When expanding into foreign markets, make sure your message resonates with customers
by Chad Richardson
As e-commerce continues to boom in a globe impacted by COVID-19, it is an excellent time for businesses to expand into new markets by selling their products and services to foreign markets. Launching into new markets involves localizing and contextualizing the marketing and advertising language with the target audience.
Tech companies have realized the power of language and translation services in new and emerging sectors, and are rolling out solutions for atomized translation. The global machine translation market is expected to grow 19% through 2024. Yet, the role of professional translation with a human touch will remain essential to ensure the consistency and emotive aspects of messaging.
Acquiring new customers is not just about spending large amounts on marketing and advertising, but also involves careful contextualization and localization of translation to the target audience. Language is critical in connecting emotionally to customers, moving them to click on an advert or taking the next step to becoming an official customer. Getting the right message largely depends on human ingenuity and a real understanding of words customers will respond to.
Here are a few tips for businesses to consider when preparing translated marketing and advertising text:
1.) Word-for-word translation on Google Translate does not work. It can lead to failure of the message to translate or, in some cases, cause offence. Sometimes certain words do not exist in languages.
2.) Have a view of dialectal differences as well as differences in measurements, currencies, the order of numbers and dates, and other local factors that should be kept in mind when drafting messaging.
3.) Different languages have different character spaces, so double check when uploading a translation to ensure it fits within your desired word or space count.
4.) Don’t forget to translate keywords that customers would search.
5.) If creating advertisements or campaigns, create separate campaigns to view the CTR for the localized language.
Contact us for help in perfecting your advertising and messaging for your audiences. We will ensure the tone resonates as intended with the customer.
Related Articles
Why Generic Machine Translation Fails Enterprise Scale
Generic machine translation (MT) engines frequently fall short when enterprise teams attempt to deploy global content at scale because they fail to preserve specialized corporate tone or distinct target audience requirements. Standard MT outputs lack the direct controls needed to differentiate between communication intended for technical experts versus broad consumer bases, creating friction in international…
Why are CAT tools vital for enterprise cost control?
In a traditional localization workflow, every document – whether a product manual, marketing campaign, or legal contract – is treated as a completely new artifact. This leads to redundant expenditures, inconsistent brand voice, and long post-delivery revision cycles. CAT tools transform translation from a transactional expense into an accruing digital asset. By embedding these platforms…
E-Commerce Transcreation for Global Growth
Discover why deep cultural localization and e-commerce transcreation are essential for engaging the booming middle-class markets across Asia and beyond. Key Takeaways: The global consumer class has surpassed 4 billion, with Asia now holding a massive 50% share of the middle class. To capture market share in these emerging hubs, brands must pivot from generic,…
here
for you
We’d love to learn more about your translation and localization needs.