Website Localization Best Practices – Infographic

Posted by Dynamic Language Apr 18, 2017

How can brands enhance the digital customer experience and add to their brand value for global consumers?

Customers in today’s digital age are better connected and more informed than ever before.  When they want information about a product or service they expect to find it online, and each digital brand interaction adds to a customer’s perception of the brand.

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Topics: Website Localization

Universal Spanish Translation: Top 10 Myths

Posted by Dynamic Language Apr 18, 2017

Although we know that producing translations that are localized as specifically as possible can be fruitful, many people find it may not be realistic to have their project localized for all of the different varieties of Spanish spoken in different locales. In 2010, Spanish was ranked number two in terms of number of native speakers worldwide, falling second only to Mandarin.

There are many different countries with Spanish speakers, and oftentimes, a company may want to release its product to an audience that spans across many of these different locales. While each area has a different dialect and therefore could require specific changes in the finalized, localized product, it is not always within someone’s budget to go through this process each time for every locale, and therefore, may pose the question, “Is there a universal Spanish I can use? Something everyone will understand?” The answer to this is both “yes” and “no” and may also depend on the text.

Universal Spanish can be a challenge, given all the different local expressions and variations in the Spanish language. Specifically, it uses more generic terminology and avoids the use of colloquial and more informal phrases that vary from country to country. It also takes into account terminology and phrases that may be considered offensive in certain countries.

Here are ten universal Spanish myths:

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Topics: Language, Translation

Translation & Interpreting Services for Global Manufacturers

Posted by Dynamic Language Apr 17, 2017

Many manufacturers today are multinational corporations with specific needs for translation and interpretation services at many levels. Translation and Interpreting Services for Global Manufacturers are needed for communications between team members, translation and interpretation of manufacturing specs, sales presentations as well as negotiation. Business comes to a screeching halt when communications problems exist. For this reason, it is important that global manufacturing companies utilize the services of interpretation services and translators. At every level of an organization, clear communications are needed.

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Topics: manufacturing

Spanish Variations Between Spain & Latin America

Posted by Dynamic Language Apr 10, 2017

The differences between European and Latin American Spanish came about simply due to distance and time. As the Spanish began to set out and colonize the west, cultures collided and certain expressions, words, and phrases began to mix with other linguistic influences. Over time, this evolved to create permanent changes in the way the language is expressed, both in speech and in writing, creating distinct Spanish variations.

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Topics: Language, Spanish

The Three C's of Netflix Global Expansion Strategy

Posted by Dynamic Language Apr 4, 2017

Global ambitions have taken the content streaming giant, Netflix far from its California roots into markets across Europe, Latin America and Asia. In early 2016, streaming giant Netflix, Inc. announced that it had rolled out its service to 190 countries around the world. In June, 2016 Netflix international subscriber growth wasn't performing as forecasted. The company had faced major headwinds as it tried to conquer the world. However, Netflix blasted past its own forecasts — and most of Wall Street's and now has 93 million subscribers worlwide.   According to a recent study provided by Leichtman Research Group, more people report subscribing to Netflix than owning DVRs.

The three C's Netflix has tackled to improve its global expansion strategy:

  • content
  • cost
  • competition
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Topics: Localization, Globalization, Global Market, Global, business, entertainment, subtitling

Adventures in Transcreation

Posted by Dynamic Language Apr 3, 2017

How do you translate an idea? Global marketing often has to be customized to elicit the same emotional response in a different culture. That can mean straying from the original source to get the message across, and it requires deep familiarity with culture, as well as its language.  

One World

The Coca-Cola Company mastered the art of transcreation before the word existed, with deft marketing campaigns that have local appeal across the globe. A recognized industry leader in international marketing, Coca-Cola keeps its brand simple — happiness — and the vernacular local.
 
In 1928, the company marketed to China with a Mandarin symbol that's pronounced Kokou-Kolay and means "to permit mouth to be able to rejoice." That's more harmonious with the company's brand than literal translations, one of which is "bite the wax tadpole."
 
Coke's durable "Open Happiness" tagline of 2009 was conceived as a more universal translation of the concept than "The Coke Side of Life," which worked well in the United States. In its most recent "One Brand" platform, the company's global "Taste the Feeling" campaign relies on locally produced media spots for culturally relevant storytelling that reinforces its brand message.
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Topics: Transcreation, Localization, Marketing, Retail, business

A Demographic Look at Spanish Speakers in the U.S.

Posted by Dynamic Language Mar 21, 2017

Recent estimates place the number of Spanish speakers in the U.S. at over 50 million, coming second only to Mexico. The caveat for companies trying to tap into this huge market is understanding that while Spanish speakers in the US share a common language, the subtle nuances in dialect can play a huge role. These differences are most closely tied to the speaker’s country of origin, and in the melting pot of the USA, this makes knowing the geographic distribution of Latinos by national origin hugely important. While we can group multiple nationalities under the term Latino or Hispanic, it doesn’t mean that they are all the same, and language is one of the most important aspects of their culture.

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Topics: Translation

Google Announces Real-Time Translation with GBoard

Posted by Dynamic Language Mar 14, 2017

Google has announced several upgrades to it's new Android keyboard. The Gboard now has the ability to do automatic translation. As you type, the new Google Translate integration will translate text in real time as you type it in. 

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Topics: Language, Translation, Communication, Technology, Mobile Application, Global

Lost in Translation: Communicating with Non-English Patients

Posted by Dynamic Language Mar 6, 2017

Medical information can be challenging for the layperson to understand at times. The challenge is even greater for those who do not speak English or have limited proficiency in English. Despite federal regulations requiring language access services and evidence demonstrating the impact of language barriers on the quality of patients' health care, not all hospitals provide interpreters or translations.

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Topics: Healthcare

Language Tools for International Travel

Posted by Dynamic Language Mar 6, 2017

It's essential to overcome language barriers so that you can fully engage with the local community; it could even be vital for your safety and well-being. But if you're not confident in the host language yet, you'll need a few language tools for international travel to help you communicate as you develop fluency. Most of these tools cost little, but they could prove invaluable for your quality of life in a foreign country.

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Topics: Language, Travel, tourism