The Idea of Localization
When you offer the right products and services with a solid marketing strategy, your business may see the upward trend within a matter of days, or weeks. But that success may not always be a global phenomenon. In order to reach a wider target audience, there is a need to provide localized support. With the rise in the number of people using the internet, it has now become an absolute necessity to communicate with the prospects in a language they understand. Localization helps your business go global and compete with your counterparts in a much better way.
The concept behind localization is engaging with the target audience via its regional language, keeping cultural aspects in mind. It deals with translating most of your online profiles and marketing materials into a local language in order to communicate better with the audience in picture.
There are various points that make up a perfect localization strategy. Apart from translating the content into the regional language, there is also a need to understand the behaviour of the customers in that region. The same company can offer different varieties of products in different parts of the world depending upon the demand. The target audience has to be studied prior to localizing so as to keep its needs, preferences, and behaviour in mind.
Providing the customers with the option to pay in their own currency while transacting on their country level domain is a great way to woo the customers and make them accept your brand as a local one, thus enhancing brand credibility and enhancing the number of returning customers.
Advantages of Localizing
What good can localization possibly bring to your business, you may wonder! Well, the positive outcomes are immense and greatly contribute to the overall growth of a company. First of all, it is easier to describe your products or services to a worldwide audience if you are serving the information in their language, and the marketing costs reduce to an extent too. Secondly, the brand value appreciates given the fact that you have a global presence now! This, in turn, helps build and solidify trust among your customers from around the world.
Role of Translation in Localization
Localization involves translating content like website content, blogs, graphics, product descriptions, brochures, etc. in the local language while keeping various cultural and regional aspects in mind. While translating may seem an easy task for many, tweaking it for the target audience is the real challenge. It is recommended to take help of a professional translating agency in this regard. Simplytranslating a piece of content is easy, but it is a common happening where the translated content may be completely inappropriate for a particular region. We have had a number of very good localization examples, and also a number of marketing disasters owing to the wrong way oftranslation and localization. Take for instance, the examples of localization marketing strategies of Amazon and Pepsi. While Amazon has very nicely optimized its website content to suit the needs and preferences of its customers all around the world, Coke did a giant marketing blunder in the Middle East once; the result could not be reversed.
What Exactly Was the PepsicoBlunder
Coke ran a campaign in the Middle East with a picture that had three parts:
Now, this would seem to be a perfectly valid illustration where a person is out or energy, he then drinks cola, and is revitalized. Fair enough! But what was the blunder? The translators used the local language in the ads, but forgot the fact that the Arabs read it from right to left! Thus, the idea they got from this creative was that if you are perfectly energetic and healthy, you can drink cola and lose all your energy in a jiffy. Not exactly what the marketers had in mind!
The aforementioned example serves as a lesson to all the companies who want to go global with the help of localization and translation services. You can’t deny the fact that localization has long-lasting positive effects, but can’t ignore the fact that just translating the content won’t take you places. An idea of the local traditions and cultural significances has to be borne in mind before launching a campaign. Brand marketing takes a lot of effort and comes at a price, but if you manage to offend a particular community, race, or nationals with any kind of insensitive marketing blunder, the chances of recovery are next to zero.
There is no denying the fact that localization and translation services a great ways to boost the overall reputation and sales figures of a business. It is, after all, evident that customers are bound to trust you more if you communicate in their language and behave like they do. Going global this way will mean your business will cut down on the overseas marketing costs and hike up its sales, making a name for itself in the list of top companies all around the world. Having a professional translation agency to do the tasks for you is what you need in order to attain a global name.