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AUGUST 17, 2015
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Large multinational consumer electronics companyMigrating multiple regional web sites hosted regionally on various platforms and technologies Consolidating and centralising global digital marketing on Adobe Experience Manager supported by Hybris for e-commerceLines of Business; Business-to-Consumer, Business-to-Business (distributors) and Professional Customers
Who makes up the team?
What languages do they translate into?
What is the translation business process flow?What does the content
model look like?
CUSTOMER JOURNEY – GLOBAL D IG ITAL MARK ET ING REPL ATFORMING PROJECT
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“The process through which back-end technologies are used to create a modular,
culturally neutral, extendable, and accessible global website is called
internationalization, or i18n. Internationalization helps companies
develop a global platform or web architecture for future globalization
efforts.”
(Singh, Park, Kalliny, 2012, pg. 60)*
Internationalization helpscompanies develop a
globalplatform or web
architecture for future globalization efforts.
INTERNAT IONAL IZED— OR GLOBAL-READY
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A centralized approach to website localization that is streamlined and cost-effective
Objectives for centralized approach;• brand messaging global consistency • workflows to speed time-to-market • translation technologies - increase automation• Single source language services • marketing automation, campaigns, and e-commerce
integration
use teams for locale-specific content creation and other marketing activities.
63% of global companies centralize
localization management to provide a more consistent user
experience
CENTRAL IZ ING FOR INCREASED EFF IC IENC IES AND REDUCED COSTS
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C-suite buy-in is keyProject is driven by cross-functional team including
• information technology• product and services content owners• procurement• digital marketing• in-country staff• and in-house localization department
assembled a team of qualified, fully invested stakeholders to share their expertise, lighten the workload, and contribute to project success.
More than 53% of global companies say marketing is
most often responsible for web
localization
WHO’S RESPONS IBLE FOR WEBS ITE LOCAL IZAT ION?
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Languages dependent on which markets offer the greatest opportunity
Reuse translations in multiple markets
Multilingual countries mean multiple locales
Maintain current service levels for each market
Content model that allows future market expansion
“Over the past decade, the average number of languages supported by
the leading global brands has more than doubled to
nearly 30 languages today.”
— John Yunker, Byte Level Research, from “A Look Forward: Emerging Trends in Web
Localization Strategies,” for The Definitive Guide to Website Translation, Lionbridge
Technologies
WHICH L ANGUAGES SHOULD I INCLUDE IN MYLOCAL IZAT ION STRATEGY?
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Global Global English
Channel
Global Global English
ProfessionalDistribution English
Consumer English
Channel
Global
Region
Global English
ProfessionalDistribution English
Consumer English
North American English
European English
Asia Pacific English
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Channel
Global
Region
Global English
ProfessionalDistribution English
Consumer English
North American English
European English
Asia Pacific English
Language European French
EuropeanDutch
European German
European Spanish
EuropeanItalian
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Channel
Global
Region
Global English
ProfessionalDistribution English
Consumer English
North American English
European English
Asia Pacific English
Language European French
EuropeanDutch
European German
European Spanish
EuropeanItalian
Local UK English France French
BelgiumFrench
Roll-out to Local sites
Roll-out and
Translate-Clay Tablet
translation step inserted into roll-
out-distribution content is
translated first so translation memory can be leveraged
for repeated content
Roll-out to
Regions-identification of
content appropriate for
each region
Roll-out to
Channels-application of templates for each channel
Author in English
Global English
Consumer English
European English
FrenchFrance French
Belgium French
Dutch
German
Spanish
Italian
North American English
Asia Pacific English
Distribution English
Professional
PROCESS FLOW
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“connector” software
automate source- and target language file transfers
enable users to automate the selection, transfer, retrieval—and monitoring—of content for localization from within the CMS
INTEGRAT ING THE CONTENT MANAGEMENT SYSTEM WITH TRANSL AT ION TECHNOLOGY
Adobe Experience Manager
Translation Destination
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CMS integration technology is particularly helpful if you’re managing medium-to-large deployments with several multilingual websites and lots of dynamic content.
It’s also useful for organizations requiring rapid time-to-market and frequent, immediate site updatesas well as environments with multiple content owners, contributors, editors, and stakeholders.
THE BUS INESS PROCESS FLOW
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CREATING CONTENT FOR A GLOBAL DIGITAL MARKET
