TRANSACTIONS START WITH WHAT
When making the decision to go global, most every organization begins with what. What needs translating? What file format is it? What’s the word count? What languages do we need? What turnaround can we expect, at what cost? These are all transactional questions, designed to enable companies to obtain an accurate quote and kick-off a localization project.
These what questions are certainly part of the reality of localizing content of any kind and they’re often driven by practical need – the need to meet the objectives of internal stakeholders and show that an international presence has been achieved. Companies in the earlier stages of their localization maturity model will almost certainly start with what and think about localization on the project level.
While the backbone of localization activity is undoubtedly focused on maximizing the growth opportunity in international markets, multilingual content targeted toward domestic audiences can be just as powerful in driving conversions while presenting far fewer practical and logistical challenges. Domestic multicultural marketing was once a largely ignored field but a growing number of companies are making it a priority, thanks in large part to the increasing size and purchasing power of the US Hispanic population.
The number of US Hispanics online is estimated at 33.5 million, representing $1.2 trillion of purchasing power, and yet spend on digital tactics aimed at this demographic increased by only 2.5% between 2011 and 2012. This translates into lower competition and CPCs on most digital platforms, which is particularly beneficial considering their engagement with social media, search engines and e-commerce is higher than the US average, allowing for numerous touch points in the conversion process.
Many companies looking to expand internationally may find the unique barriers to launching their brands, particularly in emerging markets like Brazil and China, potentially daunting. Localizing marketing communications often requires significant planning and investment, not to mention the management of practical, technical and logistical challenges, before even the first conversion is realized.
In this post, we’ll look at how English content can be used to make some international markets more accessible to companies looking for lower-risk avenues into global expansion. The analysis of on-site behavior, search data and sales trends gleaned from a soft-launch with English content can also prove the case for a marketing localization budget, as well as help identify product and advertising preferences in a region before making the in-language investment.
Machine translation (MT) is a hot topic within the localization world. The improvements in MT have been impressive and it has become a more common method of translating content. But is machine translation always appropriate and should it be used as frequently as it is? Is machine translation the way forward or a black-hole?
Managing international PPC campaigns is a complicated task. Not only do you have to manage keywords and ad text in languages you don’t understand, but you also need to manage larger campaigns, with multiple responses and varying success.
I’m not going to preach to you about keyword research vs. translation, ad text character limits or local search engines etc. This is also useful information but really it’s regurgitated by almost every blog out there. So instead, we’re going to get our hands dirty and talk to you about the real grind of managing multilingual / international PPC campaigns.
Yandex have broken from tradition again and launched a new interactive snippets and SERP re-design to be rolled out later this year. But does innovation always bring success? Wordbank has analyzed the expected design and implementation of rich snippets and we’re excited, but harbouring some concerns.
Do Yandex interactive snippets really bring users closer to their request? We feel there are 3 key reasons they could hinder user experience.
Thanks to everyone who came to see us over the three days of Internet World 2013 at Earls Court 2. It was great to speak to all the visitors to our stand keen to take their businesses into Europe, South America and Asia and helping answer questions about building and executing online strategies for these markets.
Internet Explorer 6 in China has long been a discussion point for website design targeting this country. Historically, IE6 usage in China has been extremely high with 1 in every 4 users coming through this browser/version. It makes China problematic for website designers as any site must function under IE6, and therefore limits design freedom.
However, since the turn of this year, some reports are suggesting a rapid decline of IE6 in China with StatCounter suggesting as low as 5% usage in Feb 2013. How accurate is this data and have we seen the end of IE6 in China?
International PPC is often considered the ‘next step’ of paid search activity after a fairly steady English market PPC strategy has been identified and tackled. This is understandable but often it’s the international PPC which then suffers due to pre-existing English campaigns taking over international/multilingual PPC advertising.
In this post we examine some of those common issues and how it should be resolved.