Category Archives: Localization

Why Using Data Analytics Will Make Your Business Better

A recent Forbes blog about Big Data said that despite the fact the businesses that use analytics are more likely to show an increase in profits, many companies just do not want to embrace the change.

Companies think it is too complicated, or they have an ‘if it ain’t broke don’t fix it’ attitude to their marketing strategy and will not set up a system that in reality is a treasure trove of information.

The fact is that analytics can be hugely beneficial to your business. Although you might not want to put your trust into digital technology, it has its place in the commercial world and should be used side by side with your sales team.

Digital Marketing Analytics will help you to narrow down your target audience and will give you the information your business needs to keep consumers engaged with your brand. Yes, people still want to communicate with real people; technology is not going to mean the end of the sales team. But, what it means is that they will be better informed about the people to which they are selling.

Look at social media. It is one of the most useful places to gauge consumer opinion and to see what is trending. You can also find out how your competitors are doing. Other analytics can tell you where consumers live, what they spend their spare money on and what interests and hobbies they have.

Data analysis can also give you the results of previous marketing campaigns. It can show you what worked, what did not; what is likely to succeed and what may need changing due to things like geographical differences or economic factors within a particular consumer group.

Once you have gathered information then pick your platform. Whether it is through email, a cell phone SMS campaign or direct mail; you know that you have targeted an audience that is likely to have an interest in your product or service because you have tailored your campaign to this very group.

In an article written in 2012, The Ivey Business Journal said Big Data creates valuable insights that would otherwise remain hidden, yet two and half years later, some businesses are still waiting at the stalls.

Creating an ecosystem of data will improve your brand reputation and your profits because you will be in tune with consumer opinion. Your company will also be more likely to keep present customers loyal and attract new ones.

If you are global company, any marketing campaigns will need to be translated and localized to reach your target audience. Ensuring customers abroad understand clearly what your brand is about will require skill to lock into the local language. Professional localization of your message will result in consumer confidence and trust in your product or service because your company has authentically engaged with their culture.

Data analytics will help you to better understand current and potential customers, and it will result in larger profits.

Terralingua is an ISO certified translation provider that can help you put your business on a global platform. We provide translation and localization services to some of the world’s top brands. Visit our website and use the “contact us” information to discuss your translation or localization requirements.

Embracing the Tradition – Are Brick and Mortar Shops Making a Comeback?

While internet shopping is comfortable and convenient, it seems that people still want to enjoy the experience of browsing through real shops. People want to be able to see and feel the products up close and try on clothes before they buy.

A survey among 18-25 year olds carried out by the students at LIN University in New York discovered that 68% of the young people they interviewed preferred to shop in a physical store, rather than online.

Listening to the Customer

Online eyewear brand Warby Parker decided to open a number of stores across the United States, despite having a hugely successful online business. Warby Parker’s co-founder Neil Blumenthal told the Los Angeles Times that the company felt online and traditional shopping should converge.

When he spoke at Internet Week he explained that customers were calling to ask if they could try on the glasses. Since Warby Parker had no premises, people ended up coming to his apartment and trying on glasses that were set out on his dining room table. That is what made him think about opening a physical store.

Bonobo’s, the Men’s fashion chain is another hugely successful online business which has also opened a number of appointment only stores. This was also a result of customers requesting to try on the clothes before buying.

Customer Service and the Shopping Experience

An online business does have the benefit of reduced costs. However, as Kristin Muhlner points out in her article for the Retail Touch Points blog, people today want exceptional customer service. They want to touch and feel the products, and they want a pleasant shopping experience. Many stores are now fusing the experience of shopping in a brick and mortar store with online technology.

Hollie Shaw points out in her blog for the Financial Post that many physical stores now resemble websites. Stores are also using mobile phone apps to enhance the customer’s experience and to make purchasing easier and quicker.

Opening a Retail Business Abroad

Many online retailers also have stores in other countries. Apple for example has had physical stores in various parts of the world since 2001.

Opening a store in another country means new laws and cultures. If you open a store in a non-English speaking country, like Apple and the office supply chain Staples, then you also face the challenge of marketing, advertising and the publicity of the store in another language.

Translating your materials into the target language by a translator and not a computer is important if you want your advertising and marketing to be authentic. Translators who live in the target country understand the nuances of the language and are better able to set the tone.

