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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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Time to Google-Up! International SEO Best Practices for Global Brands
Most online customer journeys mapped by brands begin with search. Yet many international brands tell us their implementation and processes for SEO remain unorganized and half-hearted. For most, international SEO is a future goal, while teams are “still working out” how to proceed with English or another home-market language. Virtually all

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A Lesson in Global Customer Experience from Whatsapp
To address even half the online opportunity, it already takes four languages. To capture 98% of the online audience – and 99% of the entire world online wallet – requires 64 languages. However, in 2017, building multilingual websites to serve those markets will take a company only so far. Why? Visitors and customers expect more than a simple

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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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Digital Marketing Adopts Software Development Trends
Competing for mindshare in the global attention game is serious business, and many successful companies will fail in the coming decade because of gaps in their digital strategies. The rules for digital campaign management change as fast – or even faster – than most companies can adapt to and follow. But as the marketing profession wakes

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Are You Prepared for Mobile App Localization?
What's more personal than your mobile phone or wearable technology? Not much. When you depend on something you carry around or wear every single day, you want it to speak your language, understand where you are, and recognize what you want at any given moment. As more and more people around the world upgrade from feature to smartphones, the demand for

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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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Rock Stars of the Multilingual Web
Fact: The majority of the world’s most prominent websites are multilingual, featuring anywhere from two to over 100 languages. A full 63% of global brands recently reached more customers by increasing the number of languages on their websites. Why? CSA Research has proven that investing in languages helps companies grow and stay ahead of the competition

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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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Acrolinx 3.0 to Offer "SEO While They Write" to Content Authors
Search engine optimization (SEO) is similar to flossing one's teeth – everyone recognizes it's best done on a regular basis. However, it would be a whole lot easier if it were integrated upstream in the content creation step (see "Writing for Global Audiences," Nov10). Currently, most companies deal with SEO in one of two ways. Some firms throw

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New Year’s Resolutions for Global Businesses
Rather than list our predictions for 2012, we’ve prepared a set of resolutions that any director, manager, or vice president responsible for translation and localization can adopt without further ado. “Get onto our CEO’s radar with globalization.” In fact, how about meeting directly with your CEO? Begin by reading

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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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GeoFluent Chat from Lionbridge: Multilingual Support Breaks through the Glass Ceiling
As companies have become better at providing access to live human beings for both pre- and post-sales support for their products and services, one important barrier - language - has continued to prevent all parties to the exchange from being comfortable. For many companies, outsourcing the function to lower-cost regions around the world has not resolved

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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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Web Globalization: How Well Does Your Company Score?
Who’s the master of the web universe? We started our annual internet pilgrimage last fall in order to answer that question. Our team of multilingual testers on three continents logged their journey and took snapshots of the signposts, words, and images that today’s global web traveler encounters. As we went through the web, we asked questions

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Web Content for India: Are You Localizing or Sanskritizing?
When we recently reviewed some websites localized for Indian audiences, we noticed a complex and persistent trend common to translation in India. Most of the sites we visited were in Hindi and contained technical information. But, they were heavily Sanskritized, making the content incomprehensible to the average Indian reader. The text was so full of

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XIHA Creates a Social Network that Reflects Today’s Multilingual Reality
From the land that brought us Nokia and F-Secure, now comes Helsinki-based XIHA. Its claim to fame is in being this planet’s first truly multilingual social network. “Multilingual” in that you can view all content in up to 56 languages and counting, while you enjoy the user interface in 42. Facebook, LinkedIn, and Twitter also offer

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Vietnam: The Future Is Now
A survey from the Associated Press-GfK earlier this year shows that Vietnam’s economy is on the rise. A full 85% of respondents stated that the economy is stronger than it was five years ago, and 87% said that they expect it to be even stronger in another five years. How can international businesses prepare to enter this market, and what do providers

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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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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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Health Care Consumers Go Global with Medical Tourism
This week, a 66-year-old British woman made international headlines for her role as one of the oldest mothers-to-be on record. When her wish for a bundle of joy went unfulfilled in the United Kingdom due to her age, she turned to health care providers in Ukraine, where the message of her desire for a 'ditina' (Ukrainian for “baby”) was

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A Tale of Two Cities: Supporting International Commerce Well and Badly
After a week of diving in the Red Sea, we found ourselves wandering around Hurghada al Bahr al Ahmar in Egypt. We couldn’t help but notice that every street vendor queried passing tourists in several languages, beginning with German and English, sometimes trying Russian, as he tried to sell his t-shirts or shisha for "just 10 euros." Once he

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