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Arabic Regional Variants for Global Brands
by Benjamin B. Sargent, June 14, 2016, 6 Pages View abstract 
Arabic poses a unique challenge to digital brands. On the one hand, it is the seventh most important online language, with a total audience of 166 million and US$1.7 trillion in 2016. On the other hand, we conclude that Arabic is not a single digital . . .
 
Digital Opportunity: Fast-Rising Languages for 2016
by Benjamin B. Sargent, April 30, 2016, 3 Pages View abstract 
Fast-rising languages signal competitive advantages available to savvy marketers with cash to spend on capturing new audiences. This companion brief to “Digital Opportunity: Top 100 Online Languages for 2016” examines the fastest-growing . . .
 
Pragmatic Global Content Strategy
Managing Global Information Overload
by Rebecca Ray, Donald A. DePalma, April 27, 2016, 33 Pages View abstract 
Digital marketers, localization managers, and corporate planners want guidelines and data to help them decide which materials to translate and how much to translate. This report answers that question by showing how to develop and use marketing personas, . . .
 
Digital Opportunity: Top 100 Online Languages for 2016
by Benjamin B. Sargent, April 01, 2016, 9 Pages View abstract 
In 2016, more than 3.4 billion people will traverse the internet. How many of the world’s estimated 6,500-plus languages will it take to reach and engage them? This annual update of language benchmarks brings insight and ammunition to global market . . .
 
Eight Areas Where You Can Help Clients Improve ASO
by Rebecca Ray, January 26, 2016, 7 Pages View abstract 
Most of us still discover and download mobile apps based on app store searches. These stores operate, by default, as global distribution channels opening access to 155 territories on the iTunes App Store and almost all countries on the planet via Google . . .
 
Finding Revenue in Under- and Over-Served Languages
by Benjamin B. Sargent, September 25, 2015, 8 Pages View abstract 
For buyers and sellers of translation services, global market position is increasingly tied to an expanding number of human languages in the global digital marketplace. Comparing the opportunities of language with the competition for attention in those . . .
 
Indonesian, Malaysian, and Filipino as Online Languages
by Benjamin B. Sargent, June 04, 2014, 6 Pages View abstract 
Indonesian, Malaysian, and Filipino are state-sponsored languages imposed in the twentieth century that attempt to bridge ethnically and geographically diverse populations. The intent was to achieve a unified national language for education and media . . .
 
Assessing the World’s Most Prominent Websites
The Global Website Assessment Index for 2013
by Benjamin B. Sargent, Vijayalaxmi Hegde, December 30, 2013, 90 Pages View abstract 
Each year, Common Sense Advisory examines many hundreds of websites to document the common localization practices among the top brands and most visible websites. This year’s report looks at language popularity on 2,787 prominent websites, and . . .
 
The Top 30 Online Languages
by Benjamin B. Sargent, November 05, 2013, 7 Pages View abstract 
Whether your international care agency communicates with a global donor base or your manufacturing company markets its wares to consumers in faraway lands, you will need to support a widening variety of languages in just the next couple of years. This . . .
 
The 116 Most Economically Active Languages Online
by Benjamin B. Sargent, October 31, 2013, 9 Pages View abstract 
Whether your international care agency communicates with a global donor base or your manufacturing company markets its wares to consumers in faraway lands, you will need to support a widening variety of languages in just the next couple of years. This . . .
 
Adding Transcreation to the Corporate Toolbox
by Rebecca Ray, October 03, 2013, 3 Pages View abstract 
The competition for emerging consumers worldwide continues to heat up, forcing companies to take local market preferences into account much sooner when developing their messaging and product rollouts (see "Market Entry Decisions," Jul13). Transcreation . . .
 
Which Level of Transcreation Works Best for You?
by Rebecca Ray, September 05, 2013, 11 Pages View abstract 
Buyers of language services now consider transcreation more frequently as they race to add Arabic, Indonesian, Russian, and Turkish support for products, web content, mobile applications, and social media (see "Reaching New Markets through Transcreation," . . .
 
Market Opportunities for Underserved Languages
by Vijayalaxmi Hegde, August 31, 2013, 3 Pages View abstract 
In Common Sense Advisory’s most recent web globalization study, we reviewed 2,409 global websites and identified 10 languages that companies were not exploiting to their full potential (see “Multilingual Websites,” Oct12). We call these . . .
 
