In order to be affective, marketing localization needs to be done. It can be a challenge and trick to correctly localize content and media to a target audience. There are several issues that can make marketing overwhelming.
Here are some of the main challenges faced by companies who want to take their products and services to a global audience.
· Communication is more than just literal translation: Effective communication involves a lot more than just the literal translation of materials into the target language. In fact, marketing localization takes into account the contextual and visual nuances of the target audience to make content feel relevant and familiar.
· Process is manual: You can’t count on machine translations to get your content localized. Localization must include people who are native speakers familiar with the target audience. Once the material has been localized, it’s then necessary to test the content with target users.
· Slow time to market: The localization process can be slow when you take into account the need to build the product/services, customize them to the local market, have target users test the products and services, etc. The time from creation to market takes time, effort and resources.
Examples of Poorly Localized Content
Products may fail to succeed in a local market due to poor localization of content. Companies that tried to take a specific message from one language and cultural background onto the global market have faced some unexpected outcomes. Here are a couple of examples to help you see what can go wrong if localization is not done correctly.
Vicks Cough Drops had a problem when taking their product to the German market. The word “Vicks,” in German has a very vulgar meaning. The company ended up having to spell their name with a “w” (Wicks) in order to change the product’s perception for the German target audience.
Ikea has had some trouble taking their product names from Swedish to U.S. English. For example, they had a desk named “Fartfull,” which wasn’t a big hit. In Swedish this name means “speed.” They didn’t understand the problem until they realized that in English “fartfull” has entirely different meaning.
As you can see, marketing localization can be a challenge; however, working with a professional translation company that provides localization services can help. A translation agency can make the time to market faster with their network of professional translators and testers. Not only that, they can make this a cost-effective process compared to your company trying to do this process in-house.
A professional translation agency has the experience and capacity to make your marketing materials comfortable and acceptable to the target audience. You’ll see increased sales and higher levels of customer satisfaction.