International Website Marketing

  • 203 views
Uploaded on

Marketing your products and services to international audiences requires a localized website that meets the needs of those audiences. Website translation options are scalable so it's important to know …

Marketing your products and services to international audiences requires a localized website that meets the needs of those audiences. Website translation options are scalable so it's important to know which option is right for you and which process works best with your content.

More in: Marketing
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
203
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • IRG Luncheon, March 26, 2002
  • Web searches are easier to formulate in one’s native language
    Users prefer their native language
    Users are easily informed in their native language


Transcript

  • 1. Corporate translation and localization services INTERNATIONAL WEBSITE MARKETING Advanced Language Translation Inc. © 2014
  • 2. English loses market share… Source: http://www.glreach.com/globstats/ Advanced Language Translation Inc. © 2014
  • 3. Advanced Language Translation Inc. © 2014 27% 23% 8% 5% 4% 3.8% 3.3% 3.0% 3.0% 2.0% 18%
  • 4. And by 2012… Advanced Language Translation Inc. © 2014
  • 5. In the last 10 years… • % of English users on the Internet has fallen 16% • % of Chinese users has increased 14% • Number of Internet users worldwide has quadrupled • “Other languages” has exploded Advanced Language Translation Inc. © 2014
  • 6. Why have a multilingual website? 1. Introduce your products and services to new markets 2. Diversify your customer base 3. Test the waters in new markets at low cost 4. Find new sales channels 5. Build credibility with foreign customers 6. Competitive advantage Advanced Language Translation Inc. © 2014
  • 7. Excuses for inaction… • “Localization is too expensive.” • “It takes too long, we have to get into the market now.” • “Our customers are highly educated; they all know English.” • “We only want to do business in English.” Advanced Language Translation Inc. © 2014
  • 8. Treat potential customers well… • Knowing English doesn’t mean you do your research in English • Localizing a website can often be completed as fast as publishing a brochure • For the cost of a one-time display add, you can have a permanent presence on the Web BSuesacrcahr Advanced Language Translation Inc. © 2014
  • 9. Internationalization & Localization • Internationalization: The adaptation of a product’s structure, functionality and appearance to enable efficient localization. • Localization: The adaptation of a product, software or website to meet the linguistic, cultural, and usability requirements of another market. Advanced Language Translation Inc. © 2014
  • 10. What are your options? • Internationalization • Leveraged Localization • Global Minisite Any of these can be… – Centralized - your company publishes the site, but provides localized versions for sales reps, partners and customers – Decentralized - your in-country affiliates publish the sites (ideally to integrate with yours) Advanced Language Translation Inc. © 2014
  • 11. Internationalization • Requires more extensive work due to redesign of: – Site infrastructure – Page layout – Content handling • Requires more robust planning • Will require a market-by-market content strategy Advanced Language Translation Inc. © 2014
  • 12. Advanced Language Translation Inc. © 2014
  • 13. Advanced Language Translation Inc. © 2014
  • 14. Leveraged Localization • Localization is simpler than internationalization • Foreign language sites mirror the English • Implementation proceeds quickly • Costs are lower than for internationalized sites • Updates are less frequent Advanced Language Translation Inc. © 2014
  • 15. Advanced Language Translation Inc. © 2014
  • 16. Advanced Language Translation Inc. © 2014
  • 17. Global Minisite • Rapid deployment of a multilingual web-presence at low cost • Easier integration into existing site • Gain critical market data from live web traffic • Scalable Advanced Language Translation Inc. © 2014
  • 18. Who’s visiting your website? • Check your company’s web logs • Be sure you are tracking visitors by geographic region • Look at specific countries. Have any inquiries or orders come in from other countries? • Where is the most heat (or already some fire)? Advanced Language Translation Inc. © 2014
  • 19. Which development strategy is best for your company? • If your company uses a CMS for its website… – Check to see if it supports localization – Develop your multilingual content strategy – Purchase in-country domains – Begin preparing content • If your company does not have a CMS… – Consider proxy-based translation, such as ALT’s EasyLing service • If you are just getting started… – Consider a Global Minisite: gives your company a footprint internationally and enables you to gather search stats by target market and language Advanced Language Translation Inc. © 2014
  • 20. Website Localization Cost Structure Regardless of how much of a site is localized, the costs will have this structure: – Project Management – Analysis & Quoting (no charge) – Setup – Translation – Editing – Recreation of graphics – Localization Engineering – Proofing & Testing – Client Review – Update and Maintenance Costs Advanced Language Translation Inc. © 2014 15% 35% Web Globalization Costs* 5% 25% 20% Text Translation Project Management Testing Design & Multimedia Development & Tools *Beyond Borders: Web Globalization Strategies, John Yunker, New Riders Publishing, 2003.
  • 21. Where to start? • All or Nothing: Do you need to “translate” (localize) your whole site? • What are your goals? – (Direct, support, or augmentation?) • What’s your budget? • How’s it going in the U.S? – Your English-language site – What about domestic foreign language markets? Advanced Language Translation Inc. © 2014
  • 22. Marketing Coordinator mancello@advancedlanguage.com Advanced Language Translation 25 N. Washington St. Rochester, NY 14614 1.800.218.9024 Thank you! info@advancedlanguage.com advancedlanguage.com blog.advancedlanguage.com Molly Ancello Advanced Language Translation Inc. © 2014