Localization & Globalization

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Many marketers are working with digital agencies to create effective global marketing programs. While creative agencies can help to design campaigns that reach customers across a wide array of digital and traditional channels, they often lack localization and translation expertise to ensure that campaigns resonate from region to region. But savvy digital marketing agencies are partnering with language service providers and localization experts to further expand their capabilities.

Posted Oct 26, 2016

Globalizing content, and localizing it at scale, play crucial roles in the continued expansion of ecommerce across a number of markets and are therefore considered reliable business performance indicators. Here is a brief overview of a few globalization best practices powering international ecommerce.

Posted Oct 25, 2016

Gilbane 2016 presenter Bruno Herrmann gave us a preview of the many lessons he will be sharing in his workshop on content globalization. You can now sign-in to see the webinar on-demand.

Posted Oct 10, 2016

Digital globalization has plenty of challenges and pitfalls ahead. Logically, simplification surfaces as an immediate concern. Therefore, it is crucial to gauge and prioritize efforts to keep digital globalization under control by simplifying costs and time for the sake of audiences around the world.

Posted Oct 04, 2016

Spurred by an entrepreneurial drive and the prospect of higher profits, many American content-creating companies look beyond their borders for fertile terrain and attempt to map out a plan for success. Some make it-others don't. But the ones that stand the best chance of surviving and thriving typically scout the territory carefully and recognize both the opportunities and the challenges of operating abroad.

Posted Oct 03, 2016

If you want your localization project to run smoothly, you have to plan ahead. Here are some tips for making sure your project is efficient and transparent.

Posted Sep 22, 2016

"Bite the Wax Tadpole" doesn't exactly roll off the tongue as a memorable moniker for a company. Yet, that's how the brand name for Coca-Cola was interpreted by many when the beverage firm first initiated marketing efforts in China. Worse, Pepsi's former catchphrase, "Pepsi brings you back to life," was translated among the Chinese as "Pepsi brings your ancestors back from the grave." Corporate giants like the cola kings can survive such embarrassing faux pas, but not every brand has the resilience and resources to recover from a major marketing blunder.

Posted Aug 24, 2016

Executing content globalization is about dealing with a variety of details. Performance and success depend on how successful such details are addressed. Content creators sometimes consider terminology to be a low-level task or detail. They should never do so. One wrongly used term can damage the effectiveness of content for some time. While it is quite easy for anyone to spot a terminology mistake as far as spelling or meaning, it actually goes deeper and further than an obvious glitch and spoils critical touch points in the digital experience.

Posted Aug 22, 2016

Lingotek, a translation network, announced that release of the Lingotek - Inside HubSpot Connector. The connector gives HubSpot users access to the Lingotek Translation Network, a cloud-based translation management system that will help them to connect all of their global content in one place. The Lingotek - Inside HubSpot Connector gives users the ability to translate content -- emails, blog posts, website pages, and forms--within HubSpot's native environment.

Posted Aug 16, 2016

As Olympic athletes and spectators unite, representing more than 200 countries and speaking 180+ languages, the games become more than an athletic competition--they are a celebration of the world's cultures and heritages. This can create challenges for Olympic brands and marketers alike who must create and distribute content that resonates equally with an incredibly diverse audience. As a result, brands are looking to translation strategies and solutions to help facilitate unity at the summer games and create camaraderie and shared experiences around this special event.

Posted Aug 12, 2016

If you have a piece of content marketing that worked wonders on audiences in the U.S., you might think it can also be effective with international decision makers. You figure translating it is the next step, but is it the last step? Not likely. Truly localizing content generally requires significant attention to cultural nuances, brand consistencies, and the unique demands of audiences. Effective collaboration among cross-border content specialists is another piece of the puzzle.

Posted Aug 01, 2016

Capturing what matters and measuring what counts: This is a global leadership imperative. And it is the best--if not the only--way to showcase that managing digital globalization and delivering international experiences effectively pay off. It is all about effectiveness and starts with the early steps in the global content value chain. A number of criteria and indicators should be on the radar screen of anyone willing to define, analyze, and leverage effectiveness holistically. Productivity may not always be at the top of the list in terms of localization benefits although it definitely drives time and cost savings, while enabling to better allocate resources and optimize timeframes. It may come up as a secondary factor or be diluted in other prominent indicators such as content accuracy or consistency.

