Often neglected, a proper Internationalization makes Localization easier. And cheaper too – the sooner you discover an issue, the less it costs to fix it. Here are 17 tips from Nimdzi on what to consider when you want to get the internationalization right.
This episode was recorded on a live stream. I started my Twitch channel with the goal to show localization live. 100% transparency, 0% bullshit. Catch me LIVE at http://bit.ly/AndrejZitoLIVE
This is episode #16 of my speaking practice, also known as the Localization Podcast 🙂 #localization and #translation news across social media delivered to you by the power of my voice. #internationalization
Andrej Zito
Hi, everyone, this is Andrej and this is episode 16 of the localization podcast. Welcome. Welcome everyone. It is Sunday 6:46pm in Vancouver. So I’m slightly off, I try to get this week, I try to get back on the regular schedule, which, to me man recording on Saturday, finishing the edits on Sunday, and then on Monday preparing the copy for the release. But once again, I’m a little bit behind because I’m also starting a new series on YouTube, which is about toggle. So toggle for those of you that know don’t know. So first of all, I also have my YouTube channel where I also, by the way, publish the recording of this episode. And now I’m thinking again, about two different things. So first, let me try to explain, toggle. So on my YouTube, my very first educational video that I made before I started doing actually the localization podcasts.
Andrej Zito
The first video was how to use toggle. So that’s the app that I’m using 24 seven, and I record how I spend every minute of my life. And this video is very, very popular, it still gets continuous steady traffic from YouTube. So I decided that because these people are coming to my channel, and because I am actually still using toggle that I’ll be creating these weekly reports where basically I share the numbers that I collected in total. And I kind of like evaluate how productive my last week was. So because this was like a new content, I worked a little bit on the copy. And mostly it was the thumbnails that kind of slow me down because I was playing like with the with the new format. I think I did a decent job. I like the thumbnail, it’s pretty clean. It’s colorful. But I just couldn’t get the square format done yesterday.
Andrej Zito
So I think like the whole yesterday, that Saturday, I was playing with that. And then later I went to, to housewarming party. So that’s why I’m recording this only today. And even today in the in the in the in the earlier afternoon. I was what was I doing? I was finishing the kind of like not distribution, but like promotion of the of the new video. Because yesterday, I just finished the thumbnail for YouTube, which is 16 to nine format. But then, because I was struggling with the square format, I didn’t promote it on social media. So I did it only today. So that’s why I’m recording this so late. What else did I want to say, when it comes to the podcast and the promotion? How so improved slightly, not slightly, I think it’s like a big huge improvement by improved the, the thumbnails.
Andrej Zito
So the thumbnails, I try to stick to the, to the colors that I’m using on the podcast art. So for those of you who are just listening, the main image that you see when you tap on my podcast, and when you listen to the episodes, there’s usually just you know, this like one main image related to podcasts, that one I actually like. So I try to stick to the same colors when it came to the thumbnails and I was playing like with the text to make the text more prominent. And I think last week, I decided to refresh it a little bit. So I made myself more prominent on the on the thumbnail and I also added like extra color, which is like complete contrast to the to the green color is like the main color for the localization podcast. And it’s kind of like violet, pinkish, violet, dark violet. And yeah, I really like it.
Andrej Zito
So I have to actually adapt to pull the outer thumbnails that I previously created because I think it’s really much much more inviting and much more clickable than before. Going forward, I will be using that kind of like a style. There are two main contrasting colors. And then there’s some extra bits and pieces here in there. So that’s about the YouTube game. Not much to say about the podcast itself. Um, the numbers are still pretty good. I think maybe what I need to do, Oh, I didn’t tell you. The other thing is that, I think starting from the last, or maybe the previous episode, I started to actually chop the podcast into smaller videos on YouTube. So instead of just having one video pair podcast episodes, now I have several videos where one video represents a single topic.
Andrej Zito
So it gives me more videos to upload, it gives me a better chance to write a more topic specific copy, you know, because like before that I used to just write copy mainly about the main topic from the podcast. And then the other topics that I covered in the podcast, they were just references, like, with one sentence or maybe two sentences, because I also had the timestamps there. So this time, I’m trying something different. I’m not sure even while I’m talking about this, I don’t think there was like anything else for to ensure that I wanted to mention. So these are a couple of things that I’m working on right now. So I will have, hopefully, I will stick to the consistent schedule, I’ll have now to weekly series, the podcast and talk numbers, and then I still have other stuff that I want to do.
