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BizReport : Blogs & Content : November 10, 2015

Study: Brands need to think translation for success

Whether a business is focused on a specific region in their home country to looking to expand across the globe, translation can be a strong tool in their arsenal. That according to a new Smartling report, which notes that targeting multi-lingual consumers is key to business growth.

by Kristina Knight

"Brands that want to resonate with consumers all over the world need to do more than just 'think' globally. They need to dedicate budget and resources to a truly global approach to their marketing efforts," said Judd Marcello, vice president of marketing at Smartling. "Translation is the most fundamental step in personalization. However, traditional language translation practices are often disruptive to the business process, and that deters a lot of marketers. Many see only two distinct approaches - human translation services and machine translation. It's time to challenge conventional wisdom if brands want to effectively engage customers in a personalized way on a global scale. Multilingual content management software is absolutely essential to doing just that. It combines the essential human element with innovative technology to give brands the ability to easily add languages, reach new markets and ensure native experiences across all their touchpoints."

Researchers with Smartling found that while brands understand personalized content is key to engagement, 48% have no translation budget for content that reaches outside the US, and that 59% haven't earmarked dollars to reach multi-lingual audiences within the US. Other interesting findings from the report include:

• 49% of brands say less that 5% of their audience is based outside the US
• 52% say they either do not translate or only translate to 1 other language
• 86% say they create US-centric content, and will translate into 1 other language
• 14% create content and hire local contractors to translate

Of those who do translate about 42% use human translators, 14% use both human and machine translators and 8% use machine translators.

Tags: branded content, content translation, multilingual marketing, Smartling

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