Press Release: Marketers Losing Trillions in Lost Sales Due to Website Translation

  • ‘Black hole’ of sales that are lost in translation as high as $30 trillion
  • Eleven languages can reach 85 per cent of the world’s population
  • Translation technology allows marketers to localise website content without ‘on-the-ground teams’

A $30 trillion internet sales black hole is being lost in translation because marketers are not localising their websites for different countries, according to online translation technology company Dakwak.

In the past two years the economic potential of making money online has grown from $36.5 to $44.6 trillion. However, just one third of that figure is available if websites are only available

in English. And, according to Dakwak, that figure is even less with websites solely in languages not as widely used as English – for example Portuguese, Russian or Japanese. This leaves $30 trillion in potential untapped sales which businesses could be cashing in on.*

According to Waheed Barghouthi, CEO at Dakwak, language is a key factor in online purchasing behaviour – however some businesses are missing out on potentially large sums of money by failing to adapt their sites for the global marketplace.

Just eleven languages gain access to 85 per cent of the world’s online wallet, according to Dakwak.

Waheed said: “Research has shown that 85 per cent of consumers are more inclined to buy a product when confronted with information in their own language, and 54 per cent say this is more important than the actual price.

“This tells us that comfort and confidence in reading a website that has been translated into your language is a huge factor in the purchasing decision, but many businesses are failing to do this, as they see website translation and localisation as a costly exercise involving big budgets and teams of people.”

Launched today [November 21], Dakwak, a cloud-based software, helps companies of varying sizes and budgets that are looking to take their business further into international markets.

It completely removes the entire process of putting up a translated version of a website such as any technical involvement and employing localised teams in several countries and is the only software which gives marketers total control over their translated websites, as they are able to put up, take down and edit any translated content themselves.

And Dakwak’s unique multi-layered system, allows marketers the flexibility to choose between crowd, machine and professional translation options.

Waheed added: “The potential for businesses to maximise sales by creating localised content, without having to hire teams of translators and developers, or even visit the country you want to sell to, is enormous. The internet has broken

down borders for global trade, and removing language barriers

by using online translation software can help change a business’s fortunes.”

Ends

For more information contact greg.aris@smarts.co.uk or visit dakwak.com

Figures quoted from CSA Research report 2012 ‘In the past two years, the addressable economic potential using online communication has risen from US$36.5 trillion to $44.6 trillion. Only a third of that total is addressable

in English as a native tongue.’

Microsoft Developing Instant Speech Translator

Can you imagine traveling to China and speaking to people in fluent Mandarin with no prior knowledge of the language? According to software giant Microsoft, this could soon be a reality.

The Microsoft research team is currently developing and refining speech translation software that is capable of translating speech instantly. The technology imitates the intonation and cadence of

the speaker, delivering more real and natural-sounding translations.

In a recent video presentation, Microsoft’s Chief Research Officer, Rick Rashid, demonstrated how their translation technology converts spoken English into Mandarin – in real time and in the speaker’s own voice. Watch the demo here.

Although today there are a number of translation technologies that deal with human speech recognition, Microsoft wants to go a step further and perfect past breakthroughs.

Working with scientists from the University of Toronto, Microsoft has been able to slash translation errors

from 20-25% down to 15% thanks to a technique called Deep Neural Networks. With this technique, which is modeled on how the human brain works, the researchers were “able to train more discriminative and better speech recognizers than previous methods.”

While the technology is still not perfect, Rashid calls the improvement a “dramatic change” and believes that “in a few years we will have systems that can completely break down language barriers…we may not have to wait until the 22nd century for a usable equivalent of Star Trek’s universal translator.”

Sources:

Microsoft

BBC

Speak My Language

Former West German Chancellor Willy Brandt once said: “If I am selling to you, I speak your language. If I am buying from you, dann Müssen Sie Deutsch sprechen,” (“then you have to speak German”).

For any business aiming to successfully penetrate foreign markets, these wise and relevant words cannot be overlooked. With 72.1% of international consumers spending most or all of

their time on sites in their native language and 85% requiring information in their own language before making an online purchase, a monolingual website is just not going to get you the exposure and benefits you seek.

Translating your website is definitely the way you want to go, but it shouldn’t stop there. Simply translating your website will not maximize your company’s reach, nor will it effectively deliver information to your target audience. Localization will.

