Why Multilingual Digital Marketing Pays Off
-
Upload
via -
Category
Technology
-
view
172 -
download
0
description
Transcript of Why Multilingual Digital Marketing Pays Off
Why Multilingual Digital Marketing Pays OffTrends and lessons learnedTrends and lessons learned
Presented by viaLanguage and Intel
Today’s Agenda
• Trends: usage on the rise with rich mediaTrends: usage on the rise with rich media
• Managing content across regionsg g g
• Localization challenges
• Machine Translation‐ benefits and challenges
• Wrapping up & questions
Your Presenters
• Jeff Hanks– Consumer Rich Media Manager – WW Sales Enablement, Intel
• Darren Megarry VP of Corporate Sales viaLanguage– VP of Corporate Sales, viaLanguage
h ll• Chanin Ballance– (moderator), President & CEO, viaLanguage
TRENDS: USAGE ON THE RISE WITH RICH MEDIARICH MEDIA
Current Trends
Current Trends
Customer expects accessible info in their language
Current Trends @ IntelCurrent Trends @ Intel
• Big move towards “Rich Media” ContentBig move towards Rich Media Content versus traditional marketing assets
• Need for similar look and feel of assets• Need for similar look and feel of assets worldwide
O b d d– On brand and message
• ROI Analysis– How are tools being used? What’s the perceived value? How do you analyze l ?Wh t l li ti h ld b d ?value?What localizations should be done?
• Centralized management of assets
Intel’s Evolution
Out of 3000 assets:5% rich media– 5% rich media
– 50% all downloads
U b d– Usage goes beyond downloads
“Sponsors of Tomorrow” Campaign• Previous: – Geo individual launch and localization oflocalization of assets
• Now:Now: – Intel HQ managed assets prior to Geo distribution
• Simultaneous worldwide launch
2010 Intel® Core™ LaunchPiloting a new HQ‐managed program
for localization
8‐10 assets to the Geos
in 10‐15 languages
Customers want
• To be entertained and educated• To be entertained and educated
• Content where and when they want it
• In their language
MANAGING CONTENT ACROSS REGIONSREGIONS
Geo Management
Local flavor and region -Brand consistency-Local flavor and region-specific usage
y
-Selective translation
-Managing a shared budget- Team ownership/involvement
Managing a shared budget
-Lack of knowledge over how assets are used
-'Black Hole' Syndrome
HQ Management
-Better control / knowledge -Geos can feel as though-Better control / knowledge over asset usage-Brand consistencyCl ki l ti hi
-Geos can feel as though they are being left out of the processG b li f th t U S b d-Closer working relationship
with Geos-Budget maintained from
-Geo belief that U.S.-based localization agencies won’t do a good jobg
single group-Targeted localizations based on need
g j
based on need-Ensure budget is used as expected
Score CardingScore Carding and Reviews
LOCALIZATION CHALLENGES
Common Problem Areas
Rich media:– Flash text extraction
– Localizing graphicsLocalizing graphics
– File formatting for Translation Memory
Audio/Video Problem Areas
– Subtitles versus voiceover
– Animation timings inAnimation timings in another language
– Studio time for audioStudio time for audio pickups and content changesg
Tips to Lower Cost
Cultural Adaptation
Localizing for Asia and EuropeLocalizing for Asia and Europe
MACHINE TRANSLATION: BENEFITS AND CHALLENGESAND CHALLENGES
Machine Translation Good
• Content of low or indeterminate value
• Highly repetitive – technical manuals
• Knowledge content ‐ customer support,Knowledge content customer support, patent and publication research
• Gist for comprehension• Gist for comprehension
Is It Accurate?
Getting Better
• Statistical machine translation
• Post‐editing solutions (human hybrid)g ( y )
STILL NOT GOOD FORSTILL NOT GOOD FOR MARKETING/BRANDING
Weighing In
Pros Cons
- Good for gisting or translating low value
-Not appropriate for highly stylistic copytranslating low value
content
- Highly repetitive content
y py
- Very low accuracy for blogs, tweets and micro bits of textHighly repetitive content
with massive volumes
- Consider human
tweets and micro bits of text
-Brand killerConsider human
edited/hybrid versions
• Why do we need to• Why do we need toWhy do we need to localize digital media?
• Localization challenges
• Why do we need to localize digital media?
g
• Managing Brand across regions
• Localization challenges
• Managing Brand acrossg
• Machine TranslationManaging Brand across regions
hi l i• Machine Translation
WRAPPING UP…ANY QUESTIONS?ANY QUESTIONS?
Thank you!
Contact us at:
503.243.2007
www.viaLanguage.com