Internet Marketing Content Localization for the Web
1. Internet Marketing Content Translation for the Web
As the name suggests, content translation is the process of converting text into the native language of the reader’s preference. While traditional translation methods required the user to go through a cumbersome process of looking up suitable links and categories on the search engine and then copying the entire article on the translator website, the advancement in digital technology has made it possible to convert to your desired language within seconds.
There are several software assisted content translation tools that can be used by the marketers to automate the aforementioned steps and offer the facility of translation right next to the original content. While the idea was conceptualized not more than two years back in the year 2014, there have been major cutting edge innovations in the field of content translation. Ever since its inception, the content translation has undergone a series of transformations that have resulted in higher efficiencies and productivities of multilingual editors for reaching out to their target audience.
By integrating several other softwares such as machine translation and dictionaries, the Content translation tool has been able to cater to the linguistic needs and preferences of millions of users worldwide. It can be safely touted as an extension to the already existing Translate tool that operates by converting the original user interface elements including Wikipedia menus into your native language while retaining the essence of the original text.
At Globibo Media, we help you understand the fundamental aspects of content translation and make it easier for you to create a strong hold over your audience by making a strategic use of your traditional marketing tools. By incorporating the content translation tool within your business campaigns, you cannot only acquire a wider customer base across different ethnicities across the globe, but also make it more convenient for your existing customers to relate to you and your content.
2. Internet Marketing Image Localization for the Web
While localization on the internet largely focuses on online content and websites, the visual aspect of it is generally ignored. There is an urgent need to understand the scope of using localized images, pictures, designs and logos to make your content more appealing and relevant within a global context. It is important to understand that imagery is a strong medium for reflecting cultural nuances of the part of the world, where it is designed. Cultural differences greatly impact the way we communicate and respond to communication.
We’d like to share an interesting real life example to make you better understand the importance of image localization. A couple of years ago, in a bid to promote Health and Safety for their employees, the South African Chamber of Mines decided to offer visual instructions to the workers by sticking posters that directed them to keep the rail tracks free of debris and corresponding interruption in work. The poster carried a set of three images that displayed the steps to be taken by the miners. However, within a couple of weeks, the management noticed that the problem had become more aggravated and there was more blockage on the tracks than before. When the situation was analyzed from the point of view of the workers, a majority of whom were illiterate, the officials deduced that instead of reading the poster left to right, the workers were doing it the other way round that is right to left! The old adage that ‘a picture is worth a thousand words’ is most suitable to describe this situation.
While it is massively challenging to localize the images and graphics according to the different demographic and cultural differences, it comes with a host of far reaching benefits as well. In the aforementioned example, we could easily make out that although the intention of using visual imagery for reaching out to the illiterate workers was very well thought of, it was the localization that needed more attention.
Apart from regular images and visuals, you also need to take care of the graphical use of symbols or hand gestures that might be used as a regular signal indicating a positive aspect in a particular country, while end up being regarded as suggestive of a derogatory implication in another cultural setting. Globibo Media will help you not only understand the intricate details of image localization, but also to enhance the relevance of your content with respect to a specific ethnicity or community. Our dedicated workforce will help you localize your visual content according to the audience that you wish to target, and achieve exponential returns from your business.
2. Internet Marketing Audio / Video Transcription / Subtitling for the Web
With the changing trends in today’s world, people’s focus is shifting from the textual to the visual. The general trend showcases the common preference of today’s consumers in accessing information that is available in the form of multimedia content. They prefer watching slide shows, listening to learning modules and going through interesting videos to obtain information using approaches that are not only more convenient, but also easier to process.
However, if you want people of different ethnicities and cultural backgrounds from around the world to listen to your advertisements or watch your videos, you will need to translate your multimedia into the languages of your target markets. To put it in simpler words, you will need to design your voice recordings, your video transcriptions and subtitles in a way that they are able to cater to the linguistic requirements of the people in your target communities. This concept is termed as multimedia localization and is the ideal way to make your content relevant to the different audiences that view it.
Audio localization incorporates a number of factors including choosing the right artist for providing the voice over, ensuring the correct pronunciation and tone of the audio and basically making sure that it appeals to the audience it is reaching out to. Video transcription on the other hand is the process of translating a video’s audio into textual content and converting it into a different language altogether. Subtitling is a type of subordinate translation which carries restrictions on both space and time that are directly related to the final outcome. It not only involves the translation of the textual context, but also its suitable integration into the final video within the pre determined parameters of space and time.