Andrej Zito
So I finished a book called zero to one, which has nothing to do with localization at all. It’s from Peter Thiel. So he’s one of the founders of PayPal, and he’s one of the famous angel investors, not sure if he has VC fund or not. And yeah, I really liked the book, I went through it twice. Because last week, I had some issues, sleeping because of work and because of the other things that I do at work. So So I tried to be at least a little bit productive when I couldn’t sleep. So I went to pick up a book and I went through the game, and I actually prepared all the notes. So I have a lot of screenshots, well, not screenshots, I took actually pictures with my camera, on my phone from the book. And I have it all in one note on my, on my phone. And so I just need to process the I just need to process the notes and create another book review video.
Andrej Zito
This time, I definitely want to do it a lot more faster and just improvise more. Maybe on a stream, I don’t want to spend as much time that I did with the, with the book, The Power of Now. So that was probably an overkill. And I still need to optimize that video as well. What else do I want to say? Um, yeah, important thing when it comes to localization content. And that is, I am actually streaming right now on Twitch, just like I mentioned previously, so I try to go live at least every day, it’s very tough for me, because my computer is really barely, barely lets me do something else other than the streaming because streaming is quite CPU consuming. So when I do when I try to other things, and that includes just having several tabs open in Chrome, or even like when I attempt to do video editing.
Andrej Zito
It’s it’s really like, I cannot work like that, like everything is super slow. So my new laptop from battle has already shipped. So it should be on its way. So once I get there, it should be I should be able to stream a lot more stuff that I do out of work. So I think maybe last week, I mentioned that this week. I want to kind of like set up, start working on my website because that will be the first thing that I’ll actually want to localize and I Want to stream the whole process? So before we get there, we need like a platform where we can create the content. So that will be the WordPress for my website, which is zito.com. There’s nothing there yet. Yeah. That’s the plan starting with a website. I think it should be fairly simple. But of course, it will probably take me a lot of time especially like getting the design right. to the, to the point where I actually like the website, I have no experience with WordPress.
Andrej Zito
So this will be very interesting for me. also talking about like learning new things. Recently, I got a notification from Udemy that they had a couple of courses on sale. And I went for it. Because I was listening again, I’m listening to Tim Ferriss podcast, when I have nothing else to do. And he was talking a lot about deep learning. And there, I think there was like one of his guests, and he mentioned that you can like learn, like be like a really good expert, like have deep learning like six to eight months. So I was like, okay, so Challenge accepted. So when I got the notification about the sale happening on Udemy, I went there and I bought two courses. One of them is about copywriting. So that’s another thing that I want to improve.
Andrej Zito
And that’s something that is useful for everything, like for every content, like whether it’s podcasts, YouTube, and all the related promotions and then later when I want to do like articles that will be available for localization. And that’s what I want to be streaming, live on Twitch, and then of course, make video content out of it. So copywriting will be important for me, and it’s also something that you can use at your everyday work. Yeah, so copywriting. So yeah, that was the first course that I bought. And the second course that I bought was about deep learning deep learning in Python. So I think that’s also something that maybe I could be streaming probably will be streaming that because like, why not? And Yep, I’m excited. I’m not sure. Well, actually, we have the time to to get through this, though.
Andrej Zito
Because my backlog is still growing with more and more ideas about the content, and I just need to Yeah, I just need to start doing so. Yeah. So here we are. I think that’s going to be it for the intro. It’s already 13 minutes. I’m just talking a lot. So this time I shortlisted I shortlisted several articles, I think I had like maybe even seven or eight that caught my attention. But when I was going through them, I was thinking like, I have no idea like, this is like not that new and exciting. Or I’m not sure if I can provide a lot of value. So I narrowed it down to three articles. So the article number one is about internationalization. The word that gives me so many problems, and five steps to prepare a mobile game for localization. So this article is from our favorite Mimsy calm. And yeah, it seems it’s about specifically about game localization.
