July, 2022 - Into23

Top 6 emerging translation trends of 2022

What types of marketing translation trends are becoming prominent in 2022? Here’s what to expect for the remainder of the year.

Content translation services have seen a massive increase in demand, with much of this growth being linked to the internet, the pandemic, our global expansion and uses of technology. The market worth of this industry has grown and is looking to grow further in 2022 as the pandemic has slowly stabilised and more people and places of business took their work and education online and have kept it there. 

What has driven growth in the translation industry in 2022?

Man in pjs

The pandemic saw more people working from home and increased online spending. – Photo by Thirdman

The biggest driver behind the growth of the translation industry has been the increased need for people to access information in different languages and cultures, coinciding with the growth of technology and our reliance on it. Technology has made it possible for people to communicate in meaningful ways across the globe in various formats and languages, which became increasingly important during the pandemic. Language translation technology has also come a long way, making it faster and more accessible for people and businesses to get what they need.

While translation solutions come in many forms, depending on your business or need, these areas are some of the most noticeable upward trends of 2022. They are relevant aspects to consider if you’re looking to expand globally. 

Multilingual customer support

Chatbot

Trends show that people prefer to contact companies via messaging apps when looking for support. – Photo by mohamed_hassan

If you have a platform that has been localized for customers, you’ll also need multilingual customer service support. As more people use their phones for everyday tasks, from emails to banking, these services must be provided and serviced in the customer’s language. The same goes for customer support. Today, 67% of consumers expect to be able to message or chat with a business when they need support. As this number is likely to increase, businesses that want to continue to reach their customers globally must consider multilingual customer support in their localization strategies. A marketing translation agency can provide support and resources in multiple languages to help fortify an existing localization strategy or start a new one. 

Increased use of machine translation post-editing

Machine translation has become an essential part of the translation industry and is a trend that has continued upward for several years. 

What is machine translation post-editing?

Machine translation is when you enter content into an automated software translation tool, and the machine converts it into the target language. Google translate is the most well-known machine translator that most of us use in our daily lives. However, the results of these machine translations alone vary drastically in terms of accuracy and are not sufficient enough to be used in business for a variety of reasons.

Related: Why Google translate isn’t effective enough for business

The post-editing portion comes after the machine translation. A professional translator will go over the machine translation and compare it to the original text to get the most accurate translation. Machine translation post-editing is desirable for businesses and marketing translation as it offers a quick turnaround at a lower cost.  

The machine translation market has been steadily increasing and is anticipated to reach 230.67 million USD by 2026. 

Increase usage of eLearning platforms

Woman wearing a mask

The pandemic changed our lives, but one of the largest impacts was felt in the education sector. – Photo by Edward Jenner

The pandemic may have kept us at home the last few years, but eLearning platforms kept us learning and connected. Forbes estimates that by 2025, the eLearning sector could be worth as much as USD 355 billion dollars. As the business and education sectors looked towards online learning tools and software to maintain a global reach, the videos, courses and quizzes also needed to be updated and translated for global audiences. This newfound flexibility offers benefits to businesses, educators and students as people can work and learn on their own time from the comfort of a home or café. eLearning and eLearning translation shows no signs of slowing and will continue to increase in demand as more and more people and businesses maintain a work/study from home approach. 

Businesses using media localization

Two different types of media are trending right now, podcasts and videos. Podcasts are now being used for business, pleasure, and education and have seen a large rise in listeners, especially considering they’ve only been around for two decades. It is estimated that there will be around 424.2 million podcast listeners worldwide in 2022 and that podcasts will be a USD 94.88 billion industry by 2028.

Videos are also an essential part of today’s media market. In 2019 alone, the average person’s video consumption was 84 minutes daily. Enter the pandemic, and by 2021 that average was nearly 100 minutes per day. Now we’re in the beginning part of 2022, and video streaming and downloads are anticipated to account for 82% of the global internet traffic. A study done by Wyzowl found that 81% of businesses now create at least some video content. Point of fact, if you’re not using videos in your business marketing materials, you should be. 

With the impressive rise of both video and podcast consumption, the need for localization, such as audio transcription services, multilingual voice-over services, or subtitling services, becomes necessary for going global and is a trend that will continue well past 2022. 

Subtitles have become a must

As previously mentioned, videos are currently making up the majority of consumer internet traffic. To make business ads, videos, and video courses more accessible for everyone, subtitles have become essential. 

