Professional Translation and Localization: Reaching Your Global Audience

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Professional Translation and Localization: Reaching Your Global Audience

<a rel=”nofollow” onclick=”javascript:_gaq.push(['_trackPageview', '/outgoing/article_exit_link']);” href=http://www.multiling.com/professional_translation.aspx>Professional Translation</a> is a difficult skill and one that requires the understanding and fluency in more than one language. However, <a rel=”nofollow” onclick=”javascript:_gaq.push(['_trackPageview', '/outgoing/article_exit_link']);” href=http://www.multiling.com/Web_Site_Localization.aspx>Website localization</a> and software localization require an even deeper skill, one that comes from the culture.

Marketing professionals realize that a branding campaign or message to sell that may work in the United States won’t necessarily work as a global message. This is for the simple reason that every culture is different. While one message may really speak to a certain group, it will undoubtedly never speak to everyone. This is why it is essential to define the target audience before creating a branding and marketing message.

When you think about another culture, don’t fall into the trap of dwelling on their tradition. A tradition does not define a culture. This makes it even more essential that you understand what is happening within a culture. Just like you would study and understand the types of groups that exist within the United States, the same will be true for other countries. Many groups within the country exist and if you wish to target a specific audience you will need to immerse yourself within those groups to see what will best speak to them.

If you don’t create something for a culture simply localizing it will not sell it. You need to distinguish cultural factors in the product, rather than just use localization as a side note or something you just decide to do at the end. You need to make a conscious choice to reach those global audiences. Your audiences globally will choose a local product if you are not reaching them with your branding and marketing campaign.

Communication and language will be essential when software localization or Website localization is being established. Make sure you are choosing professionals that not only know the language but also are fluent in the culture as well. Further, depending on the type of product that is being translated make sure they are well-versed in how to write/translate copy for that particular type of communication. For example, the same document translation professional that might be perfect for your software audience may not be the best fit for your Website audience or marketing campaign. Each type of communication developed requires a unique set of language subtleties that make it essential to hire someone well-versed.

We all want to connect with the product or service we are purchasing. We want to know that it will meet our needs or solve our problems. However, each country and each subgroup of people within that country have very specific ideas of what their needs are, how they perceive them and how they want them to be solved. A product that works for one group of people won’t work for another group of people if you don’t sell it to their individual needs. This is why understanding how to communicate on a cultural level is essential when undertaking the daunting task of localization.

Localization is a great way to reach a global audience. However, with the task of localization comes a big undertaking – cultural awareness and cultural marketing decisions. Make sure that the localization expert you hire is well versed in the culture you wish to target so that your work to reach a diverse audience won’t be lost.

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