Going Global

International Marketing Expert Chanin Balance offers some tips to help us make international program efforts more successful.

• Provide websites in multiple languages and for multiple countries with easy access directly from the homepage.
• Make sure each country's website contains images and content specific to the country and/or ethnic group at which it is targeted.
• Create each microsite to have the same look, feel and tone as the main corporate website, preserving the brand.
• Ensure that despite the wealth of content each site loads quickly and is easy to navigate.

Avoid Translation/Localization Missteps
In these trying economic times, it may be tempting to want to rush to cheap translation and localization solutions (such as machine translation). You haven't seen anything until you've read some translations produced by software that essentially does word-for-word adaptation, often without regard for grammar or even basic comprehension.

I just shake my head whenever I see the websites for respected, multinational corporations with the telltale button for instant translation. Instant usually equates to incomprehensible. Remember, your image to the world may only be through a website. Make that image the best you can do. As your mother said, you'll never have a second chance at a good first impression.

Here are some things to keep in mind when you work with a translator or translation/localization agency:

1. Documents or text in plain text files or XML are easier to work with.
2. Be aware that translations from English into other languages can result in a 25% or higher expansion in number of words.
3. Keep embedded images generic and keep original PSD files (a layered file proprietary to Adobe Photoshop) for easy editing. Avoid having text within a graphic, if possible.
4. Minimally use Macromedia Flash since it can be difficult to edit and not all audiences have the high-speed Internet access necessary to easily view them. Use the Strings capability in Flash, allowing text to be externalized in XML files.
5. Build a graphic library and keep it up to date with images and graphics that can be swapped based on the age, gender, and race of differing regional audiences.
6. Alphabet differences have to be kept in mind, particularly with non-Latin characters. Use Unicode encoding, which supports all world alphabets.

Finally, never scrimp on the reviewing time. Everyone needs an editor to catch the missed translations and to double-check that the nuances of wording, images, and the entire user experience convey precisely what you intend—completely chortle-free.