global, Localization

The Local Glocal: The Market Next Door

Cloudwords Glocal-LocalizationIt’s easy to understand the value of marketing to your global customers in their preferred language – we know that they are 34% more likely to respond, and then there is the brand halo of even trying. It’s obviously the most effective way for your message to be heard or seen and generate a return on your investment in a global operation.

It’s just as easy to forget the enormous value of doing the same thing for your domestic customers in the US. In a nation that is now “majority minority,” smart marketers are “thinking glocal” about the customer across the street. In fact, over 60 million Americans speak a language other than English at home, and most consider that a conservative estimate. Continue reading

Content Marketing, Marketing

New eBook: 5 Truths of Content Globalization

Shift your thinking.


New Call-to-action

While we would like to think that a cloud-based, integrated workflow solution is all anyone needs to go global, we know it’s much more nuanced than that, not to mention more complicated.  That’s why we created our latest eBook 5 Truths of Content Globalization.

What a translation automation platform like Cloudwords really does is help companies change their thinking: the ease, transparency, and reduced costs serve to highlight long-held beliefs about manual processes, political (vs.commercial) silos, and broadcast vs. dialogue-based communications with prospects and clients.

Suddenly, the artisanal nature of content translation, distribution and measurement can be automated. The walls between functions can become more porous. You can truly meet clients where they are — both in platform and language. And, rather than presenting these as a wish list for next year’s budget, they’re seen as a source of smart revenue generation.

Continue reading

Insights

How to Use Content to Reach a Global Audience: An Interview with Cloudwords CEO Scott Yancey

(Originally published in Bizreport, August 11, 2015)

Reliance on traditional methods to manage localized content is no longer necessary for many brands. There are website CMS options, marketing automation and full platforms that make localizing content as simple as pressing a button. Once localized, though, how can brands ensure they’re reaching the right global audience?

by Kristina Knight

“For marketers that are tasked with developing content for regional markets, you can maximize content utilization by drafting source content that is informative and engaging, but that does not include any cultural references, idioms, metaphors, etc. (e.g., “knock your socks off,” or “let the cat out of the bag”) that are not easily translatable,” said Scott Yancey, CEO, Cloudwords. “Then when it’s time for localization, using a translation automation platform to manage the localization process will speed time-to-market.”

Yancey says connecting a brand’s translation platform with their marketing software can save both time to market and help protect ad budgets because it brings to scale a single campaign or message sent in multiple languages.

“Translation trade-offs are common for companies going global: They want to launch a product in EMEA and APAC, but only have the budget and resources to translate sales and marketing materials into two languages. But if you can save time and money by automating the localization process, companies can translate content into more languages for more markets, which leads directly to maximizing demand across all your international markets and delivering more global revenue,” said Yancey.

As for choosing the right translation automation platform, Yancey advises brands to look at translation memory, multilingual glossaries and style guides to ensure they have a fully functioning translation vehicle.

“These capabilities help ensure a company’s brand is translated correctly to maintain brand consistency across all languages and markets, which is key for enhancing brand recognition and loyalty,” said Yancey.

Cloudwords, Content Marketing, Globalization Management, Localization, Marketing, Translations

What Does Elvis Have to Do With Indian Language Translation?

When Mary Meeker recently released her annual Internet Trends Report, it set off a globalization craze. Armed with a treasure trove of data, marketing teams are now scrambling to expand their content, services and products into new markets.

The entire world is using the Internet in record numbers, and the U.S. only accounts for 10% of that usage. For companies with a digital presence looking to grow their market share, this puts “translation and localization” in big bright lights.

cwimage1

What does this have to do with Elvis? When he died in 1977, there were 170 Elvis Impersonators in the world… now there are over 85,000. At this rate of growth, experts predict that by 2019 Elvis impersonators will make up a third of the world population. While we obviously don’t expect that one in three people will be Elvis impersonators, we can glean insight from the data, and ride it into the rhinestone sunset. The new data tells us that the Indian Internet, mobile and ecommerce opportunity is the trend to watch.

Some other illuminating points:

  • India is #1 in new user additions (China is #1 in sheer mass)
  • Mobile accounts for 65% of traffic (vs. France at 14% and the U.S. at 22%)
  • 41% of e-Commerce in India is mobile (vs. 15% in the U.S.)


Where is the opportunity?  It’s in companies translating their marketing efforts into Hindi, Kashmiri, Bengali, Marathi, and other Indian dialects.

