  the actual detail is reworked to meet local tastes and preferences. Transcreation is often used for high level brand messaging, for example, online advertising campaigns and websites. For lower impact content, such as user generated content, linguistic accuracy and quality is lower, as consumer simply want to understand the message. There is no hard rule on certain content types suiting certain markets. A key consideration is whether local markets have the required levels of connectivity to receive and read certain files and also what devices will be used. There’s no point developing video materials for a mobile platform a market where connectivity is poor and mobile usage is low.

Welocalize and Adapt Worldwide bridge the gap between global marketing and localization. If we met you at CMW2016, we hope we were able to help you and inspire you to continue to create successful content.

If you would like to continue the conversation, drop me an email! Monique.Nguyen@welocalize.com.

Monique

Monique Nguyen is Regional Enterprise Sales Director at Welocalize

Next Generation Global Content Marketers Unite

cmworld-2016-crowdUnited in an optimistic mission to create universally appealing content that tells a great story, expands minds, engages audiences and connects brands to people around the world, content marketers descended upon Cleveland, Ohio by the thousands.  The place of unification was Content Marketing World 2016.

Multinational businesses and content strategists from more than 50 countries came to participate in thought-provoking conversations about a vast array of substantive topics related to “next generation” content marketing.  Prevalent to most discussions were the challenges and opportunities related to evolving content types, growing demands for new stories and the race to keep up with the rising volumes of network generated content. Together, we united to exchange ideas, talk about solutions and find answers.

What does the future hold for content marketers? The short answer, it’s not simple. Complexity exists in all aspects of global content marketing today, including accessibility to qualified production talent, digitization and global access, while managing the vast world of sophisticated content technologies. The consensus – producing, publishing and distributing content, in all forms and languages, requires expertise.

That is why more than 200 dynamic content experts and business leaders, including Welocalize and Adapt Worldwide, shared insights and best practices on a range of subjects like globalization, user generated content (UGC), multilingual copywriting, global SEO, in-country social media, translation of web content, as well as maximizing expectations for return on content investments.

As sponsors and exhibitors of the event, we directly connected with major brand content producers, publishers and strategists to talk about these familiar challenges and answer critical questions related to how to effectively, efficiently and seamlessly manage the demand for multilingual content in any format. Our conversations at CMWorld often started with these top questions:

  • Can you help us scale our resources to meet all the demands for languages?
  • Do you provide copywriting in other languages?
  • How can you help us gain visibility of our content in other languages?
  • Are there ways we can provide reviews of content in real-time?
  • Our brand is very important to us, how are we able to measure the quality of the message if we don’t speak the language?
  • What can we get our content produced into other languages faster?
  • How can we connect our translation program with our content management technology?
  • We are relying on our team members and global locations to translate content and it’s slow and unreliable, what can we do?

image4These are questions we can easily answer, based on years of helping organizations in their global journey. We recognize that many global content marketers struggle to develop cohesive and successful content strategies that cross boundaries and reach many local markets.  We even shared a fun facts and tip guide to help get started: Welocalize Global Guide for Content Marketers.

Content types and distribution have become more complex and the Internet has unified everyone by providing a central point to access content from all over the world. Marketers looking to translate and localize various content types now recognize there are increasing demands to get content out to broader markets, faster and with a message that sounds natural and relevant.  Cultural adaptation and understanding nuances of different markets and languages requires expertise.  We understand and we are here to help!

For context, here are some very important facts that face all marketers:

  • It takes 14 languages to reach 90% of the world’s population
  • There are more than 100 types of content used by top global brands, generated by users, networks and content marketers.
  • The total number of active social media users is 2.31 billion people, and that’s 31% of the world’s population.
  • The total number of social users accessing platforms via mobile devices is 1.97 billion people, an amazing 27% of the total population

It requires a united effort.  Mark Hamill of Star Wars fame told the attendees at CMWorld to use optimism, belief and tenacity. Good storytelling will have legacy if it can reach and engage an audience, in their language and cultural understanding.

What is the future of content marketing?  It is where we are in a connected world surrounded by relevant, intelligent content that speaks to us.

How do we get there?  Specialists and expertise can lead the way.  Welocalize and Adapt Worldwide, a Welocalize multilingual digital marketing agency, are at the ready to join your team.  We work side-by-side, seamlessly, as an integral part of your content marketing team to develop culturally relevant campaigns with targeted precision and brand experiences.  We use techniques to take full “global” advantage of digital content through cultural adaption, market audits, localization, linguistic testing, copywriting and transcreation of copy, and advanced SEO skills to help your content show up in all the right places.  Most importantly, we blend the data, science, language and creativity to empower brands to measure success through return on content investments.

image1Ready to expand your market and go where you never have gone before, faster and with efficiency? Let’s continue the conversations we started at Content Marketing World and let us demonstrate how we’ve helped global brands reach their potential. It’s our purpose. Your global journey is our purpose.

Jamie Glass, Chief Marketing Officer and EVP of Service Lines, including Adapt Worldwide and multilingual digital marketing

jamie.glass@welocalize.com

ADDITIONAL RESOURCES

A Welocalize Guide for Global Content Marketers to UGC  

Welocalize Global Guide for Content Marketers

Digital Marketing Quiz – Take the Challenge

Bridging the Gap Between Marketing and Localization – VIDEO

 

 

Global Marketing Tips for Connecting Creative and Localization Processes

istock_000075919685_mediumFor localization of digital marketing content, many global consumer brands turn to their advertising agency to help translate original campaign material. What is the mistake in that approach? The word translate.

Developing digital marketing campaigns for multiple countries does not simply mean translating words into a local language. It requires culturally adapting content to meet local nuances and tastes. Many global consumer organizations fall into the trap of simply firing off projects from ad agencies to translation providers with minimal instructions other than to simply translate into a target language. The context can be easily lost in translation.

An original language campaign developed in English and targeted for a Japanese, French or German audience, as an example, will not require basic linguistic translation in order for it to “relate” to the intended target market. Cultural adaptation of content is vital in order for the concept, message and brands values to remain the same, which are then supported with the words that are “recreated” to suit a new local market. In language services, we call this transcreation.

If the creative and localization resources are appropriately briefed on an overall global digital marketing campaign, then the overall content output will produce better results. Lack of in-context information and a proper localization creative brief can incur additional time and costs of global marketing campaigns. Beyond this, poor translations can result in a lengthy review processes and often ultimately lead to continually switching agencies and translation providers, which can cause even more inconsistencies in multilingual content.