Even outside of any language or subtitle translation, many of the videos people consume on social media are often viewed on mute, meaning that if a video doesn’t have subtitles, it’s more likely to be skipped and scrolled past. Subtitles have become a required feature for views and impressions, even when the language hasn’t been changed.  

Further, if you do require language translation for a video to reach new audiences, subtitling is generally more affordable than dubbing and is just as effective in reaching your target audiences. 

Multilingual SEO strategies 

By now, it’s obvious that the biggest trend is the translation and localization of businesses in general. This is an upward trend that was growing even before the pandemic. Going global means having an online presence and reaching and connecting to audiences in new and meaningful ways with technology. While website localization is becoming more common, it is often an afterthought. Businesses are now opting to create a multilingual SEO strategy from the get-go so that their business content and practices are aligned with their global goals from the start.

What is a multilingual SEO strategy?

It is the practice of optimizing your SEO in more than one language. This includes everything from websites, eCommerce platforms, video content, social media, customer support and more. The best way to develop a multilingual SEO strategy is to work with a translation project management company that offers multilingual translation services and marketing translations. This ensures an effective strategy that is aimed at a specific target audience and ensures effective use of your business’s resources along with a quality translation that showcases the values and goals of your business. 

Into23 offers quality translation solutions for all major global languages to help your business enter any global market. Bring your business into 2022 and beyond with our transparent and quality language solutions. Contact us today for a free quote to start your global journey.

How blockchain enterprises engineer a truly global ecosystem

If globalization was the story of the first two decades of the 21st century, DeFi (Decentralized Finance) is the defining trajectory of international business and the global economy in 2022. Beyond reshaping industries with decentralized applications for existing business models, the crypto industry is more globally distributed and genuinely reflects the diverse communities and enterprises which adopt frameworks and develop protocols. The scope and nature of integration varies with local conditions and the unique needs and opportunities of every region and market.

Unlike traditional global business models, which adapt the same basic product or service to local markets and services, crypto companies often carry out different functions in different regions. Serving a wider range of purposes, while taking advantage of the unique factors, such as the regulatory environment, startup ecosystem, local needs in every country ensures that networks thrive with active users.

While many blockchain businesses specialize in a specific application, the industry itself is globalized in a genuinely decentralized sense.  According to the Chainalysis Global Crypto Adoption Index, worldwide adoption of cryptocurrency surged by over 880% in 2021. This expansion is largely driven by emerging economies, including Vietnam, Nigeria, Kenya, India and Pakistan. Users in each market have different reasons for embracing cryptocurrencies, such as overseas remittances, secure channels for international trade, excessive domestic capital controls, or simply to invest.

While cryptocurrency users in emerging markets are often driven by practical factors, Hong Kong and Singapore are important hubs for blockchain based startups. The Asian financial centers play a pivotal role in shaping the crypto industry by incubating several of the most impactful blockchain ventures. Several of the industry’s leading exchanges, including Crypto.com, were started in Hong Kong, while Animoca Brands, creator of the leading Metaverse platform The Sandbox, was founded by local entrepreneurs and maintains its headquarters at Cyberport, the city’s FinTech innovation hub. Hong Kong is at the forefront of FinTech with digital asset financial services enterprises thriving in the local sector. The cross-border B2B trading platform Neat, founded in Hong Kong to serve SME’s operating in the Greater China area, was acquired by the global payment network platform Rapyd in January 2022.

The locally based Hashkey Group has invested USD 360 million in 110 blockchain companies in 14 countries, while Animoca Brands has committed USD 50 million to The Sandbox Metaverse Accelerator program, which will fund 30 to 40 arts and culture-focused blockchain startups over the next four years. 

The rapid proliferation of NFT’s, which disrupted cultural industries around the world in 2021, can be traced to the $69.3 million sale of Beeple’s “The First 5,000 Days” in Singapore, by a Crypto entrepreneur who has developed a virtual museum to display the work and leveraged similar NFT assets by fractionalizing their ownership in within the Metapurse crypto-fund. While the full extent and impact remains to be seen, the concept of providing universal access and participation in the fine arts is unprecedented.

However, cultural applications and first world financial services are only the tip of the iceberg.

Crypto enterprises, whether they are metaverse platforms, investment funds, crypto exchanges, payment services, peer to peer loan networks or blockchain platforms, are as much about financial inclusion as innovation and investment. While blockchain enterprises often set up their headquarters in cosmopolitan financial centres, the underlying vision is furthering worldwide access and economic development in regions that have been underserved and underrepresented, thereby revolutionising the technology industry and the global economy itself.