Professional human translators know the culture and the people of the country. They can advise how to localize your copy to make your marketing and advertising more appealing to your new customers.

Should your company decide to have an online only presence or a brick and mortar, the importance of a professional and culturally appropriate image to your customers cannot be overstated. Trusting professionals with your marketing and advertising should be a priority whether it be in English or any other language.

Terralingua provides translation and linguistic support to a number of the world’s top brands. We have an extensive localization experience in all fields and can help you globalize your business. Visit our website to quote your translation requirements.

Going Global – Taking Your Business to New Horizons

Going global was once only for large businesses with a well-known product or service and enough money to solve international business complexities, which include jumping through many legal hoops.

Luckily, the costs and the complications have lessened, and businesses now have an opportunity to spread their wings beyond their home base.

However, before you decide to expand your business opportunities, you will need to do some market research. One of the first things to consider is if the product or service you are offering will be relevant in that country and whether or not modifications are required.

A perfect example of failure to do proper market research comes from the global giant Coca-Cola. They began to bottle their European product in various sizes, including 2 litres. However, unlike the large refrigerators in many American homes, in Spain they are much smaller; therefore a 2 litre bottle would not fit into a standard Spanish fridge and did not sell.

Important considerations to research include your product’s style, colour, packaging and size before launching into a new market. Ensure too that your colours, logo and slogans are not offensive or odd in the target country. The now famous case of the “come alive with Pepsi” slogan is said to have been translated in Chinese as “we will bring your ancestors back from the grave”. Obviously it was a slogan that would not have been well received by the Chinese public.

Ensure planning includes translation of your website into the target language, or have one designed to fit in with the culture and style of the target country. A proper online presence communicates professionalism between your potential customers and your company, and builds confidence and trust in your product. Use a professional translation service, so there are no costly or embarrassing mistakes. Machine translation has its uses, but not when your company’s reputation is at stake.

Use research tools such as Google Analytics to learn who is visiting your site and other valuable data. Once you find your international market, consider using social media as a marketing tool, although make sure the content is localized and relevant to your target audience.

A professional translation company can also be a valuable resource. When you select the right localization partner, you can rely on their experience to help guide your decisions.

There has never been a better time to go global no matter how large or small your business may be. As long as you do your homework, your business should see increased sales and a larger customer base.

Terralingua is an ISO certified translation and localization agency that can help you connect with your international clients. Terralingua has localized content for the world’s leading brands. Please visit our website for a budget quote.

DITA Exchange with Microsoft Word

A Content Management System will help your business get the job done in an efficient, cost effective and timely manner, but in order to achieve this goal your staff will have to know how to use it.

You may have been pondering a content management system, but your staff already has enough to do. If your team does not have time to learn about a new system, understand XML and get to grips with new software tools, then look no further than to DITA Exchange.

DITA Exchange uses Microsoft Word to enable your content Management team to create DITA Topics in Microsoft Word.

About DITA

If you have read our previous blog on DITA you will know that it is a structured authoring system that uses XML with the ability to adapt to other formats. It uses a building block format whereby writers can keep their content divided into topics, eventually building a complete piece of copy. When the time comes to update a piece of information, DITA enables the content writer to only re-use the chunks of information that need to be changed, rather than the whole document – saving time and money. If you want to read a blog written by someone who truly appreciates its benefits, have a look at Karen Lowe’s blog about DITA on her DITA Chicks Blog.

DITA Exchange

The DITA Exchange software tools can be used by your content creators, without them having to learn about DITA or XML. They can carry on using Microsoft Word, but the content is converted to DITA topics thanks to the installed software. So, whilst your team appears to be creating content in Word, they are in fact using DITA and creating topics in XML, which can be accessed by experienced XML users if necessary. Completed content is saved into Microsoft SharePoint, which creates a topic library for the content team.

Staff Training

Like any new system, employees will need a certain amount of training. They will need to learn how to use the topics and adapt to the DITA software, but these are skills that can be easily acquired, unlike training to use XML.

This means that staff training costs are lower and less work time is lost, whilst employees take part in training schemes. It is less disruption and faster to implement.

The Benefits

Obviously any company large or small that produces and re-produces content will benefit from DITA Exchange. It means that your content is managed, maintained and re-used efficiently, without having to spend a great amount of cash on staff training. Its use of topics and the building block formula makes re-using content for translation or updating documents easier to achieve and cost effective.