Here are five ways you can improve the creative and localization process for developing marketing campaigns for multiple language markets:

  • Supply relevant style guides and branding guidelines. Basic company information such as acronyms, jargon, company facts, writing styles, tone of voice, logo specifications, original keywords, first or third person positioning all can be extremely helpful to a linguistic copywriter. A style guide provides a good foundation from which the writer can work.
  • Provide specific campaign information. What are the campaign objectives? Do you want to drive more leads or increase links and social media engagement? If a linguistic copywriter has access to the overall objectives, then this will positively impact the copywriting process.
  • Give access to in-context information and product experience. If a marketing campaign is focused around a particular product or service, then give the linguistic copywriter insights into the product itself. This may involve going through a similar customer experience and using the product or service itself.
  • Understand linguistic copywriting is a creative process. The development of campaigns in multiple languages is a creative process, just like the process that the original concept goes through. This means the same level of background knowledge and thought process is required for each language variant.
  • Provide information to reviewers too. As well as translation and localization resources, in-country reviewers need access to a creative brief and background information just as much as the copywriter. Each piece of content, irrespective of target language must have some form of in-context background knowledge for all parties who are involved in the development, editing and reviewing of new marketing content.

Developing multilingual content is not the last part in content development. It is an integral part of the overall global marketing process. For this reason, any language resources working on content must have access to the same creative and in-context information as marketing teams. This is the recipe for successful marketing.

Finally, work with a digital or creative agency that is experienced in multilingual marketing services.  Welocalize’s Adapt Worldwide agency specializes in transcreation and cultural adaptation across 175 languages, providing the right level of creativity and language support to deliver the best brand experience.

John

John.harris@welocalize.com

Based in London, John Harris is a Business Development Director at Welocalize.

Ten Insightful Tips for Good Web Content Localization

Creative abstract global computer communication and internet business telecommunication concept: macro view of crystal Earth globe on laptop or notebook keyboard with selective focus effect

For every web user, it’s all about content and experience. Regardless of where a user is based, the “quality of translation” will mean nothing to them. Web users simply want good content that gives them a natural online experience. Translated web content should not be considered an extension of the original source content. Each language website is a separate and valuable digital asset. Web content must be tailored to target, multilingual and multicultural audiences.

Here are some industry expert tips for website localization:

  • Know Your Audience. First and foremost, know who will be reading and engaging with your web content. This must include definitions by country, language, demographics, cultural preferences, access to technology, dominant payments systems, legal and financial regulations and much more. You may need more than one language variant for each country. For example, in Switzerland, there are four language spoken with varying cultures. Giving the user the option to choose a language rather than country allows better targeting.
  • Cultural Adaptation. Local language web content must be developed for that specific audience. This process will involve a combination of localization, translation, internationalization and transcreation. Some technical content, for example product support FAQs, must be accurately translated and stay close to the source. For more subjective marketing content, linguistic copywriters can provide content, which retains the overall concept and brand values, utilizing marketing copy that is written specifically for the target, local audience.
  • Teamwork is Global. Work with cross-functional teams. This means many internal teams working towards similar goals and objectives. Localization and language service buyers, as well as marketing, IT, web design, development all play an important role in developing web content and must establish good communication and teamwork. Sharing the same goals and objectives at a cross-functional level will help working relationships and produce effective multilingual web content.
  • Be Discovered. Having an awesome multilingual web experience is a waste of time if no one can find you. Multilingual SEO and SEM are keys to success. It’s not a case of translating key words used for the source web content. Unique key words for SEO purposes that are specific to the target audience must be identified in advance of publishing our web content.
  • Support Local Payment Systems. Not everyone uses PayPal. In China, Alipay is the most widely used online payment method. In the Netherlands, people are used to paying through the secure e-commerce payment system, iDEAL. If e-commerce is part of your web experience, understand the security and global restrictions in currency and payment methods.
  • Listen to Users. Once you have launched multilingual web content, pay attention to what users are saying about you in social media and online forums. If there is a glitch or cultural error in web content, you can guarantee it will be openly discussed. Understanding user generated content (UGC) in all languages can help stay aligned to users and customers.
  • Reading Styles Matter. People consume web content in different ways. In the west, many people read a web page in an F-shaped pattern. Arabic countries read right to left therefore F-shape approach will not work. The same layout for every language version will not work.
  • Text Expansion Rules. Allow for text expansion in spacing. Russian is 40% longer than English! How much character room do you need on a web page for it to be consumed and adherent to your style guidelines?  Prepare and plan for all languages or you will need to create customized sites per language.
  • Use Internationalization Standards. The process of adapting software to different languages to meet national standards. Elements can include UI, date displays, calendars, currencies, public holidays, address layout, telephone number format and much more. Good internationalization not only meets the needs of users, but also may be a legal requirement for local regulatory standards.
  • Accommodate Mobile Platforms. If users are accessing web content via mobile devices, then your web content has to be adapted for mobile too. Reading content from a mobile device is totally different from reading content on a laptop. Mobile users tend to look at images more than text – remember they could be on the move. The same applies for scrolling. Key messages have to stand out at the top with concise messaging to avoid scrolling.

One final word of advice is remember to keep refreshing and developing new content for all websites. This will keep online users engaged and also keep sites ranked high in the relevant search engines, whether it is for Google, Baidu, Qihoo 360, Naver, Yandex or Yahoo! Japan.  When you need expertise in web localization, give us a shout!  Our web experts can help guide you through the right questions based on best practices and proven digital marketing industry leadership.

Good luck!

Louise

Louise.law@welocalize.com

Louise Law is Global Communications Manager at Welocalize.

Why Multilingual Digital Content is Really King

iStock_000069020003_MediumThe following article appeared in EContent Magazine in a special best practices white paper, Localization is the Key to Going Global with Content Marketing. Robbie Ready at Adapt Worldwide, a Welocalize digital marketing agency, penned the article, “Multilingual Digital Content is King.” The thought leadership article details how digital marketing content must meet the language and cultural needs of local audiences with direct tips on how to reach a global audience.

DOWNLOAD THE ARTICLE HERE: Multilingual Digital Content is King by Robbie Ready

There are 196 countries and roughly 6,500 spoken language in the world today. With a population of 7.3 billion people (United Nations data, mid-2015), the world houses many cultures and nations who all speak different languages and have varying habits, tastes and preferences. According to independent research firm, Common Sense Advisory, 56% of consumers say that the ability to obtain information in their own language is more important than price.

A key challenge for global content marketers, digital content professionals, creatives and product managers is to develop global content to meet the language and cultural needs of local audiences. Each culture and society has its own words, phrases, idioms and values which will affect how e-content is viewed and digested. Localizing and translating digital marketing campaigns is an integral part of the overall e-content marketing strategy.

