Why do world’s largest brands partner with translation agencies?
The way in which businesses approach international markets have changed dramatically over the last decade or so. Just 10 or 15 years ago, a company would, generally speaking, approach each of their target markets using the same generic message and campaign, most of the time – in English. This era of such convenience in marketing is however long gone today.
Now, despite a rapid globalisation and similar trends/fashions being popular across the globe, consumers in different countries and all specific markets better understand their individual value to the global marketplace. As a result, companies had to adjust their strategies in order to successfully build a strong position abroad and acquire international customers.
Some of the world’s largest and most successful companies, such as Nike or McDonald’s understand this shift in consumer behaviour completely, and so their campaigns are usually wholly tailored for each of the specific markets they are targeting. Such companies spend plenty of their time and resources in order to ensure that any socio-demographic and cultural aspects are fully considered and completely embodied when approaching an overseas audience, without affecting the company’s core values and brand image as a whole. One of the most important socio-cultural factors is the correct use of the market’s native language. As a result, a rapidly growing number of businesses and organisations decide to partner and work closely with professional translation agencies, which are not only able to accurately translate content, but also ensure that the content is culturally suitable for the target audience, whilst keeping the company’s ethics in mind.
The importance of language
Language is, without a shadow of a doubt, one of the most important aspect of any culture. It plays a key part in socio-cultural behaviours of consumers in practically any country. As societies have developed and grown over the centuries, forming their own customs, beliefs and values, languages have grown alongside of them. As a result, they are very often closely intertwined with the cultural aspects.
For instance, some cultures, particularly in Asia, pay a special respect to their elders and hierarchies, e.g. in the workplace. Consequently, languages in these counties have evolved in ways which allow them to reflect this fully. On the contrary, majority of the Western and European countries tend to be somewhat more relaxed and so we can also witness this in the way the language is used within societies and hierarchies.
Interestingly, a recent study by the Common Sense Advisory showed, that more than 90% of EU respondents asked, strongly or very strongly agrees, that they would be more likely to complete a purchase if the brand provided key information in their native language. An astonishing 40% of people asked said to never buy products, if they were not able to read about it in their mother tongue. With predictions indicating a strong economic recovery from the recent Covid-19 outbreak, these numbers seem even more substantial.
As you can see, the correct use of language by brands and organisations can directly influence how well they do in foreign markets and when trading with international consumers, which is then, as a result, directly reflected in their revenue.
Translation Service – what are the benefits?
With a change in consumer behaviour and a shift in the way organisations now market themselves internationally and within foreign markets, a growing number of UK business owners begin to see the full extent of benefits a partnership with a professional translation agency can bring to the table. Today, translation services are practically an inseparable part of any successful internationalisation venture, across all corporate sectors.
Nowadays, a brand which indents to successfully approach international consumers and business partners must do so in a manner, which is completely different than it was just 10 or 15 years ago.
As the world became globalised due to technology advances, although trends and fashions develop across borders, consumers in individual markets now better understand their particular significance within the global marketplace. As a result, they respond better to campaigns, which are highly tailored to their specific customs, beliefs and way of life, and the correct use of their native language is one of the key factors within such approach.
The role of a professional translation agency within the business world has changed considerably over the last 10 years or so. Today, professional language services very often extend to much more than simple word-for-word translations or interpreting.
Clients now fully understand that language is one of the most significant aspects of a business internationalisation, and so translation agencies work closely with them in order to build a strong international presence. There are several examples of businesses, which have neglected the translation of their content and as a result, unfortunately failed within their new, target market.
Although translating and interpreting are still two of the most popular services within the industry, in the recent years we have seen a dramatic growth in clients requiring other language services such as transcreation or multilingual copywriting. As we work solely with native speakers of the target language, a number of organisations also rely on us when it comes to socio-cultural advise, which in many ways is perhaps one of the greatest benefits of working with professional translation agencies.
How should you go about getting your content translated?
If you’re a business owner, or work on behalf of a company which requires a professional translation service, you can simply email firstname.lastname@example.org and one of our account managers will get in touch with you shortly to discuss your needs and ways in which working with us can be beneficial to you and your business!