Marketing professionals are often tasked with not only launching a new product, but also coordinating the communications of the launch simultaneously in multiple countries. As enterprises experience increased pressure to expand globally, traditional methods of translating important brand information and marketing messages just aren’t cutting it.
Netflix, the leading provider of movie and TV streaming, announced this year that they were immediately expanding into 130 countries. Completing this rollout by the end of 2016 means that Netflix must quickly add languages like Arabic, Korean, Simplified and Traditional Chinese to the 17 languages it already supports (not to mention the many foreign markets where Netflix is available in English, but not the local language). When brands embark on ambitious global rollouts like this, it becomes necessary to utilize technology for quick and accurate localization.
Solving the translation challenge with technology
So how do brand marketers ensure that their multilingual content keeps pace with the breakneck speed of global expansion? In his recent article on digital darwinism, Brian Solis suggests that only companies that embrace disruptive technology will achieve continued success. That point certainly holds true within the realm of localization and translation. Digitized business thrives on automation as does translation. Cloud-based translation solutions are seeing increased adoption because they allow busy digital marketers the option to automate the translation of marketing communications. As Solis reminds us, companies that do not innovate and transform the way they translate will be left behind.
Continuous translation vs. Traditional translation
In a recent interview with CMO.com, Brian Peters, Director of Management Consultancy at ARRYVE, said “It's a great tactic to create a big wave of consistent messaging and brand experience across markets. It conveys the impression that the business really has its act together.” In practice, riding that wave of consistent messaging across multilingual markets is nearly impossible without effective localization and continuous translation of new content iterations. Continuous translation should be agile, fast, and accessible in real time. Traditional translation - including FTP, emails back and forth to translators, and offline content approvals - is slow, expensive and lacks digital visibility. Innovations for connecting marketing teams with language service providers (LSP) will be the difference in whether your international communication strategy is continuous and well-networked, or static and siloed.
Steps to a more networked approach
With 3.12 billion Internet users worldwide in 2015 and at least 23 different languages to translate in major markets, corporations targeting consumers in various countries and emerging markets must localize their sites and communications. Here are a few ways to start automating those processes, moving to a cloud-based approach.
1. Don’t suffer from Language Afterthought Syndrome
The Gilbane Group, a leading content technology analyst firm, has studied the Language Afterthought Syndrome in depth. They define it as “a pattern of treating language requirements as secondary considerations within content strategies and solutions.” This is a common problem plaguing companies today, and it is one that is avoidable. To sidestep this hurdle, put more time into your pre-translation workflows by identifying: your most valuable content, how technical in nature your messaging will be, timelines and milestones for production, and which vendors you’ll use for localization and translation. Knowing the full range of content types that will require localization will help you to accurately scope work and ensure the proper procedures are in place with your LSP.
2. Dust off your style guides because you’re going to need them
Linguistic assets, such as glossaries, style guides and translation memories, help companies ensure brand protection and messaging consistency. Proper use of each of these assets is essential for successful localization, especially when you begin to scale your processes. Companies that decide to not invest in linguistic assets will likely see future translation expenses that far exceed what the initial investment would have been.
3. Determine where your content lives and look for direct integrations
Not only are there technology options for translating directly inside your content management systems, but you can also find integrations with your marketing automation tools, eCommerce software, CRM, and knowledge bases. Direct integrations will be vital to ensuring you are more efficient in localizing your content and can accurately predict project completion times for go-to-market campaigns. Prioritize the systems that contain your most important content and switch to a Translation Management System (TMS) that can integrate deep inside those applications.
4. Understand which translation cloud providers are truly cloud-based
Traditional translation management vendors will claim to have cloud offerings, but their on-premise software is still powering everything behind the scenes. On-premise software is both hard to implement and expensive to maintain. Imagine Salesforce.com without the AppExchange. You would either have to install Salesforce.com software (something that goes completely against their “End of Software” mission) or need to find custom coders to develop against the platform for a solution to your pain point - a costly and very time-consuming endeavor.
Alternatively, some vendors will take a version of your site, copy it onto a proxy server, and call it cloud. But this completely removes your content from your servers and from your content management system - limiting your control over your content, increasing your costs, and killing your SEO. Proxy undermines your CMS investment and limits the agile nature of cloud-based translation. This is why it’s critical that your cloud-based solution has an open API with a scalable network of integration partners that work inside of your business applications. A truly cloud-based solution will give you real time, on-demand access to your translation projects that are stored conveniently in your CMS and other applications.
As international marketers strive to make the the customer experience more personal, language barriers will continue to play a major role in either the success or failure of global marketing campaigns. Adopting a cloud-based translation technology is now a decisive factor for success.
Language is social. It connects people and ideas. But what happens when it stops connecting, slows down, and goes offline? What happens when your global audience is left in the dark because your translations are stuck in someone’s inbox?
With the Translation Network, Lingotek makes your content accessible to your customers globally. By connecting your company with our technology and translators, we connect your ideas with the world. Lingotek makes going global possible.
Cloud Based Translation is Faster, Easier & More Efficient
Lingotek revolutionized the translation industry with its cloud-based networked translation technology. With Lingotek, you get an enterprise-grade, end-to-end solution that you control. Bring your translation workflow into the 21st century and get out from under the old-school, on-premise, traditional IT, and proxy architectures that slow you down and increase your costs with budget-busting implementation processes and ongoing maintenance.
