Marketing

Multilingual Subtitles and Captions Can Expand Your Video Views

Marketing and promotional videos are more popular than ever in this age of digital media. It used to be that only big-budget businesses could afford the cost of producing a slick marketing video touting all the advantages of their products or services.
Not anymore.closed caption image
Today, many organizations have their own in-house video production teams equipped with low-cost but high-quality cameras and editing software that almost anyone with a basic knowledge of computers can use. Even more appealing to cost-conscious marketing managers is the array of social media sites that feature videos produced inexpensively on mobile devices and shared easily across multiple user platforms. A study by Cisco estimates that by 2020, video will account for 75 percent of all mobile data traffic! (Our previous blog highlights more fully the impact and opportunities of video marketing.)

Which Way Should You Go: In-House Translators or Outside Translation Partner?

More businesses than ever are branching out into multilingual communications as a way to expand their customer base. So the question these days is not so much “Should we translate?” as it is “How should we translate?” The answer is an important one.translators proofing documents
After deciding it’s time to target a more global audience, the next step is to determine whether to use internal staff to handle the work or partner with an outside language service provider (LSP). There’s certainly a cost either way, and any budget-conscious business leader should factor that into their analysis. But there are also many other pieces that go into creating and maintaining a successful translation program. That’s why any results-oriented business leader should weigh the pros and cons of both sides.
We put together some things to consider when deliberating the question: in-house translators or outside translation partner?

Knowing Chinese Culture and Customs Will Enhance Your Global Customer Engagement Efforts

For more than 30 years, we’ve helped many companies with their translation and interpreting projects. Some of that work targeted customers living in the U.S. who speak another language. Other times it focused on sharing marketing messages and product global travel graphicinformation with people in other parts of the world.
One thing we continue to emphasize to our clients is that translating or interpreting words is only part of a successful multilingual communication process. Another important piece—whether conducting business outside of the country or entertaining visitors at your company—is to adapt to the cultural, social and business customs of your foreign speaking customers. This means paying close attention not just to the words you use, but also to the images associated with your message, the method used to convey the message, and even the personal interactions you make with clients or customers on their home soil.

5 Reasons It’s Time to Use Translation Services to Help Your Business Grow

Decision, decisions: is it time to employ translation services to grow your business?
For sure, it’s a weighty question. Many leaders at the helm of private businesses and non-profit organizations alike have either not considered using translation services or don’t believe they could benefit from them. The reasons vary widely:International Business Image

  • My customers aren’t located outside the country anyway
  • It’s too cumbersome to manage
  • It’s too expensive and time-consuming
  • I don’t have anything that needs translated
  • Software translation tools will suffice
  • I have more pressing company needs to focus on

We realize it can seem a little intimidating or overwhelming to think about communicating with people from all around the world. But the beauty of the Internet, social media and shifting demographics means your “international” customers are right in front of you, either physically as Limited English Proficient (LEP) customers here in the U.S. or electronically as someone located on the other side of the globe. You just have to talk to them.

Machine Translation Needs the Human Touch For Professional Global Business Communications

Pretend you’re traveling in a foreign country. You receive an urgent call from the hospital saying your spouse’s heart has been imprisoned. Would you at least feel relieved to learn that he or she won’t fall over?Human Touch image on Computer screen
If you had to rely on machine translation of that country’s language, that’s just what you might hear, or something equally alarming, amusing or confusing.

History Lesson: Multilingual Websites No Longer Just a Thing of the Future

Remember way back when in the 1990s, at the dawn of the mainstream Internet Age, when bigger companies began launching these things called websites? Many small and mid-size companies, as well as government and non-profit organizations, were slow to joinwebsite URL graphic in. The reasons varied. Some thought it was just a costly fad peculiar to a small segment of tech-savvy geeks. Others could not envision how a website would apply to their operations, that traditional customers would never consider buying goods or receiving services online. Still more found the whole matter too intimidating and complicated, with the new languages (HTML), terminology (what’s the difference between a Home Page, a website and a URL?), and concepts (sure, this “internet” thingy is really gonna revolutionize the way we live!).
 

The Role of Translation in the Insurance Industry

Much has changed in the insurance business since 1752 when Benjamin Franklin helped launch the Philadelphia Contributionship for the Insurance of Houses from Loss by Fire, the first property insurance company in America.

Ben Franklin reading papers image
Portrait of Benjamin Franklin by David Martin (1737-1797) Library of Congress

One of the changes from those early colonial days is the number of languages spoken by insurance customers. Today our country is more of a “melting pot” than ever, so successful insurance providers, carriers and agents must cater to clients of many different nationalities, languages, cultures and financial needs. Even Franklin must have appreciated the important role of translation in the insurance industry — afterall, he taught himself to speak five different languages.

Why is Localization Important in Translation

Did you hear about the global pharmaceutical company that advertised its headache medicine through a simple sketch diagram showing a “sad” stick figure taking a pill and turning “happy”? Problem was, the company’s foreign customers who read right to left, instead of left to right, interpreted the message as a warning sign for poison.
So begins our examination: why is localization important in translation?Country Direction sign image
You may know the term in relation to your global outreach efforts, but what, really, constitutes localization? More importantly, why can it be the difference between success and failure in attracting new customers to help grow your business?
At its core, the translation and interpretation process is the act of converting words—either written or spoken—into a different language. Simple enough, right?

10 Tips to Ensure a High Quality Translation

Using a professional language services provider will guarantee an accurate translation, but there are steps you can take to ensure that your project is completed quickly and within budget. Here are 10 Tips to ensure a high quality translation:
Target Local image
1. Identify the specific target audience for your translation so the appropriate language dialect and associated word choices are used. It’s not always enough to know which language to use. Just like in different parts of the United States, the vernacular may change depending on the regional location of your target audience. The more your message is localized, the better.

New Year’s Resolution: Get Translation Services Help to Grow Your Business

The holiday decorations are likely put away, the in-laws are gone and the irregular-fitting sweaters you just received are safely stored away in the back of your closet. Now it’s time to tackle those New Year’s resolutions. No, not the short-lived personal goals you boldly make each year that usually sputter to an end by February. We’re talking about the resolutions to grow your business this year simply by being more active in the global marketplace.
Here are three simple New Year’s resolutions to make 2016 your year for ‘Going Global.’  And best of all, we’ll help you meet them if you tend to falter.
Multilingual Marketing Strategy Table Resolution #1: Embrace multilingual translations into your marketing strategy
If you aren’t doing this already, your competitors probably are. The growth of the Internet and social media have made international transactions commonplace. But your international customers no longer have to be physically located on the other side of the globe; they can be right up the street. Census figures confirm that demographics are shifting in cities across the U.S. Over 60 million people – more than 1 in 5 people – now speak a language other than English at home. That means your multilingual customers are as likely to walk into your business as they are to visit your website. So make sure your marketing plans and tactics for 2016 include tapping into a whole new world of customers, whether here at home or around the world.

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