HowATranslationManagementSoftwareCanIncreaseYourGlobalMarketingSuccess

​How a Translation Management Software can increase your global marketing success
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.
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