Our dedicated teams at Globibo Media ensure that you achieve high quality multimedia localization of your audio and video content, so that you may cater to the needs of your international audience. With our excellent localization services, you will not only be able to design targeted content for your consumers, but also do so effortlessly.
Video localization for the Web
Using video content for advertising your business and selling your campaigns is one of the most popular trends in digital marketing nowadays. However, it is important to design your video in such a way that your customers from around the world are able to relate to it. Localizing your video content to suit the native requirements of people residing in different parts of the world is critical to reaching out far and wide and achieving a larger customer base. But why is this video localization strategy so important?
Let’s cite an example. A few years back, the health and cosmetic giant Procter and Gamble tried to campaign for their Camay soap in Japan. The company used their commercial wherein a man enters the bathroom and touches his wife, who is bathing. Despite its general acceptance and popularity in the European countries, the ad was not very well received by the Japanese audience who considered it to be inappropriate and seemingly suggestive. This was a classic example of how the same video campaign could be met with two entirely different responses due to the cultural values and trends of the different countries.
Video content is so much more than just linguistics. It also contains cultural indicators that need to be adapted according to your target audience. While one way of achieving this, is designing content specific to each market, it is tremendously expensive way of doing business. This is where video localization comes in.
Video localization is a more integrated version of localization that incorporates changes to all the aspects of multimedia content including translation of the audio, editing of background score and sounds, dubbing of the voice over, translation of subtitles and adjustment of the playback speed to correspond with the newly edited track.
At Globibo Media, we have dedicated teams of proficient strategists and marketers who would offer you adequate assistance in localizing your video campaigns so that they can be suited to the various cultural requirements of your target audience, and contribute towards tremendous scaling of your business.
Translation Memory / Terminology Database Management
Translation memory can be touted as a database of segments (phrases, paragraphs, sentences) that have already been translated in the past, for their reuse by human translators. It not only provides easy access to the earlier translations which give you an idea as to how the elements were translated in the past for the sake of consistency, but also saves a considerable amount of time in reengaging with the translation process. It can be used as a tool that monitors the translation process in real time and keeps storing or memorizing them as they occur. Whenever a user encounters a particular element that has been translated earlier, the TM tool alerts and prompts him to either insert the previously translated text or make amendments in it. The TM is created at the beginning of the localization project and keeps growing throughout by translating and storing the content.
Moving over to Terminology Database Management, the process can be defined as the creation and maintenance of TMs, glossaries and dictionaries for providing greater consistency and flow of language in a particular localization project. Through TDM, you can not only source textual elements and their respective translations, but also automatically capture and host them in a centralized memory for future use. It also reduces the redundancy of work by ensuring correct matching of words throughout the entire content.
Both Translation memory and terminology database management are enormously effective in ensuring faster future translations while maintaining the high quality standards of content all throughout. Globibo Media offers professional guidance on both TM and TDM and helps you achieve higher efficiency and speed of your translation turnaround times. We help you expand your translation memories and stay updated and aligned with your language preferences.
3. International Internet Marketing Content Distribution for the Web
With most businesses going the global these days, it has become exceedingly imperative to expand your presence across a wider base of audience from around the world. Every innovative and unique campaign remains largely ineffective if it fails to reach the right audience. This is where international content distribution steps in. Apart from the traditional earned and owned media advertising, brands these days are geared towards more paid content distribution for focused targeting of relevant consumers. But how do you achieve effective international content distribution? Have a look!
- The first and foremost step is to distribute your content in the global market and increase your brand awareness by employing effective communication strategies.
- Tap the local expertise of your target region to produce content that is more relatable to your target audience while focusing on one specific country or cultural background.
- Make use of professional translation services and connect with your target audience by sharing messages that have been designed keeping in mind their native language and cultural preferences.
- Incorporate global engagement metrics for monitoring and evaluating your content performance in the various markets and keeping it updated by making the necessary amendments required.
Given the expertise of our highly talented marketers and strategists at Globibo Media, you can achieve the desired content distribution across the globe while keeping your campaigns aligned with the concept of ‘think globally, act locally’. While we can help you design and distribute your content across the different kinds of ethnicities and demographics, we will also make sure that your content stays relevant to your audience who is able to connect with it.