Andrej Zito
But I think it could be also generalized into software. So let’s see what I can say about it. I localized image text truncations grammar issues in modern mobile game localization are such issues now relics of the past? Unfortunately, no. Still to this day, it is not uncommon to install an app onto your phone that supposedly supports 20 or more languages, only to find the same old localization issues that have been irritating users around the world for over a decade. These may happen because of the old PERS new to the industry who don’t necessarily have enough experience in polishing their products for a global audience. That’s very likely, especially if we’re talking about mobile games where they’re like a lot of new indie studios and people who are just trying to make some whatever she mobile again, simple in attentiveness, non native and non dedicated localization teams. Again, that’s pretty normal.
Andrej Zito
If you’re like any developer that you won’t have anyone who knows anything, or is even fully dedicated to localization, bureaucratic issues, and time and budget constraints, the list goes on. localization fails can occur at any company. And for many reasons, no one is exempt from them beat a big game development studio, an indie team, or localization manager from a language service provider. But regardless, regardless of where in the supply chain you sit, it’s never too late to learn to do better next time. Let’s discuss five key steps to start planning the successful localization of your game. Number one is internationalization. So although I thought that this whole article will be about internationalization, it seems that is just the first key step. Of course, everything starts with internationalization.
Andrej Zito
So internationalization, abbreviated as I 18. n is the process of preparing sources in a way that allows a game or any other digital localizable product to function globally. The task of internationalization is to ensure that the product design will meet the needs of users in different countries and adapt easily to localization. I think this is a very good and very simple explanation of what this term means. I’ve seen like many other I came across like many auditor explanations about what internationalization means. Most of them are like a very awkward but confusing or like, too complex. This seems to be like very simple and very straightforward. However, not all developers are aware of the usual internationalization requirements, which are better taking into account at the early stages of the game development process. ignorance of these requirements may lead to serious problems during localization adversely affecting the game cost quality and time to market.
Andrej Zito
Internationalization is a hot topic address, not only in kulu ours. There’s an internationalization special interest group at gala Association. It features the monthly online meetings, during which internationalization issues and life hacks are discussed. There are technology solutions available that help find and fix internationalization bucks, for example. globalizer and that’s what globalizer with why not I biolink Laporte, the tech bucks from within integrated development environments, checking pull requests or daily runs against your repositories early you find a defect, less you loose on fixing it.
Andrej Zito
So here we have nice chart, which shows how many defects are introduced at which face and what is the cost to repair them? Wait, I’m a little bit confused here, because there are two Oh, no, sorry. Sorry, no, I get it. So, there are three lines here. One of them is when the defects are introduced in which phase then defects when they are found in which phase and then there’s the cost. So most of the to 85% of defects are introduced during the coding stage. And then we have the following stages which are unit testing, functional testing, code testing and post release. So of course, the further you are in the deaf cycle, the higher the cost will be to fix the issue when you discover it. In order to find internationalization defects. You need to know what to look for. We compiled a list of basic aspects to consider based on the materials of the Gallus internationalization, special interest group, group, lingo port and Ekaterina Zaitseva, the lead localization manager at RJ games.
Andrej Zito
So, here we have the next is a table which lists the basic aspects to consider. It’s pretty long, but I’ll try to cover it somehow. So number one step consider is no hard coding. Avoiding hard coding or embedding text in any graphic files, as much as possible reduces the cost of localization, character and numeric constants. Screen location coordinates file names, file path names should not be hard coded, they’re different for each region. Number two, enough space is reserved for the menus and dialog boxes. When translated from English, the text takes up more space in many languages, so it’s important to reserve enough space in advance to avoid translations in hardly manageable corrector limits. Number three concatenations sentence structure plays a key role in localization and concatenation should be refactored to use insertion points prior to the strings being externalized.
Andrej Zito
Before variables and placeholders. Having a description inside a variable placeholder on what will be rendered there helps to move the words around without interfering with the variable values. For example, take, then there’s a variable discount amount percent off when you buy another variable purchase amount or more. I guess this must be confusing for those of you who are listening to the podcast, but they just two variables in string. Variables need to be used in no more than one context, so that they are not subject to automatic out of context reuse. plurals, plural formation results in different forms are the words not all proof formation is as simple as adding an S as in English. For example, for one string in English, we may need several strings in our languages. That’s true.