Unlike Elvis, we don’t expect this trend to meet an untimely demise, but rather to gain velocity as other countries become increasingly digital. A global mindset is the key, and India happens to be the star attraction this time.

Where translation might once have been an insurmountable or at least onerous obstacle, there is now technology and resources to make it easy. A Translation Automation Platfom (TAP) like Cloudwords integrates with existing marketing software, allows for translation vendors, in-house translators or helps you find translators. It streamlines workflow and provides robust data on costs, time and marketing results. All of that can happen quickly at a fraction of the price (and headcount).

Thank you, thank you very much.

 

 

 

 

Content Marketing, Localization, Marketing, Translation management

Are You Complicating Things for Yourself and Your Clients?

When “going global” with marketing content, most companies focus on beating the competition. What marketers soon realize is that their biggest problem in getting the right content translated and delivered to far-flung regions is a lot closer to home. With apologies to Walt Kelly: “We have met the enemy and they is us!”

Companies often struggle to get out of their own way when developing and implementing global campaigns. They stumble over cumbersome processes and a lack of internal coordination. They can’t overcome tensions between headquarters and local offices, and the sheer volume of content involved is overwhelming.

So marketers really shouldn’t be surprised when resources go down the drain instead of sending content out the door.

There are a lot of ways this can happen. The good news is that there are simple ways to revamp how you think and how you do business that will make it easy to leap these hurdles.

  1. It’s a business operation, not an art form. Authors take years to pen one novel – that’s art. You need to get lots of content out the door this week – that’s production. Two different products, two different goals – two very different processes.

So don’t “craft” content; run a “content factory.” Look at each step in your process and optimize it. Find the inefficiencies and eliminate them. And if you’re going to revamp your factory, then retool it: Install a translation automation platform that encourages collaboration, automates translations as well as integrates with content management systems and measurement tools. And be sure to ask the folks on the factory floor for their input. The people who actually have to make it all happen probably know more about the problems – and solutions – than anyone in the corner office.

  1. Catalog, condense and connect. Chances are you have no idea about how much content you already have scattered around the organization. Generating content happens everywhere in the marketing function, in every office. There are blogs, sales materials, videos and more that live in different geographies, on different systems, in different languages, and managed by different people and tools. Do you have a complete picture of that fabulous inventory? Most likely, you don’t.

 

So, take inventory. Audit what you have. Once you understand where you stand, you can use a translation automation platform (TAP) to manage it, keep it organized and get the most out of it. It’s also an opportunity to break the organization out of its silos – use the technology to let people collaborate across teams and offices, and even with your outside vendors for translations. That will deliver even more efficiency in the content factory’s operation.

  1. Think local, act global: glocal. A global mindset doesn’t come by posting a map of the world at headquarters. It comes from engaging with and listening to the people in each region. The global aspect of a campaign can’t be an afterthought; it has to be a central idea when the campaign is being planned. That means working together with local offices and regions from the beginning, not asking for their “input” when things are already decided.

In fact, you should learn from your local offices. Have them design a global campaign – study how they approach it and add that cultural angle to your knowledge base. It will not only reduce the tension that exists between global and local marketing functions, it will result in much more effective campaigns that reflect both the languages and the cultural needs of the target audiences. Once again, the right technology platform can streamline this kind of collaboration and ensure everyone is in sync across all your markets.

Your clients and potential clients are looking for a business solution, so deliver content that implies smart, scaleable efficiency. Don’t burden them with a fog of old or irrelevant content. Speak to them as if you were at the table next to theirs. Make it simple for them to engage, and make it simple for them to become clients and fans.

Cloudwords, Globalization Management, integration, Localization, Translation management

Going Global? Don’t Forget To Pack These 6 Essential Items!

goingglobalimage

Less than 25% of your potential market can read this sentence! Don’t let your content get lost in translation: go global. Marketing teams that expand content to markets across the world are able to seize more global opportunity and revenue for their companies. Those who don’t may be left in the dust. And that’s where translation automation platforms (TAP) come in.

Traditionally, translation and localization have been managed by using manual systems, and a network of vendors and internal staff. It takes valuable time and resources to complete, review and implement each piece of digital content, with no centralized way to track the workflow, cost or ROI.

Now, a TAP called Cloudwords streamlines the pursuit of a multilingual market with more conversions in less time and at a lower cost.

