AP | PORTUGAL
The journey towards globalisation is not a short one, with a series of challenges from the get-go, and this is maybe why it should be monitored. What do we mean? Consulting.
Though we've already talked about this tip in other articles on our blog, it's important to mention it again as a starting point: before taking the first step, it's essential to understand where exactly you are.
This principle applies to companies and organisations, since both will benefit from the advice of a language services company that is able to understand what point your brand is at when you're discussing globalisation. It's a momentous issue, such that, as we see it, nothing should be done until you've done a diagnostic that is suitable for detecting the localisation maturity level of your company or organisation.
An essential part of globalisation, content localisation is primarily a question of methodology and, as well, technical responses in software and management. It is, therefore, important to determine your localisation maturity level. From here - with adequate consulting and partnership, obviously - the steps to take for your globalisation journey will be defined.
What are these maturity levels?
Level 1 - Reaction: An “ad hoc” response to your business or service's localisation needs. This is the moment where companies and organisations are confronted with the obligations of globalisation. The processes are still barely defined, if at all, and the effort is made almost entirely by those we could call "individual heroes".
Level 2 - Repetition: With the globalisation process started, and the need for content localisation understood, the company or organisation also consults external translation companies to support the internal globalisation effort.
Level 3 - Management: The companies and organisations that reach this level understand that localisation projects must include the entire company or organisation. Companies with high tech software and hardware, for example, have generally reached this level. What does it involve? The flow of work and responsibilities is documented, localisation tools are developed, and are now being applied to several areas of the company and with various providers.
Level 4 - Optimisation: At this stage in the process, companies and organisations adopt a more scientific approach, combining detailed process, quality and efficiency metrics. With highly evolved internal processes, modern software infrastructure and content management architecture, they aim to reach the next localisation maturity level.
Level 5 - Transparency: Welcome to the top. Globalisation is approached as a central duty in the company or organisation and is a fundamental part of all planning in product launching and marketing, with a continuous improvement process. Some high tech companies - e.g. Microsoft, Oracle and Symantec - are at this level.
The consulting role of a translation company
Only after the diagnostic has been obtained is it time to draw up an action plan. There is, in fact, a lot to do besides developing across borders.
We will give some practical examples here that have followed consulting with a language services company. It can't just be reduced to translation, as you will see below.
By now you'll likely ask: what is the role of the consulting? Knowledge in this case, as in others, is essential for determining an effective action plan. In this way, a language services company - like AP Portugal Tech Language Solutions - will not only help you to ascertain your needs but also to implement the most appropriate techniques and measures.
This could mean, for example, implementing adequate technology - such as translation software and other technology - so that your company's website can respond effectively to the globalisation and localisation challenges.
This could also mean content and inbound marketing, demonstrating the importance of consulting and even training on multilingual and digital content editing.
SEO and SEA: Globalisation essentials
There are techniques and good practices, both SEO, and SEA , which shouldn't be understated in an globalisation process, since at this stage the consulting service will take into account your company or organisation's size, as well as your project.
Consulting from a language services company, specialised in localisation, will also help in decision making regarding human resources, which should be assigned to an globalisation project. And the solution could, in fact, be hiring localisation services from a translation company.
Favouring this option is the fact that your project won't depend on just one person, but on a multifaceted team, capable of developing various globalisation actions.
There is a related point which deserves full attention. Localisation is a continuous task in translation and content adaptation, as such a provider of these services is increasingly important so that, before you can benefit from the technology and experience of translation memory tools, you don't have to start from scratch whenever a new project comes up. One more point in favour of partnership.
That's why we should emphasise the decisive importance of content localisation, an essential task consisting of, precisely, translation of content and language adaptation, taking into consideration the target audience and the market's linguistic, social and cultural specifications. The way to do this can certainly vary, but the final goal is the same: "Globalisation is approached as a central duty in the company or organisation and is a fundamental part of all planning in product launching and marketing".
This text was not written by a native English speaker, but by a language lover. However, all our language services are always provided by native speakers.
AP PORTUGAL - Tech Language Solutions is a Portuguese translation company certified by the ISO 17100 International Quality Standard. The company offers a wide range of language services, which include translation (TEP), post-editing machine translation (PEMT), transcription, desktop publishing and subtitling, voice talent, software and website localisation technology, SEO and consulting. It invests enthusiastically in the development of partnerships and cooperation anywhere in the world where your organization may need a partner for the African, Brazilian and European Portuguese language.
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