Andrej Zito
That’s the same for Czech and Slovak I think, one for a singular string, one for plural, string, two or more, and one if XYZ is a zero, because in some languages that is expressed differently, that’s true. providing different versions of words few, many for other may be required as well. Number six, gender providing information. For example, in metadata on gender, and human non human nature of the objects helps to avoid declension problems. Number seven normalization of source creating a normalized source version. That means eliminating misspellings jargon, uncommon abbreviations etc. for translation, rather than fixing the translations helps to avoid negative effects on TMS. mirroring the interface right to left languages, including Arabic and Hebrew, require mirroring of all interface elements. Number nine fonts and special symbols.
Andrej Zito
This think of every font for every plant language, including font size, and paying attention to special characters, such as home loud isn’t advisable advisable. Number 10 encoding Unicode should be supported. For the Chinese market, the app should support a standard that is not fully compatible with Unicode with more about gb 18 0301 number 11. Support scripts other than the Latin alphabet. Users should be able to send her characters in their language. For example, spell their names into dialog boxes number 12. text display the culinary peculiarities wrapping vertical text word where word Oh gosh, word wrap rules are taking into account for different locales. Vertical text and text breakdown use in Asian languages should be supported. Number 13 colors paying attention to colors to take into account cross culture aspects.
Andrej Zito
Number 14 quotation marks. Sometimes the usage of additional quotes may lead to breaking the source file using of ampersand quote so that’s the HTML entity or Chevron quotes may be a solution. Number 15. geolocation Geo Data automatically inserted into translate the DUIs may not always be localized already. They should be checked Number 16, time and date, currency numbers, creating text strings with variables for time and date, currency numbers is helpful. This approach proves that the game cares about the customers beyond its home borders. Number 17. The final one, download and upload test, or causation resources can be uploaded downloaded in a single established format. Resulting source files contain all texts for local localization. This eliminates the possibility of incomplete localization.
Andrej Zito
And there we have it, there was a number one, which is all about inter nationalization. I think I could actually even stop the article here, because I wanted to focus it fully on internationalization. But anyway, let’s continue with the other step. So step number two is communication and collaboration. With all the internationalization steps to check localization is being increasingly integrated upstream into the development process is probably one common as much of a surprise. But the ground zero step in any game internationalization and localization efforts needs need. What it says needs to be communication. Okay? To start a conversation, a localization team may share the way globalized effects may share the way globalizer texts issues in the code. With the development team, though every app and mobile game is unique in its requirements.
Andrej Zito
This description discusses the rule sets and there’s just a link to the description. They are the foundation of how the issues are found. It can serve as an illustration of what to look for, and is written in a language software teams understand. Step number three, cat tools QA and test planning. If the steps taken don’t prevent all possible localization issues. calth careful selection of cat and QA tools can help to correct any that have popped up. pseudo localization a handy approach is termed pseudo localization for testing of the app. Though it’s less efficient than fighting and internationalization buck as code is written. Even machine translation helps to get a view of the localized product. Both MT and pseudo localization might lead to practical design changes. And it can be utilized via cad tools.
Andrej Zito
So sudo localization for those of you that don’t know, basically means I think it’s like a randomly generated extended characters that are put in stead of source text. Or maybe sometimes characters are edit or they’re shorter, so it kind of looks like the source text was translated into some language with extended characters. Cat tools for games. Among game translators, popular cat tools are mimikyu memsource tratta, Studio smartcat. Smart link and work be QA best practices. When a language vendor delivers their finished product, one can apply industry standard practices such as third party review of a sample translation, and extensive QA metrics, or at least compared to variants of translation tools, such as change tracker, or Kikuyu auditor. It also makes sense to run an in house check of the localized bilingual file prior to importing it back into the game built.
Andrej Zito
QA built in cat tools, or x bench and verifica can help with that. Even without the time and budget for a full review. QA tools can help you know which translator works more attentively. options for testing. Some game developers send packs of localized game user interface screenshots for translation teams to verify then the error lists are filled in and sent back to be fixed. Others provide maximum context, allowing the translators to play the game and even give them special cheat codes to facilitate the gameplay process. Information on game logic helps localization teams a lot. Even with full scale linguistic testing is plan as well. If you can ask the development team to leave notes for text strings you should do so the more information available, the better. key number four, step number four, and then we have one more legal preparation and document The level of translator involvement is not the only thing to verify with the legal team.
