Common Sense Advisory

The need for content in multiple languages is rising in the business world. Shifts from print to online and mobile are accelerating and technological tools become more diverse and are growing in number. According to Common Sense Advisory the importance of quality content is high because we live in a world of heavy information consumption and sharing everything online. For a significant international organization, to reach your audience effectively, the norm is now shifting from 5 to 10 available languages towards 40 to 50 languages. Overall, good news for Textcase when we heard about many industry trends at the Localization World Conference in Paris earlier this week.

To return to our pressing question of last week; this battle is still undecided. However, it seems like in the upcoming years all involved parties will have enough space to survive. The buyers of translation services are also fighting an internal battle. Some marketeers want to use more and more automated translation tools for speed. Engagement with the client, fast communication and acquiring an understanding of the market becomes more and more important. On the other hand, there are the strategic marketeers that are more hung up on the big picture, high quality and carrying out one consistent identity.

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