While translation (whether machine, professional or crowd-sourced) will convert your website text into another language, localization will ensure your entire website “speaks” the language of your target market and is adapted to their culture as well as satisfy any technical and legal aspects.

Let’s take a closer look at what localization takes into consideration and offers, which translation alone does not:

  • Text that is more accurate and recognizes local sensitivities.
  • Graphics

    and multimedia assets that can be fully adapted and localized so they are culturally appropriate and acceptable to the target audience.

  • Adopting the correct local currencies, units of measurements, date and number formats, addresses, and phone numbers.
  • Choice of colors – colors have different associations in different cultures.
  • Customizing style sheets to suit particular language requirements. For example, accommodating for text expansion for languages that tend to have longer translations such as German and Spanish; accommodating for languages that use double-byte characters such as Japanese; accommodating for toggling between two languages and fonts and languages that read from right to left such as Arabic.
  • Search engine visibility so a

    translated website is found by users searching in their native language.If you are interested in translating and localizing your website, try dakwak’s 14-day free trial. dakwak offers multi-layered translation and a publishing workflow system that enables you to pick and choose your translation mechanisms. The interactive and customizable platform allows you to manage and personalize all your website content easily and effectively for each target language.

Increase your Website Traffic with dakwak

Translating your website gives your company global exposure; but more importantly, it drives traffic to your website, which in turn can lead to increased sales and revenues – what every business ultimately wants to achieve.

The fact that 85% of consumers require information in their native language before making an online purchase cannot be emphasized enough. That is about a billion internet users surfing the web looking for information or something to purchase in a language other than English. When you “speak” the language of your potential customers, it builds credibility, communication, trust and loyalty. Why would any business, large or small, want to miss out on that huge opportunity? Just imagine if you could reach out and be visible to even just one percent of those people!

So how do you go about reaching your target audience and driving traffic back to your website? You may be thinking: easy, just use a free online automatic translation tool such as Google Translate and you will instantly be visible to the world.

Not quite.

Online automatic translation tools do not offer the valuable features that technologies such as dakwak provide to effectively reach global audiences:


Search engine visibility:
our technology allows your website to be found by users searching in their native language. Online translation tools do not add search engine

visibility to the translated versions of your website.

Localized text and media content: online translation tools only offer strict machine translation; however, dakwak allows you to control the text and media content uniquely and dynamically on each translated version of your website. Furthermore,

unlike on-the-fly translation tools, with dakwak you can replace specific sections of content or present different content for each translated version of your website. This means you will be delivering localized content and creating a fully localized experience for your visitors.

Fully functional translated website: online translation tools are limited to page translations based on your visitor’s demand. dakwak, on the other hand, offers fully functional translated versions of your website.

A multi-layered translation system: creates great flexibility by allowing you to choose between three levels of professional translation in addition to machine translation, crowd-sourced translation and translation by your team. Online tools only provide machine translation and crowd-sourced translation is only available for improving the quality of the machine translation and not the translation of the website itself.

Still not convinced? Why not try dakwak free trial, available here

Scholars Complete Dictionary that Translates Ancient Egyptian Language

Thirty-seven years in the making, scientists have finally completed a dictionary that translates Demotic Egyptian – a language that has been dead for over 1500 years.

Unlike hieroglyphs, which

was a more formal script used by the elite, Demotic Egyptian was the spoken and written language of everyday life in ancient Egypt from around 500 B.C. to A.D. 500.

The dictionary, called the Chicago Demotic Dictionary (available online), has recently been completed by researchers at the Oriental Institute of the University of Chicago and will “provide a wealth of information about the Egyptian-speaking population in Egypt” and is “an indispensable tool for reconstructing the social, political and cultural life of ancient Egypt during a fascinating period,” says Janet H. Johnson, an Egyptologist at the Institute.

The scholars were able to compile the 2000-page dictionary from Demotic script found on stone carvings, pottery pieces and papyrus. Demotic, hieroglyphs and Greek were the three languages found inscribed on the Rosetta Stone, which enabled the first Egyptologists to decode the hieroglyphic script.

Surprisingly, although the language has been extinct for over 1500 years, the dictionary reveals that several words live on today, such as “adobe” (passed on to Arabic and Spanish), and “ebony.”