Andrej Zito
Early collaboration with the legal department, establishing vendor contracts will streamline future localization efforts for you and your vendor. Accordingly, the communication with vendors prior to the actual project start will help to calculate localization budgets. Don’t forget to reserve an extra budget for unforeseen expenses. It might also be a good idea to check the legal restrictions with payment systems abroad. Number five, the final step, a feedback collection. Even if you don’t have any text to localize yet, you still can benefit from collecting user feedback. One way to do this is to pay attention to the comments in app stores of similar games. While the errors aren’t useful themselves, understanding the root cause may be checking the feedback for similar games should happen if at all very early in the process.
Andrej Zito
Not no point doing it after you made a final decision about the fonts, says Lina by Tova again, translator and localizer. Another option is to make it easy for players to leave feedback within the game itself. It can be as simple feedback button, or fancy help widget. Make sure to discuss this with the development and design teams. Don’t forget, thanking the players for the feedback adds adds a nice touch. Regardless of the amount of localizable text in the game, the five steps mentioned above typically give the best results when done in advance, it may seem a bit tricky to decide which steps should be prioritized in your particular case. But the main idea is pretty obvious. The earlier you start, the less painful and more fruitful your game localization will be. So that was article number one.
Andrej Zito
And I think out of them at the start, I think I was just reading, which I really hate to do. But actually, I’m a little bit disappointed because based on the title of the article, I thought it would be fully dedicated to internationalization. But there were like a lot of you know, all those, how many 17 things that you need to consider as part of internationalization. I think they were pretty good. Maybe I just didn’t add much to it. And the other steps like afternoon, they were kind of like math, because they were not talking about internationalization. The only thing that kind of surprised with and happy about is that I was actually pretty good at saying the word, internationalization because I knew I was struggling with that word before. And also my eyes are really, really hard to ink.
Andrej Zito
Article number two and number three is about marketing, localization. They actually talk not only about marketing localization, which is can be quite a broad thing. But they both talk about personalization. And how localization ties to this. And this is something that I was already mentioning before in a lot of the previous episodes, because that what Gary Vee talks a lot about. So basically, drafting the message not like for the whole total market, let’s say one message that would go to all the potential customers in China, but drafting several more contextual and more personal messages, whether it’s for social media for ads, that are more targeted towards a specific person or like a buyer persona or like demographic or psychographic, so and here and here, we have not one, but two different articles which talk about that.
Andrej Zito
So first one is from Gala. So l actually, based on the date, this one is from June 4 2019. So it’s not a fresh one, but somehow I just stumbled upon it. Just now. I think maybe somebody was just linking it. And yeah, I think I think I’m like still I still have a fresh memory of my very first episode. of the localization podcast where I where my idea was just to look Google where I just googled localization news. And other than Spader, I also came across Gala. And I think one other side. But these are sites didn’t provide any, any good content there were usually like, just like a collection of press releases. So that’s why I stopped looking at them anymore. So this is kind of good that this article by gulla is here, and we’re going to talk about it now. So the title is will localization be the key to delivering true hyper personalization, ecommerce?
Andrej Zito
So hyper personalization, another difficult word for me. This has been a hot topic among marketers in recent years. Some call it a strategic innovation out of seed as a new logical strategy to meet growing customer demands, while others still think of it as just another buzzword in online marketing. Well, it doesn’t take a lot of time to figure out whether it’s something that you should pay attention to. Just ask yourself whether you like it when businesses provide a personalized experience for you as a customer, for example, you receive an email that informs you to the price for a product you’ve recently viewed has dropped. Would it be more enticing to make a purchase compared to an email promoting a product that you never use? Absolutely. That’s my answer.
Andrej Zito
This is just a simple example of the kind of personalization that most businesses use today. It typically involves using a customer’s name, purchase history, company, industry, title, etc, to make offers that suit their needs. The need for personalization was born out of necessity, to understand customer’s preferences and needs on a more personal level, which is something people appreciate. In fact, Deloitte report found that one in five customers interested in personalized products or services are willing to pay a 20% premium to get them. A slightly higher price for personalization is not that big a deal for many, apparently 22% of customers are willing to provide some data that can help businesses create more personalized product or service people or reflect 55 are much more likely to buy a personalized holiday than those aged between 16 and 24.