Explosion of E-Content

Large and small brands are reaching customers around the world by publishing online content through websites, social media, blogs and videos. One of the reasons digital e-content is exploding is due to the pace we can create, develop and publish it. Digital content can be quickly made available to a wide, global audience compared to more traditional offline and print methods. With most people having access to a mobile device, e-content is available to potential readers and consumers anywhere in the world. To gain someone’s attention, digital content professionals have to be contextually relevant and this means tapping into a local mind-set, publishing content in the right language and ensure it is culturally appropriate.

What is Transcreation?

Creative marketing e-content is often based on popular culture and contains local elements and demographics that consumers can relate to. For certain target audiences, content has to be adapted so that it sounds natural. This is known as “transcreation,” which is part of the overall global marketing, translation and localization process.

Transcreation takes the concept from the source content, including taglines, copy, graphics, web banners, audio, video, and online multimedia, and recreates it. The talent used in this process is often linguistic copywriters, specialist designers and illustrators who are native and can meet the requirements of the intended target language market at a local level.

The success of a marketing campaign often depends on factors like tone, style and emotion as well as factual information which is why campaign material needs adapting and not just put through a straight translation process.

Tips for Reaching a Global Audience

So how do global content marketers and creatives develop e-content to suit a global audience? Here are some best practices for developing multilingual e-content campaigns:

Do the research. Don’t make assumptions that you know what will work in certain local markets. Global digital marketing requires specialist knowledge of each market. Understand all the relevant target demographics. Awareness of country social platforms like Facebook and Twitter in the US and Europe and Wiebo in China, will ensure e-content is published in the right channels. The social media landscape can vary across continents. Don’t invest in a huge Twitter campaign if no-one in your target local market can access Twitter. It’s also important to know what levels of technology your target audience has access to so you can tailor your e-content to the appropriate technology platforms.

Be found. Make sure content can be found in each market and will get maximum visibility. Which search engines are used in China, USA and Europe? How do you optimize for local markets? What keywords and phrases are used? Access to technical knowledge of how to optimize content for the different engines is a necessity for any digital and SEO marketing campaign.

Develop the right e-content. One piece of content will not fit all. Developing digital content for a global audience doesn’t just involve translating words but also culturally adapting messaging and content. Most digital content involves transcreation which requires a deep cultural understanding of target consumers and adapting content to suit their needs.

MOST IMPORTANT:  Don’t forget to localize the whole experience! All touch points of the buyer’s journey should be translated and adapted for the target audience. From the banner ad to the website through to payment and customer service. Keep the global brand experience consistent.

Most of us have now become obsessive content consumers at home, on trains or planes as we are constantly consuming information, interacting with brands, products and services and sharing thoughts and reviews with others. Digital e-content is everywhere and has to be language appropriate and culturally adapted to reach a wide, very diverse world.

188_CreativeFocusIncBased in London, Robbie Reddy is Creative Director at Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency, specializing in cultural adaptation of e-content. To learn more about multilingual digital marketing best practices, contact Robbie.Reddy@adaptworldwide.com or visit www.adaptworldwide.com.

DOWNLOAD AND SHARE THE ARTICLE HERE: Multilingual Digital Content is King by Robbie Ready

 

 

 

 

 

 

 

Adapt Worldwide Sponsors and Presents at App Promotion Summit in London

Frederick, Maryland and London, United Kingdom – July 6, 2016 – Adapt Worldwide, a Welocalize company and leader in multilingual digital marketing services is a gold sponsor at the upcoming App Promotion Summit taking place in London on July 7, 2016.

APS2016-logoThe App Promotion Summit brings together app developers, studios and brands to discuss all areas of app development and optimization. Adapt Worldwide is a recognized world leader in localizing and optimizing digital marketing content including multilingual SEO and the translation of app content and app store assets into more than 175 different languages. As a gold sponsor for this event, Adapt Worldwide will be sharing expertise on the important role of culturally adapting digital marketing and app content into multiple language markets to maximize global reach and download potential.

Adapt Worldwide Commercial Director, Hugh McCallion is presenting at the App Promotion Summit and hosting an interactivity discussion which will include testing attendees knowledge of global digital marketing and driving multilingual app strategies in a popular quiz format. This session will take place at 17:20 at the London Marriott Hotel Grosvenor Square on Thursday, July 7.

“Adapt Worldwide provides a full suite of app localization and app store optimization services that give our clients huge competitive advantage in the very busy and rapidly growing global app marketplace,” said Hugh McCallion, commercial director, Adapt Worldwide. “We are excited to be participating in the App Promotion Summit and we are looking forward to sharing our expertise and best practices on global app development, optimization and distribution, as well as multilingual SEO and digital marketing.”

For more information on the App Promotion Summit, visit http://apppromotionsummit.com/LONDON/2016/about/.  To connect with Hugh McCallion at the event or discussion app store optimization (ASO), email hugh.mccallion@adaptworldwide.com. Hugh McCallion launched Europe’s first dedicated ASO event, ASO Barcamp, which regularly brings together ASO professionals and those interested more generally in app store marketing.

Adapt Worldwide, a Welocalize multilingual digital marketing agency, helps brands expand their channels. Our broad range of specialized digital and language services include search engine optimization (SEO), app store optimization (ASO), copywriting, transcreation, mobile, web and paid amplification. Based in London, with operations in 19 offices, Welocalize acquired Adapt Worldwide in 2015. Adapt Worldwide was formerly known as Traffic Optimiser. www.adaptworldwide.com

Evolution of Transcreation in Digital Marketing

Flowchart on a chalk board. World globe.

When businesses look to globalize and publish digital content to reach local audiences, a common stumbling block is the simple confusion between direct translation and transcreation. Although they may sound similar they are very different and can ultimately make an impact on the success of your brand or product in your desired target country.

Transcreation is not just a term used by advertising and marketing professionals, it is an important part of the overall globalization and localization program. Transcreation is the process of adapting a message from one language to another, while maintaining its intent, style, tone and context. Think cultural adaptation.

A successfully transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language. Increasingly, transcreation is more commonly used in global marketing and advertising campaigns as advertisers seek to transcend the boundaries of culture and language. It also takes account of images and multimedia used within a marketing message, ensuring that they are culturally adapted to properly engage the target audience.

