{"id":1596,"date":"2017-12-20T00:00:00","date_gmt":"2017-12-20T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=1596"},"modified":"2021-04-09T19:54:09","modified_gmt":"2021-04-09T19:54:09","slug":"dont-double-down-on-a-bad-website-translation-approach","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/dont-double-down-on-a-bad-website-translation-approach\/","title":{"rendered":"Don\u2019t Double Down On a Bad Website Translation Approach"},"template":"","blog_categories":[107,15],"resource_categories":[37,30,35,21,23,32,22,31,17,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1596","blog","type-blog","status-publish","hentry","blog_categories-translation-technology","blog_categories-website-translation","resource_categories-content-type-blog-post","resource_categories-business-goal","resource_categories-content-type","resource_categories-topic-international-marketing","resource_categories-role-marketer","resource_categories-business-goal-optimize-performance","resource_categories-role","resource_categories-business-goal-streamline-operations","resource_categories-topic","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"It doesn't matter if you're a newcomer or veteran of website localization. Learn why it\u2019s never too late to adopt a turn-key solution.","news_inline_styles":"","blog_video_id":"","article_body":"

For the uninitiated\u2014and even for veteran companies that have been conducting global business online for years\u2014website translation is very complicated from a technical and organizational perspective.<\/p>\n

For newcomers, the path is fraught with unknowable pitfalls. For veteran companies, the risk lies in continually using expensive processes and technologies that don\u2019t just deserve another look\u2014they should be jettisoned altogether.<\/p>\n

Read on to discover why, and the new solutions that eliminate those risks and needless effort.<\/p>\n

Understanding the Risks<\/h2>\n

Companies currently serving, or wanting to serve, global online customers often ignore the promise of the industry-leading approach to website translation<\/a>: the fully turn-key proxy-based solution<\/b>.<\/p>\n

It\u2019s difficult to understand why. This approach eliminates effort and dramatically reduces costs, thanks to technologies, people and processes that fully manage the translation and operation of multilingual websites.<\/p>\n

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The turn-key proxy approach eliminates effort and reduces costs, thanks to leading technologies, people and processes.<\/p>\n<\/blockquote>\n

Instead, global marketing newcomers often ponder using expensive, inefficient vendors or labor-intensive in-house solutions. And veteran global companies defend their continued use of problematic legacy approaches, insisting it\u2019s \u201ctoo late\u201d to change due to the considerable investment they\u2019ve already made in their painful, inefficient processes. That\u2019s wrongheaded. Companies should proactively plan for internationalization when they define their digital infrastructures. Treating internationalization as an afterthought often leads to costly mistakes.<\/p>\n

For instance, deploying and operating multilingual websites requires an unexpected variety of tasks, personnel and technologies. This generates an exponential increase of in-house effort, as well as hidden expenses well beyond mere translation. When companies don\u2019t have the proper staff, technologies or expertise to properly handle website localization projects, they\u2019re usually outclassed by the workload and technical burden.<\/p>\n

When you ignore\u2014or don\u2019t know about\u2014these challenges, you\u2019re forced to create incredibly complex and costly processes to accommodate them. You\u2019re soon managing convoluted translation processes and using home-brewed or undercooked technologies. None of this is optimized to deliver website localization at the scale, or speed, your business needs. <\/p>\n

However, there is<\/i> an upside to this epic effort and expense. You can still switch to a lean solution. It\u2019s never too late to embrace a turn-key, proxy-based approach. <\/p>\n

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No matter how much you\u2019ve invested in the wrong solution, it\u2019s never too late to switch to the proxy-based approach.<\/p>\n<\/blockquote>\n

Advice for Newcomers<\/h2>\n

When entering the global marketplace, it may be tempting to dismiss an automatic solution<\/b> and instead manage the website translation<\/a> project in-house, or with a traditional translation agency. <\/p>\n

There are a few very good reasons not to do this:<\/p>\n