We at Moravia are admittedly a little biased. We speak English … and some 178 of the world’s other languages. We are the “little engine that could” behind a number of the world’s best global brands. So when we talk on and on about the importance of translation and multilingual marketing to your company’s international success story, sure, we are sharing our expertise in a bid to win your business.
But don’t let our self-interests scare you off. Whether you choose us or another multilingual vendor (MLV) of translation and localization services, you will still want to commit your brand to the best services — services that work to square your brand’s message with your brand’s foreign consumers so much so that your message sounds as if you were born and raised along side them in their home markets.
Still, with tight marketing budgets, most buyers find that their choices for the “best” services look more like a list of “the most bang for my buck” services. That is, you have to prioritize where you spend your dollars in marketing localization. But what should those multilingual marketing priorities be, exactly?
Search Engine Optimization
Yes, we have published a number of articles on the how-to of multilingual websites. And that is because search continues to dominate how and where consumers spend their money worldwide.
According to Google’s analysis of holiday shopping trends, for example, search was twice as likely to be a buyer’s source for product information than television or print media. If your foreign consumers are using search — whether Google, Baidu, Yandex, or Bing — then prioritizing your company’s efforts in multilingual search engine optimization is about helping them find your brand, products, and services in the ways that you define.
And multilingual SEO is far more than the translation of your marketing text. For one, marketing translation is its own, unique form of translation. That’s why the industry speaks of “transcreation” rather than translation alone. Read more on the distinction in our buyer’s guide to transcreation. Moreover, SEO is about more than on-page content. As we revealed in our multilingual SEO webinar series, off-page factors such as domain hosting, social media, and pay-per-click search advertising also play significant roles.
Nielsen’s report on global mobile usage says it all: “Mobile devices have reached critical mass, with a majority of consumers in both developed and high-growth economies now owning a mobile phone.” And, let’s be clear, mobile users are not using their phones for talk and text alone. Mobile phones are being used for as digital wallets, as web browsers, as video streaming tools, and as digital shopping malls. See the Nielsen Mobile Consumer Report yourself here.
Mobile is also how consumers are using search and clicking through to businesses. In its State of Paid Search report, The Search Agency noted that mobile outpaced desktop computing in paid clicks in both Google and Bing last year.
It’s hard to believe that one site can continue to dominate the world’s imagination but, yes, YouTube does it. The world loves YouTube. According to data from Alexa, the site has held on to its status as the world’s third-most-popular site — just behind Google and Facebook — drawing clicks and lengthy site views by billions of men and women equally and across all educational levels.
Well-aware of its global appeal, Google has long-outfitted YouTube’s agility for multilingual search marketing. Caption translation insertion has been available since 2009, both via Google Translate’s machine translation and video content providers directly. Google has also equipped YouTube with MLV service options, making it even easier for video marketers to reach the more than 70 percent of YouTube users who are living outside its roots in the U.S. and the American English language.
More importantly, however, and something that we’ve gone into detail before, is that the global business community has also enthusiastically embraced YouTube. Video marketing — with its cross-culturally-compelling content, its social-media and mobile readiness, and its viral potential — is why Barclays estimated that YouTube’s revenue will reach $4.3 billion in 2014.