{"id":1548,"date":"2017-10-26T00:00:00","date_gmt":"2017-10-26T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&#038;p=1548"},"modified":"2017-10-26T00:00:00","modified_gmt":"2017-10-26T00:00:00","slug":"incomplete-multimedia-translation-can-harm-your-global-online-brand","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/incomplete-multimedia-translation-can-harm-your-global-online-brand\/","title":{"rendered":"Incomplete Multimedia Translation Can Harm Your Global Online Brand"},"template":"","blog_categories":[10,9,12],"resource_categories":[37,30,35,33,23,32,22,17,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1548","blog","type-blog","status-publish","hentry","blog_categories-marketing-strategies-customer-experience","blog_categories-marketing-strategies","blog_categories-marketing-strategies-omnichannel","resource_categories-content-type-blog-post","resource_categories-business-goal","resource_categories-content-type","resource_categories-business-goal-global-expansion","resource_categories-role-marketer","resource_categories-business-goal-optimize-performance","resource_categories-role","resource_categories-topic","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"Knowing best practices can help you choose the right multimedia translation solution for your website.","news_inline_styles":"","blog_video_id":"","article_body":"<p>Localized multimedia content plays an important role in web design, digital marketing and e-commerce. In fact, <b>it\u2019s the first thing your global customers see<\/b> when they visit your multilingual websites.<\/p>\n<p>  But undercooked website translation solutions rarely\u2014if ever\u2014translate this mission-critical content. <b>That can instantly wreck your brand\u2019s credibility. <\/b>Content often overlooked by these \u201csolutions\u201d includes:<\/p>\n<ul>\n<li>Images (graphics that contain embedded text) <\/li>\n<li>Videos <\/li>\n<li>Interactive applications <\/li>\n<li>PDFs <\/li>\n<li>And more <\/li>\n<\/ul>\n<p>  Ignoring this mission-critical creates a jarring, \u201cmixed language\u201d online experience, alienates customers and poses risks to your brand. <\/p>\n<h2>What\u2019s at Stake?<\/h2>\n<p>  Untranslated multimedia assets <b>send the wrong signal<\/b> to your international customers. Ultimately, it suggests they\u2019re not worth the investment of a fully-immersive, fully translated experience. It\u2019s bad optics.<\/p>\n<p>  <b>Customers don\u2019t take such slights lightly.<\/b><\/p>\n<p>  Most will bounce from your site. <b>Some may never return.<\/b> No brand can afford to lose customers\u2014especially in the early days of serving them in their markets.<\/p>\n<h2>Detecting an Incomplete Solution<\/h2>\n<p>  <b>Which website translation solutions are up to the challenge?<\/b> There are ways to tell when a translation solution is inadequate. Before signing on the dotted line, determine if the vendor suffers from one or more of these shortcomings:<\/p>\n<ul>\n<li>Offering translation of <b>on-site text only<\/b>, with no multimedia translation. <\/li>\n<li>An inability to identify translatable multimedia assets <b>at all<\/b>. <\/li>\n<li><b>Separating text and multimedia content<\/b> for translation. (This isn\u2019t a best practice; translators need to see how these elements interplay visually on the web page.) <\/li>\n<li>Identifying images for translation <b>without supporting the translation itself<\/b> or its related production tasks. <\/li>\n<li>An inability to translate <b>interactive applications<\/b>. <\/li>\n<\/ul>\n<h2>Best Practices <\/h2>\n<p>  When choosing a translation solution, <b>come armed knowing these best practices<\/b> for content detection, images, and more:<\/p>\n<h3>Content Detection<\/h3>\n<p>  It\u2019s critical to choose a solution that can not only recognize translatable multimedia content, but also efficiently route each asset to translators and designers for production. <\/p>\n<p>  And <b>you shouldn\u2019t have to tell the vendor where your translatable content \u201clives\u201d <\/b>on a server or CMS. The vendor\u2019s content-parsing and change-detection technologies should automatically identify new or updated content, and its online location.<\/p>\n<h3>Images<\/h3>\n<p>  Ask your vendor for examples of translated images. Any copy must be in-language, while maintaining the brand\u2019s existing corporate identity. <b>The translated image should look like it was created by whomever created the original asset.<\/b><\/p>\n<p>  It should also be culturally sensitive, featuring regionally-relevant people in photos\u2014when relevant. <\/p>\n<p>  <b>Tip: <\/b>Do not embed text in graphics. Instead, overlay text within the HTML. <\/p>\n<p>  <b>Rapid translation turnaround is imperative.<\/b> For translating images, a service-level agreement of about one business day is a best practice.<\/p>\n<h3>Video <\/h3>\n<p>  Ask your translation vendor about its experience localizing videos. Great vendors should know when to use subtitles rather than dubbing.<\/p>\n<p>  And when it comes to localizing subtitles, look for a vendor with expertise in creating <b>dynamically-loaded subtitles<\/b> that \u201clive\u201d outside a digital video but is loaded when the video plays. These subtitles display at the right time on-screen, without having to be embedded into the actual video.<\/p>\n<h3>Interactive Applications<\/h3>\n<p>  Great vendors can parse translatable content from the code of interactive applications. <\/p>\n<p>  No matter what the code language is\u2014<b>AngularJS, JavaScript, JSON, and more<\/b>\u2014great content-parsing technology enables designers to easily localize these experiences.<\/p>\n<h3>Source Files<\/h3>\n<p>  Does the vendor expect you to provide \u201csource\u201d files (such as Photoshop PSDs) for translation? <b>You shouldn\u2019t have to. <\/b>Technologies exist that enable skilled designers to localize these assets with relative ease.<\/p>\n<p>  Great vendors never ask you for source files to localize your multimedia content.<\/p>\n<h2>First Impressions Matter<\/h2>\n<p>  They say a picture\u2019s worth a thousand words, but if your image has untranslated text, it\u2019s worth nothing to that customer. 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