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

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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?

globile, integration, Marketing, Translations

Globile: It’s a Thing

We all read the facts, likely on our own phones: mobile now accounts for 60% of digital consumption.  Mobile has taken over and is even more pronounced in Asia, with high growth rates elsewhere. A search for “mobile first marketing” rendersmobilesocialregional 337,000,000 results.

Just as we need to design for the mobile experience in order to stay relevant (let alone viable), we also need to consider language translation as a business necessity. For a smart global company, you would no sooner launch a campaign only on desktop than you would only in English.

For most companies, the idea of translation is either a tedious series of manual processes or a vision based on a “someday” scenario. The problem is that “someday” is now, and the market share race started yesterday.

Most marketing organizations have embraced digital – there are platforms and systems to do almost everything. Getting those platforms to integrate can be a challenge. The familiar “Mobile first!” needs to be upgraded to “Globile first!” (You can’t disrupt an industry without creating a few new words along the way.)

How to do this? Yes, it’s another platform, but here’s the beautiful thing: It works seamlessly with your existing platforms (Marketo, Eloqua, WordPress, Sitecore, Oracle…and many more) and vendors. Cloudwords is truly additive. It allows you to translate, localize, manage workflow and seamlessly deploy within your existing solutions. It’s collaborative, cost effective and can be set up in a day.

As the name implies, much of the knowledge is stored in the Cloud, so that the most brand-compliant translations become default, and are available to teams and vendors everywhere. No more cutting and pasting into different modes of distribution (#overthat!). No more surprise costs. Just translation 70% faster, 40% cheaper and a whole lot easier. And thanks to Cloudwords, all of that translates directly to the bottom line. 

Globalization Management, Marketing, Translations

What’s True in Baseball…

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…isn’t true in business and marketing. In baseball, fans are well aware of the “home field advantage” teams enjoy when playing at their beloved local stadiums. The cheers are louder, the beer is colder. And, because of familiarity, they feel more confident that their team will win.

In marketing, however, it doesn’t pay to play favorites with your ‘home field’ audiences, especially when it comes to translation and localization. The English language accounts for a little more than 20% of the global market opportunity, and yet a typical enterprise has over 95% of their written assets in English. SSSTTRIIIKE!

While the present situation may be explainable, the plans for adapting in the future are surprisingly short-sighted. Over half of marketers have no strategy in place for multilingual marketing and 8% of companies do not translate any content at all.

Perhaps this lack of execution is because it’s hard to know where to start. Research suggests that 85% of Senior Global Marketers feel unprepared to meet the key challenges in reaching global consumers. What’s even more perplexing is that many of these same marketers work on global teams.

Just as workers are learning to collaborate across the globe, so too must our processes and platforms “collaborate” with each other. Old cut and paste processes and standalone solutions have gone the way of the Yankees ‘House that Ruth Built’ and Boston’s ‘Curse of the Bambino’. Just like for these old rivals, It’s time to build a new playing field and a new championship-winning approach… the ‘Post Season’ is here and its time to Play Ball!

Anything that relies on globalization for growth, like a business or an investment portfolio, benefits from diversification because it minimizes risk and increases opportunity. In marketing, this is localization – the ability to quickly and consistently translate words and ideas to suit a local audience.

So, maybe marketing is a bit like baseball after all, but from an All Star coaching perspective. Diversification, seamless integration and flawless deployment. Is your business ready in the batter’s box to market globally?

Cloudwords, Localization Industry, Marketing

Disrupting an Industry in Need of Disruption: Cloudwords Selected as an AlwaysOn Global 250 Winner

AO.SVIS15.GLOBAL250Cloudwords’ translation automation platform helps companies identify new revenue opportunities and grow global market share, and we’re proud to again be included among the leading global innovators—some of which are also our customers!—whose game-changing approaches and technologies are disrupting markets worldwide. We’re honored to be recognized by AlwaysOn as a disruptor in our industry and to once again be named one of the AlwaysOn Global 250 winners for the second year in a row.

We built our platform to meet the needs of companies who demand a more strategic approach to execute the localization of marketing content in order to compete on a global scale. We’re disrupting an industry that has traditionally been relegated to using old school approaches to manage the translation process—email, Excel, FTP sites—if you’re still using these tools to manage the localization of content, you’re probably not moving at the speed your business needs to move to get content to market. And if companies aren’t effectively reaching and engaging global markets before their competitors, they’re missing significant opportunities for growth and revenue.