DITA is used by a wide range of brands throughout the world, including USA, Canada, France and Japan. If you are curious to see who some of these companies are, then have a look at the list of DITA users compiled by Keith Schengilli-Roberts at DITA Writer.

Terralingua is a professional ISO certified translation company specializing in localization and desktop publishing who implements DITA. We have worked with many of the world’s industry leaders and if you would like to talk to us about your company’s global communications, please visit our website for further information.

Content Marketing – What is it and why use it?

In the Past….

Before the world wide web, marketing a brand meant advertising on the TV, radio, the popular press and magazines… and then came the internet.

Although this global tool is a marketing marvel, people have developed an ability to “tune out” webpage advertisements. Companies have had to rethink their marketing strategies, because today people want more than glossy pictures and a product description.

What People Expect Now

People want to engage with a brand. They want to become involved with it; they want their opinions heard and acted upon. Whatever the product or service, gone are the days when customers bought your product because it was recommended by the sales person, or they liked the fluffy cat on the TV advertisement.

People know how to use the internet to research and compare brands, seek opinions and make choices. Attracting customers and raising brand awareness now needs to be done by communicating through the various digital channels and supplying them with interesting, readable and relevant content that will keep your existing customers and draw in new ones. Content marketing meets today’s audience by making the primary focus educating the consumer through many informative channels versus pitching the product or service.

Multichannel Marketing

Forget the sales pitch, or the product descriptions. People want to read content that makes them think, informs and challenges them – and that’s the secret of successful content, knowing that when your email or newsletter reaches your subscribers’ inbox they will read it, digest it and comment on it, thereby spreading the word about your company and your brand.

Apart from the traditional email marketing techniques, companies need to use other methods of communicating with their customers. Twitter, Facebook and Pinterest can help to spread to the word, but making videos and producing television slots are also a great ways to get people interested. Experian Marketing Services recently produced a white paper on just this topic – confirming the importance of multi- channel marketing.

Implementing Your Marketing Strategy

Before implementing a content marketing strategy, you need to analyze your target audience, produce a plan and create content goals. The Content Marketing Institute’s writer and founder, Joe Pulizzi, suggests implementing a pilot program to make the transition into content marketing an easier task. His article also includes steps to get started, which include the basic who, what, where and why questions and what to think about when creating your content. You can read the article by clicking here.

There are also a large number of content marketing agencies ready and willing to help should you need more direction. The Content Marketing Institute has compiled a short list, which you can see here, or search for content marketing agencies online.

Creating Localized Content

Translation and localization are also an important part of your marketing strategy. You may think if you are not directly selling to another country your company would not need to consider this aspect. However with the internet all companies have a virtual global presence even if they have not decided to sell directly to another country. It is better to plan in advance how your current tools and presence would have to be modified to reach an international audience which includes multiple language support.

If you have a specific target in mind, your content will need to be relevant to that local market and not a one- size fits all campaign. Ian Humphries’ article on The Content Marketing Institute’s website outlines the preparation and the process needed to create multilingual content.

The Benefits

Content marketing will enhance brand awareness, increase sales, keep you connected with your loyal customers and create new ones. Even if these benefits are not enough to persuade you, take a look at Amanda’s Nelson’s 50 awesome marketing stats with statistics to prove the point.

Terralingua is an ISO certified, professional translation company specializing in localization and desktop publishing services. Fill out the contact form on our webpage or phone us for additional information about our services.

The Benefits of Structured Authoring

If your company generates a lot of content spread around different departments, or you outsource to a team of writers, how can you ensure that each piece of copy has the same format, style and consistency?

If you do not use a content management system then no doubt you will have an editor whose job it is to check every single piece of content for style, format, consistency and any errors.

So, if you have a large brochure to put into print for example, you must wait until the editor has checked every page and made the appropriate changes where necessary.

Your company is paying the editor for his or her time, and you have to wait until he or she has completed the work before you can get your brochure to print. A costly and time consuming process.

If you produce books, manuals or brochures which are published more than once, you will need to update them and re-use the content that does not need to be changed. If you do not use a content management system, the re-usable content will have to be copied and pasted into the document. Another time consuming task that could produce errors. How many times have you read a page of copy and found a paragraph that has been repeated?