Andrej Zito
Evidently, many customers want products and services that meet their expectations with personalization. So it makes perfect sense to engage and start collecting their data to create amazing offers. Unfortunately, personalization might not be enough for businesses to meet the growing needs of customers today, putting a name into an email subject line is so 2013. And this created the necessity for another, more advanced level of personalization, hyper personalization. It takes personalization one step further and takes such factors as localization much more seriously. So let’s suppose you have an app for your international coffee selling business user from, say, Italy, downloaded the app, browse it to find coffee beans from Kenya, export some choices, but eventually left without adding anything to the shopping cart.
Andrej Zito
You send them notifications that were read, but succeeded at convincing them to return to the website only once, still no purchase. That’s useless, right? Not exactly. By analyzing the activity of that user in your app, you can get some pretty amazing insights into their product preferences, including knowledge of quality and taste of coffee beans from Kenya, possible knowledge of brands of coffee that use this specific kind of coffee, the time with the highest chance of convincing the user to return to the website via another location and affinity for purchasing coffee stored in a specific way. And the geographical region where the customer resides with all of these. Well, all of these are incredibly useful for businesses in terms of creating customer Center offers. Let’s take a closer look at the last point in the list.
Andrej Zito
And that’s the geographical region. Shopify recently carried out an excellent study on Global eCommerce trends, and found that language was critical to international businesses to sell. In fact, they discovered the following 67% of customers preferred navigation on the site, and some content translated into their native languages. For example, businesses planning and expansion into China should consider exploring Mandarin, Cantonese and simplified Chinese 59%. Never, or rarely buy from websites that have only English versions 75% expressed the desire to purchase products in their local language. Amazing, right? Wait, so maybe the lack of the local language was the main reason why that Italy, Italy based user of your app decided to leave without buying anything. It’s certainly possible.
Andrej Zito
But how come 54% of websites out there are in English, when English is just the third in terms of the estimated number of first language speakers? Well, one of the reasons for this rather bizarre situation is that hyper personalization is just getting started. This is backed up by research. For example, the hyper personalization strategies report from Essen to found that only 9% of marketing professionals completed the development of our hyper personalization strategy. And since it’s 9%, so 29% are working on it 47 are talking about it and 15% are doing nothing.
Andrej Zito
This means that the importance of proper localization and translation as a part of it will significantly increase in the next few years as more and more ecommerce companies will try to reach diverse audiences by using translation services with international certification standards. Like the word The point is localization the key to true hyper personalization in e commerce. So we know that people prefer to buy from websites that are translated in their native language, which combined with traditional personalization techniques, and behavior data can really make a difference for business. the abovementioned report from Essen two supports this. When asked about the top priorities for the hardware, hyper personalization strategy. They said that improving customer experiences and understanding customers better were among the most important goals how to achieve hyper personalization with localization.
Andrej Zito
Many people make a terrible mistake by thinking that localization is limited by translation. Well, this couldn’t be further from the truth because translation is just a part of the overall strategy. To make it clear what proper localization is, let’s explore techniques involved of a one website translation. As we already know, international customers prefer to buy products and services from websites that are translated into their language. That’s nothing new. That’s not localizing hyper, personalized messages. Number two content translation, like articles, videos, social media posts, you name it, everything needs to be properly localized to convey the origin of meaning in a way that local customers will understand. Again, nothing new, multilingual chatbots there’s good evidence that chatbots are helping businesses with customer support and content marketing.
Andrej Zito
So translating the scripts to adopt your chatbots to local audiences makes perfect sense. Using predictive analytics to personalize the customer journey. By using your app, website and other digital products, customers are providing you with tons of useful materials that can be used to improve personalization. Finally, using artificial intelligence, many of the tasks above can be completed by using such technologies as matching machine learning. So the impact of AI powered solutions for localization and hyper personalization will increase in the next year’s time to learn and adapt. That’s the final paragraph of this article. from Angola. Clearly, doing everything listed above to achieve true hyper personalization have one be easy, but it’s something that you have to do to win in the international market.
Andrej Zito
But at this point is becoming increasingly clear that hyper personalization can be a major source of competitive advantage, and a powerful tool to drive customer loyalty for international business. Hopefully, his article inspired you to discover more about localization as part of online marketing, and an effective methods deliver a truly personalized experience for your customers, regardless of their location in the world. The article started pretty nicely. But then like towards the end, like when I thought they were trying to finally get to how localization needs to adapt or need to change or like what expectations when you’re dealing with hyper personalization. But I’m looking at the final main section of the article, which is like how to achieve hyper personalization with localization.