“Along with blockchain, Web 3.0 promises to bring financial inclusion and allows people to take ownership of their own information, and HashKey Group is committed to fully support companies and projects who are leading this disruptive movement.”

  • Deng “DC” Chao, Head of Investments, HashKey Group

The fundamental challenge facing developing economies is not a lack of wealth, resources, talent or vision. Global inequality in the modern world is also not solely the result of historical injustice or any malicious agenda. Rather, the issue is the failure of centralized systems, with inefficient bureaucracy and inadequate structures prone to dysfunction. Blockchain solutions which address the root of the issue stand to change the world on an unprecedented scale by reforming education, political systems, and perhaps most importantly, allowing disadvantaged communities to fully access their own resources.

IOHK (Input Output Hong Kong) is a blockchain infrastructure research and engineering company committed to developing DeFi solutions for companies, governments and people around the world. With operations across 50 different countries, IOHK seeks to connect disparate communities and systems with initiatives such as the Cardano decentralized Smart Contract platform and Atala Prism decentralized identity solution.

Input Output emphasizes its commitment to the African continent, as well as economies in Southeast Asia, Eastern Europe and South America, because the organization views emerging economies with young populations as a future driver of global growth and development, and countries like Ethiopia, Nigeria, Uganda Rwanda and Kenya have immense potential for new frameworks and solutions to overhaul social and commercial enterprises across the board, from remittances to election vote systems and government identification databases.

IOHK founder Charles Hoskinson, who co-founded Ethereum, advocates for establishing standards of transparency, accountability and immutability for social and economic enterprises in Africa. By empowering ambitious and talented entrepreneurs, professionals and citizens in emerging economies with robust, verifiable and permanent records– whether they are certificates, transactions, identities or assets- blockchain platforms overcome the challenge of relying on governments or multinational companies for accountability.

They also provide individuals in the developing world with identity. Unlike the identification of personal user data on social media platforms, secure and transparent blockchain identities enable access to economic opportunities such as financial services, internet connectivity, public services and education.

Transparent, secure and immutable records and peer to peer systems also overcome the longstanding limitations that businesses in developing nations face with raising investment in the international financial system and fully integrating with the global economy.

This lays the foundation for the global emergence of economic potential that has been dormant for centuries. Far beyond the rise of Asian economies, blockchain enterprises stand to bring the world’s under-represented populations from the margins to the international stage.

“We’re going to announce an Africa focus in our company, and we’ll be able to show everybody all the different programs and pilots and projects and partners, and the vision of what we’re going to invest in over the next three to five years. It is the privilege of a lifetime as an entrepreneur to be able to participate in these markets in this way. I literally get to wake up every single day and talk to the most ambitious, honest, and hardworking people I’ve ever met in my life and find ways to build systems with them that not only make their lives better, but produce wealth for all of us.”

As keen crypto enthusiasts, we at Into23 are proud to provide multilingual translation services around the world from Hong Kong, Asia’s World City and home to the industry’s most innovative platforms and disruptive blockchain enterprises. With over 20 years of experience and a solid technical background, our team of translators and linguistic QA specialists are exceptionally well equipped to translate whitepapers and localize platforms and user interfaces for users around the world.

As international translation companies, we view our clients as partners, and we are proud to collaborate with innovative enterprises around the world, and part of what drives our level of service is our enthusiasm, not only for language and culture, but the work that companies do. We are particularly proud to work with blockchain developers because we understand the importance of the work they do, and the role it plays in changing the world for the better. We can translate for any region, including Russia, Ukraine, Brazil, Indonesia, Vietnam, Thailand and Colombia.

We provide Translation Management as a Service, access to various translation workflows, full visibility into our process and comprehensive CMS integration. We provide customised full-service solutions according to the individual needs of each client.

If you are as passionate about Crypto as we are, please share your thoughts in the comment section below.

6 Creative ways to update your eLearning courses

eLearning voiceover

Image byTumisu on Pixabay

eLearning courses fit perfectly in today’s modern world and in comparison to traditional learning, eLearning has substantial benefits to both learners and employers. Students who take online courses have graduation rates that are 9% to 21% higher than students in a traditional education setting. Further, the use of eLearning for companies shows that when employees take eLearning training their retention rates increased by 25% to 65%. It’s apparent that eLearning has become an essential way of continuing education and skills in the 21st century but like all technology, to stay relevant and successful, eLearning courses and platforms need to be updated regularly.

