News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Translation challenges stymying online communication
For a couple of years experts have been encouraging brands to become more global-minded. Today shoppers aren't just looking at US-based or UK-based companies because they live in that country. Shoppers are looking at ecommerce sites from all corners of the world.
Kristina: What do you see as the biggest demands and challenges for organizations when it comes to translating content to other locations, languages and cultures?
Paige O'Neill, CMO, SDL: When businesses fail to adhere to the growing demands of globalization, they lose out on opportunities to foster deep relationships with customers. One of these demands is the ability to translate content into the language of the customer. All too often, language has become an afterthought in an organization's customer experience strategy, not taking cultural nuances and idioms into account.
More specifically, businesses are challenged to take into account industry-specific sayings and phrases, going beyond traditional translation. For example, the Travel and Hospitality, Finance, eCommerce and Life Sciences industries all have distinctive needs and nuances when it comes to translation. Organizations can meet these localization mandates by translating at a local and even industry-specific level. With this added layer of personalization and accuracy, consumers can enjoy a truly global and local experience.
Kristina: How do translations differ across industries? Do highly regulated industries like life sciences need to approach translation differently?
Paige: Every industry faces its own unique challenges when it comes to translating content. Life sciences companies require high quality, technical translations that avoid any inaccuracy that could inevitably impact a patient. On the other hand, Travel and Hospitality businesses act as bustling content factories looking to translate a high volume of information to customers across the globe in a timely manner. For this reason, global businesses today require specific translation solutions comprised of both machine translation and professional language services to ensure accurate and consistent translations across languages. Integrating tailored solutions helps to provide seamless delivery of global customer experiences at an accelerated pace.
Image via Shutterstock
- Study: Brands must track across devices
- Study: Emojis key for push notifications
- Top 4 tips to implement machine learning
- 'Mobile first' strategy now a must for retailers
- Pace of tech change concerns teens
- Survey finds email pressure for retailers
- Report: Email, mobile key to retail success
- Expert: Data key for financial campaigns
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...