Website Globalization Case Study: Generali.com
by Benjamin B. Sargent, April 02, 2013, 7 Pages View abstract 
In Common Sense Advisory’s 2012 study of the most globalized websites in the world, Generali.com easily made it onto our list of contenders by offering content in 26 languages. However, confusing navigation and a lack of global engagement handicapped . . .
 
Translation Pricing by Language Pair
Basic Translation Costs
by Donald A. DePalma, Robert G. Stewart, September 28, 2012, 86 Pages View abstract 
This report provides detailed data about translation pricing, based on a survey of 3,772 providers and additional data collected from the rate sheets of 843 freelancers. The Methodology section contains information about the history of Common Sense Advisory’s . . .
 
An Ounce of Name Evaluation Is Worth a Pound of Cure
by Talia Baruch, Nataly Kelly, August 20, 2012, 4 Pages View abstract 
In March 2012, Nike launched a sneaker called the Black and Tan. There was just one problem. To use the words of the president of the Irish Lobby for Immigration Reform, the name of the shoe “would be the American equivalent of calling a sneaker . . .
 
To Adapt or Not to Adapt Your Brand Name
by Talia Baruch, Nataly Kelly, August 20, 2012, 2 Pages View abstract 
It’s a question that many companies wrestle with when moving into other markets, especially ones that speak languages written in non-Latin scripts: Should we adapt our brand name? For many global companies, brand name adaptation can be a painful . . .
 
The Global Branding Myth
Why All Branding Is Local – and What You Need to Do about It
by Nataly Kelly, August 01, 2012, 26 Pages View abstract 
Where does global branding end and where does product localization begin? The line is not always clear. Achieving any level of success in more than one market takes customization, tuning, and adaptation to match local requirements. Oddly enough, the people . . .
 
How Taglines Can Make or Break a Global Brand
by Talia Baruch, Nataly Kelly, June 30, 2012, 3 Pages View abstract 
Taglines are truly powerful. One brief phrase can define your brand identity and set you apart from the competition. When combined with your brand name and logo, a tagline can make your brand sing. When consumers make the long-lasting link between . . .
 
ROI Lifts the Long Tail of Languages in 2012
by Benjamin B. Sargent, June 26, 2012, 7 Pages View abstract 
Reaching 80% of the world’s online population in 2012 requires translating content into more languages than in years past. That’s the bad news. In this brief we reveal the good news that return on investment (ROI) escalates across the board . . .
 
Translation at Fortune 500 Companies
Exploring the Link between Translation Wealth and Financial Health
by Rebecca Ray, Nataly Kelly, March 27, 2012, 19 Pages View abstract 
In some of our most recent research, the majority of firms reported that their cost of translation was far below 1% of total revenue (see “Translation Performance Metrics,” Dec11). However, until now, there has been no hard data to demons . . .
 
Can’t Bank, Won’t Buy: A Case Study from India
by Vijayalaxmi Hegde, Nataly Kelly, February 27, 2012, 8 Pages View abstract 
We’ve written in the past about the fact that people won’t buy what they cannot understand (“Can’t Read, Won’t Buy: Why Language Matters on Global Websites,” Sep06). But before people can fully contribute to the local . . .
 
Can Your Spanish-Speaking Prospects Find You?
by Nataly Kelly, Vijayalaxmi Hegde, February 01, 2012, 3 Pages View abstract 
According to the U.S. Census Bureau, the number of U.S. Hispanics is already greater than the population of California, and exceeds the population of Texas, Illinois, and New York combined. Hispanic purchasing power was around US$200 billion in 1990, . . .
 
Why Smart Companies Invest in Translation
by Rebecca Ray, Nataly Kelly, January 01, 2012, 3 Pages View abstract 
Is translation optional? Not if you’re determined to succeed. And if you want your business to actually grow, you have even more reasons to mind your language(s). This brief explains why translation is mission-critical for the success of any company . . .
 
How to Craft a Multicultural Web Strategy
Best Practices for Ethnic Marketing Online
by Nataly Kelly, Benjamin B. Sargent, Donald A. DePalma, September 12, 2011, 48 Pages View abstract 
One consequence of globalization is large populations of emigrants around the world. People leave their home countries to find work, improve their quality of life, or begin a new life. Some are quickly assimilated into the societies they enter, while . . .
 
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