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ROI on Global Customer Experience? Show Them the Money
What return on investment should you expect from engaging with customers in their own language?  Ever since our first report in 2002 on the benefits of localizing the user experience, CSA Research has found that demonstrating the ROI for localization is a challenging exercise. Localization managers spend an inordinate amount of their time working

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Time for the C-Suite to Catch the Multilingual Content Train
It has taken social and mobile – plus the empowerment of consumers to influence the message – for content to finally grab the undistracted attention of executives. But they’re not only wrestling with content in its simplest forms controlled by employees. They must also take into account material created “in the wild” –

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Roadmapping Global Customer Experience with 58 Best Practices
As customer acquisition and engagement become increasingly digitized, global brands must reliably deliver content in dozens of languages and channels, across an array of regions, cultures, and regulatory regimes. This week, CSA Research published “Expanding Global Customer Experience,” (Nov16), setting out best practices derived from 150

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Becoming Millennial
There’s been lots of hand-wringing among marketers and brands about how to reach the next generation of consumers and employees, as if they are so different than those who came before. At last week’s Brand2Global conference in Silicon Valley, many of the most interesting talks were by Millennial thought leaders, weighing-in on this very

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Global Brands Continue to Expand Language Coverage in 2016
How many languages does your brand speak? Here is compelling evidence linking global business success with website multilingualism. Analyzing the options found on the world’s 2,657 most prominent websites in 2016, CSA Research discovered that: Prominent sites feature an increasing plurality of languages. This year, we find 170

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Localization beyond Localization: Apple Bets on Chinese Music
On May 16 in California – May 17 in Beijing – Apple released what appeared to be a minor update of its music-creation software GarageBand to version 10.1.2 (MacOS)/2.1.1 (iOS). Usually, sub-point updates are maintenance updates to fix small bugs and do not merit our notice, but this one warranted a press release from Apple. Why? This

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Welocalize Extends Its Reach to Digital Marketing
Welocalize has begun exercising the increased financial clout that came with last year's recapitalization by Norwest Equity Partners. We spoke to CEO Smith Yewell about the purchase of Adapt Worldwide, a digital marketing agency based in London. The acquisition underscores the top end of the language sector's expansion beyond traditional localization

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Sanctions Against Iran End, Increasing the Value of Persian
On January 16th, the Joint Comprehensive Plan of Action (JCPOA) negotiated between Iran and six world powers took effect. This ended years of economic and financial sanctions against the Islamic Republic. It also undid the pariah status of Iran which began with its 1979 revolution. Besides decreasing political and nuclear tensions, the JCPOA has significant

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What Can Other Industries Learn from Travel and Leisure Companies?
Travelers visit on average 22 sites before booking accommodations. They contribute more than 80 entries to TripAdvisor every minute. Meanwhile, the entire travel sector is undergoing major transformation as Marriott acquires Starwood, Uber up-ends the transportation sector, and all brands try to figure out how to replicate in China their previous success

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SDL Pivots from Language Services to Customer Experience
Last month, SDL unveiled its Customer Experience Cloud designed to “deliver seamless, data-driven experiences at each point of the buying journey – across channels, devices, and languages.” The company integrated its content management, e-commerce, marketing analytics, and translation automation technology solutions into a single interface

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World’s Most Prominent Websites Add Long-Tail Languages
In our 2013 study of 2,787 websites, we found 290 languages supported, 59 of which appeared 10 times or more, 140 at least twice, and 150 just once. The languages appearing once were mostly from Wikipedia, which has become the seed bed for emerging online languages. English appeared on 2,480 of these web properties, or 89%. You can find the complete

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Every Day Is International Translation Day
Last week linguists celebrated International Translation Day, the birthday of St. Jerome, patron saint of translators. However, every day presents an occasion to thank those who make global communication possible. We clipped a few mainstream news articles from the past few weeks in which language played a role. Product manuals bedevil users whether

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What Global Brands Can Learn from IKEA’s Blunder
In its 2013 catalog for Saudi Arabia, furniture retailer IKEA removed women from its pages (see image) in a half-hearted bid to “localize.” The ensuing controversy forced IKEA to admit its mistake and say that the images should not have been re-touched after all. However, there’s more to learn from this debacle than just

