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Web Globalization

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Projecting a consistent global web presence is a …

Projecting a consistent global web presence is a
challenge for marketing organizations. Some lack the
resources to keep their brand and content accurate
and compelling in multiple markets. Others fall into the
trap of assuming that a word-for-word translation of
the home market website will be as effective in other
parts of the world. And some give their local offices
the freedom to create their own online presence, which
results in confusion about the company’s business
and its brand. Without a unified strategy that combines
globalization best practices with specific branding and
technology requirements, companies risk customer
alienation and a diluted identity.


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  • 1. Solution Briefglobalmarketingops.comWeb GlobalizationFull Service WebsiteAdaptation For All Your MarketsProvide highly relevant contentand consistent branding with WebGlobalization ServicesProjecting a consistent global web presence is achallenge for marketing organizations. Some lack theresources to keep their brand and content accurateand compelling in multiple markets. Others fall into thetrap of assuming that a word-for-word translation ofthe home market website will be as effective in otherparts of the world. And some give their local officesthe freedom to create their own online presence, whichresults in confusion about the company’s businessand its brand. Without a unified strategy that combinesglobalization best practices with specific branding andtechnology requirements, companies risk customeralienation and a diluted identity.HOW GLOBAL IS YOURWEBSITE?⊲ How easy is it for visitors to select their languagechoice on your site?⊲ Is the language selector hidden or below the fold?⊲ Are you supporting the right number of languages?⊲ Are you accounting for text expansion or shrinkagedue to translation?⊲ Does your website account for cultural perceptionsof imagery and color?⊲ Are you using a global design template?“We struggle to balance ourcorporate messaging andbranding standards with thecontext and culture of localmarkets.” “We’re lacking a well-definedglobal website developmentprocess, so our local officescreate their own versions,leaving us with wildly divergentform and content.”“Our customers want tointeract with our website intheir own language, evenwhen they are comfortableusing another language.”© 2012 Lionbridge
  • 2. Solution Briefglobalmarketingops.comGET STARTEDEnsure your website provides the best experience for your global customers.Contact us to learn more about our web globalization services.globalmarketingops.com/get-startedAaron S. HakensonGlobal Marketing ConsultantEmail: Aaron.Hakenson@lionbridge.comPhone: 978.964.1937FollowLionbridgeENSURE A CONSISTENTGLOBAL WEB PRESENCEManaging the globalization effort requires a centrally-managed program that brings together corporate andin-country representatives to agree on goals for eachcountry and establish common metrics and deliverytimetables.Lionbridge Web Globalization gives you the ability todeliver relevant, consistent web content anywherein the world. Our program includes localization andadaptation of static and interactive web content, styleguide creation, terminology management, translationmemory management, and optimization of machinetranslation output. We maintain state-of-the-artpublishing and production capabilities in all of ourglobal delivery centers and our global resources includefulltime translators, sector-specific in-country agencies,independent subject matter experts, and in-house audioand video production professionals.LOCAL RELEVANCY WITH ASTRONG GLOBAL BRANDOur flexible, well-structured methodology providesyou with the quality of in-country translation with theefficiency of a unified, centrallymanaged process soyour messaging is relevant for every customer. Wefacilitate communication, collaboration, and bestpractices across all of your operations and ours, so youreceive the highest quality output in all languages.Our clients count on us for:⊲ Messaging that’s undiluted by the localizationprocess⊲ Content that resonates with its intended audiencewhile maintaining its messaging goal⊲ Strong uniform branding with regional flexibility forlocal online marketingOur trusted teams have deep, hands-on experienceadapting website content for markets around the world,with an excellent track record of delivering qualityprojects on time and on message.SOLUTION HIGHLIGHTS⊲ Localization and adaptation of online and interactivecontent⊲ Style guide creation, terminology management,translation memory management, optimization ofmachine translated output⊲ Technical support for global website enablement⊲ Connectivity to multilingual web contentmanagement systems (WCMS)© 2012 Lionbridge