{"id":2294,"date":"2020-03-25T00:00:00","date_gmt":"2020-03-25T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&#038;p=2294"},"modified":"2022-09-12T11:44:49","modified_gmt":"2022-09-12T15:44:49","slug":"the-challenges-of-urgent-website-localization-during-global-crises","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/the-challenges-of-urgent-website-localization-during-global-crises\/","title":{"rendered":"The Challenges of Urgent Website Localization During Global Crises"},"template":"","blog_categories":[16,107,15],"resource_categories":[27,28,37,34,30,24,35,26,23,22,31,17,29,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-2294","blog","type-blog","status-publish","hentry","blog_categories-covid-19","blog_categories-translation-technology","blog_categories-website-translation","resource_categories-industry-b2b-manufacturing","resource_categories-industry-b2c-manufacturing","resource_categories-content-type-blog-post","resource_categories-business-goal-brand-experience","resource_categories-business-goal","resource_categories-role-business-strategist","resource_categories-content-type","resource_categories-industry","resource_categories-role-marketer","resource_categories-role","resource_categories-business-goal-streamline-operations","resource_categories-topic","resource_categories-industry-travel","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"Can organizations effectively, accurately and quickly communicate with multilingual users during the COVID-19 pandemic?","news_inline_styles":"","blog_video_id":"","article_body":"<p>Timely, clear, direct communication with multilingual customers has always been important\u2014though <i>not necessarily essential<\/i>\u2014for companies and governmental institutions. <b>The COVID-19 pandemic has changed all that.<\/b><\/p>\n<p>  As the scope of the disease continues to quickly spread, it is now mission-critical for organizations to provide urgent information to citizens and customers in their preferred languages.<\/p>\n<p>  Practically every industry has been impacted by the pandemic. Many organizations have realized that their outreach to multilingual constituents is falling short. Failing to localize urgent announcements, service updates, healthcare information and other communications can create risks such as:<\/p>\n<ul>\n<li>Misaligned or misinformed messaging across global markets <\/li>\n<li>Confused, frustrated or panicked customers <\/li>\n<li>Loss in brand trust and revenue <\/li>\n<\/ul>\n<p>  Translating digital content at high speed, especially in times of crisis, projects empathy and good corporate citizenship. It also leads to better customer education, improves customer service, and increases brand engagement and conversions.<\/p>\n<p>  <b>But it\u2019s very challenging to translate online content at the pace of a pandemic.<\/b> The technical complexities of websites, portals and other digital experiences usually confuse most translation solutions. This impacts their ability to localize content in a timely manner. Complicated, cumbersome workflows often create further translation delays.<\/p>\n<p>  Companies can scarcely afford that kind of lag in their outreach. Here\u2019s a breakdown of the key challenges that create delays among most <a href=\"\/translation\/\">website localization solutions<\/a>, and several suggestions for addressing them.<\/p>\n<h2>Content Detection<\/h2>\n<p>  These days, online experiences are powered by programming code and content that are so thoroughly integrated, it\u2019s often impossible for most <a href=\"\/translation\/\">translation solutions<\/a> to discern the difference between them.<\/p>\n<p>  The kinds of technologies these solutions use to analyze websites can completely overlook some\u2014or in worst-case scenarios, <i>most<\/i>\u2014of a site\u2019s translatable content. They can also misidentify phrases in a site\u2019s programming code as text that requires translation. This leads to:<\/p>\n<ul>\n<li>A UX that is only partially translated, which creates user confusion and frustration <\/li>\n<li>A UX with broken functionality, due to mistakenly translated programming code <\/li>\n<li>Technical setbacks as translation agencies (and their customers) scramble to fix the problems <\/li>\n<\/ul>\n<p>  In a time of crisis\u2014where near-instant communication with customers is vital\u2014these missteps create unacceptable translation delays.<\/p>\n<h3>Single-Page Applications and Dynamic Content<\/h3>\n<p>  Modern web technologies and frameworks\u2014such as web applications powered by JavaScript, Angular and React\u2014further complicate matters, and create additional delays.<\/p>\n<p>  These technologies present text that is stored within dense programming code to deliver customized user experiences. Unfortunately, most translation solutions\u2019 content-detection technologies can\u2019t make sense of these frameworks. They often fail to properly detect their translatable content.<\/p>\n<p>  It can take vendors weeks to find these \u201chidden\u201d strings of translatable text \u2026 if they can identify them at all. Meanwhile, the resulting translation delays\u2014and missed opportunities to provide urgent information to multilingual constituents\u2014continue to grow.<\/p>\n<h2>Inelegant Workflows and Slow Speed-To-Market<\/h2>\n<p>  Even when common website localization solutions accurately detect translatable text, they often can\u2019t translate it with much urgency. Here\u2019s why.<\/p>\n<h3>Operational Complexity<\/h3>\n<p>  Most translation vendors shift the responsibility of identifying and managing translatable content onto their customers. This unexpected workload creates extra work for organizations, demands the creation of new and unfamiliar workflows, and often requires additional human resources to accommodate. <\/p>\n<p>  This all leads to further delays and costs. Adding to the delays: Translation vendors can take weeks localize online content. <\/p>\n<p>  Predictably, this culminates in a website UX in which multilingual users never receive urgent information in a timely manner.<\/p>\n<h3>\u2018Batch\u2019 Translations<\/h3>\n<p>  Another common practice among translation vendors is a translation approach sometimes called <i>batch translation<\/i>. This also creates delays.