The growth and development of transcreation in content marketing has helped many companies to grow expand geographies, open new markets and carry on conversations in new languages. However, as the world becomes more connected and technologies continue to grow, the transcreation process has to adapt to meet the many changing digital touch points of a consumer’s buying journey. The growth of technology and smart devices has spurred the growth of mobile marketing. Mobile marketing encompasses paid advertisements on apps, making their ads, promotions and videos on formats suitable for mobile and tablet devices via Internet browsing, social media and emails.

A large growth area for transcreation is within mobile app localization. According to a report by Statista Apple’s app store is growing by over 1,000 apps a day and there are over 1.5 million apps on the iOS app store already. The growth at which the app market has grown and is maturing makes it harder apps to be visible among millions of global online shoppers. To ensure your app will be found and downloaded globally, app store localization is becoming a crucial part of app store optimization.

With the uniqueness of app localization and continuous adaptations and updates to meet changing requirements and algorithms, localization of apps are predominantly carried out using a transcreation approach. Mobile apps have low content volumes and minimalist UI’s so they require a high level of transcreation and are not suited for MT or straight translation. Mobile app localization encompasses transcreation of the app store description page, app title and keywords for SEO purposes.

The Common Sense Advisory published a report in January 2016 titled “Mobile App Localization,” which stated that “companies are increasingly offering more choice in terms of languages and dialects for their mobile apps, recognizing the personalization and uniqueness that smart devices offer individual users.”

If you don’t localize your digital content for your target market, whether it’s social media, banner advertisement or mobile apps, it may be automatically translated by Google when viewed from a foreign IP address. This translation may turn out to be completely inaccurate and have the exact opposite results by losing your global audience and consumer.

To learn more about transcreation and app store localization please take a look at other Welocalize blogs, What is Transcreation, Examples of Successful Transcreation, Welocalize Guide to App Store Localization and Welocalize Tips for App Store Optimization.

Emma

Emma.cox@welocalize.com

Through Adapt Worldwide, a Welocalize multilingual digital marketing agency, we help brands expand their global reach across markets and platforms. The Adapt Worldwide ASO service include multilingual market localization, keyword research and analysis, description optimization, screenshot creation, online PR and much more.

 

 

SEO and Search Localization for Global Digital Marketing

175_CreativeFocusIncDigital ads will lead the way for global media growth in the next four years, accounting for 33% of total advertising revenue, nearly catching TV in the process. So it’s no surprise that marketing dollars are widely being invested to make advertising more relevant across global markets and languages using translation. A lot of advertisers can get localization and translation wrong, especially in the digital and search marketing space.

There are few situations where direct translation works, and international search engine optimization (SEO) and search engine marketing (SEM) efforts are not examples. Translating English search ads and into Spanish may seem like the quickest way of having a local presence, but what you really have is an English-turned-Spanish text, which has gained no more local relevance from its language-switch, and may even end up costing you sales due to this cultural detachment. Tailoring digital content and SEO and SEM strategies to target local search queries in the culture and language you are writing for is the key to success across worldwide markets.

So how can you write digital marketing copy that helps you keep up with the Jones’, the Garcia’s, and the Schmidt’s?

Knowledge is Power

The Internet is a world unto itself, one where each country operates in its own distinct way, and where language is more powerful than ever – as is knowing how to use it.

This is particularly true across many regions and continents, with DACH (Germany, Austria and Switzerland) being one of them. These countries may share the common language of German, but all use it in a very different way online. The word for “pencil case”, for instance, may translate to federmäppchen in Southern Germany but would be known as federtasche in Northern Germany, and federpennal in Austria. Not being able to accommodate for these variations may mean that, while your translation is working well in one part of Germany, you’ve lost out in the rest of the DACH region.

Keywords aren’t particularly resilient against translation, so having local knowledge of what people are searching for, in their native language, is imperative. This is far beyond what simple translation can achieve and requires active research into the market you are looking to become part of, all of which will pay greater dividends than any translation job.

Running local keyword research is vital to understanding these nuances across markets. This research can also tell you what doesn’t actually need any translation at all. For example, Italian jet-setters scouring the internet for their next flight commonly include the English words “low cost” rather than the Italian equivalent. If you opt for a straight Italian translation, you’d miss opportunities and potential sales. English buzz words like this hold relevance online in a wide range of countries, perhaps more so than their native terms.

All these issues are easily avoided by adopting the target language from the beginning. Redirecting the time and resources placed on translation into transcreation results in fully authentic content for the market you are aiming for. Driving a multilingual digital marketing and SEO strategy will successfully negate the cultural barrier that may stand between you and your customer, your webpage and your Google ranking, and ultimately online conversions and sales.

Words and Pictures

Wrestling with word limitations is also likely to stop your translated text in its tracks. Translations for search can appear clumsy or overly ‘wordy’ and needlessly eat up your allocated word count in an SEO and SEM campaign. A bit of localization magic can give you effective, fully relevant ad copy that falls within your word limit and better suits your target market. For example the phrase, “Half price” is replaced by “half off” in American English. That’s two precious characters in SEM ad space wasted on a term that isn’t even relevant for the US market. For languages that use different alphabets, then Google’s pixel limitations will also need to be taken into account. In Russian, for example, the vast majority of English translations will be far too long.

Optimization also trumps translation in the wider picture of your website. Alt tags on imagery, for example, are easily overlooked when translating a page. Writing in the target language from content conception with optimization at the point of production means every inch of your page will be optimized for your country of choice.

Success in Search

Whether it’s lowering your cost per acquisition, or generating incremental revenue, optimization across search can maximize your spend efficiency. Using keyword research can help you to target the most appropriate multilingual terms across markets. This saves wasting budget on keywords that are directly translated from English with no guarantee of relevance.

Integrating optimization into the overall localization strategy ensures that SEO presence is perfectly tailored to local markets, and highly visible across all search engines. This allows your onsite content and online ads to get the greatest amount of impressions, clicks and conversions.

From an SEO perspective, optimized content will drive incremental traffic and maximize visitors from organic listings, allow them to find and fully engage with authentically created content and ultimately, converting to sales and revenue.

