Over the past decade or so, the way businesses approach international markets has changed dramatically. A mere 10 or 15 years ago, a company would typically enter each of its target markets using the same general idea and campaign, in most cases in English. However, that time of such convenience in marketing is long gone.
These days, regardless of rapid globalization and similar trends popular worldwide, consumers in various countries and all kinds of specific markets are more aware of their unique value for a global market. Consequently, companies had to adjust their strategies to successfully gain a strong foothold in foreign markets and gain global clients.
This shift in consumer behavior is fully understood by some of the world's largest and most successful companies, such as Nike or McDonald's. So their campaigns tend to be fully tailored to each specific market they target. These companies spend a lot of time and resources to ensure that the social, demographic, and cultural aspects are fully reflected when dealing with foreign audiences, without affecting the company's core values and brand image as a whole. One of the most important social and cultural factors is the proper use of the native language of the market. This led to a rapidly growing number of businesses and organizations deciding to partner and work closely with professional translation agencies that are not only capable of accurately translating content but also providing culturally relevant content to the target population without forgetting about company ethics.
Language is, without a shadow of a doubt, one of the most important aspects of any culture. It plays a key role in the social and cultural behavior of consumers in almost any country. As societies have evolved and grown over the centuries, forming their customs, beliefs, and values, languages have evolved with them. They are very often closely intertwined with the cultural aspects as a result.
For example, in some cultures, especially in Asia, there is an emphasis on elders and hierarchy, such as in the workplace. Consequently, the languages in these countries have developed so that they can fully reflect this. In contrast, most Western and European countries tend to be somewhat freer. So we can also observe how language is used in societies and hierarchies.
Interestingly, a recent study by Common Sense Advisory found that more than 90% of EU respondents strongly or extremely strongly agree that they are more likely to purchase if a brand provides key information in their native language. Shockingly, 40% of those surveyed said they would never buy a product unless they could read about it in their native language. With projections indicating a strong economic recovery from the Covid-19 pandemic outbreak, these numbers look even more significant.
As you can see, the proper use of language by brands and organizations can directly impact how well they perform in foreign markets and when trading with international consumers, which directly impacts their profits.
Translation services - what are the benefits?
Due to consumer behavior changes and changes in companies' marketing approaches in international and foreign markets, an increasing number of business owners understand the full range of benefits a partnership with a professional translation company can bring. Today, translation services are practically an integral part of any successful endeavor to enter the international market in all corporate sectors.
Today, a brand that seeks to appeal to international consumers and business partners successfully must do so in a completely different way from what it was just 10 or 15 years ago.
As the world became globalized through technological advances, even as trends and fashions evolved regardless of borders, consumers in individual markets became more aware of their particular importance in the global marketplace. As a result, they respond better to highly appropriate campaigns to their specific customs, beliefs, and lifestyles, and proper use of their native language is a key factor in this approach.
Over the past ten years or so, the professional translation agency's role in the business world has changed dramatically. Today, professional linguistic services very often extend to much more than simple translation or interpretation.
Today, customers fully understand that language is one of the most important aspects of internationalizing business. Hence, translation agencies work closely with them to build a strong presence in the international arena. There are a few examples of companies that have neglected to translate their content and unfortunately failed in their new, target market as a result.
Today, while translation and interpretation are still two of the most popular services in the industry, we have witnessed a drastic increase in recent years in the number of clients requiring other linguistic services, such as transcreation or copywriting in several languages. Because we work exclusively with native speakers, many companies trust us for socio-cultural advice, which in many ways is perhaps one of the biggest advantages of working with a professional translation agency.
What does it take to translate your content?
If you are a business owner or work on behalf of a company that needs professional translation, you can email firstname.lastname@example.org or register on our client portal, and we will call you back to discuss your needs and how working with us can be beneficial to you and your business!