international website marketing
DESCRIPTION
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.TRANSCRIPT
Advanced Language Translation Inc. © 2014
INTERNATIONAL WEBSITE MARKETING
Corporate translation and localization services
Advanced Language Translation Inc. © 2014
English loses market share…
Source: http://www.glreach.com/globstats/
Advanced Language Translation Inc. © 2014
27%
23%8%
5%
4%
3.8%
3.3%
3.0%
3.0%
2.0% 18%
Advanced Language Translation Inc. © 2014
And by 2012…
Advanced Language Translation Inc. © 2014
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
-16%+14%
Advanced Language Translation Inc. © 2014
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
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
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
SearchBuscar
Advanced Language Translation Inc. © 2014
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.
Localization
Internationalization
Advanced Language Translation Inc. © 2014
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
InternationalizationRequires 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
Advanced Language Translation Inc. © 2014
Advanced Language Translation Inc. © 2014
Leveraged LocalizationLocalization 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
Advanced Language Translation Inc. © 2014
Advanced Language Translation Inc. © 2014
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
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
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
Website Localization Cost StructureRegardless 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
35%
15%
5%
25%
20%
Web Globalization Costs*
Text Translation
Project Management
Testing
Design & Multimedia
Development & Tools
*Beyond Borders: Web Globalization Strategies, John Yunker, New Riders Publishing, 2003.
Advanced Language Translation Inc. © 2014
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
Advanced Language Translation 25 N. Washington St. Rochester, NY 146141.800.218.9024
Thank you!
info@advancedlanguage.comadvancedlanguage.comblog.advancedlanguage.com
Molly AncelloMarketing [email protected]