HowATranslationManagementSoftwareCanIncreaseYourGlobalMarketingSuccess

How A Translation Management Software 

Can Increase Your Global 

Marketing Success 

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How a Translation Management Software can increase your global marketing success 

Table of Content 

Why Use A Translation Management Software? 4 

Set Realistic Goals And Come Up With A Good Plan 5 

Increase Efficiency With The Right Translation Management Software 6 

Get High Quality With Lower Costs 7 

Keep A Balance Between Global And Local Strategy 8 

Involve Local Teams Efficiently 10 

Localize For More Countries With Fewer Expenses 11 

Concentrate On Communication With Customers 12 

Deliver Great Content All Over The World 13 

Update Without Stress 14 

The Detail That Influences Your Entire Global Marketing Strategy 15 



A successful localization project involves many stakeholders, the most important of which is a 

translation management software. Read on to find out how it can help increase your global 

marketing success. 

Going global is the main strategy most CEOs have been working on over the last few years. But, 

any business that wants to build a universal brand knows that strong local presence is the only 

way to achieve success. The old adage “think global, act local,” stands true today and is more 

applicable than ever. You may have heard that there’s rising demand in developing countries 

for your products or services. But that doesn’t mean that you can blunder into an unknown 

market ill-prepared. 

There may be rising interest and purchasing power in Asia, Latin America and Eastern Europe. 

But, if you aren’t speaking your customers’ language, you may as well go home. Why? Because 

the sweeping majority of consumers (75 percent, according to the Common Sense Advisory) 

don’t buy products from websites that aren’t in their native tongue. 

If you don’t already know about the importance of localization for your website, software or 

app, you soon will. Because if you want to launch your brand in any of these emerging markets, 

you’ll need to do it right. And to get localization right, you’ll need a robust Translation 

Management Software (TMS) that’s flexible to your needs. Why? Because using a translation 

management software will keep your localization project on the rails. It will increase your 

global marketing success, as well. 



Why Use A Translation Management Software? 

This integral tool to your localization project often means the difference between success or 

failure for your international rollout. The right translation management software will save you 

from a long and inefficient journey. Going back and forth between programmers, translators, 

marketing specialists and QA experts isn’t fun for anyone. Any product manager worth their salt 

uses some kind of TMS to complete their localization project hassle-free, without exceeding 

deadlines or budget. Let’s take a closer look. 

An effective translation management software is more than just a good way of communicating 

with your translators. It’s the engine that drives a consistent workflow during your app or 

website localization process. You can complete your project with lower costs, while reducing 

the time you need to launch in any market. 

Whether you’re in e-commerce, software development, or the app industry, choosing the right 

translation management software will help you get to market faster. And when there are 

hundreds of new products being launched every day, time is of the essence. 

With the right tools at your fingertips, you can boost efficiency and deliver a high-quality 

product in less time. This will increase engagement, boost downloads, improve sales and 

increase your global marketing success. 

So, if you haven’t thought about using a translation management software yet, now you know 

how important it is to the localization process! Keep tabs on your team, collaborate with each 

other, provide context and write directly onto the website. No more localizing through 

spreadsheets or other tedious manual work. What more could you ask for? 



Set Realistic Goals And Come Up With A Good Plan 

An efficient translation management software like PhraseApp can help you do both of these 

things well. You can set realistic goals and come up with a good plan. You can get all the facts, 

updates and comments you need in one place. Check the status of your projects at a single 

glance, and save on translation and development costs. That translates into more budget to 

allocate to your global marketing materials. 

When you know how your team is working and what problems they’re dealing with, you can set 

realistic goals easier. You can also implement working routines and ask for measurable results 

at each step of the process. 

With a translation management software, your team can work faster and easier. The software 

acts like a project manager for them. You can easily control their progress as you go further into 



the project. You can plan all movements and manage to keep your team up-to-date with your 

plans with just a few clicks. This will save important time that you can invest in managing your 

company — and looking for new countries to localize for. 

Increase Efficiency With The Right Translation 

Management Software 

You can’t go global unless you have sufficient financial resources to make it through the entire 

localization process. In fact, the success of such a project depends on how much you’re willing 

to spend to deliver a good product. Software, web or app localization costs add up. So, getting 

an efficient tool is the best investment you can make to reduce expenses. And save resources 

for unpredictable situations. For many localization managers, working with a translation 

management software is essential. Here are a few reasons why: 

● It increases productivity. A good TMS provides you with an interactive platform where 

your team can receive tasks and resolve them on the spot. All modifications are done 

right where you need them – directly on your site or app. This software allows you to 

create a version of your product where your team can perform modifications in real time. 

No downloads, no uploads, no Excel sheets. Programmers, translators, linguists, 

marketers and SEO specialists can all work together using a unique centralized platform. 

They can leave comments, or ask and give suggestions in real time. 

● It reduces translation costs. Inside the translation management software, you have a 

built-in translation memory, which allows you to store all translated content. This way, 

your translators have access to a large database containing useful information. This 

could be a glossary of specific terminology, previously translated strings and texts, or 

uncommon words that have already been discussed and explained. This makes life a lot 

easier for translators, allowing them to work faster and with less effort. The less time they 

spend going through the possible meanings of a word, the more text they can translate! 