Posted Jul 25, 2016

By doing some quick math, it becomes clear that by speaking just one language, organizations are only reaching about a quarter of online users. To expand reach and engage with a wider audience, global businesses must adopt multilingual communications. Otherwise, they risk abandoning potential customers who will instead turn to competitors who communicate with them on a local level.

Posted Jul 22, 2016

Our world is increasingly connected, and the impact of globalization reaches organizations in all market sectors. It's easier than ever for companies across industries to operate in any country throughout the world, opening up new market opportunities and chances for high returns. But organizations face a significant barrier to entry when expanding into new markets: language. Today's global economy does not operate under a single language, and organizations must be able to translate content and key materials with efficiency to comply with global regulations and effectively engage with local customers in new markets.

Posted Jul 21, 2016

The Translation Network announced that Lingotek and MindTouch have teamed up to improve multilingual capabilities for MindTouch users. Lingotek's cloud-based translation and localization network and MindTouch have developed a solution within MindTouch that simplifies the process of translating content.

Posted Jul 12, 2016

Editage, a provider of English-language editing and publication, has partnered with Knowledge E, a provider of research and publishing services, to provide manuscript preparation support to authors throughout the Middle East. Researchers will now have access to a range of services including English-language editing, translation, plagiarism check, peer-review support and technical review.

Posted Jul 07, 2016

Lionbridge Technologies, Inc. announced the availability of Lionbridge onDemand for WordPress. By connecting Lionbridge's onDemand translation platform with WordPress, organizations are able to create and manage multi-lingual websites and blogs with ease from within their working environment, while maintaining global brand consistency.

Posted Jun 23, 2016

Some people argue a video speaks louder and longer than text. While this might not always be true, videos fit nicely in top-notch digital experiences as dynamic and engaging components. Video creators know well they have to tap into several types of expertise to glue multiple layers of content together and define the winning combination of text, visuals, and sound. That challenge is actually replicated as many times as the number of international markets and audiences you want to target. Diversity plays out in such content which is no exception to globalization best practices.

Posted Jun 17, 2016

Lionbridge Technologies, Inc., announced that it has signed a partnership with BETSOL, a provider of technology and staffing solutions for contact centers. With the agreement, BETSOL will resell Lionbridge's GeoFluent real-time translation solution to provide clients with omni-lingual support across their self-service, chat and agent-assisted digital channels, including chat. This allows BETSOL customers to increase customer satisfaction (CSAT) using their existing chat platform and without having to hire bi-lingual agents.

Posted Jun 16, 2016

Lingotek, a translation network, announced its latest Lingotek- Inside connecter with Zendesk. Zendesk, a web-based customer service software, is used by over 20,000 companies worldwide as a support ticket and knowledge base system. The Lingotek - Inside Zendesk connector extracts text from Zendesk and sends it to Lingotek for translation over its multilingual API. Once the translation is complete, Lingotek returns the content back into Zendesk, automatically rebuilding the multilingual version of the asset.

Posted Jun 02, 2016

SDL announced the release of its Translation Technology Insights research study, examining the role of technology in the translation industry. With nearly 3,000 respondents across 115 countries and nine languages, the survey findings are comprised of responses from freelance translators, employees of translation agencies and translation-related roles within business - making this the largest and most expansive within the translation industry to date.

Posted May 24, 2016

Smartling announced it has acquired VerbalizeIt to augment its enterprise translation management platform with translation capabilities for audio, video, and other multimedia content. Its second acquisition this year, Smartling continues to expand the breadth of translation management technology offerings within its platform. In addition to technology and people, the acquisition brings hundreds of VerbalizeIt customers to Smartling.

Posted May 24, 2016

A few weeks ago I talked to social media experts and leaders who brought up concerns about how to make the most of content from digital listening channels in general, and social media in particular around the world. Capturing user-generated content effectively is a must in the digital globalization age. Understanding and leveraging it is equally business critical to get the whole value, and often proves to be more challenging than initially expected. To a large extent this content reflects the diversity of people who create it based on their personality and their attitude.

Posted May 20, 2016