different marketing channels, different translation ... · cmss don’t optimize seo for localized...

Different Marketing Channels, Different Translation Technologies

Proxy-based translation solutions and APIs can effectively localize all of your marketing content for global customers.

2Different Marketing Channels, Different Translation Technologies

Introduction

Global customers expect a stellar localized user experience everywhere they connect with your brand—be it your website, social media, online videos or other digital channels.

While many translation agencies claim they can effectively localize website and multichannel content, the truth is, they’re often outclassed by the task. These translation projects come with unique technical and operational challenges that linguists were never trained to deal with—and likely never will. In-house translation teams often crumble under the workload and technical complexity, too.

Companies like yours are better off partnering with digital-first agencies that have the right technologies to translate your multichannel content. These digital-first agencies understand that different channels require different translation solutions, because each has its unique challenges and needs.

Read on to learn how two powerful, best-in-class translation approaches—the proxy-based solution and APIs—are the perfect duo to handle all of your multichannel localization needs.


Table of Contents

For Websites: Use Proxy-Based Technology .................4

Localized Microsites .....................................................4

Content Management Systems .................................5

The Proxy Approach .....................................................6

For Omnichannel: Choose API and Interfaces ..............9

Conclusion ........................................................................... 11

About MotionPoint ........................................................... 13


For Websites: Use Proxy-Based Technology

For website translation, there’s little doubt that the superior solution is a proxy-based approach. It’s fast, efficient and affordable—and for those that offer turn-key solutions, effortless—to implement, launch and operate.

Your website is a complex assembly of under-the-hood technologies that are finely tuned to your company’s needs. Most website translation approaches can’t efficiently or effectively handle its technical and operational complexity. The results are subpar experiences that alienate customers. For instance:

Localized Microsites

Creating and manually maintaining localized microsites is expensive and inefficient. Even worse, it doesn’t do enough to address global customers’ needs. Having an online presence “in language” isn’t enough to build credibility and customer trust.

In fact, customers notice this lack of parity with your flagship primary-market website. It makes them feel like second-class citizens. That can demolish your brand credibility.


Content Management Systems

The multilingual features of most CMSs can’t stand up to the daily demands of website translation. It often takes manual processes to ensure the localized site’s content is in sync with your primary-market site. That’s slow, iterative and expensive.

Some translation vendors use connectors to transmit and receive translated content to your CMS, but these brittle solutions break after software and security updates. CMSs don’t optimize SEO for localized search results, either.


The Proxy Approach

In contrast, proxy-based technology is designed specifically to handle the technical and operational complexities of website translation. It provides great flexibility, speed and seamless usability across your CMS, PIM and website investments.

Proxy-based website translation solutions leverage the content and code of your flagship primary-market website to efficiently create multilingual versions. The best solutions can parse any translatable content and localize it in any language for any market. This includes:

Standard on-site text

Site metadata, an essential ingredient to improve authority and rank in regional search engines

Multimedia, including graphics, images, videos, PDFs and other assets that are commonly

missed by other approaches

Content hosted on third-party servers, including e-commerce modules, booking and

reservation engines, Find A Store functionality and more

Translatable text and assets within applications developed in AngularJS, JavaScript, AJAX and

other coding languages


You’ll experience multiple advantages using the proxy-based approach:

The best proxy solutions enable you to have as much control over the website translation process, editorial review and publication as you wish.

Operates independently of your website technologies, allowing for smooth integration with any CMS. You can upgrade or change your backend systems without ever disrupting the front-end user experience of your localized sites.

Easily replicates and translates your primary-market website for as many markets, in as many languages, as you wish.

Immediately detects any content changes you make to your primary-market website, automatically queues that fresh content for translation, routes it through an ultra-efficient, airtight workflow, and publishes those world-class translations in one business day or less.

Smartly utilizes translation memory—a database of your translated content—that can be tapped for speedy reuse anytime, anywhere, at no additional cost to you.