A global strategy is far more than the tools to implement it, however. If you are ready to take your company global, or expand into new markets, consider this checklist of six essential items:

  1. ___ Prioritized list of target markets: Which markets are most expected to contribute revenue? Which territories are up-and-coming? Continue monitoring potential markets to inform the next generation strategy.
  1. ___ Global editorial management: In order to fully leverage content effectively across the globe, audit your existing content to determine what is suitable for specific geographies. Research your markets to bring culturally and locally relevant content to each territory. And, back up the hypothesis with tracking and analytics.
  1. ___ Your road map: From content creation to localization to translation to review to deployment, map out your plan for each location. Translate language and content for each territory, and continue to monitor the market for any necessary changes due to localized trends or current events. Glocal is the most effective global.
  1. ___ A meeting time and place: With new hands on deck, plan ahead for longer lead times as new responsibilities and team structures are implemented. Your content needs to be translated into multiple languages and be applicable to the needs of different cultures, so plan lead times accordingly. Schedule regular – we recommend weekly – status meetings with the team to enable predictability and integration.
  1. ___ Use a globalization platform, aka TAP: To go global at scale, you need a TAP to make sure the lead times don’t get seriously long, potentially busting your budget and missing deadlines. Cloudwords is cloud-based and integrates with nearly all other marketing platforms (Marketo, WordPress, Hubspot, etc.), as well as your preferred translation vendors, either in-house, freelance, or from Cloudwords’ own translator marketplace. Within our platform, translation management is centralized and yet flexible to enable consistent brand communications at a local level. Robust reporting is also included.
  1. ___ Translation memory: Translation memory is your company’s approved library of all words and phrases ever translated. A cloud-based translation memory works across all your different translation agencies and allows for real-time updating and global access. This alone can save almost 20% of the time and effort associated with manual translation processes.

These six essentials will make a world of difference in your global marketing journey. They are a mix of strategy, execution and technology. With these items, your brand can go anywhere. We look forward to getting postcards from your favorite campaigns!

Globalization Management, Marketing

Simplicity, Consistency, Integration and Speed to Market: The Fantastic Four of Translation Automation

Cloudwords_blogpost_07.14_001

Translating global marketing campaigns into business success is a matter of…translation. Despite technology bringing the world much closer together, the global market remains multi-lingual. To reach even 70% of the global market, your company needs to speak 12 separate languages. To reach 90% of the world’s potential customers, you need to be fluent in 21. Parlez-vous translation automation?

Even if your overall market can be covered by a handful of major languages, the fact is that customers everywhere respond far better to marketing campaigns in their preferred language – with generally over 30% more conversions. So properly localized translations, ones that capture the nuances and tone of your brand in ways that resonate in a given market, are crucial to expanding your business and ensuring ROI.

Delivering your marketing message on a large global scale has always been a challenge. The traditional reliance on complex manual processes that require costly oversight leads high costs, long timeframes and a strong likelihood of branding liabilities. Think about the last email you received that mangled language – what was your perception of the company? Exactly.

In these days of increased marketing automation, those old-school translation approaches can hold your company back. Consider these warning signs that your global marketing efforts are stalled:

  • Poor global conversion rates
  • Unmanageable translation budgets
  • Lack of insight into the process
  • Inconsistent branding

Technology 2.0 to the rescue! The solution is a cloud-based translation automation platform than can not only allow for translation and localization of marketing (and all of the elements in that process), but that can integrate seamlessly with existing platforms used to get those programs out the door.

Cloudwords was created to disrupt the translation market, not by going against anything, but by integrating everything. Here are the fantastic four fundamentals:

  1. Simplification. Managing manual translation is complex, and complexity costs. A lot. Engaging translators, keeping projects on track, avoiding duplicate efforts. Automation means simplification and fewer headaches.
  1. Consistency. You want one global brand, not one brand per language. Our platform fosters collaboration amongst vendors, campaigns and regions and stores preferred translations in the cloud. When everyone has a brand-compliant and readily accessible default, it’s convenient to be consistent. And consistency pays.
  1. Integration. Cloudwords connects directly with almost any content management system, source, or marketing automation platform (for a list, see “Integrations” in the Product section of Cloudwords Web Site). You don’t have to change anything else about how you work. You just work smarter.
  1. Speed to Market(ing). When your translation tasks are simplified, consistent and integrated with your marketing platform, you get your localized message to all your key markets fast. Pronto. Rápido. Schnell. 快. In fact, 70% faster than by manual means – plus you can do it for 40% of the old-school cost.

So look at how you’re managing translation for your marketing campaigns today. Do you recognize the warning signs of staid and expensive translation? Are you ready to take over the world with the Fantastic Four?