Trends in translation and localisation for global marketing

marketing translation, localisation

In a world where ‘content is king’ the global marketer’s job has changed dramatically. Instead of focusing on bespoke campaigns for each market, the volume of content that’s typically being produced by most multinationals has created a steady stream of new digital marketing collateral for domestic and global consumers.

While market-specific campaigns are invaluable for launching a business overseas, most companies would also like to translate and localise some of their digital content assets; as and when they’re produced. Thereby maximising the initial investment in creating new marketing content, and reducing the costs of creating unique content for each market.

As a result we are seeing three key trends in marketing translation and localisation, which are a reflection of this content driven world.

  1. Translation and localisation integration and automation

Demand for marketing translations has never been higher, with a vast amount of different types of marketing collateral now requiring translation. Blog posts like this one, subtitling and voice overs of videos for your company’s YouTube channel, social media updates, translation of webpages for new services or products, whitepapers, eBooks and press releases, are just some of the content that is regularly produced by marketing departments.

On top of this content, other marketing assets are also being created such as brochures and catalogues, product sheets and advertising campaigns, all of which also needs translating for different target markets.

This volume of content has added a lot of complexity to the marketing department’s function, if it has to be done manually. This is particularly true of website translations where new content is regularly added or where there are frequent updates to webpages. In these instances, Content Management Systems (CMS) that have multilingual capacities come into play, streamlining the translation and localisation process.

Updates to websites and publishing new content in different languages becomes much more efficient when there are systems in place that integrate and automate the translation and localisation process. Driving costs down and increasing turnaround times.

  1. Centralisation of translation projects

A side effect of the amount of content requiring translation is that large volumes can equate to inconsistency and inaccuracies. This is exacerbated when multiple parties are involved in numerous individual translation projects.

When the comms team handle some translations, product marketing others, and PR or other departments also translate their content too, we start to see inconsistencies that can result in confusion and damage to the brand. Inconsistencies can occur in the use of specific industry terminology, with content using different terminology depending on who initiated the translation. Or the tone and brand image may vary between different assets, diluting the core brand positioning and message. In some instances we’ve seen brand straplines translated in different ways across multiple marketing assets.

The problem is not limited to in-house teams operating in different ways, it also happens when more than one translation service provider is used. Although the risk of inconsistencies can be reduced by centralising project management of your translations in-house, and agreeing a glossary of terminology, brand style guidelines etc., it is even more effective to use one trusted provider.

  1. Outsourcing to a trusted translation partner

The solution to the issues identified above results in our final translation and localisation trend: marketing teams are building on-going trusted relationships with Translation Service Providers (TSP), who can reduce the complexity for them. While there are technology solutions and systems that can be put in place in-house to help integrate, automate and centralise your translation projects, TSPs have all the tools and expertise to do this effectively for their clients.

Moreover, they can significantly reduce the time spent project managing multiple marketing translations, and in turn provide a more cost effective, reliable and high quality solution. With a comprehensive range of services, translation technology, quality control and specialist linguistic support, a translation partner will enable your company to effectively localise your marketing assets for multiple markets.

When choosing a translation partner the onus should be on ‘partner’. This outsourcing model is more than contracting a provider to translate your content; it’s about working with a TSP who aligns their services with your company’s global strategies. Visit this page to learn more about how Comtec puts partnership at the heart of our client relationships.

To find out more about working with a translation service provider, download our website translation and localisation here.

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