Web Translation – 3 Worlds Colliding
I spent last week speaking with a number of leading global marketers in London. We had a full day session with a number of great company presentations and some very open dialog about the operational challenges of global digital marketing and SEO web translation.
At the end of the day, I asked the group what was the single biggest takeaway for them from the session. The nearly unanimous response was the diagram below:
The Venn diagram represents three worlds that used to be completely separate and are now being forced to merge together for global marketers to achieve their objectives – and it is painful. The three circles represent the following supplier groups:
- Translation – Translation of content that is traditionally provided by Translation Service Providers
- Production – IT resources to produce digital assets and web pages most often provided today by internal IT or IT outsourcers
- Content Marketing – SEO content that is compelling to potential buyers and most often provided today by small, specialized SEO agencies