Why you need to update your eLearning courses?

eLearning translation

Image by MUJU_pixel by Pixabay

eLearning content needs to stay up to date to stay relevant, this includes not only technological features but context and tone as well. Dated aesthetics or content won’t hold the attention of a young learner and to make a course successful they need to be catered to the modern generation.

In 2017, Adobe announced that it would stop supporting flash with a phase-out that started in 2020. The majority of eLearning courses in the early and mid-2000s were once built with Flash but now HTML5 is generally the standard used in many eLearning courses which also makes courses mobile friendly. The best eLearning platforms made this transition as soon as possible and the companies that missed out on updating their eLearning software found themselves with courses that their learners could no longer use.

Certified Elearning tranlation

Photo by Miguel Á. Padriñán from Pexels

If you’re overdue for a revamp of your eLearning courses here are six areas to look into when updating your courses.

1. Modernize graphics and visuals

It may not seem like much, but visuals play a huge part in the success and retention of a course. If your course looks like something that should still be on dial-up you aren’t going to gain the attention of any modern learner. 

Take a look at your images and be sure that they represent your market audience in a modern way, that includes where the photos are located and what’s in them. For example, if you have a picture of a workplace and the people in the photos are sporting 90s attire and are using massive old school computers, you’ll want to give that a modern makeover. This also means having a look at your templates and designs up to date, so if your design has a MySpace feel, it’s time for an overhaul. This also applies to eLearning localization, if you are updating your courses to expand globally make sure that the content you update with is relevant to the localized audience, that your eLearning voiceovers match the dialect and accent, and that your eLearning translations are done by professional business translation services.

With that, evaluate your templates and get them back to basics with a clean and simple look and feel that will give them a more modern and timeless feel.

2. Varying your format 

If your course uses the same font throughout and follows the same format of plain content with a recap, it’s time to shake it up. Ditch the lists and bullet points and start including charts, graphs, and infographics. Infographics are especially useful for summaries as they are visually appealing and easy to read which increases retention.

3. Microlearning

Updating your old courses doesn’t mean you have to get rid of them, you can repurpose them into a microlearning library by breaking down the course into smaller sessions. This creates a microlearning library that allows access to concise content that is very accessible to learners. Microlearning libraries allow learners to jump in and quickly get the exact information they need with little hassle. 

4. Make them interactive 

When eLearning first kicked off most of the content on it was rather static and often consisted of the information, usually laid out in short paragraphs and bullet points, then followed by some sort of standard assessment. Since then, technology has broadened to allow for the creation of highly dynamic and interactive content. Ditch the multiple-choice for a simulation, make use of videos and create exams and content that allow learners to immerse themselves with the content, and give them opportunities to practice what they’re learning. 

5. Social learning

Find ways to connect your learners outside of their courses with the use of social media. Not only does it create a community but it offers continued means for your learners to expand on their knowledge, as well as create and collaborate. It ensures that your learners have a space to ask questions and foster new ideas. This is also really important if you have learners from around the world as it’s a great way to bring people together. 

 6. Entertain 

Are your courses entertaining? If you’re not entertained by the content, then chances are your learners won’t be either. Creating an enjoyable course experience is one of the best ways to ensure course success and knowledge attainment. Try to avoid using too much text and don’t shy away from humour by adding images, memes, a joke, or even a comic strip. Something that will break up the course and make your content more memorable. This is especially important if your target audience is a younger crowd. Just ensure that if you are localising your eLearning platform that you use media localization as not all graphics, memes, and jokes translate over to other languages and cultures. This is why it’s important to use eLearning localization services to make sure your courses reach your learners the way they’re meant to, no matter where they are in the world.

Need help taking your eLearning platform global? Into23 has all your global translation solutions with high quality translation services and multimedia localization services by certified legal translators. Contact into23 today for a free quote to get started. 

What marketing localisation metrics should you use?

Calculating the success or failure of a marketing localisation campaign can be a complex undertaking, but to find out what works and what doesn’t, as well as what return on investment you’re achieving, deploying the right metrics is essential. 

The best way to measure success in marketing localisation has been the subject of heated debate for years. What is without doubt, though, is that standardised criteria are needed when it comes to allocating budgets and tracking progress. 

For localisation to be as successful as possible, and generate the all-important return on investment, key performance indicators (KPI) are crucial. They enable you to quantify the quality of content that’s been localised and rate efficiency. 

