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

In Marketing, You Don't “Go Global” Without Going Local

Posted by Paul Mac Aree on Tue, Oct 07, 2014 @ 04:25 PM

We just finished two fantastic days at Brand2Global 2014, an annual event for global marketing professionals. There were so many great speakers at the event it is difficult to capture the full history of the program. The biggest disappointment of the conference was that it is impossible to attend all the events. Outside of that the networking opportunities, the side discussions, and debates really provided an opportunity that Moravia would like to see become a regular one for all multilingual agencies helping global companies expand their brands across countries/regions.

So how do global brands engage with customers around the world? And how do they do it so that they can avoid the pitfalls inherent to marketing in foreign locales?

The answers may surprise you.

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Topics: Global Marketing

Don't Miss Out! Catch Up on Last Quarter's Most Popular Content

Posted by Libor Safar on Fri, Oct 03, 2014 @ 06:22 PM

Another quarter just came to a close, and that means it's time to catch up on our Top Ten blog posts of the last three months — plus a BONUS 11th post that was just as popular with our readers. Take a look and catch up on anything you may have missed.

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Topics: Localization insider

Proprietary Translation Technology Is Crippling Localization Buyers

Posted by Renato Beninatto on Thu, Oct 02, 2014 @ 04:58 PM

After my recent webinar, one of the participants asked how Moravia’s take on Information Orchestration works in cases where the client does not have a working content strategy. My first response was that, well, the very thing driving the need for Information Orchestration was the need for such. That is, most organizations are not even close to having the kind of well-working content strategy that we industry folks are talking about in our meetings, events, and conferences.

And, you know what, proprietary translation technology is a large part of the problem.

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Topics: Localization insider

What's Missing When We Talk About Global Brand Marketing

Posted by Libor Safar on Wed, Oct 01, 2014 @ 06:27 PM

We’re at the brand2global 2014 conference today, a conference that we’re sponsoring to highlight the critical role that localization industry partnerships play in strategic and successful global marketing initiatives. While we’re excited to participate — both for the chance to support our business partners and to hear our colleagues speak on everything from localization QA to multilingual mobile marketing — we’re also hoping to hear some critical conversations on some of the challenges that continue to plague marketing localization.

Three specific challenges readily come to mind: the matter of absentee leaders, budget sink, and how soon is now. For what we mean by that, read on …

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Topics: Multilingual marketing

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