Think global. Act local.


cotributed Box

CONTRIBUTED BY

  • Martin Pakendorf Former Vice President, Professional Services/Sales APAC
  • Feb 11, 2013

In the age of global commerce and communications the world is becoming a much smaller place. Businesses are increasingly operating globally, interacting and connecting with customers, partners and employees all over the world. As a result, a growing number of company web properties must support multiple languages across a wide range of countries and cultures.

True localization is more than just translation

True localization, however, means more than just producing the exact same content in the exact same format in multiple languages. Localization of content takes regional and cultural preferences and expectations into account. It begins with the understanding that content translation is an ongoing process, not a one-time operation. The localization process does not end when a Web property’s initial content has been translated and published. Most sites are dynamic, not static, and content is constantly being updated. When content changes on one country’s site, all translated versions may require updating as well.

Cost-effective localization

The benefits of localization can be completely overwhelmed by its cost. Especially if you are forced to create a separate publishing system, with distinct rules and repositories, for every country and region to which you publish. In order to operate more cost-effectively, you need to be able to centralize content creation, aggregation, and publishing operations around a single flexible Web Content Management platform that allows you to publish content to multiple consumer touchpoints (including mobile devices, social networks, and content portals) in multiple languages and across many Web properties.

Effective localization is often best managed at a local level

Deploying a centralized management and publishing platform does not imply that a centralized function should control all aspects of online publishing for every region. The ideal WCM platform is highly configurable and allows local editors to customize any element of their web site (including content, structure, templates and metadata).

Localization matters

As the online experience becomes increasingly fragmented, globally operating businesses benefit from localized web publishing in multiple ways. Reaching a global audience with customized content and commerce is undoubtedly important but it’s only the beginning. It’s safe to say that the ability to publish content in multiple languages to a broad range of local sites will boost your marketing efforts all over the world. This includes:

  • Creating a consistent brand experience across all global web properties
  • Centralizing control over sensitive, restrictive or valuable content
  • Synchronization of global marketing campaigns
  • Maintaining content quality across all regional sites
  • Reducing time-to-web for new products and content
  • Reducing costs through the elimination of redundant processes



Discuss this article

Be the first to comment this article.

Comment