Gurdeep

Based in London, Gurdeep Gola is SEO Director at Adapt Worldwide, a Welocalize Multilingual Digital Marketing Agency. To contact Gurdeep, email gurdeep.gola@adaptworldwide.com

Adapt Worldwide, a Welocalize multilingual digital marketing agency, helps brands expand their global reach across markets and platforms in more than 175 languages. Increasing demands for an integrated approach between marketing and localization, Adapt Worldwide assists through the cultural adaption of content across digital channels. Our broad range of specialized digital and language services include search engine optimization (SEO), app store optimization, copywriting, transcreation, mobile, web and paid amplification. Based in London, with operations in 19 global offices, Welocalize acquired Adapt Worldwide in 2015. Adapt Worldwide was formerly known as Traffic Optimiser. www.adaptworldwide.com

 

Creating Digital Content for a Global Audience

Interview with Robbie Reddy, Creative Director at Adapt Worldwide, a Welocalize Multilingual Digital Agency

Robbie Reddy is Creative Director at Adapt Worldwide, a Welocalize Multilingual Digital Agency. In this blog interview, he talks to Welocalize Global Communications Manager Louise Law about the explosion of digital content and what global marketers must consider when creating digital marketing content destined for a global audience.

Why is digital content ruling today’s global marketing activities?

Digital content is now at the forefront of most conversations about global marketing. Rather than talk about conventional marketing, everyone now talks about digital content. Marketing has been repackaged as content to make it more accessible to consumers. Brands want to interact with consumers and have conversations, presenting them with content that they’re are actually interested in rather than just selling to them.

The reason digital content is exploding is the pace we can create, develop and publish it. Digital content can be quickly made available to a wide audience compared to more traditional offline and print methods. Some of the big global brands have made huge plays into content marketing and the smaller brands are following using blogs and social media channels to push out targeted digital content.

With digital content marketing, many businesses who would not have the budget or resource to take part in marketing activities can now promote themselves using new digital techniques. If you take an example of a small London café, before digital marketing they would maybe produce a menu and a couple of printed flyers. Now, they can publish blogs and establish a community of followers on Twitter and Facebook. Everyone has the ability to be a content producer.

Digital content has also exploded because of mobility of access. Everyone is carrying mobile devices and can be reached anywhere, at all times. Offline marketing can be restrictive. To see a billboard, you have to be there, walking past it. People are now obsessive content consumers, on the train or plane, people are constantly consuming information. Brands are harnessing this change and focusing in on it. There is no rest for consumers now as they have access to content wherever they go. Digital content is everywhere.

What are some of the emerging creative techniques used in today’s digital marketing campaigns?

There are all sorts of techniques being used in global digital marketing. What works well for organizations is to find a niche and tackle it head on. One big growth area has been the popularizing of content. All kinds of organizations have been publishing digital content that is snappy and less dry than more traditional content, even in the more conventional industry sectors. Internet media company, Buzzfeed Inc., news and entertainment publisher is well known for publishing “contagious media” that goes viral on the social media sites brought this type of approach to the forefront and inspired many brands to drive smart, easily digestible pieces of content online. Brands have to remember though that publishing popular content requires high standards of writing and grammar, in all target languages. You have to publish quality content to be taken seriously in all target markets.

Creating content outside of the traditional sales funnel is another technique used in digital media. Companies are investing money in creating entertaining, fun content with no obvious clear role or objective. Those marketers creating and publishing the content know the objectives and overall agenda, but for consumers, the content is simply cool and fun to digest and they engage with the brand in a really positive way.

Another growth area is the development of web based content that it just couldn’t exist in any other format other than digital. Some collaborations between design agencies, artists, illustrators and brand marketers are producing really cutting edge digital content. In both the B2B and B2C sector, there are some fantastic interaction techniques, even for more flat content types, like white papers, that organizations in all sectors can use.

What are some of the key considerations digital marketers need to address when developing global and multilingual digital campaigns?

  • Do the research. Don’t make presumptions that you know what will work in certain local markets. Global digital marketing requires specialist knowledge of each market. Understand all the relevant social platforms, know what levels of technology your target audience has access to. The social media landscape can vary across continents. For example, Twitter is more widely used in the UK than Germany – you have to understand the different nuances of each geography, for your target audience. Don’t invest in a huge Twitter campaign if no-one in your target local market can access Twitter.
  • Be found. Make sure content can be found in each market and will get maximum visibility – SEO optimization for multilingual markets is very important. Which search engines are used in China, USA and Europe? Not only do you need to know the statistics and analytics, but you also need access to technical knowledge of how to optimize content for the different engines.
  • Develop the right content. One piece of content will not fit all. Developing digital content for a global audience doesn’t just involve translating words but also culturally adapting messaging and content. Most digital content involves transcreation which requires a deep cultural understanding of target consumers and adapting content to suit their needs. Working closely with people who are “in situ” ensures the right language and sensibilities for local consumers. For every language and market, Adapt works with talented professionals who are native speakers and based in the target area.

Most marketers understand that content has to be changed to meet different language markets but are less savvy when it comes to the finer details. This is where education and consultation is needed to ensure the right research is conducted and the best digital content is developed.

Are there any examples of how important it is to transcreate and not just translate digital content?

Diamond manufacturers, Vashi, ran a great campaign around Valentine’s Day which demonstrated how some certain words simply cannot be just translated as they carry much greater, complex meaning. They published an infographic, More Than Just a Word – Untranslatable Words of Love from Around the World, which contained illustrations showing words of love and their more in-depth, complex meaning in English. This is a great example, showing how each culture and society has its own words, phrases, idioms and values which will affect how content is viewed and digested.

Everyone understands that you must change marketing content to suit different cultures and target markets – it is the finer details that many global marketers need to get savvy about.

Based in Adapt Worldwide’s London office, Robbie Reddy is Creative Director at Adapt Worldwide.

To contact Robbie, email Robbie.reddy@adaptworldwide.com

For more information on Adapt Worldwide services, click here.

Adapt_Logo_Color-72ppi-300Adapt Worldwide, a Welocalize multilingual digital marketing agency, helps brands expand their global reach across markets and platforms in more than 175 languages. Increasing demands for an integrated approach between marketing and localization, Adapt Worldwide assists through the cultural adaption of content across digital channels. Our broad range of specialized digital and language services include search engine optimization (SEO), app store optimization, copywriting, transcreation, mobile, web and paid amplification. Based in London, with operations in 19 global offices, Welocalize acquired Adapt Worldwide in 2015. Adapt Worldwide was formerly known as Traffic Optimiser. www.adaptworldwide.com

 

Localization and Collaboration to Enable Global Growth

A Welocalize and Avigilon Case Study

Avigilon_RGB[1]Avigilon Corporation, a trusted security solutions provider, required a scalable globalization strategy that centralized localization and translation activities to meet rapid global growth in demand for its products and manage high volumes of variable content. Avigilon wanted to work with a language service provider (LSP) large enough to manage a wide variety of content and high volumes, but also agile enough to grow with Avigilon and deliver a scalable solution to meet increasing global demand. Avigilon selected Welocalize, global leader in innovative translation and localization solutions.

