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MultiLingual is the leading source of information for the language industry and businesses with global communication needs. Published eight times a year plus an annual Resource Directory, it is read by more than 18,000 people in 82 countries.

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March 2017

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Business

Perspectives: Scammers in the translation industry | Daniel B. Harcz
Multilingual March 2017

There are various types of scammers active on an international level in the translation industry. This article aims to ring the alarm bell by directing attention toward scammers and describe the practice of the two most common types with the objective of warning fellow translation company owners and managers of this danger and possibly contributing to their ability to fend off scammer attacks in an efficient manner.

The first type of scammer (and this is the one that has been around for at least a decade) pretends to be a client. They insist on paying the service provider by check, and upon completion of the translation project, they send a check issued for a much larger amount than what would be due. When the check is already on its way to the translation company, the scammer informs the service provider that it has been issued for the incorrect amount by error, and requests urgent reimbursement. So the recipient of the check transfers the difference to the sender. However, the check turns out to be bad and doesn’t clear....

Columns and Commentary

Post Editing | Katie Botkin
Multilingual March 2017

Sometimes I dabble in marketing. We all do, to a large extent, in this day and age. We promote ourselves, our projects, our own version of how the world works. It’s called social media.

Let’s just hope it doesn’t end with social media. A few years back, I helped a guy start a social media campaign for his business. He now has over 16,000 Instagram followers, but what that actually translates to in business contacts is hard to measure. As far as we can tell, it’s translated to zero business revenue, and old-fashioned word of mouth and Google searches for websites have remained his most effective promotional tools. But who knows — that could change with just one client. That’s the challenge of marketing....

Community Lives: The community anchor | Jeannette Stewart, Jeff Beatty
Multilingual March 2017

When I find myself puzzling over some community issue in the localization world, the first person I turn to for help is Jeff Beatty, head of localization at Mozilla. Beatty is multitalented and has a wealth of experience in a variety of aspects of the language industry. In addition to his experience in the corporate world, he is an adjunct professor at Brigham Young University teaching a course on translation technology. His work as an active volunteer and collaborator in many different translation projects and his fervent advocacy of open source as a force of positive community impact have given him a much-valued and sought-after expertise in community translation. The BBC and The Economist have interviewed him focusing on community localization practices in open source for under-resourced languages. Aside from his professional attainments, Beatty exudes a level of passion in community affairs that is hard to equal....

Perspectives: Personal brand and localization management | Max Lobanov, Ian Hill
Multilingual March 2017

Soft skills are a flavor of brand-building skills. This may sound simple, and yet in practice it’s often uncommon. We’re simply too busy to remember to be human.

Each of us should also feel comfortable gaining visibility. Some of us may feel humble or shy when it comes to trumpeting from the rooftops the details of our latest launch or achievement. Yet it is highly necessary to be known within an industry. Social networks are one of your best friends here and a great platform for personal brand building. Advertise yourself. Share important events from your professional life. Write articles....

Core Focus

Hyper-global brands design websites as apps | Benjamin B. Sargent
Multilingual March 2017

More than 50% of searches, globally, now take place on a mobile device. Additionally, 80% of Facebook ad revenue has shifted to mobile. Digital experience experts now focus on smartphones as the primary platform to design for. People who carry handheld devices download apps for handling frequently repeated tasks, like checking the weather, but otherwise expect to perform functions via their mobile web browser. Increasingly, business-to-business and business-to-consumer companies alike provide an app-like experience for their brand websites. An app provides added convenience and speed for heavy users, but the same features and simplicity of app experience can now be found on many advanced websites.

For customer acquisition purposes, global brand websites and campaign landing pages should load on a mobile browser with the look and feel — and function — of an app. Even for many physical product manufacturers, the brand website is a point of entry for audiences that, if converted, transition to using an app....

Leveraging video marketing in different regions | Sergio Arboledas
Multilingual March 2017

In many parts of the world, YouTube is the single most dominant online video platform. The company currently caters to over one billion global users, or about one third of internet dwellers, with hordes of new adopters added every day.

According to an October 2015 study from GlobalWebIndex, a minimum of three-fourths of internet users from every region of the globe used YouTube in the month prior; in Latin America, this figure rose to 93%. While these stats are absolutely staggering, YouTube is still not the preeminent video platform for every global region; at least not yet.

If your company is ready to dive headlong into global localization strategies for video marketing, then you will want to brush up on popular portals and practices around the globe....

Marketing in India | Vijayalaxmi Hegde
Multilingual March 2017

When you’re considering marketing in India, you need to consider important trends in Indian consumer culture, the eCommerce scene and how you can adopt a nuanced localization approach.

Digital is seen as intrusive

While inbound marketing practices are slowly catching up, advertisements and other traditional marketing channels cannot be ruled out. But, hey — no cold calling! That's not going to work in any market, not even India’s, despite the fact that a lot of cold calling gets outsourced to the country....

The impact of digital marketing disruption on the localization industry | Fiona Brindle
Multilingual March 2017

It’s well known, even if it’s not evident to all decision-makers everywhere, that users don’t engage with websites that are not in their own language, and the average internet user expects more than just the necessary information to be translated. Supporting content such as product reviews, forums and FAQs are expected to be offered in multiple languages as well.

It’s not enough to merely translate a website as a one-off project and leave multilingual sites dormant for months, even years, while only updating the English language version. With only one in four users moving onto the second page of a search engine results list, and more non-organic content now appearing on results pages, the battle to make it to page 1 is tougher than ever. While search engine giants such as Google and Bing like to keep quiet about components that affect page ranking, it’s generally accepted that new or updated content signals an active website. Translating content such as blog posts, press releases and news alerts is just as important as the main website, if organic search engine optimization (SEO) is important to the business....

Features

Multilingual Exarcheia: The new refugee-housing city-state of Greece | Emily deTar Gilmartin
Multilingual March 2017

To the average tourist who does not know about Ohi Day, Exarcheia, the recent rise of fascism in Greece, or the decades-long war between anarchists and the police in Athens, this is any other busy street in the capitol and the police look as though they have been called there due to a particular threat of violence. Those who don’t live in this part of Athens don’t realize the police are here every day, 24 hours a day, and that they are here because they are not allowed to set foot in Exarcheia. They are meant to appear as though they are protecting the Athenians from the anarchists, refugees and drug addicts in Exarcheia, and the Greek media’s political rhetoric works tirelessly to bolster this illusion.

The borders of Exarcheia do indeed not look promising, with no people in sight, boarded-up windows and a burnt out kiosk. Used needles lie on the ground under orange trees still bearing fruit in December, a December so cold that I lose feeling in my hands on the 15-minute walk between my Airbnb and the squat I volunteer in every day.

But wander in even two blocks and the view changes....

Takeaway

What’s in a name | Terena Bell
Multilingual March 2017

When Kraft Foods International changed its name to Mondelez International, I doubt the first thing executives thought of was anatomy.  But say the company’s name to someone who speaks Russian, and that’s the reaction you’ll get. “It refers to certain parts of female anatomy best left unnamed,” says Kirill Soloviev, founder and CEO of Nimi....


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