The market for translation technologies and services could top $47 billion by 2018.

It’s tough enough to keep a marketing message consistent in just one language. Imagine trying to do so across more than 1,200 distinct websites and mobile applications.

That’s roughly the number of digital properties that Fortune 500 chemicals company DuPont was struggling to update prior to streamlining its Internet presence to a more manageable 52 sites, a process it started about two years ago.

Its original intentions were sound—prioritize the needs of the local culture, regardless of where potential DuPont customers happens to be. After all, cultural sensitivity is an absolute must when establishing a global digital presence, so DuPont encouraged in-country teams to prioritize as they saw fit to appeal to the local market. “There are language nuances that you can’t ignore, image considerations that you can’t ignore,” said Sandra Van Wormer, digital marketing director at DuPont.

The resulting tangle of different sites created to accommodate those considerations, however, made rolling out global marketing campaigns incredibly challenging, Van Wormer said.

The solution? Adopt a new system that centralizes the process of updating and distributing content, and that optimizes how pages, videos, white papers and other messages are displayed to site visitors. The company now bakes language translation into the process, so marketing managers can concentrate mostly on minor customizations rather than hiring linguists themselves. This approach cuts the amount of time it takes to roll out multinational campaign in half on average, according to the company. More.

See: Fortune

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