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Global Branding and the Terms of the Trade
Translators, interpreters, and project managers working inside enterprises or as vendors and subcontractors expend a lot of effort on international marketing and “global branding” initiatives – but without a lot of training or education on the principles and aims of these activities. While marketers make promises, the impressions left

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Tectonic Shifts Move Emerging Markets to Parity in Cross Border Trade
In the past decade, emerging economies caught up to the developed world in consumption, and will soon overtake them. Needless to say, this is good for the global economy. That’s not to discount the real suffering entailed by folks in the U.S. and other developed countries as opportunities (for manufacturing toaster ovens, analyzing radiograms

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Move Over Brad Pitt, Hollywood Wants Rajnikanth
In 1993, those Indians who enjoyed watching American movies in English may have cringed at Jurassic Park in Hindi, the first movie to be simultaneously released in English and Hindi in India.  However, so immense was the success of desi dinosaur talk that they soon had to accept dubbed Hollywood movies as part of life. Yet, not every dubbed

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Zynga Went Public, but Will It Go Global?
Zynga recently filed its initial public offering (IPO) – the third social media company to do so this year, the first two being LinkedIn and Renren. Zynga has a steady revenue stream, expected to comfortably go over US$1 billion this year. Yet, the social gaming leader has acknowledged some glaring risk factors in its portfolio. Prominent among

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Dream Team Executive Begins with Global Vision
We often write about the importance of communicating with corporate executives in business talk or corporatese the language that they use to manage their corporations. But it's just as important for these large organizations to have a CEO or managing director who understands what global means. After talking with top headhunters, directors, and investors

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SDL Makes Play for Global Video Asset Management
SDL today announced the acquisition of Calamares, a technology vendor based in the Netherlands with a media asset management solution. The cloud-resident software “allows enterprises to centrally compose, enrich, publish and distribute video and other rich-media assets” and will boost the SDL Tridion product line for web content management

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Predictions for 2011: Increased Visibility for Language Services
Each year since 2005, Common Sense Advisory has issued predictions for the language services industry based on our extensive qualitative and quantitative research. In 2011, language will appear more prominently on the radar of global and domestic organizations than ever before: Marketers of everyday products feature built-in language support

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Obama Expands Executive Council to Increase U.S. Exports
On March 11, 2010, President Barack Obama announced the National Export Initiative (NEI) to "double our exports over the next five years, an increase that will support two million jobs in America." This week, the White House announced that Obama would name 18 American executives to the Export Council, an advisory group that he created to focus on expanding

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Apple Takes a Bigger Bite of International Sales
Last week Apple chairman Steve Jobs announced first-quarter revenue of US$13.5 billion, blowing past analyst estimates of $12.97 billion. With the recent launch of the iPad and the continuing contribution of the iPhone to the numbers, Jobs allowed “we’re thrilled to report our best non-holiday quarter ever.” Given the blow-out numbers

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SDL Acquires Fredhopper: Amazon-Type Functionality for "The Rest of Us"
SDL announced another technology purchase last week to further deliver on its strategy to be a one-stop-shop for global content management tools. Its acquisition of Amsterdam-based Fredhopper will enable it to be a player in global e-commerce solutions. In a nutshell, SDL's purchase provides access to Amazon-type functionality "for the rest of us

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Audi Weathers the Recession with a Multilingual Windshield
The Wall Street Journal reported last week that automobile manufacturer Volkswagen AG's Audi unit has been affected by the global economic downturn. However, instead of suffering the negative fate of most of its rivals, Audi has experienced precisely the opposite -- achieving impressive revenue milestones quarter after quarter. What's translation got

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Twitter Migrates into Multilingual Markets
Twitter announced last week that it would be making its site available in French, Italian, German, and Spanish (collectively known in the language services industry as "FIGS"). As countries in the northern hemisphere head into winter, is the blue bird migrating to other markets in search of a warm reception? From a multilingual marketing perspective

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