Agile Software That Offers Scalability and Responsive IT
Our next-generation technology continuously delivers multilingual content and scalability to meet your increasing needs for more content, storage, and translation management. Lingotek’s cloud-based technology can extract large amounts of data and scale to any project size on the fly. With our agile software, Lingotek can be more responsive and can match your evolving requirements with fast IT.
Seamless Integration With Your Applications
Seamless integration with your enterprise applications and our translation management system lets you upload source content for translation, have it automatically translated, and download the translated content back into your original application.
Automated Workflows Put Your Translations on Autopilot
Put your translations on autopilot with customizable workflows that let you trigger actions throughout the project lifecycle. From notifying a reviewer when a translation is ready for review, to reporting project status to an external system, the Lingotek rules engine brings AI-like capabilities to your workflow.
Continuous, Real-Time Collaboration for Round-the-Clock Translation
With a vast network of translators working in our powerful cloud-based translation management system, you get continuous, round the clock translation and real-time collaboration.
Centralized File Management Gives You Control Over Your Content
Out-of-the-box integrations with popular CMS, CRM, marketing automation, knowledge bases, and social business software means your information resides in your system, giving you visibility, access, security, and control of your files and information.
Scalable File Storage to Match Your Growth
Our cloud-based Translation Network offers scalability that auto-scales to increased volume levels, without no additional charge for more file storage. It can scale as your usage grows.
Secure Your Information With Controlled Access to Files
Content stored in the Lingotek cloud is fully secured and kept private to your organization. Role-based authorization ensures that users only see information if they have been granted access by your project administrator.
Lingotek offers a wide range of translation solutions to its customers. Whether you are in the enterprise or federal space, or want our world-class translation services team to take care of your localization for you, Lingotek offers corporate and global translation solutions that are custom tailored for your needs.
Lingotek | The Translation Network is a cloud-based translation services provider, offering translation management software and professional linguistic services. We are the leader in collaborative translation technology with an innovative cloud translation management system (TMS) that uses computer-assisted translation (CAT) tools to facilitate faster, more efficient, language translation. Lingotek was the first to introduce cloud-based TMS technology to the United States in 2006 with the launch of a fully online, web-based, computer-assisted translation (CAT) system that pioneered the integration of translation memories (TM) with main-frame powered machine translation (MT). Our multilingual application program interfaces (API) and connectors pair with the industry’s top enterprise applications to automate and integrate the translation process. They include:
Customers can use their own language services providers (LSP) and linguists, or our global network of 5,000+ professional linguists. Lingotek is based in Lehi, Utah in the area known as Silicon Slopes.
Signal Peak Ventures is a Salt Lake-based venture capital firm that focuses on early-stage technology investments in the Intermountain region. The firm was established as Signal Peak in 2011 after the spin out of Canopy Ventures venture capital team and the acquisition of portfolio investments in ten other companies. The Signal Peak team has extensive experience in sourcing, executing, managing, and divesting venture capital stakes across the Intermountain region.
In-Q-Tel is a strategic, not-for-profit investment firm that works to identify, adapt, and deliver innovative technology solutions to support the mission of the U.S. Intelligence Community. Launched by the CIA in 1999 as a private, independent organization, In-Q-Tel's mission is to identify and partner with companies developing cutting-edge technologies that serve the national security interests of the United States. Working from an evolving strategic blueprint defining the Intelligence Community's critical technology needs, In-Q-Tel engages with entrepreneurs, growth companies, researchers, and investors to deliver technologies that provide superior capabilities for the CIA and the larger Intelligence Community.
Lingotek works with some of the largest, most innovative companies in the world, in a wide variety of industries and services including government, technology, finance, telecom, travel, and education. Our clients include departments in the U.S. Government and several large Fortune 500 companies. Here are some of the Customers that are trusting their translation processes with the Lingotek Translation Network.
We also work with a growing network of Partners--service providers, digital agencies, open sources technologies, and other strategically selected companies--to meet the unique translation requirements of our customers.
Comparably Best Company Leadership 2018
Comparably Best Company Managers 2018
Top 100 Companies in the Digital Content Industry - EContent 2017-2018
Comparably Best Company Leadership 2017
Comparably Best Company Culture 2017
Comparably Best Places to Work 2017
Comparable Best CEO - Rob Vandenberg 2017
Utah Business Book of Lists Top Telecom & Technology Software Developers 201
Utah Best in State Language Services 201
Silicon Review List of Inspiring 100 Companies 201
Top 100 Companies in the Digital Content Industry - EContent 201
Top 30 Drupal Contributor 201
Top Translation Services Company 2016 - PFin
Hot in Lehi Award Top Trending Companies - Owle
Top 100 Companies in the Digital Content Industry - EContent 201
Edison Award Finalist 201
CIO Microsoft 100 Solution Providers CIO Review 201
Edison Award Nominee 201
Gartner Cool Vendor of the Year 201
Oracle Gold Partner 201
Stevie Award Best New Product or Service of the Year SaaS Category 201
Most Innovative New Product Utah Valley Entrepreneur Forum 2006
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