Download - Why Multilingual Digital Marketing Pays Off
![Page 1: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/1.jpg)
Why Multilingual Digital Marketing Pays OffTrends and lessons learnedTrends and lessons learned
Presented by viaLanguage and Intel
![Page 2: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/2.jpg)
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
![Page 3: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/3.jpg)
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
![Page 4: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/4.jpg)
TRENDS: USAGE ON THE RISE WITH RICH MEDIARICH MEDIA
![Page 5: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/5.jpg)
Current Trends
![Page 6: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/6.jpg)
Current Trends
![Page 7: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/7.jpg)
Customer expects accessible info in their language
![Page 8: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/8.jpg)
![Page 9: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/9.jpg)
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
![Page 10: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/10.jpg)
Intel’s Evolution
Out of 3000 assets:5% rich media– 5% rich media
– 50% all downloads
U b d– Usage goes beyond downloads
![Page 11: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/11.jpg)
“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
![Page 12: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/12.jpg)
2010 Intel® Core™ LaunchPiloting a new HQ‐managed program
for localization
8‐10 assets to the Geos
in 10‐15 languages
![Page 13: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/13.jpg)
Customers want
• To be entertained and educated• To be entertained and educated
• Content where and when they want it
• In their language
![Page 14: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/14.jpg)
MANAGING CONTENT ACROSS REGIONSREGIONS
![Page 15: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/15.jpg)
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
![Page 16: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/16.jpg)
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
![Page 17: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/17.jpg)
![Page 18: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/18.jpg)
Score CardingScore Carding and Reviews
![Page 19: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/19.jpg)
LOCALIZATION CHALLENGES
![Page 20: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/20.jpg)
Common Problem Areas
Rich media:– Flash text extraction
– Localizing graphicsLocalizing graphics
– File formatting for Translation Memory
![Page 21: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/21.jpg)
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
![Page 22: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/22.jpg)
Tips to Lower Cost
![Page 23: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/23.jpg)
![Page 24: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/24.jpg)
Cultural Adaptation
Localizing for Asia and EuropeLocalizing for Asia and Europe
![Page 25: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/25.jpg)
MACHINE TRANSLATION: BENEFITS AND CHALLENGESAND CHALLENGES
![Page 26: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/26.jpg)
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
![Page 27: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/27.jpg)
Is It Accurate?
![Page 28: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/28.jpg)
Getting Better
• Statistical machine translation
• Post‐editing solutions (human hybrid)g ( y )
STILL NOT GOOD FORSTILL NOT GOOD FOR MARKETING/BRANDING
![Page 29: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/29.jpg)
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
![Page 30: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/30.jpg)
• 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
![Page 31: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/31.jpg)
WRAPPING UP…ANY QUESTIONS?ANY QUESTIONS?
![Page 32: Why Multilingual Digital Marketing Pays Off](https://reader034.vdocuments.us/reader034/viewer/2022051411/54594c61af795994188b577d/html5/thumbnails/32.jpg)
Thank you!
Contact us at:
503.243.2007
www.viaLanguage.com