Translate and localise is a good plan
Organizations tend to view the development of a marketing strategy based on technological evolution as normal. In the same way that currently see global markets much closer and interesting for the expansion of their business.
In this dichotomy, having a translation and localisation plan is logical and even fundamental. In fact, only 25% of Internet users speak English, followed by Chinese with almost 20%, Spanish, Arabic and Portuguese are distributed in about 16% and complete the Top 5.
India, for example, is now one of the most emerging markets and is also one of the most expansive multilingual cultures, with some 22 official languages. Taking into account a study done by Kantar in partnership with Google, we found that in this country, about 90% of people who want to buy a car, read in advance the reviews that are available online.
With this evidence, we know that the potential to correspond to an identified target audience is great. When research materials are specifically ready for a particular target, the likelihood of success in business increases exponentially.
This information is all the more clear, since if we think that, no one will buy a product if they do not understand what they are buying. For this reason, investing in location-adapted marketing is a way to drive the global growth of a business.
The target audience will have to be the focus of the strategy. To this end, it is essential to know how that audience thinks and how the product should be presented. The only way to be effective in this communication is to use professional human translators. Machine translators will not take cultural specificity into account. They will fall short of the goal of making a campaign or simple information, appealing and comprehensive.
Improve customer experience and satisfaction.
The large multinationals open strategic centers in the four corners of the world. The advantage of this move, in addition to the logistical reason in serving customers more closely, lies in the cultural factor that the employees of these centers enhance. When hiring native people, the company not only becomes cultural with that region, but also increase the promotion of its products taking into account the target audience. Although involuntarily, the natives who work there, are the first interpreters between the company and the customers, also helping with the localisation strategy.
Keep in touch.
Reaching new international markets through translation and localisation can be a challenging investment for many organizations. The strategy should include scaling the level of importance, the content that may eventually bring return. The web page, the content of the marketing emails, the digital product presentations, etc. At the end of the day, customers will value experience and organization. Through knowledge accumulated in other latitudes, you can also improve your products and enrich your commercial relations.