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Translation Technology Roundup, March/April 2015 Edition

Posted by Tammi Coles on Thu, Mar 26, 2015 @ 04:36 PM

Remember Google Translate for Animals? With April Fool’s Day fast approaching, we can be certain that the major machine translation platforms will deliver more than the standard fare of news on developments in the translation and localization technology space. In the meantime, we can nevertheless be tickled by news that Tokyo’s menus will speak more languages and that a translation app will be released with the Apple Watch to help you with ordering great Belgian beers worldwide. Read on …

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Topics: In the news

Why You Might Need Help Selecting a TMS

Posted by Lee Densmer on Wed, Mar 25, 2015 @ 07:16 PM

Implementing a Translation Management System (TMS) is a crucial part of optimizing and scaling your globalization program to handle fast and imminent growth. Yet without deep, in-house TMS expertise, it’s hard to know where you stand. What are you missing out on that could centralize and streamline your localization program, saving you time, cost and improving quality?

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Topics: Localization Technology

How Your Localization Model Influences the Translation Technology Choices

Posted by Erik Vogt on Tue, Mar 24, 2015 @ 05:52 PM

There’s no question that global enterprises require some kind of translation management system (TMS) to support mature localization operations. But do you need to buy a TMS? Many companies make that decision without considering how the choice constrains the ongoing localization effort. 

My colleague Pavel Soukenik has already written about the advantages and disadvantages of building a localization platform from scratch (see parts 12, and 3 here). Let's discuss the pros and cons of owning a TMS in in-house, single-sourcing and multi-vendor localization models.

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Topics: Localization insider

MSEO: Why Glossary Terms Don’t Work For Keyword Localization

Posted by Lee Densmer on Fri, Mar 20, 2015 @ 02:13 PM

Building out multilingual versions of a global website almost always requires a multilingual Search Engine Optimization (SEO) strategy. Multilingual SEO ensures each localized site ranks highly in the target market’s dominant search engines under relevant search terms, or keywords.

The industry-standard term “keyword” can be confusing for localization managers who have deeper experience working with glossaries. Since glossaries already contain key terms and their translations, can’t they serve as keywords for multilingual SEO?

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Topics: Multilingual marketing

Multilingual SEO Face-Off: How Nike & Adidas Got It Right and Wrong

Posted by Libor Safar on Wed, Mar 18, 2015 @ 04:56 PM

The world’s top companies have multilingual websites that help consumers in distant markets easily discover and interact with their brand, whatever languages they speak. While a significant part of the challenge is presenting content that is relevant to local markets and delivered in the local language, an important and often overlooked part is website configuration for multilingual search.

We’ve written a lot about multilingual SEO, and that may be why we find articles on how brands get it right (and wrong) so compelling. Take a look, for example, at last week’s article on how Nike and Adidas websites are configured for search on Search Engine Land, a leading web resource on the A-to-Z of the search engine sector.

What are the two major takeaways?

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Topics: Global Marketing

For Security-Minded Clients, Using Multiple Localization Vendors May Be Too Risky

Posted by Erik Vogt on Tue, Mar 17, 2015 @ 05:48 PM

Lately, we have been hearing a lot of conversation in the translation and localization industry space about single sourcing and multi-vendor localization models. While we at Moravia comfortably work with both, we think it might be high time for some commentary about what this means for clients.

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Topics: Localization insider

Creating Touchpoints: 5 Ways to Activate Brand Ambassadors

Posted by Lee Densmer on Thu, Mar 12, 2015 @ 07:39 PM

Getting someone to love your brand is great. Getting someone who loves your brand to leave the computer screen and get other people to love your brand is a million times better. Fostering a more active, public experience allows your fans to bring others along for the ride.

How can you convert passive brand enthusiasts into active brand ambassadors? Here are a few ways to create buzz, personalize a brand experience, incite conversations, and activate brand ambassadors.

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Topics: Global Marketing

Twitter: Our Man in Hong Kong Will Win Us China

Posted by Libor Safar on Wed, Mar 11, 2015 @ 03:42 PM

China’s unfavorable climate for Western social media has prompted some of the world’s strongest players to find novel ways of reaching Chinese consumers and companies. Facebook, which has been reaching across the Great Wall from Hong Kong since 2011, is competing with Google for Chinese advertising spend via direct contacts, regular visits and, just recently, getting Mark Zuckerberg on the board of a major Chinese university.

It comes as no surprise, then, that Twitter has taken its own first step into the market fight — with the opening of a small office with a single employee on Tuesday.

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Topics: Multilingual social media

BiDi 101: Cultural Tips for Targeting Bidirectional Markets

Posted by Robert Sarver on Tue, Mar 10, 2015 @ 07:20 PM

Half the fun of shows like Mad Men and Downton Abbey is observing rigid social protocols that seem foreign to modern Western audiences. 

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Topics: Localization insider

In Translation from German to Chinese, Will Barbie Become Queen of the Makeover?

Posted by Libor Safar on Mon, Mar 09, 2015 @ 07:31 PM

Barbie celebrates her birthday today. And while looking remarkably youthful for a woman of 56, Barbie can count on many years as a woman of the world to teach us all about the realities of international markets. But as Mattel losses in the toy market mount, will her venture into the Chinese market be the final chapter in a worldwide success story?

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Topics: Global Marketing

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