All translated strings can be reused later in the project, as needed. This means you’ll 

reduce costs, by cutting out the possibility of translating the same text several times. 

● It provides context. Translators need to know what they’re writing about, and the 

easiest way to have the right context is by being permanently in touch with your experts. 



When you have a tool that permits collaboration between all specialists, your 

programmers can leave notes, upload screenshots and provide context. This will cut out 

extra working hours and help you maintain a constant workflow. 

● It allows more flexibility during localization. When operating in such a dynamic 

market, offering the best product and the latest features is essential. So, even if you’ve 

done your best to have your product ready before starting localization, modifications and 

updates are common when dealing with apps and software. Having a platform where 

your team can see all changes as soon as they occur is helpful if you want to work more 

efficiently. This way, you can keep track of modifications and quickly ask for updates for 

all other components. 

Get High Quality With Lower Costs 

With manual tasks almost eliminated from the localization process, a translation management 

software can reduce localization costs by between 30% and 50%. How can you achieve such 

goals? 

According to Business Insider, the right technology cuts translation costs by 90%, as well as 

reducing translation cycles. More expense cuts come from reducing human errors and time 

delays caused by reading and answering emails. Searching for solutions in archived 

documents, uploading content and looking for lost data will all increase the number of working 

hours to pay for. 

This so-called virtual organization is the key towards keeping costs down and profits up. You 

can be more successful in your global marketing, as you will have the time and budget to invest 

in localizing these materials as well. 



Keep A Balance Between Global And Local Strategy 

Communicating ideas and implementing strategies is easier when you have an interactive tool 

that tracks all modifications right away. Using a translation management software, your team 

can come up with creative solutions faster. Localization requires a large number of team 

members with greatly different skillsets. The best way to manage such a diverse team is by 

using a centralized tool that connects all members. 

You’ll be working with people from different cultures and time zones. In-house experts, 

freelancers, marketers, local SEO specialists, A/B testing teams, programmers and translators. 

They all need to be updated about the team’s progress in real time when adapting a product for 

a local market. 



Localization is not just about content translation. It includes a wide range of activities and 

strategies to make a product suitable for different markets, while maintaining a unique global 

brand image. 

Evernote, for example, managed to localize for various markets, maintaining global 

consistency, and still considering local preferences. From Brazil, to Italy and China, this handy 

app has managed to register more than 100 million users — by being global and local at the 

same time. Now, more than 75% of Evernote users come from outside the US. What’s more, the 

company attracts about 100,000 new customers every day. 

Evernote has the same logo (the elephant) and colors (white, grey and green) all over the world. 

However, they mixed up their strategy to enter the Chinese market. They crafted a new brand 

image, by translating their name into Yinxiang Biji ( 印象笔记 ), which means Memory Note (or 

Impression Notes). They also had to integrate with local social networks, like Weibo and 

WeChat, and provide real-time customer support. 

Going through such a high volume of work manually would add up to thousands of hours, 

hundreds of emails and a lot of money spent inefficiently. Using spreadsheets and organizing 

conference calls at impossible hours, as well. 

Whether you have a large or small company, you need all the help you can get when it comes to 

localization. Otherwise, you’ll skip important details, miss deadlines and end up with crucial 

errors that can transform your localization project into failure. 



Involve Local Teams Efficiently 

Global marketing means working with a mixed team of specialists that includes local creatives, 

marketers and SEO/ ASO experts. You can’t do marketing localization using translated 

keywords from English. So, you should integrate local marketing research into your strategy. 

It sounds obvious, but the truth is, it’s not always easy for local teams to stay in line with your 

global policy. They need access to your company’s resources and guidelines through a 

centralized tool, where they can discuss changes with all team members. 

Added to that, the best marketing ideas don’t always come from your headquarters. So, by 

allowing your local teams to be part of the global project, you’ll have access to a wide range of 

new and creative ideas. Make use of them to tailor your message to your local markets. 

Coca Cola’s Share a Coke campaign, for example, didn’t actually start in the US, but in 

Australia. This hasn’t made it any less successful, though. It began five years ago, and people 

are still talking about it. You may not be Coca Cola, so you probably won’t need such a large 

team of experts. But, you still have costs to keep under control. By giving easy access to your 

local teams through your translation management software, you can get better results from 

marketing localization without overspending. 



Localize For More Countries With Fewer Expenses 

According to Harvard Business Review, the majority of consumers are more likely to buy a 

product with information in their own language. The same source revealed that for about 56% 

of consumers, information in their own language is more important than price when making a 

purchasing decision. So, the more languages you speak, the higher your chances to increase 

global revenues. 

Once the localization process has started, you can use all created mechanisms to support new 

languages or dialects. With all the data already saved in your translation management 

software, you can use pre-existing models to reduce the amount of repetitive work. Keep your 

costs down without compromising on quality. 