What is structured authoring?

Structured authoring is a system that enables content from any source to keep the same structure so each piece of writing will have exactly the same format, style and consistency. Editing time is reduced by increasing the task’s ease.

Machine Structured Authoring

At the forefront of machine structured authoring is DITA. DITA is an XML-based open standard for structuring, developing, managing, and publishing content. Using DITA you can create structures for any number of documents in the form of templates, which enforce consistency. DITA splits up content into topics, like building blocks. Content and format are kept separate, which allows you to create various templates, with each separate piece of copy stored in its appropriate topic group.

This means if you are publishing an instruction manual using a team of authors, every piece of copy that they send back to you will look the same. Whether it has come from the marketing or sales department, or from writers you use remotely.

When it comes to updating and re-using content, you can use DITA’s building blocks to create an entirely new document, without copying and pasting, in your chosen format. Your editor has more time to concentrate on the actual content, so that it is published faster. It is a cost effective and more efficient way of working.

The other great advantage with DITA is that you can allow your department teams to keep the software tools they are accustomed to using, even if they are not compatible with each other. This is because DITA, which uses the XML standard, is able to adapt the formats of other software tools into XML, ensuring that all your business documents are consistent.

Translation and localization are also easier using DITA because you can create a set of global templates, tailoring each set according to the location.

In a survey carried out by The Content Wrangler in 2012, they found that 44% of the companies surveyed were using a structured XML authoring system and that 81% of them were using DITA.

Companies in the survey were asked their biggest documentation challenge, and the majority of replies were about the lack of a formal content strategy and the inability to re-use content effectively.

What is your biggest documentation challenge? Chances are your documentation challenge will be solved through the use of structured authoring with a content management system. The implementation of structured authoring will produce cost savings, increased efficiency and consistent content.

Terralingua is a professional translation and localization agency who can help your company create a plan to maximize your localized content. We have worked with some of the world’s top brands and we can assist your company to communicate effectively in a global environment. Please visit our website for further information.

Why it Makes Sense to Use a Content Management System

A Content Management System (CMS) is an application that manages the creation, distribution and publishing of corporate material. It ensures all of your information is up to date, secure and efficiently managed from the content’s creation, through to publishing and filing.

Do I need it?

If your company regularly produces newsletters, press releases, instructional information and product updates and does so in more than one language, then a CMS will provide updates of previous information and create new content faster than a manual system.

What are the other benefits?

Ease of Use

First, it can be used by people who do not have any technical knowledge. You do not need to use a programmer or an HTML expert to assist with your content management strategies.

The CMS provides content developers with templates in order to create tailor made designs, formats and structures. Once the templates have been created, they are stored for use again and again. A CMS system separates content from design, meaning that the design of a website can be changed completely but the content remains untouched.

Flexibility

Users can access the system from multiple locations simultaneously, meaning that the marketing department and the sales department can use the system independently at the same time. This increases efficiency and makes content creation faster.

Functionality

Using a CMS is as easy as using Word. Type in new content and press save. You can add or delete content at the click of a mouse. There are automatic updates for some tasks and reminders for others.

The database archive allows for the re-use of previous content without copying and pasting. If you need to produce content in a different language, you only have to translate the new content, which will mean a significant saving on translation costs.

Efficiency

A CMS allows you to make changes to the system at any time and from anywhere, which ensures that you get your content where it needs to be, quickly.

You can write and prepare content for an upcoming event in advance, set the release date and the system will publish your content automatically on the date you have specified.

Search Engine optimization is completed for you. A CMS will ensure that the technical work required to keep your web site noticed by search engines is carried out, so that your business will be found on a search browser.

In a nutshell, a CMS will help your company to efficiently manage your corporation’s content by:
• Enabling non-technical employees to use the system
• Allowing individual departments to work at the same time
• Updating remotely
• Re-using old content
• Allowing faster publishing time

The cost of implementing a CMS varies according to the size of your organization and the tools you want to use. Seek professional advice before the investment to ensure you find the right match to your needs, and not more or less.

Terralingua is a professional localization agency with extensive experience utilizing CMS and can assist your company with effective global communication. We have worked with many of the world’s top brands. Please visit our website for further information.