As demand for Avigilon’s products exploded, the new team moved quickly. Avigilon and Welocalize centralized the flow of translation requests and technology, moving assets and processes onto Welocalize’s open-source translation management system (TMS), GlobalSight, and developing glossary maintenance programs and translation memories (TMs). A new localization program was put in place that could handle a wide range of content into up to 23 languages.

READ MORE: Avigilon and Welocalize Case Study

Services include:

  • Software Localization
  • Software QA and Testing through Welocalize Testing Lab in Portland, Oregon, USA
  • Localization and Testing of e-Learning & In-Classroom Training Materials for Avigilon’s Global Product Training Programs
  • Localization of Multimedia, including Dubbing and Subtitling of Audio and Video Content
  • Technical Documentation, Product Installation Guides, Software User Manuals & Product Datasheets
  • Sales & Marketing Collateral
  • Web Updates
  • MT & PEMT Support

Adapt Worldwide Transcreation Capabilities

Avigilon works with Welocalize’s multilingual digital marketing agency, Adapt Worldwide, to transcreate sales, marketing and product content, providing linguistic copy writing who are trained on Avigilon products. The Adapt Worldwide team develops fresh, digital content, whilst retaining the overall brand concepts and values for local markets.

“Avigilon’s localization strategy is to invest in the right content areas and target languages to improve Avigilon’s overall global performance and achieve global growth. We’re extremely satisfied with the results we have seen by bringing Welocalize on board as our strategic localization partner. The Welocalize team deliver world-class customer support and has increased our levels of localization maturity, resulting in a localization program that is used globally by many departments within Avigilon. It has been and continues to be an incredibly successful collaboration.” – Paula Hunter, Localization Manager, Avigilon.

To achieve global growth, you need localization and a strong collaboration with a global language service provider. Find out more about how Welocalize help Avigilon achieve global growth with a wide range of world-class, scalable localization solutions. Click here to read the full Avigilon and Welocalize Case Study.

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The Growing Demands of Multilingual Digital Marketing

iStock_000016583067_MediumThe following article was recently published by Welocalize and Slator.comthe leading news website covering the language services and technology industry.

In the piece, Slator looks at the strategic convergence of global marketing and localization, driven by a rapid growth in online digital marketing activities. Slator worked with Huw Aveston, Managing Director of Adapt Worldwide, to gain some incredible insights on the challenges and best practices of achieving successful multilingual digital marketing. Adapt Worldwide, a multilingual digital marketing agency, was acquired by Welocalize in 2015.

Due to the extent and diversity of global digital communications developed by international brands, localization activity often begins with the marketing department, led by the Chief Marketing Officer (CMO). The challenge is to recreate and tailor content to suit local audiences while retaining the overall concept and integrity of the global brand campaign experience. One of the components to successful global digital marketing in ensuring your brand content is discovered online and this involves localization of SEO and keywords for all target search engines.

You can click here to read the full article on Slator.com.

Tackling the Modern Multilingual Digital Marketing Challenge

Companies jostling to increase their digital footprint often find that internationalizing websites is no easy task. It’s not just translating website copy from one language to another.

“You can’t simply translate it,” said Huw Aveston, Managing Director of Adapt Worldwide, a Welocalize Digital Marketing Agency, “there are so many different things you can get wrong in terms of context, logistics, and how the content performs.” Adapt Worldwide is a multilingual digital marketing agency that delivers international campaigns through 22 different languages in-house and is supported by an additional 150 languages and technology capabilities within Welocalize.

When it comes to multilingual digital marketing campaigns, the subtlety and consistency of the brand messaging requires careful transcreation across markets. But transcreating multilingual marketing campaigns is a bit different. For one thing, the marketing field is much more focused on execution. For instance, you need to consider character limits within search engine marketing (SEM) or platform specifics in Facebook adverts. Also, instead of the accuracy of translation, the qualifying factor is the performance of the transcreated multilingual campaigns compared to the English ones.

“Transcreation in digital marketing is different in that everything is measurable and everything can be tracked, therefore everything is accountable,” Huw said.

Being Found in Multiple Languages

Search engine optimization (SEO) is one of the foundations of online brand discovery. And any SEO campaign starts with keyword research. “It is the heart of digital marketing transcreation,” Huw said.

Keyword research becomes more complex in multiple languages and regions. Phrasing and word sequence vary per language. The English keywords “red shoes,” for example, first need to be translated, checked for sequence (foreign language speakers could search for “shoes red” instead of vice versa), and colloquial relevance. Additionally, each target keyword in each language yields individual search volume analysis.

These analyses show what local consumers are after, hint at the size of your target market, and point you in the right direction when it comes to content development. These also allow you to track campaign performance – both yours and your competitors’.

The information provides an understanding of content to develop and goals to prioritize. Better yet, it can help marketing activities in other areas, such as social media. Put all the data together, align your strategy towards your objectives, and feed that back into the loop.

“Generally speaking,” Huw said, “especially for large international campaigns, when they take the effort to analyze the results, [Return on Investment is] relatively quick and tends to be very strong for SEO.”

And for SEM, ROI could in fact be 100% stronger.

“We are running a test at the moment where we are looking at an SEM campaign which has been directly translated versus [one] which has been built from scratch and transcreated by a local speaker,” Huw said, “the performance of the one built from scratch is probably 100% higher than the one that is directly translated.” Aside from better returns, Huw said the SEM landscapes of non-English speaking countries are less competitive.

In the US and UK, for instance, the cost per click (CPCs) on SEM campaigns are high and consumers are pretty much settled. In regions where the market’s main language is not English, on the other hand – places like Germany, France, Italy, Spain, and even regions like Thailand – the CPCs are lower and competition is less fierce. “It pays off in terms of direct ROI in those markets,” Huw said, “because you have this double effect: if you really take care of the language you want to market to people to, you also benefit from a lower degree of online competition so the ROI tends to be very strong everywhere.”

Building a House

While Adapt Worldwide handles everything from search to social to conversion rate optimization, Huw understands that the joint services provided by Adapt Worldwide and Welocalize allows them to better help clients. “Welocalize is one of the best translation machines out there; they generally guide clients and improve relations and they normally help with huge volume translations,” Huw said.

“There’s nothing worse than a company that pretends to do what it’s not good at,” he said. “What [Welocalize is] good at is understanding client requirements,” Huw said, comparing their collaboration in working on internationalizing websites to redesigning a house.

