Localizing Your Campaign: How to Break into a New Market

May 10, 2017


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BEST PRACTICES SERIES

Article ImageWhen a company is looking to expand globally, the challenges of localizing content are magnified. Many organizations underestimate the difficulty and the importance of localizing campaigns for new markets – something as simple as overlooking a cultural sensitivity in a specific market can cost a company both in sales and customers. To avoid this, marketers should ensure that each step of the localization process is picked through with a fine-tooth comb so that nothing is missed.

An Insights Research study that examined the role of technology in the translation industry found that nearly 72% of all respondents believe they would lose competitive advantage without translation productivity tools. The evolution of communication, from letters to email to texting, would not have been possible without the technology behind it. The next wave of communication technology is eliminating language barriers – and businesses are wise to embrace the tools that enables them to meet their desired audience where they are.

While translating content into the correct language for each audience is an important first step, it's not the only step to consider when working to break into a new market. There are several common pitfalls of a multilingual strategy that a company looking to go global might run into. For instance, there is the common assumption that an online audience speaks English when, in reality, only 27% of people actually speak English as a first language. Maintaining a consistent global brand presence while also catering messages to local audiences is a complex balancing act. A few best practices to consider for successful communications on both a global and local level include:

  • Think "Global-First" before zoning in on individual markets. Determine the desired tone, style and messages for your brand as a whole before briefing translation partners.
  • Work with translators who are based locally to ensure that you have a pulse on cultural sensitivities and are addressing them properly.
  • Adopt a single ecosystem that integrates content management, translation, publishing and personalization into a single solution rather than cobbling these pieces together from one step to the next.

When the nuances of language get lost, it’s all too easy for the overall message intended to get lost as well. Brands trying to break into new markets will not succeed if they are unable to match their communication to the audience they intend to reach. In fact, poor translation can easily damage brand reputation if the company becomes associated with a negative or confusing customer experience.

The future of successful globalization lies in personalization and a better user experience. There are several ways to successfully expand overall reach to a global audience. One of the most important pieces of the translation puzzle is utilizing local resources such as region-specific translation capabilities. With the right technology, cultural sensitivity and marketing plan, any brand can successfully scale seamlessly to reach new regions and achieve global success.


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