Localization – Why it is Vital to Get it Right

It is hard to believe that some of the world’s best known brands like Coca-Cola, Pepsi and Panasonic have made huge marketing blunders as a result of poor research and incorrect localization.

According to Mike Fromowitz, president of a top marketing and branding agency, many international companies have failed to market their brands effectively due to a lack of understanding cultural differences. The results are irrelevant marketing and confusing messages. Making sense to your target audience is key when taking your brand to another culture. One example is Kentucky Fried Chicken with their famous tag line “finger-lickin’ good” which became “eat your fingers off” in their Chinese promotion.

While most cultural blunders will make you laugh, the bottom line is that these campaigns cost many thousands of dollars and for some, caused outrage and anger among the target audience. How your message is conveyed is important as well. Look at the case of Fiat, who promoted their brand using the actor Richard Gere in an advertisement which showed him driving a Lancia Delta from Hollywood to Tibet. While in some markets Richard Gere may be a popular actor, he is not popular with the Chinese due to his support for the Dalai Lama. The Chinese reacted by saying that they would never buy the Fiat brand.

Though these incidents were embarrassing and cost a great deal of money; these global giants had the resources to bear the loss and re-market the product in order to put things right. Even if meant, in the case of Kentucky Fried Chicken, closing the branch altogether. Other smaller brands and start-ups might not be so lucky and one marketing blunder could mean the end of a global business venture.

Localization is one of the most important aspects of a global marketing campaign because it ensures that marketing campaigns are relevant to the target audience and it covers a myriad of topics.

First you need someone to do in- depth research about the country where the campaign will take place. That should not only encompass language variations, but cultural differences. In her blog about cultural differences between Americans and the Chinese, Mary O’Hara Devereaux lists some contrasts between the two cultures and provides an overview of the cultural divide.
Both countries are work driven, ambitious and powerful, however they do not approach business same way. Therefore it is vital that both countries understand, accept and in some instances embrace, the cultural differences between them.

A campaign that has been well researched, engages with the target audience and shows knowledge of the country and culture will stand a greater chance of success, than one that is merely translated from the source to the target language.

For instance, a marketing campaign in America should never be translated word for word into another language and then launched with the same photographs, brand names and phrases. It just will not work.

First the translation should be completed by an expert who understands the culture and the language. This professional will be able to change any words or phrases which have different meanings, into words or phrases that will not cause insult and have a cultural significance. This is called transcreation.

Secondly, the brand name needs to be researched and checked for other meanings. If it has been changed from the original, care should be taken to ensure the new name does not have a different colloquial significance or is a name that will cause confusion or offense.

Any photographs should reflect the community of the target audience, so that if the campaign is in China, the photograph shows Asian people.

Colors on flyers, websites and advertising materials need to be considered. For example in Europe and America white is the color of purity and is associated with cleanliness and freshness; while in China, it is the color of mourning. It signifies death and treachery. You might not believe that superstition belongs in the corporate world, but you might be doing business with someone who does.

In order to make your marketing campaign a success, use a professional translation and localization agency, which will ensure that the language of the campaign will engage, delight and convert readers into customers. Do your homework and you will be saving yourself a lot of wasted time, effort, money and the good reputation of your company.

Terralingua is a professional localization agency who can assist your company with effective global communication. We have worked with many of the world’s top brands. Please visit our website for further information.

Have You Checked Your Glossary Lately?

The mantra for any successful business is, “Think Global, Act Local”. When applying this philosophy any product or service can be taken overseas or offshore and accepted in a culture if appropriately localized. In order for products or services to be relevant in the international arena, a professional translation is required. One telltale sign of a professional translation is the standardization of terms which results in a consistent message and presence. Glossaries and translation memories are the tools utilized to obtain this result. Unfortunately many businesses do not have one standard approved glossary and/ or have many versions and terms floating about without a consistent message.

What is a glossary?

Most professional translators use various translation tools and techniques to achieve the best possible translation of content in the target language, without altering the tone and context.

When translating, professionals use the help of a glossary, which is a set of guidelines and an organization’s specific terms and lingo. Adhering to a glossary ensures consistency in all forms of communication.

It is safe to say that without a well vetted glossary, a translator’s job becomes tricky. A glossary ensures that cost and time of translation is reduced and that the final product is seamless in comparison to the source language.

