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Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays Off
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Why Multilingual Digital Marketing Pays Off

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  1. Why Multilingual Digital  Marketing Pays Off Trends and lessons learned  Trends and lessons learned Presented by viaLanguage and Intel
  2. Today’s Agenda • Trends: usage on the rise with rich media Trends: usage on the rise with rich media • Managing content across regions g g g • Localization challenges • Machine Translation‐ benefits and challenges • Wrapping up & questions
  3. Your Presenters • Jeff Hanks – Consumer Rich Media Manager – WW Sales  Enablement, Intel  • Darren Megarry  – VP of Corporate Sales viaLanguage VP of Corporate Sales, viaLanguage • Chanin Ballance h ll – (moderator), President & CEO, viaLanguage
  4. TRENDS: USAGE ON THE RISE WITH  RICH MEDIA RICH MEDIA
  5. Current Trends
  6. Current Trends
  7. Customer expects accessible info in their language
  8. Current Trends @ Intel Current Trends @ Intel • Big move towards “Rich Media” Content  Big move towards  Rich Media Content versus traditional marketing assets • Need for similar look and feel of assets Need for similar look and feel of assets  worldwide –O b d d On brand and message • ROI Analysis – How are tools being used?  What’s the  perceived value? How do you analyze  value?What l li ti l ?Wh t localizations should be done?   h ld b d ? • Centralized management of assets
  9. Intel’s Evolution Out of 3000 assets: – 5% rich media 5% rich media – 50% all downloads –U Usage goes beyond  b d downloads
  10. “Sponsors of Tomorrow” Campaign • Previous:  – Geo individual  launch and  localization of  localization of assets • Now: Now:  – Intel HQ  managed  assets prior to  Geo  distribution  • Simultaneous  worldwide  launch
  11. 2010 Intel® Core™ Launch Piloting a new HQ‐managed program  for localization 8‐10 assets to the Geos in 10‐15 languages
  12. Customers want • To be entertained and educated To be entertained and educated • Content where and when they want it • In their language
  13. MANAGING CONTENT ACROSS  REGIONS  REGIONS
  14. Geo Management -Local flavor and region Local regionspecific usage - Team ownership/involvement -Brand consistency y -Selective translation Managing -Managing a shared budget -Lack of knowledge over how assets are used -'Black Hole' Syndrome
  15. HQ Management -Better control / knowledge over asset usage -Brand consistency -Closer working relationship Cl ki l ti hi with Geos g -Budget maintained from single group -Targeted localizations based on need -Ensure budget is used as expected -Geos can feel as though they are being left out of the process -Geo belief th t U S b G b li f that U.S.-based d localization agencies won’t g job do a good j
  16. Score Carding  Score Carding and Reviews
  17. LOCALIZATION CHALLENGES
  18. Common Problem Areas Rich media: – Flash text extraction – Localizing graphics Localizing graphics – File formatting for Translation Memory
  19. Audio/Video Problem Areas – Subtitles versus voiceover – Animation timings in Animation timings in  another language – Studio time for audio Studio time for audio  pickups and content  changes g
  20. Tips to Lower Cost
  21. Cultural Adaptation Localizing for Asia and Europe
  22. MACHINE TRANSLATION: BENEFITS  AND CHALLENGES AND CHALLENGES
  23. Machine Translation Good • Content of low or indeterminate value • Highly repetitive – technical manuals • Knowledge content ‐ customer support, Knowledge content   customer support,  patent and publication research • Gist for comprehension Gist for comprehension
  24. Is It Accurate?
  25. Getting Better  • Google • Statistical machine translation   • Post‐editing solutions (human hybrid) g ( y ) STILL NOT GOOD FOR  STILL NOT GOOD FOR MARKETING/BRANDING
  26. Weighing In Pros - Good for gisting or translating low value content - Highly repetitive content with massive volumes Cons -Not appropriate for highly stylistic copy y py - Very low accuracy for blogs, tweets and micro bits of text -Brand killer - Consider human edited/hybrid versions
  27. Why do we need to  Why do we need •• Why do we need toto Why do we need to  localize digital media? localize digital media? • Localization challenges g •• Localization challenges Managing Brand across  regions g • Managing Brand across Managing Brand across  • regions Machine Translation • Machine Translation   hi l i
  28. WRAPPING UP… ANY QUESTIONS? ANY QUESTIONS?
  29. Thank you! Contact us at: 503.243.2007 www.viaLanguage.com

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