Imagine how awkward it would be to ask a group of French people to introduce themselves to each other, if you use the first translation of the English verb, namely “introduce”?! So, even if both verbs, to introduce vs. introduire, are similar, they do not have the same meaning.
This short introduction…illustrates one of the many possible blunders caused by an inappropriate localization of the relevant message or text. Without going as far as diplomatic misunderstandings – and yet history exists, a translation mistake in international relations can, in the same way, have an adverse impact and cause bad publicity.
A poorly translated marketing slogan that becomes an aggressive or inappropriate expression may also lead to cultural conflict or even of dramatic consequences.
In the customer journey, high-quality translations are therefore more important than ever. And while automated translation technologies are progressing, they are simply not fully developed. An experienced linguist still has a big advantage when it comes to creative content that will be easier to produce as he/she understands both the brand, the tone to use, the specific terms, and the cultural nuances of his/her own country.
Only one in four Internet users speaks English, which clearly shows the need for a company to have a business strategy that includes the localization of its content and products — and your business will get more out of it.
Localization generates greater customer satisfaction. 75% of consumers worldwide prefer to use their mother tongue when shopping online. If you meet their needs in a language they understand and are comfortable with, they will be more likely to buy your products or services. It also gives you a step ahead of your competitors who do not localize their material. And developing an online global presence also allows access to new customers, new opportunities, and new sources of revenue.
According to a report by Common Sense Advisory, customer service, brand image and market share are the main criteria for decision in favor of localization. In addition, companies that increase their translation budgets are two and a half times more likely to experience an increase in total revenue than their Fortune 500 peers.
For companies wishing to expand abroad, carefully translated and localized messages do not necessarily guarantee success, but the lack of such messages certainly ensures failure.
These are just a few reasons that should convince you that a cost-effective localization strategy will ensure a clear return on investment. This is why you should consider guiding your company’s decision-makers towards this really worthwhile effort.
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