<\/p>\n<ul>\n<li>Many vendors won\u2019t translate any online content until the amount of on-site untranslated text hits a specific number of words (this threshold is often predetermined and locked into a translation vendor\u2019s contract) <\/li>\n<li>Until this word-count threshold is met, untranslated text continues to populate the localized site for days or weeks <\/li>\n<li>Once the word-count threshold is met, the vendor finally translates the content \u2026 but the volume of accumulated untranslated words may generate further delays in delivering the localized content <\/li>\n<\/ul>\n<p>  The end result: Content that should be translated right away (to say nothing about the rest of the untranslated on-site UX) goes untouched for far too long, eliminating its timeliness and relevance.<\/p>\n<h3>Pokey Speed-to-Market<\/h3>\n<p>  The underdeveloped state of most solutions\u2019 content-detection technologies and their slow translation deliveries impacts more than the day-to-day operation of multilingual sites. It also affects the initial translation and deployment of those sites.<\/p>\n<p>  Most solutions require several months, or up to a year, to fully localize and launch a website for a multilingual audience. Again, this lethargic timeline practically derails any meaningful way of communicating with multilingual constituents when they need information right away.<\/p>\n<h2>Next Steps<\/h2>\n<p>  With so much at stake\u2014and with the numerous localization challenges we\u2019ve described, and others still\u2014is it possible for organizations to ensure the urgent delivery of localized content during the COVID-19 crisis?<\/p>\n<p>  Proxy-based translation solutions are worth serious consideration. These solutions operate independently of a website\u2019s or secure portal\u2019s Content Management System and technology stack, and don\u2019t require complicated integrations that demand ongoing IT development. This can reduce production and translation delays.<\/p>\n<p>  Organizations should be thoughtful about the proxy solution they choose, however.<\/p>\n<h3>Technology-Only Approaches<\/h3>\n<p>  Some vendors provide only a proxy-based technology platform to localize websites, <b>but only provide the technology<\/b>. These solutions shift all implementation, setup, operation and translation processes onto customers. This usually demands a large development team, along with the ongoing management of complex workflows and people.<\/p>\n<p>  Within the context of providing expedited launches of localized websites and the daily translation of urgent content, this approach can create undesired costs and delays.<\/p>\n<h3>Technically Underdeveloped Approaches<\/h3>\n<p>  Other proxy solutions require less day-to-day oversight, <b>but often use the underdeveloped technologies and cumbersome workflows<\/b> mentioned earlier in this story, such as:<\/p>\n<ul>\n<li>The overlooking or misidentification of translatable content <\/li>\n<li>The inability to parse complex single-page applications and dynamic content <\/li>\n<li>Heaping configuration and operation work on to the customer\u2019s IT team <\/li>\n<li>Delays in translation deliveries due to inelegant workflows and \u201cbatch\u201d translation processes <\/li>\n<\/ul>\n<h3>Turn-Key Proxy Solutions<\/h3>\n<p>  <b>The best turn-key proxy solutions, <\/b>however, use mature technologies that address those shortcomings. These end-to-end solutions provide all the technology, hosting and personnel required to translate websites on an ongoing basis, in as many languages as an organization might need.<\/p>\n<p>  This hands-free approach eliminates effort for organizations, which eliminate time-consuming technical tasks and translation delays. Their robust technologies can easily distinguish translatable content from programming code\u2014even in complicated web applications and dynamic-content databases. <\/p>\n<p>  The best solutions provide <a href=\"\/translation\/high-speed-translations\/\">quick translation services<\/a> turnaround times, too. New or updated content is identified for translation, translated, edited, QA\u2019d and published within one business day\u2014or within even tighter delivery timeframes, if needed. <\/p>\n<\/p>\n<p>  Turn-key proxies can also translate and deploy multilingual websites, regardless of their size or complexity, in as little as 30 days.<\/p>\n","article_body_code":"","news_image":{"ID":22944,"id":22944,"title":"Hero_Urgent_Website_Localization_During_Global_Crises.jpg","filename":"Hero_Urgent_Website_Localization_During_Global_Crises.jpg","filesize":224197,"url":"https:\/\/www.motionpoint.com\/wp-content\/uploads\/Hero_Urgent_Website_Localization_During_Global_Crises.jpg","link":"https:\/\/www.motionpoint.com\/blog\/the-challenges-of-urgent-website-localization-during-global-crises\/hero_urgent_website_localization_during_global_crises\/","alt":"","author":"2","description":"    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She has over 15 years of experience collaborating with C-suites at leading SaaS and fintech companies.","user_avatar":"<img src=\"https:\/\/www.motionpoint.com\/wp-content\/plugins\/ultimate-member\/assets\/img\/default_avatar.jpg\" class=\"gravatar avatar avatar-96 um-avatar um-avatar-default\" width=\"96\" height=\"96\" alt=\"Jessica Rivera\" data-default=\"https:\/\/www.motionpoint.com\/wp-content\/plugins\/ultimate-member\/assets\/img\/default_avatar.jpg\" onerror=\"if ( ! this.getAttribute('data-load-error') ){ this.setAttribute('data-load-error', '1');this.setAttribute('src', this.getAttribute('data-default'));}\" loading=\"lazy\" \/>"},{"ID":411,"user_firstname":"Jessica","user_lastname":"Rivera","nickname":"JRivera","user_nicename":"jrivera","display_name":"Jessica Rivera","user_email":"jrivera@motionpoint.com","user_url":"","user_registered":"2014-11-04 00:00:00","user_description":"Jessica Rivera brings an expert understanding of global business, executive leadership, and holistic team and culture building to her role as MotionPoint\u2019s EVP, Global Sales and Corporate Affairs. 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