Getting the glossary ready

Translation is a continuous process as organizations churn out literature and content that needs to be faithfully translated in various target languages. Hence translation glossaries or style guides are essentially important to ensure terms are not literally “lost in translation” and localization is complete.

Many forward thinking organizations have created glossaries for their translation service to utilize. A professional translation service will ensure the glossary is updated with any new terms as well as ensure the organization’s feedback is incorporated in all glossary updates.

Earlier Linguists and translators used to prepare glossaries manually. In order to create a glossary manually with a meaningful vocabulary, multi-linguists had to engage in extensive term searches to pick out all possible organizational terms and standards.

Today, it is possible to extract technologically terms from the source language, without losing continuity and consistency. CAT (Computer Aided Translation) helps in quality control as well as avoiding inconsistency and introduction of new lingo or phrases as translation progresses.

How does it help businesses?

Glossaries help businesses stay consistent across all forms of communique as well as offer repetitive text discounts through translation memory. A professional translation service will ensure a glossary is in place and that a professional linguist is “driving” term use. For instance, words like photograph and picture often mean the same, however have different connotations. A professional linguist will ensure the glossary terms are used in the correct context. Speaking of pictures, another consistent consideration often overlooked are the graphic elements. It is important that the localized versions have the same quality of artwork and images available as the source to have the same look and feel as the original. A business should collect all graphic elements before localization as well as ensure the same logo is used in all literature
The process of creating glossaries should go through extensive validation and review by “in the field” day to day organizational experts and high level management first before final approval. Without a well formulated glossary, it is impossible to achieve the desired level of localization.

Some facts about it

While glossaries need to be complete and all inclusive, it is important to remember that long glossaries that are not regularly pruned and updated are hard to examine and susceptible to mistakes and inconsistent translations. Thus we should ensure that glossaries include only organization related terms, nomenclature and standards.

Glossaries must have both the context and meaning of the terms and should be organized by some reference in order to be easily searchable. Thus a glossary should also be easy to update and modify. A good glossary needs to include a list of not to be translated (NTBT) terms as well. A professional translation service can assist with glossary creation as well as utilizing the best tools in order to update an existing glossary.

Since e-commerce and the internet have influenced the way we do business, translation services and language service providers have become imminent. Several advanced tools and aids are available to ensure that translation and localization are consistent and cost effective. Thanks to well-developed glossaries and style guides, maintaining multilingual business literature and websites is feasible and even highly desirable.

Will you add to your 2014 corporate goals a consistent and organized glossary?

Does Your Service Language Provider Have “The Right Stuff”?

Translating is not just about rendering spoken words or written text into another language. It is a conversion that keeps the essence, tone, intention, cultural references and other nuances intact. Knowing two or more languages does not naturally qualify a person to become a translator. It is a difficult job and requires specialized skills, especially in cases that require a technical background.

Know What You Need

Word choice is important, especially in the case of translation and interpretation. Many people use these terms interchangeably. However their roles are very different, as translators work with written communication while interpreters handle oral communication. Both play an important role in global businesses and can help businesses expand their audiences. They perform the function of transmitting information accurately and help develop and improve communication with prospective clients from different countries and cultural backgrounds. Ensure you are asking for the right service when selecting a provider. Though someone may be an excellent oral communicator, it does not mean they will be able to craft text in written form. Interpreters have more flexibility working in real time while translators have to be more precise and professionals will work with an editor.

It’s All about Skills

The skills of a translator often are hard to uncover until you are under fire. Though someone may look good on paper, they may not be able to perform under the pressure of a deadline or a particular requirement. This is where the skill of testing and evaluation by an agency becomes invaluable. Good agencies have completed this step according to their quality standards. Ensure your agency includes this important step in their process. What skills should be tested?

• The understanding and knowledge of not only the source but also the target language and their cultural concepts.

• The flair for using reference material like dictionaries, cultural books, literature written in the language.

• The ability to write according to the audience.

• Has the capability of keeping the original essence of the language alive.

• A native speaker able who is able to capture the rhythms and nuances of the language.
• The ability to use translation memory tools and current technology

Having a translator with skills that are tried and true, is a valuable asset to your business. However, finding quality translators in all backgrounds and language combinations can be a time consuming task if you do not have a trusted agency as your partner. Selecting an agency that upholds high translator standards will give you the peace of mind that your localized content was completed with the “right stuff” in mind.