Proxy-based technology can also help kick your website to the top of local search results by deploying:

Intelligent language-detection technology that

automatically greets global customers in their

preferred language and directs them to the

proper localized site, boosting online traffic

Global sitemaps, powered by hreflang

implementation, help search engines crawl your

site effectively, and ensure your localized sites

have the same authority and relevance as your

primary-market site

Localized structured data that provide local

search engines with additional information

about your company and offerings, driving

organic traffic

Research into preferred local keywords and user intent, which helps translators use the best

words and phrases for each market you’re in

What is Proxy-Based

Translation?

When customers visit your primary-market website, their

interactions send requests to your web servers. The servers

pull content from databases, templates, third-party sources,

graphics and more to assemble web pages.

The proxy approach replicates this database-driven

assembly process, drawing translated content from a special

translation server to generate a localized webpage. All

content—including text, graphics, metadata and more—is

delivered to your international customers within milliseconds.

Because there’s a separate translation server for localized

content, the process operates independently of your website

technologies. You can change technologies or install a

new CMS at any time, without affecting the proxy or the

performance of your localized sites.

And because proxy-based translation detects and translates

content in any media in any language—text, images,

multimedia, PDFs, interactive applications and more—your

global customers get a fully-translated online experience.

This is the best possible customer experience.


For Omnichannel: Choose API and Interfaces

If you have multichannel translation needs, you should use both the proxy-based approach and leverage the power of APIs and translation user interfaces.

The proxy approach is an efficient and elegant way to localize your website, but there are better tools for translating multichannel content, PIM data and important offline material. APIs and translation user interfaces give your in-house teams great control as they create new assets designed to connect with global customers.

Translation user interfaces and APIs solve this issue brilliantly. By empowering your team to send content for translation 24/7/365 through the interface or API, your multichannel content is quickly queued for translation. The best agencies turn around your translation in one business day or less, without sacrificing translation quality.

For example: Consider the power of targeted email marketing campaigns. Your marketing team crafts these in the language of your company’s primary market, like they always do. An API or user interface can easily localize this material for secondary markets. You’ll receive those translations quickly and accurately, in ways that are culturally relevant and consistent with your brand voice.


The rapid turnaround time and accuracy are the result of leveraging your translation memory, that database of your existing translated content. When previously-translated phrases are detected in your API or interface submissions, the translation memory delivers this localized content to you at no additional cost. It’s yours to use immediately, in whatever channel or medium you wish.

Translation user interfaces and APIs don’t only lowers costs. Thanks to the efficient repurposing of existing translated content, they can accelerate your time to market. You’ll reach global customers quickly with new, targeted assets, and maximize the opportunity for conversions and positive brand awareness.

Thanks to the

efficient repurposing

of existing translated

content, translation

APIs can accelerate

your time to market.


Conclusion

Employing experienced translators to help you communicate with online global customers represents the beginning of your globalization journey. You need a digital-first agency that understands when to use the right technology for the right marketing channel.

To localize your omnichannel marketing content for global markets, you should use both the proxy-based approach and APIs and translation user interfaces.

For multilingual websites, the proxy approach is best in class for versatility, fast content change detection, delivering existing translations instantly and at no additional cost, and guaranteeing an immersive, fully-translated online user experience.


For every other channel, translation user interfaces and APIs make it easy to submit content in any media for localization. They deliver previously-translated phrases for your immediate use. Any new material is translated within one business day.

Look for a digital-first translation agency that understands the nuances and challenges of website and multichannel translation—and offers both proxy solutions and APIs to handle all your digital translation needs with ease.

Look for a digital-first

translation agency

that understands

the nuances and

challenges of website

and multichannel

translation.

About MotionPoint

MotionPoint solves the operational complexity and cost of website localization. Unlike all other approaches, our technology and turn-key solution are built specifically for this purpose.

We translate, deploy, and operate multilingual websites, optimizing the customer experience across all channels.

Let’s [email protected]

United StatesLyons Technology Center4661 Johnson RoadCoconut Creek, FL 33073

+1.954.421.0890

MotionPoint Corporation

EuropeRegus CibelesCalle de Alcalá 61, Room 32328014 Madrid

+34.917.944.707

different marketing channels, different translation ... · cmss don’t optimize seo for localized...

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