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Your business's marketing strategy will need to take into account the challenges and obstacles that arise when translating your product. The rise in translation tools has created the false notion that translating a product is a simple task.
Your brand messaging is one of the most critical factors that will determine if your product is a success internationally. Therefore it is essential to ensure that your message is relevant and relatable to your target audience. Translation only deals with basic understanding; however, it is not a way to replicate the same message in a different culture.
One critical issue that many companies will see is that their products carry a different message in other markets. Companies can resolve this through "transcreation". This is where an agency creative converts images and to specifically reach your target market. The process takes longer and is more expensive than simple translation, but is vital for brands reliant upon brand-specific content.
As mentioned above, the transcreation process can take substantially longer than a regular translation. Timing is a crucial factor for all businesses. It is in a brand's best interest to have their content ready for their target market as soon as possible. This presents a problem as it can lead brands to rush content and sacrifice quality to meet these short deadlines.
This issue can be resolved by investing in professional language service providers. Many applications provide efficient translation work without skimping on quality. Translation management software can be costly; however, if time is factored, it is a worthy investment if your brand faces short deadlines to go global.
Another obstacle companies regularly run into is failing to take into account specific cultures and traditions. We mentioned the dangers of distorted messaging previously. Another common issue is the company itself not understanding the market they’re attempting to enter. There is a belief that most of the world shares common westernized traditions. Assumptions are sometimes made made that a product will have the same impact abroad. Translation can make your product visible to another market but it can't market your product for you.
When translating your product, it is crucial to understand the nuances of the cultures and traditions of your chosen market. This can give you a competitive edge over companies who may not have paid as much attention to this aspect.
Not every company will be able to afford transcreation and will, therefore, want to opt for simple translation. Translation can be a great tool, and it is indeed a cheaper alternative that can still take your product to an international market. If you elect to only seek translation, you should be aware of how you can optimize your content to make the process more efficient and less costly in time. You can do this through ensuring your content is simple, concise and delivers the message of your brand. You should keep sentences short and try to avoid using overly complicated language. This ensures the translation process goes far more smoothly which means your business can reach your new market much faster.
Translation has taken off as a service due to globalization and the vast amount of companies seeking to take advantage of new market opportunities. This has inevitably led to the rise of many translation, transcreation and localization services. It can, therefore, be a tough decision deciding which service would be the best fit for your company.
Many businesses fail to see translation as a long-term investment and resort to trying to get the cheapest service possible. This may save money in the short term. It can, however, dramatically impact the success of a company abroad. The translation company you choose is responsible for showing your company to a global audience, and therefore you should treat it as a high priority.
The opportunity for globalization presents businesses with real potential for growth. You should now have a far better understanding of the potential pitfalls in translating your product and what you can do to avoid them.
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