These metrics help clients avoid wasting valuable resources – time and money – on localisation efforts that fall flat, but it helps channel resources to where they’ll have the greatest impact. Whether you are formulating global marketing communication strategies or a China marketing strategy, having the right metrics in place is vital.

Read on for Into23’s expert tips on how to measure localisation and ensure your marketing campaigns are on point.

For localisation, key performance indicators (KPI) are crucial for return on investment

What is localisation?

Localisation is adapting content to look and feel right in another culture. The resulting content should align with local sensibilities and be sensitive to cultural idiosyncrasies. Localising content is important as Nimdzi data shows that 9 out of 10 global users will ignore a product or service if its not in their native language.

Getting marketing localisation right can reap huge rewards. For example, it provides access to and engagement with whole new markets of consumers.

Why measure localisation?

Researching and implementing meaningful key performance indicators provides a benchmark and enables businesses to forecast expenditures and returns for future projects. Another key reason is that measuring localisation outcomes enables companies to spot areas that aren’t producing the required results. Once these weak aspects have been identified, they can be improved for better results.  

Localisation KPIs can also be deployed to measure the effectiveness and skill of a localisation services vendor. Key questions to think about here are: What’s the error rate? Is localised content delivered on time? Does the vendor stick to the budget?

KPIs

Return on investment

This measure is used to assess the profitability or efficiency of investment. For example, ROI would measure the success of a marketing campaign. If the campaign’s budget were US$1 million and the sales topped US$1.5 million, the ‘profit’ on the original investment would be US$500,000. This is an overarching metric that looks at the impact on business development. It’s also useful for comparing in-house and out-source localisation services. If outsourcing provides a better ROI, and usually does, then that’s the way to go.

HSBC spent around US$10 million in a rebranding exercise as a result of a localisation blunder

In one widely reported case, HSBC spent around US$10 million in a rebranding exercise due to a localisation blunder. When localising one of its campaigns, the slogan ‘assume nothing’, was mistranslated into ‘do nothing’, which can be considered a call to inaction. 

Share of voice

When operating in a market against competitors, it’s vital that consumers hear a business’ voice, and that it’s differentiated. Share of voice (SOV) measures brand visibility and enables businesses to benchmark themselves against their peers. The metrics can be mentioned on social media, coverage in media, and the frequency of search terms. 

If the goal of a localised marketing campaign is to raise awareness, and following the campaign, SOV has increased, then all things being equal, it’ll have succeeded. One caveat is that the causal link between the campaign might not be the only reason SOV increases. Therefore, using a range of KPIs gives a more contextual and accurate picture. 

Market share

Whereas SOV measures the presence of a brand in the public sphere, market share measures the portion of a market that a company commands. The formula is a particular company’s share of the market’s total revenue. If market share increases simultaneously as a localisation campaign is rolled out, then the presumption can be reasonably made that the campaign boosted it.

Client/customer engagement

There’s a range of KPIs that measure client engagement. The most useful ones are:

  • New customers acquired
  • Customer retention rate
  • Average sales per customer
  • Inbound inquiries 
  • Localised content revenue generated

Localisation measurement: process

1: You’ll need to settle on the KPIs that matter to you. This can be determined by examining your goals for measuring localisation. KPIs typically focus on time, cost, and results.

2: Determine how you’ll gather the data, using what technology, and across what time frame. These parameters must be consistent across campaigns to compare results meaningfully. High-quality data is the basis of high-quality insights, so it’s worth spending time on this step. Inconsistent data, missing information and erratic data collection will result in sub-par insights. 

3: Insights are only useful if they are used to inform actions. Therefore, the next stage is planning how the resulting insights will be applied to future campaigns. This step usually encompasses the involvement of key stakeholders.

4: After formulating a comprehensive roadmap, it’s time for implementation. Start gathering and recording data to produce reports that give clear insights as to the success of a campaign.

5: Periodically reviewing the measurements and their criteria helps ensure they continue to be fit for purpose. If your business goals change, then check if your KPIs cover that.

Producing reports can give clear insights into the success of a campaign

As well as marketing campaigns, these tips and advice apply to application localisation, localisation testing, game localization services, multimedia localisation services, website localization services, and, indeed, any other language localisation service.

Lastly, a word of caution. Though there is a surfeit of KPIs to pick, it pays to be selective. The collection and processing of data can be time-consuming if you’re using myriad metrics. The most efficient approach is to hone in on the KPIs that closely align with your goals.  

To explore your localisation options, get in touch with Into23’s team of highly experienced and creative team of localisation specialists.