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Digital Marketing and How Localization Must Change [Live Hangout Recording]

Posted by Lee Densmer on Wed, Apr 19, 2017 @ 03:20 PM

All content is marketing content. Every piece of content your business produces is crafted with the intention of selling, educating or increasing customer loyalty. There is a flood of new digital content spurring growth and the velocity can be dizzying. How does this impact localization? How can localization move at the speed of digital?

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Topics: Global Marketing

Six Things You Need to Know About Localizing into Chinese

Posted by Vijayalaxmi Hegde on Tue, Apr 18, 2017 @ 04:53 PM

There’s hardly a company out there with global ambitions that doesn’t localize into Chinese. This language holds the key to one of the most important and biggest markets in the world. But what are the nuances of localizing into Chinese that you should be familiar with? We sat down with our Linguistic Services Managers based in our Nanjing office, Frank Yu and Emma Bian, to learn more.

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Topics: Mini Marketing Guides

Speaking of MultiLingual… [Podcast]

Posted by Libor Safar on Wed, Apr 12, 2017 @ 04:35 PM

Where do you go for in-depth news and unbiased information about the language industry? Since the early 1990s, the answer has been very easy: MultiLingual Magazine.

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Topics: In the News

Why You Should Care About Multilingual User-Generated Content

Posted by Vijayalaxmi Hegde on Mon, Apr 10, 2017 @ 06:10 PM

Travel portal Expedia recently released a tool to help its clients make sense of User-Generated Content (UGC). After all, what’s a hotel manager to do when 80 hotel guests say the free breakfast is “fine,” nine say it’s “awful,” one says it’s “awesome,” and 14 say it’s “something else”?

Expedia’s tool is sensible for sentiment analysis, but here’s the catch: It can only process English-language reviews, at least for now. We don’t know for sure if Expedia will introduce a multilingual version of this tool further down the road, but if it doesn’t—or until it does—here’s what its users will miss.

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Topics: Travel and Leisure Translation

Aibiying and How Brands Reinvent Themselves for China

Posted by Connie Liu on Wed, Apr 05, 2017 @ 07:31 PM

Airbnb just became more Chinese: it renamed itself to Aibiying and joined a long list of companies that have made a similar move in the past. Companies do this to try and become more authentically Chinese—and thereby win customers’ wallets. 

It also becomes necessary because of the Chinese language, in which each character is a word. The characters used to spell a company’s name in Chinese may actually form words that are very far from the meaning conveyed by the original name.

But not every company has renamed itself similarly. What are the important renaming practices for China? Which one makes sense for your company to use? 

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Topics: Global Marketing

Nine Things to Think About When Localizing Your Mobile App

Posted by Lee Densmer on Mon, Apr 03, 2017 @ 06:45 PM

The numbers are staggering:

  • Between Apple iOS and Android, there are 4 million apps for smartphones and tablets
  • The number of mobile phone subscribers globally is near 5 billion
  • 90% of activity on mobile devices occurs in apps
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Topics: Multilingual Mobile

Going Gulf: Amazon Buys

Posted by Vijayalaxmi Hegde on Fri, Mar 31, 2017 @ 05:55 PM

Amazon has announced its decision to buy, a Dubai-based ecommerce portal nicknamed “the Amazon of the ­Middle East.” Souq offers a catalog of 1.5 million products to customers in the United Arab Emirates (UAE), Egypt, and Saudi Arabia.

This may augur well for ecommerce in the Gulf Arab states and North Africa.

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Topics: e-Commerce Localization

Localization in the World of Gaming [Podcast]

Posted by Libor Safar on Wed, Mar 29, 2017 @ 03:57 PM

Localization in the gaming industry is no easy game to play. Diverse brand loyalties, distinct player preferences, cultural differences, hard-to-spot subtleties, and a host of other issues make it essential to approach gaming localization as strategically—and accurately—as possible.

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Topics: Podcast

How to Leverage High Quality TTS Voices for a Localization-to-Vocalization Solution

Posted by Doug McGowan on Mon, Mar 27, 2017 @ 05:00 PM

Have you ever been frustrated at having to find and audition narrators for each language, and book the recording studios, only to have an unexpected revision require re-recording at a later date? For e-learning and training videos, the solution may just be Text-to-Speech (TTS). And for languages other than English, that solution might best be sourced from a local entity that really knows the language.

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Topics: Localization

Translate, Don’t Sanskritize

Posted by Vijayalaxmi Hegde on Thu, Mar 23, 2017 @ 03:45 PM

A few days ago, I wrote about how sometimes companies complain that their translated products are finding no takers. I listed a few reasons in that article for this seeming translation fail.

However, there’s one more reason, at least in the Indian context: Sanskritization. What does that mean? How does it affect the success of translation? Let me explain. 

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Topics: Localization Insider