How to Spend One Million Dollars on Localization

Posted by Renato Beninatto on Thu, Oct 30, 2014 @ 06:48 PM

Just last week, I led a webinar on how a smart investment in localization could translate into a company doubling its revenue. This was not an exaggeration: there’s already plenty of evidence that companies that have accepted the business case for localization have realized considerable revenue from foreign markets. And this doesn’t even get to how international sales tend to be significantly more profitable than domestic ones.

Having made my case over 45 minutes, we opened the webinar to participants. The very first question was surprising:

If you had a million dollar budget for localization, where and how would you spend it?

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Topics: Localization insider

Localization Lessons for Emerging Markets

Posted by Lee Densmer on Tue, Oct 28, 2014 @ 06:01 PM

After saturating major target markets, top global brands look to emerging markets as the next big revenue driver. But what languages do you need to consider, how should you evaluate emerging market potential, and what do you need to know?

Localization into emerging markets involves tough decisions and process hurdles. So, before you set aside your localization dollars or euros, you need to do some critical thinking. Here are some of the main things you should consider.

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Topics: Localization insider

Facebook's Mark Zuckerberg Speaks Chinese. YAWN!

Posted by Renato Beninatto on Mon, Oct 27, 2014 @ 07:53 PM

Unless you have been living under a rock, the Internet has been all abuzz to learn that Facebook founder and chief executive officer Mark Zuckerberg spoke Chinese in China to Chinese students of the School of Economics and Management at Tsinghua University.

Let’s repeat that: He spoke Chinese. In China. To Chinese students.

(I’m shocked! Shocked!)

What’s maddening about this being news is not that Zuckerberg speaks Chinese. The man has been on the record as a Chinese-language learner since 2010, is married to Mandarin- and Cantonese-speaking Chinese-American Dr. Priscilla Chan since 2012, and has strong business ties in the country since well before that.

So why all the hoopla?

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Topics: In the news

Localization Metrics? It's About Time.

Posted by Libor Safar on Thu, Oct 23, 2014 @ 08:59 PM

Metrics are the way to evaluate two fundamental aspects of your language services program:

  1. How well you are satisfying global buyers in their unquenchable thirst for multilingual content — and more specifically, how well your brand is perceived in foreign markets.

  2. How well your language services provider is delivering on the ROI front — are you getting what you pay for? Are you getting all that you can hope for?

Of the three key variables — time, cost, and quality — it’s no wonder that the Internet age has driven time-to-market turnarounds to the forefront of practically every conversation about metrics. Trends like Agile Localization and Information Orchestration require LSPs to deliver translation, transcreation, and original copywriting in pace with the high-volume production of global players targeting diverse language markets.

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Topics: Localization insider

Language Quality Assurance: Smart versus Not-So-Smart Actions

Posted by Libor Safar on Tue, Oct 21, 2014 @ 07:50 PM

Businesses that are selling products and services in far flung markets are generally experiencing the same phenomenon: they are having to produce far more multilingual content than ever before to generate the same level of brand loyalty enjoyed by the companies of yesteryear.

Producing more content is not enough, however. It only takes one highly visible marketing error before you find your brand linked to a #FAIL tag on Twitter.

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Topics: Localization insider

Fishing for Talent: How to Find Great Localization PMs

Posted by Lee Densmer on Fri, Oct 17, 2014 @ 03:32 PM

Localization is a fast-growing, highly specialized industry uniting language and technology expertise, yet there are surprisingly few degree programs training people for a career in localization. (But le's give a quick nod to the Monterey Institute's MA program in Translation and Localization Management, the University of Washington’s Localization: Customizing Software for the World certificate, or the University of Limerick’s Multilingual Computing and Localisation MSc program!)

Professionals with experience in the business of translation, localization engineering, or linguistics can all be successful — but that experience does not guarantee success. What factors beyond coursework and love of technology, affinity for language, and experience abroad signify a good candidate for localization careers?

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Topics: Localization insider

You're Paying Too Much for Video Localization

Posted by Lee Densmer on Tue, Oct 14, 2014 @ 04:32 PM

Producing video for global marketing is a hot commodity in localization these days because:

  • Video is easier to consume than text, especially on mobile devices — phones and tablets — without all of the pinching and expanding gestures.
  • Video conveys messages visually, which captures declining attention spans.
  • Video boosts search engine optimization and attracts traffic.
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Topics: Localization insider

Confused? Don’t Be! Quality Assurance, Control and Improvement Explained

Posted by Lee Densmer on Fri, Oct 10, 2014 @ 04:28 PM

You have a translation program and are beginning to think about how to systemically measure and control quality. As we’ve described in other blogs, quality management has to be an integral part of your localization program. You have to control your reviewers, define quality, and establish a feedback loop. There is lots of talk about quality…and there should be. Releasing a product with poor linguistic quality damages your brand, fails to convince potential buyers to commit, and increases customer support costs due to misunderstanding.

But do a search on “quality control” or “quality assurance” and you get different definitions. We need to get our terms straight. These phrases are often used interchangeably — both in the business world and in the sphere of translation. Then you have “quality improvement,” which is generally understood to comprise the bigger picture, but everyone’s understanding of this one also varies. Regardless, the goal of each one is to make sure your localized product is as good as it can or should be.

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Topics: Localization insider

3 New Priorities in Multilingual Global Brand Marketing

Posted by Paul Mac Aree on Thu, Oct 09, 2014 @ 04:37 PM

Earlier this month, I attended the Brand2Global conference, which is, in my opinion, a must-attend event for global marketing professionals and their partners in the localization industry. I wrote earlier this week about what I considered to be the biggest themes of the event, and what presenters from brands like Lenovo, SAP, Lego, and others defined as the key to-do tasks for global brands looking to engage — authentically, consistently, and successfully — with customers around the world.

Today, I want to talk about what this means for those of us working with these brands as localization partners. What has changed for our work in the social media marketing space, for example? How are we aiding (or failing) our partners in achieving their goals? The growing importance of Marketing Resource Management (MRM) systems for managing global campaigns. And what’s next for us all?

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Topics: Global Marketing

Translation & Language Technology News Roundup, October 2014 Edition

Posted by Tammi Coles on Wed, Oct 08, 2014 @ 06:49 PM

Translation and language technology continues to fascinate. In this month’s edition, we travel from a Mali market, where the promise of local translation is transforming the mobile phone market, to a university language lab in Austria, where scientists are working to synthesize dialects into other forms of communication.

Join us for the journey!

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Topics: In the news

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