Evolution of the Marketing Content is changing how companies think about globalization and translation. This discussion by Olga Beregovaya from Welocalize and Melissa Biggs from Informatica discuss machine translation, media types, automation, branding, global reach, localization and measuring impact. What should you consider when you make translation decisions? http://www.welocalize.com/weimpact

1. Overcoming “Old Fears” in the “New Marketing”
World
Olga Beregovaya, welocalize
Melissa Biggs, Informatica
Presented at TAUS 2013 - Portland

2. Evolution of the Marketing Content
2003: Outbound - creating demand by repeated consistent messaging to your target
audience
Content: Product brochures, newsletters, landing pages, feature presentations,
campaigns – marketing as we know it
2013: Intersecting user-centric information with product in order to engage your
audience
Content: same, plus: blogs, email blasts, customer comments, blurbs, tweets,
Facebook pages. Does this “new” content influence the way the “old” one sounds?
Style or information?
Is “New” Marketing Language Getting Simpler?

3. Emerging Content – Closer Look
Some Sample Content Types:
•
Emails
•
Tweets
•
Lead-in web articles
•
Infographics
•
Persona-focused content
•
Ezines
•
Blogs
•
Banners , offers, blasts
•
Community content
•
Brief video or voice alerts
Publishing Channels
•
Corporate email blasts, web sites, social media, community channels, support
sites updates and news

4. New Generation Content – Characteristics
Community, Marketing, Support, Sales
•
May be short and informal in style
•
Limited shelf life and rapid refresh
•
Graphical, media focused
•
Quick turnaround time (5 or fewer days – sometimes one day)
•
May be subscription-based
•
Personal and/or personalized
•
Promotes brand
•
“Buzz” and “eyeball” generation
•
Authors everywhere
Languages/Regionality?
•
Variable and Few to Many – 1 -> 50+
•
Could be customizable for a region

5. What Does the New Source Look Like?
Process: Localization pre-approves and filters all Marketing content pre-approves
everything.
Result:
•
FAQ: What entity types do I start with? Should I focus on customer data first? What about my
product data?
•
Feature Stories: Find out how the unified Informatica Platform can help you to build a
trustworthy data warehouse to power your enterprise analytics. Watch this short video. .
•
Newsletter: To read about current issues, trends, and leaders in the MDM market, download
the analyst report Master Data Management.
•
Customer communication: What entity types do I start with? Should I focus on customer data
first? What about my product data?
•
“Vibe” section of the site: You can’t afford to wait months to implement a new business idea.

6. “Then”
Same + Now
•
Support for complex authoring and creative formats •
•
Complex DTP of “print” materials
•
Brand book and style guide adherence
•
Emphasis on “accuracy”
•
Sim-ship – the most aggressive scenario
•
Process handled outside of a GMS - desktop
On-demand “speed-to-market” requirements
•
Emphasis on business goals, budget and priority content “impact”
•
Lightweight formats
•
Content delivered via a structured pipeline
•
API-based integrated technology
•
Handing low-leverage content with maximum
efficiency
•
Heavy reliance on translation memories
•
One-size-fits-all pricing
•
Emphasis on “relevance” via terminology
•
“Human translation” only
•
Use of Machine Translation
•
Lengthy review cycles
•
Varied quality and error tolerance levels
•
Delivery of an accurate Marketing Product
•
Little or no time to review
•
Return on Content

7. Making Translation Strategy Decisions

8. Selecting the “Right” Quality Levels
Quality Impact
Quality spectrum: Highest quality through acceptability of
demand content with “translation on the fly”
Error tolerances and potential new error types
Content Impact Metrics as Quality Building Blocks
•
•
•
•
Length of engagement
User follow-through
Interest, lead or customer capture
Engagement with other assets or products measure

9. Leveragability - TM or Corpus?
Traditional Leverage must pivot
•
Style and immediacy are key
•
Authoring can reflect regional, colloquial, conversational, social styles
•
Informality and variety of styles can limit traditional technical leveraging
•
Editing, as the backend of the leverage process, must be creative and build in
flexibility and preferences
•
Move beyond “a technically correct translation”
•
Identify new patterns to increase leverage
•
TM may not be of help, but an engine trained with it will
•
PE process becoming more flexible - go from correctness to context - “C2C”

10. Will MT Work? Now it Should!
Simple check: the lower the number of hits against “bad” content syntax and grammar,
the higher the chance it will work with MT
Company
Company 1
Informatica
Marketing
n-5
1208
886
n-6
172
125
n-7
25
15

11. Re-define Quality – Gain Speed?

12. Pricing for Best Return on Content Value
Maximizing Return of Content while Paying the Right Price

13. Not All Content is Created Equal
cost
brand
functionality
support
user generated
MT
an
um
h
ry
st
du
in
er
m
o
st
cu
content type
Price, Quality, Time = Content Value

14. Quality, Speed, Price
“Simpler” source text
+
Lighter engineering formats
+
Defined quality requirements
+
Agreed on throughput expectations
+
Clear guidelines
=
Productivity Gains & Savings

15. welocalize
www.welocalize.com
241 East 4th St. Suite 207
Frederick, Maryland 21701 USA
[t] +1.301.668.0330
[t] +1.800.370.9515 Toll Free
[f] +1.301.668.0335
[e] marketing@welocalize.com