Professional translation isn’t enough for global marketing

Now, don’t get me wrong. Professional translation is an absolutely critical piece to the global business puzzle. Without it, you can almost bet your messages will miss the mark with customers—or be ignored altogether. Neither situation is exactly worthy of doing a happy dance.

And yet, it may not work for your business to rely solely on professional translation to sell products internationally. You may need to localize as well.

Many of the world’s best-known brands use localization to adapt their global business strategy as necessary so they can look and feel local in their target markets. This is important now more than ever as personalization becomes a worldwide demand.

When you’re planning to expand your global presence into new markets, don’t rule out localization. It’s a powerful way to help you build a loyal customer base in every locale you do business in. Add some local flair to your global business approach with these three best practices.

  1. Adapt your business model—from products to stores

Before you enter a new locale, one of the first considerations—even before professional translation—are your actual products or service offerings. It’s a good idea to conduct some market research and truly get to know these new customers so you can understand how they’ll…

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Photo credit | “Planet Earth” by Scripps Institution of Oceanography on Flickr

Posted on juin 12, 2014 in Field of translation

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