Andrej Zito
And then they just talk about website and content translation and multilingual chatbots. And using machine learning. So yeah, it’s not very specific. And I think they kind of like miss the Mr. punch line. That was article number two. Good start, bad ending. So let’s see if article number three, which is from Mark, tech, Mark tech advisor.com. Let’s see these guys have anything extra to say. So the article is called the state of localized, programmatic. Why marketers need to adapt personalized digital strategy. And actually, I think this article is mostly about the geo location based marketing, rather than localization per se. But since I already selected this article, I’ll try to at least pick something interesting. So the explosion of personalization, and that’s what we just talked about.
Andrej Zito
In article number two, every marketer knows that customers expect a personalized experience. But where do they all begin? A good bet would be a smartphone. These personal devices forever, redefine how people find information and purchase goods and services and in turn, provided another avenue for advertisers to reach individual customers. the daily life of the daily lives of consumers have changed. With most people spending more than five hours a day on mobile devices and for marketers to succeed. They need to meet the consumer where they are, which happens to be on their smart homes. Mobile phones are one of the greatest resources for personalization use the up cutest use of location services and location data. This data provides marketers highly targeted insights in order to reach the right consumer at the right time in the right place.
Andrej Zito
In 2018, programmatic mobile ads and in the US grew 25% from 24 billion the year prior. Mobile will soon account for around 78% of the 46 billion programmatic ad market. location intelligence also makes the online to offline connection more transparent, and allows marketers to track ROI for personalized location based targeting. According to data from simplified, location based mobile targeting solutions drove an average 391% increase in incremental physical site visits for clients from target areas, as reported by geo conversate conversion lift in 2018. Advertisers need to embrace measurements that relate to sales and push their partners to adopt conversion based metrics. So they so that they can track how mobile advertising spend has impacted their business, the use of mobile and the resulting power of location based targeting sits at the center of a massive industry wide shift in the way marketers deliver targeted ads.
Andrej Zito
Location based intent data helps marketers go beyond targeting on things like cookies and search data and precisely reach the right consumer based how they have interacted with both digital and physical world together. Next, what are the growth areas in localized programmatic for marketers to understand we programmatic mobile strategies are working and optimize these strategies in real time. geo fencing, addressable, geo fencing and Ott CTV have emerged as the leading trends in the state of localized programmatic geo fencing. The entry point for many advertisers into localized marketing is geo fencing. geo fencing is a location based mobile advertising technology that utilizes latitude and longitude data to target specific geographical areas.
Andrej Zito
These data sources are filtering models and sure highly accurate GPS data so that advertisers can reach individuals based on the locations they’re in or have visited previously. advertisers have been quick to adopt this targeting tactic, and it has largely been responsible for Swain national advertisers to invest in localized mobile ads, and the second one is addressable. geofencing. One of the largest growth areas for localized programmatic is addressable geo fencing. addressable geofencing is a revolutionary revolutionary way to target specific households and businesses with digital advertising, such as mobile video and or Ott, CTV ads. addressable geofencing is the next logical step in the localization, and personalization of programmatic advertising.
Andrej Zito
This solution uses plotline and GPS data rather than IP based targeting deliver programmatic advertising to specific households from first party databases, or curated lists based on various demographic targeting variables. Finally, Ott and CTV advertising. As new consumer TV viewing habits shift towards stream content is becoming more important than ever, for marketers to incorporate CTV advertising into their marketing strategies. In fact, streaming video subscriptions have now surpassed cable subscriptions worldwide for the first time in response, programmatic has seen an incredible amount of budget shifting this year as TV buyers will rearrange our linear budgets to test the reach and frequency along with the targeting capabilities, analytics and attribution that come with CTV advertising.
Andrej Zito
This is most certainly the space to watch. And it looks like streaming content is not only here to stay, but is poised to continue taking over the video content market. I don’t have much to add here. Or let me think so the first thing that comes to mind is geo fencing. And I actually did hear about geo fencing from this channel that I think I started. I subscribe to that channel, it’s Grant Cardone is like a super sales guy, superrich, I guess. And I somehow found his content. And I think that when I did my very first attempt to do a walk, I even mentioned it there because in his videos, which is kind of like a motivational speech that he gave to his sales stuff was that most of the people work nine to five, if you want to achieve something, you need to work from five to nine. So that’s something that I tried to do, and I kind of like still try to do it, you know, it’s basically like, if you’re not sleeping, and then try to do something productive and get somewhere.