Previous translations carried out in your software are accurate and help new translators 

maintain consistency during further localization projects. You can grow your business and gain 

new clients more efficiently, by delivering a clear message to more local markets at the same 

time. 

Using a centralized platform, you can even manage multiple localization projects at once, with 

little or no additional effort. A good translation management software keeps you permanently 

updated about the progress of each individual project. Meaning you can keep control of your 

investment. And, by coordinating multiple teams for different countries and languages, you’ll 

obtain faster ROI. 

You’ll probably pay a monthly fee for your software, so launching your product in various 

market at once will reduce your costs. 

Concentrate On Communication With Customers 

Communicating effectively with customers isn’t an easy thing to do. Especially when you enter 

a new market, where language and cultural barriers can cause problems for your message. So 

why complicate things even more by leaving room for poor communication and errors? As 

previously mentioned, one of the greatest advantages of using a translation management 

software is ensuring the quality of your translations. If you’ve carried out website or app 

localization before, you’ll know that this is the top challenge when dealing with such a project. 

By simplifying translation procedures, you’ll help your translators work better and faster. This 

will result in a better user experience, which will generate more positive reviews, a higher 

number of downloads and, eventually, higher revenues. 

Most customers don’t like products or messages that look translated. So, if you want to sell, 

you must deliver a localized website that actually speaks the local language, respecting norms 

and traditions. English content tends to keep a friendlier or even colloquial tone. But some 

other languages are less permissive when it comes to writing style. The Chinese, for example, 

are more likely to respond well to complex phrases, written in a more formal tone. It’s easier to 

manage all these differences when your team of translators collaborates with the marketing 

specialists, and they all respect a style guide right from the start. 



Deliver Great Content All Over The World 

One maxim holds true in every market you enter: content is king. How can you deliver fresh and 

valuable content constantly, in line with your global strategy, but still local enough to keep 

clients engaged? 

By permitting continuous communication between your teams. A translation management 

software makes things easier. Whether you choose to create content in English and translate it 

for various markets, or to come up with local content, especially created for a specific country. 

Most brands use a mix of these two strategies, to make sure they keep the balance between 

global and local. When content creators and translators work together, the result is usually 

better content that maintains brand consistency and unity, while respecting the locals. 

All content is stored in a unique source, from where it can be easily translated using the 

translation memory feature and the pre-existing information. Then your marketers can edit 

texts on the spot, optimizing them for SEO/ ASO purposes. All further proofreading and testing 

modifications can be performed without downloading or uploading documents, directly on the 

platform. Efficient work at its best. 



Update Without Stress 

Website or app localization is ongoing work. If you want to keep hold of your position in the 

market, you can’t allow your product to get behind the times. So, every time you introduce a 

new feature or update, you must perform changes in every version of your website or app. 

It’s hard work when you have to do it for one language only. So, just think about the amount of 

work involved when implementing changes in dozens of markets! It’s not just a small 

modification during your initial localization process, but a complex change in the system. 

Sometimes these changes will vary from one country to another, depending on local laws and 

regulations. 



A translation management software allows you to go through this process a lot faster, as you 

can use all previous work as a base to make your task easier. Already separated and translated 

strings, both in original and target languages, your terminology glossary, solutions for various 

problems — everything is saved and ready to be reused to reduce working hours and help your 

specialists out. 

Updates are just routine procedure, once your team has clear tasks and milestones to respect. 

And you can control the entire process effortlessly by following the information directly from 

your computer, in real time. 

The Detail That Influences Your Entire Global 

Marketing Strategy 

Your translation management software is one of the most effective ways of reducing 

localization costs. Every smart manager wants to lower expenses while improving quality. And 

the influence of this tool can be easily seen throughout every part of the process. 

It allows for better translation (which also happens to be cheaper). You’ll have less errors to 

correct after proofreading, and you’ll eventually generate fewer additional costs from testing 

and modification. When you can keep costs under control, you can engage in larger localization 

projects for multiple languages at the same time. So, you’ll achieve faster ROI and even better 

results! 

Then there’s time management. Automatic processes during localization allow you to reduce 

working hours, which not only means lower costs, but also motivates your team. Happy people 

work better and are more creative, which will add value to your campaigns and increase 

productivity and efficiency. 

Most important of all, you have everything ready to start localizing for a new country, or new 

version of your product at any given time. All repetitive work has already been done. You can 

focus on the details and start building a local marketing strategy using the resources you’ve 

already paid for. 



Your translation management software will help you manage the entire website or app 

localization process from one place. You’ll have no need to go through separate files, individual 

reports, or emails every time you want to know how far you are from the launch date. 

Speed is essential when you’re localizing. So, by investing in a quality TMS, you will influence 

the effectiveness of your entire global marketing strategy. Improve workflow, boost 

productivity and cut expenses, while maintaining high quality standards. 



phraseapp.com 

sales@phraseapp.com 

+49-40-357-187-76 

Große Theaterstraße 39 

Hamburg, Germany

HowATranslationManagementSoftwareCanIncreaseYourGlobalMarketingSuccess

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