Can a Translation Management System help you create an effective globalized website?
Businesses all over the US, Europe and Asia are increasingly looking towards previously uncharted territories for new markets and growth. Although most of us realize the importance of having a strong web presence, there are still many rapidly globalized businesses that are not taking the globalization of their website seriously enough.
Figures from the latest study of web use by language, carried out by Internet World Stats, show that as of May 2011, only 26.8 percent of web users speak English, while 24.2 percent speak Chinese. However, 56.6 percent of websites are in English, with only a small fraction featuring content in any one other language.
Let’s look first at the BRIC nations for an example. Brazil, Russia, India and China are among the fastest growing economies in the world and US businesses are increasingly targeting markets within these nations. However, currently only 2 percent of websites are in Portuguese, 4.8 percent are in Russian, 4.5 percent are in Chinese and less than 0.1 percent are in Hindi.
It’s not difficult to see the potential benefits of translating your corporate website to these languages, but many companies remain cautious about doing the job right and maintaining control over the content, and they are right to be so. Utilizing translation management with your content management system (CMS), however, will help companies ensure that their brand messages remain clear, their corporate terminology is consistent and their translation jobs are tracked and monitored, for full transparency and cost evaluation.
For most businesses embarking on a web globalization project, there will be two major concerns, each of which we will look at here. The first is the management and cost of work on a localized level. With the use of a translation management system (TMS), however, the management is automated centrally, reducing the overhead costs and the time to market. In addition, it still allows for the localized approach, with a qualified language service provider’s (LSP) network of subject matter linguists helping to create a site that is relevant to the country at which it is aimed but that retains the spirit and style of the corporation’s other literature and online material.
Secondly, businesses are likely to be concerned about maintaining a level of quality they feel they have more control over when online material is published in English. Inconsistency in translation services - whether with regards to the use of abbreviations, the messages and tone of voice being used, or simply a spelling issue – can do serious harm to a brand. Again, a TMS will provide a means through which authorized personnel can submit and approve certain corporate terminology, preferred usage information and other style matters.
Using a TMS will help any company’s move towards creating a truly global web presence as straightforward and effective as possible. It does this by allowing executives to quickly and easily submit translation projects online, download status reports, track budgets and oversee the progress of each job, 24/7 and in real time.
About Merrill Brink International
Merrill Brink International (www.merrillbrink.com) is a leading provider of complete translation and language solutions for global companies and law firms, with special expertise in serving the legal, financial, life sciences, software, heavy machinery and corporate markets. A proven leader with more than 30 years of experience, Merrill Brink offers a wide range of language solutions including translation, localization, desktop publishing and globalization services.
Merrill Brink is recognized in the industry for its commitment to quality and its pioneering approach of leveraging technology to reduce costs, eliminate redundant processes and accelerate translation life cycles. Merrill Brink is certified to ISO 9001:2008; ISO 27001:2005 and ISO 13485:2003, and registered to EN 15038:2006 and ISO 14971:2007. Together, these standards provide assurance that the most stringent process and quality standards for translation are followed. Merrill Brink International is a wholly owned subsidiary of Merrill Corporation.