Andrej Zito
So and actually, from his channel, I discovered Gary Vaynerchuk, who is now my main YouTube content creators that watch so and going back to geo fencing. So at some point on his channel, they started like new new series, which is called lead magnet with What is his name? Kern, some some current guy. He’s like a marketer. So he’s like a sales guy like a grant, but he’s like a marketer. So he talks a lot about digital advertising and stuff like that. So he mentioned geo fencing. So I know that kind of works like you can like really target like people who are like who are like, I don’t know, let’s say 2550 meters like around your actual store.
Andrej Zito
So that’s how that’s where the offline and online world Kinda like polite, and you can have a better you can have a better actually better metrics and analytics on on your advertising versus like when you just compare it to, let’s say, a billboard or something like that. And Ott, CTV advertising. It goes this like advertising on the streaming platforms, I would assume. And maybe that one can be also very geo specific and highly targeted. So how would this actually tied to localization? That’s a good point, because I think it’s kind of similar to what the previous article talks about, which is more about personalization based on the consumer habits, or like, what they did and how they interacted, like with your site, whether like searching for, in Google, this is more about the location based advertising.
Andrej Zito
But in any case, I think, if you have like a specific maybe if you have, like, I don’t know, let’s say like your stories on like a certain Street. And you want to, I don’t know, send the message or like display an ad like, Hey, if you’re on the street, let’s say Homer Street, but hey, if you’re on homeless treat, feeling thirsty or public, feeling thirsty, on homeless street come for eliminate or something like that. So that would be kind of like the source text. But the idea is that this whole principle, like the super personalized messages, that can also be based on the geolocation and then need to be localized. So I think there’s again, a lot of room for transcreation. And if we’re like leveraging all these data, and the user is providing us through some variables, which is kind of like related to internationalization, technically, you think about it, your message should not be like fixed.
Andrej Zito
But it should also probably have variables that come that are, like completely based on the data that the user provides, and that you get from different platforms. So actually, you think about it, it kind of like interferes even with the first article, which was about internationalization. So how would you internationalize your marketing messages? So that they are robust. And they can deal with this hyper personalized and geo based targeting? So yeah, I think that’s my conclusion. For today. I did my best. Yep. The recording is at one hour, which is beautiful. It’s 750. I can still talk though, My throat is getting more and more dry. Anything else? final closing comments, I think I wanted to mention one more that I just realized, and that is that I also started streaming on mixer. So for those of you that don’t know, which is like the main streaming platform for, for older gamers.
Andrej Zito
That’s where most of the community is Twitch, I think was acquired by by Amazon. And mixer is like the competition is the rival solution from Microsoft. And I didn’t pay much attention to it. I think I’ve like heard it like few times before, but recently shroud who is like one of the most popular streamers on Twitch. And although I don’t follow him, because he doesn’t play my favorite games. I watched his streams couple of times when he was playing Apex legends. And recently, I saw the articles that he actually left which so he got a deal with mixer. So he’s now exclusively streaming on mixer. And because I’m I’m like a small and starting streamer, I can actually stream on both platforms. So I’m using this solution called Restream. I think it’s dot IO, where you basically you can plug in different platforms.
Andrej Zito
So basically so my, my content from my computer that I’m doing right now Instead of either being streamed directly to twitch or to mixer, I now stream it into Restream. And from restream, it gets distributed to all the other, all the other streaming platforms. So technically, I can go live on Twitch mixer, I can go live on youtube, I can go live on Facebook. So this time I’m doing Twitch and mixer because nobody’s there, so I can feel kind of safe. But maybe eventually I’ll grow my balls even bigger and all the stream on everything possible. Actually, I’m still waiting for for length in live streaming. I think if I got that, I would actually stream there. Especially once I get to the stage where we have the WordPress content set up and we can start working on the localization that I want to live stream.
Andrej Zito
That’s my goal. Definitely. Okay, I don’t want to talk about the goals too much because it’s still just end of October. So we will have two more months. Okay. Yeah, I think that’s it for today. I still have to cook for the whole week. So yeah, thank you for listening. Thank you for watching on the stream. Thank you for watching on YouTube. And yeah, I will talk to you next week. Bye.
