International Website Marketing

Advanced Language Translation Inc. © 2014

INTERNATIONAL WEBSITE MARKETING

Corporate translation and localization services


English loses market share…

Source: http://www.glreach.com/globstats/


27%

23%8%

5%

4%

3.8%

3.3%

3.0%

3.0%

2.0% 18%


And by 2012…


In the last 10 years…• % of English users on the Internet has fallen 16%• % of Chinese users has increased 14%• Number of Internet users worldwide has quadrupled• “Other languages” has exploded

-16%+14%


Why have a multilingual website?1. Introduce your products and services to new

markets

2. Diversify your customer base

3. Test the waters in new markets at low cost

4. Find new sales channels

5. Build credibility with foreign customers

6. Competitive advantage


Excuses for inaction…

“Localization is too

expensive.”

“It takes too long, we have to

get into the market now.”

“Our customers are highly

educated; they all know

English.”

“We only want to do

business in English.”


Treat potential customers well…

Knowing English doesn’t mean you do your research in English

Localizing a website can often be completed as fast as publishing a brochure

For the cost of a one-time display add, you can have a permanent presence on the Web

SearchBuscar


Internationalization & Localization• Internationalization: The adaptation of a product’s structure,

functionality and appearance to enable efficient localization.

• Localization: The adaptation of a product, software or website to meet the linguistic, cultural, and usability requirements of another market.

Localization

Internationalization


What are your options?Internationalization

Leveraged Localization

Global Minisite

Any of these can be…– Centralized - your company

publishes the site, but provides

localized versions for sales

reps, partners and customers

– Decentralized - your

in-country affiliates publish

the sites (ideally to integrate

with yours)


InternationalizationRequires more extensive work due to redesign of:– Site infrastructure– Page layout– Content handling

Requires more robust

planning

Will require a market-by- market content strategy


Leveraged LocalizationLocalization is simpler than internationalization

Foreign language sites mirror the English

Implementation proceeds quickly

Costs are lower than for internationalized sites

Updates are less frequent


Global Minisite• Rapid deployment of a multilingual web-presence at low cost• Easier integration into existing site• Gain critical market data from live web traffic• Scalable


Who’s visiting your website?Check your company’s web logs

Be sure you are tracking visitors by geographic region

Look at specific countries. Have any inquiries or orders come in from other countries?

Where is the most heat (or already some fire)?


Which development strategy is best for your company?

• If your company uses a CMS for its website…– Check to see if it supports localization– Develop your multilingual content strategy– Purchase in-country domains– Begin preparing content

• If your company does not have a CMS…– Consider proxy-based translation, such as ALT’s EasyLing service

• If you are just getting started…– Consider a Global Minisite: gives your company a footprint internationally

and enables you to gather search stats by target market and language


Website Localization Cost StructureRegardless of how much of a site is localized, the costs will have this structure:– Project Management– Analysis & Quoting (no

charge)– Setup– Translation– Editing– Recreation of graphics– Localization Engineering– Proofing & Testing– Client Review– Update and Maintenance

Costs

35%

15%

5%

25%

20%

Web Globalization Costs*

Text Translation

Project Management

Testing

Design & Multimedia

Development & Tools

*Beyond Borders: Web Globalization Strategies, John Yunker, New Riders Publishing, 2003.


Where to start?All or Nothing: Do you need to “translate” (localize) your whole site?

What are your goals?– (Direct, support, or

augmentation?)

What’s your budget?

How’s it going in the U.S?– Your English-language site– What about domestic foreign

language markets?


Advanced Language Translation 25 N. Washington St. Rochester, NY 146141.800.218.9024

Thank you!

info@advancedlanguage.comadvancedlanguage.comblog.advancedlanguage.com

Molly AncelloMarketing [email protected]

International Website Marketing

Marketing

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