“Can you send me a quote to translate my website?”

The above is a request we receive daily at Capita Translation and Interpreting – after all, the web is changing our world and digital content i.e. websites are the most important content for many businesses nowadays. This is increasingly the case as more and more people come online each day – in fact, Google estimates that the whole world will be online by 2040 and businesses can’t afford not to showcase their products, messages and themselves online – and now across a multitude of languages.

There are more mobile devices than people now on the planet. The era of Digital Transformation has truly arrived!

This transformation was the theme for November’s Figaro Digital Conference, held at the Emirates Stadium. Transformation is all about a business re-inventing itself to avoid losing out to competitors and losing ground in the marketplace. This is traditionally driven through customer habits and their changing demands and requires systems, people and processes to be evaluated and developed to remain ahead of the game. Digital is one area that is driving transformation. The interconnectivity of devices is growing by the second creating Cisco’s concept of ‘The Internet of Things’. We shop, buy tickets, book holidays all online. There are more mobile devices than people now on the planet. The era of Digital Transformation has truly arrived.

Figaro Digital – The day’s events

I arrived at the Figaro conference excited for the day ahead to learn more about what the news and trends are from the world of digital marketing, and also a little nervous about my speaking slot, due to begin in less than 3 hours. Once again I was due to take to the stage and embark on the Figaro 21s challenge, as I did at the same Figaro event back in July. This is a quick fire presentation of 21 ppt slides, each transitioning after just 21 seconds – the timing and message has to be spot on – and you really can’t say as much as you would like to!

My ten tips included transcreation, personalising and profiling content types to the multitude of localisation services, video content, social media and SEO – all with multilingual in mind.

I opted this time to share with the attendees (and thanks to all 98 who joined my session) why translation is not enough, and it is no longer enough to merely translate a website. My ten tips included transcreation, personalising and profiling content types to the multitude of localisation services, video content, social media and SEO – all with multilingual in mind. This entire message is why the term localisation was created – it encompasses a broad range of services to really take your website and company global.

After a quick last minute practice I was delighted to take to the stage and thankfully my slide deck transitioned smoothly from one tip or message to another. There’s not time for a quick drink for ‘dry mouth’ during the slides as I found out.

Digital marketers are facing transformation challenges every day as the digital world is not waiting for anyone to catch up.

So next time you ask for a quote to translate my website – think again – and enrol the services of an Language Service Provider who is going to work with you and tell you the best way to go about this challenge and deliver you a tangible ROI for your localisation outlay.

The rest of the day was very enjoyable, probably because I knew my presenting slot was over. I moved from session to session, listening to keynotes and other brave souls stepping up to the Figaro 21s challenge, as well as networking over lunch and in the evening. There was one resounding message – digital marketers are facing transformation challenges every day as the digital world is not waiting for anyone to catch up.



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