“For me it’s a wonderful relationship when the client has a multitude of different problems and it’s kind of like redesigning a house – we’re very much the electricians. We don’t get involved in the building and plumbing and anything like that. Welocalize has broad capabilities and specialist expertise and is wonderful at bringing together the different components and our combination is really strong when [these components are] identified upfront and we can then divide the different services between us,” Huw said.

“Where Welocalize is very strong is in bringing both sides to the table: when Adapt Worldwide works on the digital marketing and at the same time, Welocalize is leveraging the technological solutions – the machine translation, the post editing, the human translations, depending on the various parts of the site,” he added.

Among the “houses” that this partnership has built include the multilingual SEO for Louvre Hotels Group. The Group needed to increase site traffic and conversions while improving user experience by providing relevant content in users’ native languages.

Welocalize helped with localization strategy planning and implementation – from identifying opportunities to improving search ranking and traffic to optimizing pages. The result was better process management, workflows, site traffic and bookings, and a 20% increase in search traffic and a 100% uptick in visitor conversion.

“In digital maAdapt_Logo_Color-300ppirketing, you actually absolutely have to fully understand [the industry] and the language where you’re looking to expand your campaigns.” Huw said, When a client is looking to not only translate a lot of their online content [but also] make sure that the online content is then found and read by users, you need a wide range of capability and expertise in digital marketing and localization to deliver the right solution.”


Visit
Adapt Worldwide for more information on Welocalize multilingual digital marketing services.

Click here to read the full article on Slator.com.

Welocalize Translates More than One Billion Words a Year

 

It started with one word in 1997, the year Welocalize was founded by Smith Yewell. One word that initiated a chain reaction, advancing the way translation services are delivered to global brands. That word was Pathfinder. Today, Welocalize manages more than 1.2 billion words a year, 100 million words a month, that’s 3.3 million words per day on average. Welocalize filled requests for 400+ language pairs last year for some of the world’s largest global brands. To put that into context, the average person speaks 123,205,750 words in a lifetime, according to The Human Footprint. That means you would need to be reincarnated 8.1 times to speak 1 billion words!

One of the most popular free consumer online translation tools translates the equivalent of 1 million books a day and uses a technique called statistical machine translations where a database is fed with millions of human translated documents and an algorithm then finds patterns. While online tools are an excellent product for anyone who is online and requires a quick translation to simply understand the “gist” of multilingual content, those that trust the language be “right” in representing their brand and content depend on qualified language service providers like Welocalize.

For growing multinational organizations and businesses trying to reach a global audience, formalized processes for translation and localization are fundamental in doing business around the world.  Whether it is supporting a multilingual digital marketing strategy or providing continuous compliance training to a dispersed global workforce, a more in-depth, tailored and sophisticated approach that can manage complex workflows is required for success.

Content types and languages start the decision process for language service buyers. The range of language service requirements may be simple “gisting” delivered by machine translation for large volumes of social media and online forum content to “transcreation” and cultural adaption of marketing and advertising content to drive user acceptance and engage a consumer in market.

One thing that is certain, localization ensures the concept and the facts of a global brand or product is retained, while recreating key messaging and content to suit local audiences and cultures. Literal and linguistic translations are risky when applied for business and generally not acceptable for global marketing.  Taking short-cuts without careful review and qualified language specialists can destroy a campaign and damage to a company’s reputation. Marketers know brand loyalty is earned one customer at a time and transcreation and cultural adaptations of digital marketing messages is key to relating to your target audience.

When skilled human translators translate content, they engage their brain, emotions, life experiences and cultural understanding to adapt a brands content to resonate with the target audience. In the process of translating, linguistic copywriters and translators hear the first version of the work as profoundly and completely as possible. They discover the linguistic charge, the structural rhythms, the subtle implications, the complexities of meaning and suggestion in vocabulary and phrasing, and the ambient, cultural inferences and conclusions. This is a kind of reading as deep as any encounter with a literary text can be (wordswithoutboarders). They take the source content and translate words to create messages that new audiences will understand. To simply provide a straight literal translation is not a good localization and globalization strategy.

Welocalize provides a wide range of localization and translation services in more 175 different languages. We aim to demonstrate our innovation through sharing and collaboration with industry peers, thought leadership organizations and clients. By doing things differently, Welocalize is driving the localization industry forwards, pushing boundaries and breaking down communication and language barriers. It all begins with one word.

Lauren

lauren.southers@welocalize.com

Lauren Southers is responsible for marketing automation and global sales support at Welocalize.

Multilingual Digital Marketing and Transcreation Leads to Increase in Online Conversions

A Welocalize and Powwownow Case Study

powwownow logoUse of global digital marketing and online advertising are powerful ways to reach new markets and increase market penetration. Many businesses use increased web presence to gain awareness and traction in new countries. Key to success is to ensure that any digital marketing materials are culturally adapted to suit local markets.

One of the biggest challenges of localizing digital marketing content is recreating content to generate interest and impact in local markets. Straight translation and linguistic accuracy is not the main priority. Simply translating the source language website won’t cut it for today’s savvy consumers. Content must be culturally adapted and transcreated to drive the highest engagement.

Powwownow is the leading free conference call provider in the United Kingdom. The company is headquartered in the UK and operates in 15 countries. One of Powwownow’s overall business objectives is to penetrate more of Europe, including the French and German markets, to increase yearly global growth. Maintaining key characteristics of the Powwownow brand and concept is a priority to ensure the end-user has the right online experience. The majority of Powwownow’s business is in the UK; therefore ,the European Marketing Team needed support to better understand how to market their product to the French market and utilize expert in-country expertise to develop digital content that is culturally appropriate, while staying consistent to the brand.

Powwownow worked with Welocalize to generate transcreated content for their new French language website. The published content is used to drive awareness, improve user experience and increase customer engagement in the French market.

The results show the new French Powwownow website experienced a 30% increase in online conversions with plans in place to add more European languages, increasing international reach and engagement in target markets. Use of linguistic copywriters and in-country reviewers ensured website content resonated with the French market to establish the Powwownow brand. Part of the overall solution was to ensure overall online search-ability was increased, using keyword localization.

Welocalize is an extension of the Powwownow team. Their expertise and localization knowledge adds incredible value to our global expansion strategy and overall digital marketing activities. The Welocalize team are reliable, deliver a fast turnaround and provide support 24/7.” Hollie Bennett, European Marketing Manager, Powwownow.

READ MORE: You can find out about how Welocalize helped Powwownow to reach new markets using multilingual digital marketing. Click here: Powwownow Case Study – Welocalize.

