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St. Louis Web Marketing Firm On the Forefront of Global Internet Marketing
ePlus Marketing recently obtained Localization Certification. The firm is currently only one of very few marketing companies nation-wide, especially Web marketing companies, which have obtained this certification. Localization is the process of adapting products and services (web sites, documents, manuals and software applications, etc.) in accordance to linguistic, cultural, technical and other locale-specific requirements of international target markets.
“To my knowledge, we’re the only Internet marketing company in the St. Louis area that has this certification,” explained Patricia Hughes, President of ePlus Marketing. Ms. Hughes explained the value of having the localization to her clients, “Localizing a Website or other marketing materials to a specific country should really start at the marketing strategy level and long before a translation company receives the materials. Marketing and Web companies can actually increase their client’s marketing cost and decrease the success of a campaign due to their lack of understanding of localization.” She went on to give an example.
People’s beliefs and actions are based on their culture. In Asia, for example, it is very rude to compare one product to a competitor. Also, in Asia, titles and messages from the company’s president are held in high regard. If a US company bases their Website on comparing products to their competitors and do not have background information on the company and their leaders the site may not produce the results they expect. This mistake will cost the company money not only to redevelop a Website, but they may have additional public relations work to undo the negative impression of their first Website.
Translation companies have typically been in the forefront front of the localization industry. Internet marketing companies are at a disadvantage if they do not understand globalization and localization methods and practices. According to Internetworldstats.com, there are over 1 billion people using the Internet world wide and North America only accounts for only 21%. The numbers alone would indicate that localization to other countries is worth considering.
“Companies do not have to have someone in-house that knows a second language,” stated Ms. Hughes. “We have partner companies that can provide translation and phone interpretation, but the most important aspect is to have a plan to slowly ease into global marketing. Global marketing is not just for large corporation.”
Localization Certification Program was developed and presented by California State University, Chico, Center for Regional and Continuing Education, the Globalization and Localization Association (GALA), and the Localization Institute. The program features newly revised materials that include the latest industry research. The program was developed by industry experts, representing the leading professional associations, publishers, and academic institutions in the localization field. The certification program includes cutting edge localization skills and training as well as demonstrated competency in localization strategy, budgeting, ROI, project management, content management, vendor management localization challenges, and technology solutions. |
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