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Managing multilingual content can be a logistical challenge, particularly when working across media.
Multilingual marketing presumes that you are an organisation with global marketing needs; marketing across regions, cultures and languages. The potential that the internet brings to marketing means that you can effectively communicate with anyone, but in order for this to happen with actual and potential customers, you need to communicate in the first or native language of your clients.
As Willy Brandt, the former German chancellor, put it: 'If I'm selling to you, I speak your language. If I'm buying, dann mŸssen Sie Deutsch sprechen [then you must speak German].'
We know the issues that arise when developing and deploying multilingual marketing solutions. Multilingual marketing is not a technologically challenging exercise, but it does pose unique coordination issues, especially when working in multiple languages across multiple media. Here we will discuss some of the issues surrounding multilingual content management and how we solve them with our content management system.
1. Deploy marketing materials in a timely and cost effective manner.
Working across multiple languages can be cost prohibitive as well as time consuming. Where web marketing is concerned, there are two key skill sets required; a translation skill set and a web/html skill set. A standard process had the translation being done by a translator/in-house staff, and then being passed to the web developer. Double handling increases cost and slows down the process. What if you could combine the two steps into one, reducing cost and speeding up the process?
2. Consistency of content across all media and languages.
Marketing media requires frequent updating. When working across multiple languages and media it is a coordination challenge to ensure that all media remain consistent with one another, and updates are applied universally and in a timely fashion.
3. Speed and cost of maintaining content.
You need to update site content rapidly and cost effectively. Traditionally content updating is actioned at least one step removed from the content developer; e.g. the marketing manager writes the web copy, which is then delivered to the web developer for loading. This creates choke points in process. Concurrently, this process adds to the cost of updating content. What is needed is a process that enables the content developer to be the content updater.
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