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Further Reading: Transcreation and Linguistic Copywriting For Multilingual Digital Marketing

Transcreation and Linguistic Copywriting for Multilingual Digital Marketing

Best Practices for Localizing Global Marketing Content

iStock_000081558501_MediumOne of the biggest challenges of localizing global marketing campaigns is recreating content to generate maximum impact in local markets. When localizing marketing or advertising content, linguistic accuracy is no longer a priority. Maintaining the meaning and concept of a campaign is the priority to ensure the end-user has the right experience to evoke the desired response.

Traditionally, translation aims to linguistically match the source content without changing meaning. Creative and marketing content is often based on popular culture and contains local elements and demographics that consumers can relate to.  For certain target audiences, marketing content has to be bespoke so it sounds completely natural to the target audience. This applies to online and offline marketing campaigns. For many global marketing campaigns, transcreation, linguistic copywriting and use of multilingual digital marketing are key techniques used in the localization process. Different skills and resources are required to meet the requirements of a localization strategy that is driven by marketing content.

TRANSCREATION AND LINGUISTIC COPYWRITING

Transcreation takes the concept from the source content and adapts and recreates it for specific target language markets. Linguistic copywriting forms part of the overall transcreation process.

Transcreation techniques are often used for global marketing materials because the success of a marketing campaign often depends on factors like tone, style and emotion rather than literal and factual information that you might find in a technical manual. Product names, taglines, billboards, pop-ups, banner and video advertisements, brand messages, web copy, email content, social media and online multimedia – all content that may need to be recreated to suit a local market and effectively reach the intended target audience.

Transcreation teams will differ from straight translation teams. The review process varies from traditional methods and how quality is measured will also vary. When translating a technical manual, translators are engaged who have relevant technical and subject matter expertise. It is still a creative linguistic process; however, one that is more focused on quality and accuracy that stays faithful to the source content.

Cultural adaptation specialists and copywriters are still linguists and have in-depth local knowledge of local markets. They also have expertise in creative marketing and are able to generate copy, design ideas and content from scratch, while still maintaining the key brand and product messages. Any linguistic copywriter and reviewer must have the required skills to validate and ensure the appropriate re-creation of marketing content for specific markets.

ONLINE DIGITAL MARKETING

Key to the success of any online digital marketing campaign is search-ability and discover-ability. Straight translation of keywords and tags from the source content in search campaigns will not work! Extensive knowledge of key search engines for each target area is vital to the success of any digital marketing campaign. Different markets have different search engines, content publishing platforms and social media outlets. In the US and parts of Europe, Google, Yahoo, Bing, Twitter, Facebook, Instagram and LinkedIn attract millions of online users everyday. Publishing the same digital content to an Asian audience requires new keywords and tags and knowledge of how to gain presence and good rankings in the leading Asian search engines and social media platforms.

In China, leading search engines include Baidu, 360 Search, Soso and Sogou and in Korea, Naver is the top search engine. In Japan, Yahoo! Japan is the biggest search engine because it is more localized and responsive than Google. For social media, key destinations include Renren, Youku (China) and Mixi (Japan). Defining a search strategy is part of the overall transcreation process and multilingual digital marketing experts are required to create targeted marketing content that generates measurable and desired impact in new language markets.

To achieve successful, measurable global marketing, integrating the localization and creative marketing process is key. Marketing activities and localization cannot operate independently. The two disciplines must work together as a global team. This may involve the collaboration of a number of different creative and technical teams, including translation, localization, digital, design, copywriting, web development, agency account managers and more.

In summary, multi-discipline teams need to learn to speak each other’s language. A localization manager would benefit from learning SEO jargon and multilingual creative teams need to learn more about the localization process and localization technology. This ensures a complete understanding of global business objectives and enables maximize impact and return of marketing and translation assets.

Louise

Louise.law@welocalize.com

Louise Law is Global Communications Manager at Welocalize.

Further Reading: Brief Introduction to Digital Marketing Acronyms

 

 

Localization Resources for Global Marketing Planning

490612075 - CopyIf you’re planning a global marketing campaign, there are a number of challenges and obstacles you may come across. There are many stories of taglines and brand logos that have entered into untold stores or Internet sensations by cultural adaptation and localization mistakes when entering into new markets.

Knowing your “local” audience when you are thinking global, is paramount to your ultimate success. Rolling out a global marketing campaign, simultaneously, to target markets, requires planning and globalization and localization expertise.

Welocalize works with global brands to keep marketing messages and content on target, allowing organizations to create the best customer experience through all mediums for their products and services, no matter the language.

Here are three helpful resources to help any global marketer drive successful marketing campaigns, in any languages, to any culture:

ONE: Welocalize eBook: Reaching Global Audiences – How to Localize Your Marketing Strategy

This eBook is targeted at brand stewards, content marketers, globalization experts and localization decision makers. This is a good read for anyone who deals with marketing materials in more than one language, providing tips and best practices on how to localize global marketing content. Topics covered in this eBook include the reasons and benefits of localizing global marketing campaigns, transcreation vs translation and how to prepare source marketing content for localization.

TWO: Ready for Global Marketing Guide to Web Localization

People often look to an organization’s website first for information. The main dot com presence is often the basis where users will make their first impressions and opinions. A branded website is essential and also accessible to anyone in the world who is online. Localizing a website is a big task and can be complex – there are often legacy systems, files and information to deal with and some digital content will not work in certain geographies. Only 27% of Internet users worldwide speak English – developing a multilingual web presence must be an integral part of any global marketing strategy. This Welocalize Guide discusses a number of topics – developing source content, content management, SEO, UGC and engaging the right localization and web expertise.

THREE: Welocalize Guide to Multimedia Localization

Thanks to the growth in technology and the prolific rise of video and audio sharing platforms, multimedia is on the rise at a marketing tool. Many global brands are now using video and other multimedia techniques to drive marketing campaigns and reach global audiences. The Welocalize Guide to Multimedia Localization addresses a number of activities involved in translating and localizing multimedia content. Topics covered include authoring tools, use of text, graphics and audio, voice-over, captioning and subtitling. The guide also talks about the wide range of skills required to localize multimedia content and digital assets.

Another localization service important to global marketing is transcreation, also known as cultural adaptation. Modern localization is no longer about straight translation and achieving 100% linguistic accuracy. For many high impact marketing materials, the best approach is transcreation – recreating marketing content to achieve the right cultural and creative tone. Transcreation may involve re-authoring and re-designing content to fully adapt to new target markets. More insights on the subject of multilingual marketing can be found in the Welocalize paper, Beyond the Written Word: Transcreation for Global Brands.

More content on Global Marketing Localization can be found on Welocalize’s Innovator’s Blog.