RetroLive 2018 brought together the digital marketing community for productive networking and education. Blackhall place, the headquarters of the Law Society of Ireland provided the prestigious venue for the Retro-Live premiere. Word Connection’s James and Kaori Myatt attended and spoke at the Dublin event.
CONNECTING WITH DIGITAL MARKETING
The program highlighted the growing relationship between digital marketing and translation. As companies go global there is widespread demand for global digital marketing. Likewise, this creates demand for translation and localization. In fact, many digital marketing companies now sell translation alongside SEO.
Speaking in the Chapel, now known as the President’s Hall, Lionbridge’s Angela di Paola shared her experience of marketing in different countries and languages, highlighting the importance of tuning into the local population as paramount to success. Naturally, correct terminology requires input from translators and linguists. So, having professional translation is now seen as critical for global marketing.
GLOBAL MARKETING STRATEGY
Undoubtedly, digital marking is a cornerstone for today’s digital world. Discussions explored how the translation and localization industry can partner with global marketing. After all, everything from keywords and SEO to social media hinges on the ability to reach people.
For marketing managers, reaching people means speaking their language. Now translation is part of their daily equation. Di Paola talked about how Global SEO helps companies reach new markets. For example, take a company that translates SEO keywords, but doesn’t research local terms. The company can lose an estimated 60-70% of search traffic opportunities. Clearly, the incentive to adapt to the local market is great.
LOCALIZATION FOR JAPAN AT RETROLIVE 2018
Here is where localization comes in. James and Kaori led a discussion on Word Connection’s specialty, Japan. Localization for the Japanese market is a terror to the uninitiated. The gift culture, for example, means that packaging is all-important.
Carrefour, the French supermarket chain, failed in Japan. Why? First of all, they assumed that Japanese shoppers were like French shoppers. But in Japan, the big grocery carts raised eyebrows. Products like honey came in a large plastic tub. Most shocking of all, customers had to bag their own groceries. Japanese customers left disgusted.
Companies that try to reach the Japanese market should consider how to localize. Only by adapting to the culture can companies succeed with Japanese customers.
VIVE LE PARTNERSHIP
Finally, RetroLive 2018 highlighted that the paths for digital marketing and translation will overlap further. After all, the goal of digital marketing is to reach the right audience. Because how can you reach the right audience if you don’t know how to connect with them?