What are the key components of Cloudwords’ translation automation platform?
• Cloud-based, pure SaaS solution that is centrally hosted;
• Agnostic to translation service providers – you can use your preferred vendor, or select a new one from our marketplace;
• Simplifies translation review and approvals;
• Connects automatically to existing marketing and content systems;
• Creates all translation in deployment-ready, cloned assets;
• Supports project management, collaboration, content workflows;
• Eliminates duplicate translation costs;
• Includes analytics of translation spend, efficiency and ROI—regionally and 
globally;
• Reduces risk with an audit trail of reviews and approvals; and
• Enforces brand consistency.

According to AlwaysOn, “The winners are writing a new chapter in the Global Silicon Valley, as they embark on new endeavors and define the next-generation of technology.” Yes, that’s what Cloudwords strives to accomplish. Are you ready to join us?

Uncategorized

75% of the World Can’t Read this Post

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If you’re looking to grow your business, you are ignoring 75% of your potential audience by publishing in English only.

In fact, no matter what language you publish in, you’re only reaching a small percentage of global online consumers in their preferred language. That means opportunity.

Translation Process

Historically, and for many today, this is an ongoing pain point. We’ll call this the “before”. Now, with the Cloud and smart, integrated technologies, we can live in the “after”.

BEFORE AFTER
Costly translation process On-demand translation
Lack of coordination and processes for external translators – costs money and time. Streamlined processes and single hub for all activity
Translation is often duplicated across your assets or across vendors, adding unnecessary costs Translation memory in the Cloud that avoids duplicated translations across multiple vendors
Time-consuming, labor-intensive cut and paste for each distribution platform Easy to start the translation process directly within your current Marketing Automation or Content Management tools
Difficult to analyze ROI: multiple and disparate processes and vendors A single platform that quantifies savings in time and expense across all your translation vendors

Now, businesses can host all translations in one place so that they can be easily managed and edited. No more copy-pasting necessary, since it’s now possible to pull content directly from a document or a platform (such as Marketo, WordPress, Twitter, etc.), translate it and then post it at will. Translators can be in-house, preferred external vendors or even drawn from a freelance group of qualified professionals. What was once a Tower of Babel is now a radio tower, signaling to the world that you are open for business.

Cloudwords, Cloudwords Customers, Features, Globalization Management, Insights, Localization, Localization Industry, Marketing

Glocalization Makes the Global Local

How Do You Say….Marketing?

To be a successful company in a global economy, you’ve got to go “Glocal.” With a nod to Thomas Friedman, the world may be flat…but that doesn’t mean it’s all the same. Au contraire. With the advent of social media and mobile technology, never has content been more easily shared, nor has it required more nuance.

What does Glocal mean?

Glocal is a way of thinking about content that allows for consistency with flavor – it means that global content can be leveraged yet tailored to a local audience. How do we do that? Language AND context.

For example, you wouldn’t sell pizza in New York in the exact same way you’d sell it in San Francisco. You would make the New York version cheaper with attitude, and the San Francisco version would have a selection of local organic toppings. Moving from one country to another makes things even more complicated. Now you need to explain what pizza is and why it is the perfect meal -— and you’ve got to do that in the right language.

Glocal isn’t new

This isn’t a new problem for business; in the 80s we coined a term (we didn’t have “mash-ups” so we coined in those days) “Glocal” to express the concept of a global product entering a local market. Sociologist Roland Robertson popularized the term in the late 1990s, when companies began to realize that going global was the key to growth. The cautionary tales – Nova, Pepsi, etc. – served to remind everyone that global is one thing, and local is another; to be successful, a company must do both. Back then, however, the task focused on the translation dimension, and rendered inconsistent copy, expensive and time-consuming resources and lacked a cohesive work flow. For many, it still does.

Glocal in the 21st Century

Once again, technology is allowing for disruption, not by new ideas per se, but by facilitating the connectivity between different people and systems. Now, it is not enough to simply translate words and save to a hard drive. A 21st century Glocal solution must have at least four elements:
1. Cloud-based
2. Understands (and learns!) context
3. Allows for local expertise to weigh in within a streamlined process
4. Integrates directly with all of the leading marketing and content systems.

What might appeal to consumers in America won’t appeal to consumers elsewhere, and someone with the appropriate cultural know-how, likely a native of that country, will have to apply a deft yet consistent touch to content as their product enters a local market.

Globalization by broadcast is so yesterday — people aren’t just going to connect with or trust a brand that doesn’t seek to know them. By literally speaking the language of the consumer – at scale – the best brands are global in scale, local in delivery and Glocal in execution.