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George Steiner once said, “Without translation, we would be living in provinces bordering on silence.” This remarkable quote from Steiner serves as valuable advice for today’s marketers. Without localization marketing technology, it would be impossible for brands to reach international success with their products. How can you expect your international audience to engage with you, if they don’t understand a word you’re saying?
Not convinced? According to the Common Sense Advisory Report, 72.1 percent of consumers spend most or all of their time on websites in their own language. Also relevant, 72.4 percent of consumers said they would be more likely to buy a product with information in their own language, while 56.2 percent said the ability to obtain information in their own language is more important than price. As you can see, providing translations for your international users isn’t only courteous, but pivotal for achieving success.
But don’t consider the act of translations as merely changing English into French, Chinese, or any other foreign language. To truly capture the attention of the country you’re marketing to, you need to do your homework and understand the culture. When VentureBeat interviewed Game Insight CEO Anatoly Ropotov, he discussed the importance of localizing content that matched the international market being catered to.
“Once you launch a new game experience in a certain region, you have to really explain what it’s all about,” Ropotov said. “You have to really culturize and localize the game with local landmarks, local content, and have top-notch customer support.”
Failure to understand the cultural customs associated with a region leads to marketing blunders of epic proportions. During the 1950s, Pepsi lost its dominant market share in South East Asia when it changed the color of its vending machines from deep blue to light blue; a color associated with death and mourning in South East Asia. On the flip side, knowing how to approach your international users leads to great rewards. Just look at how KFC successfully transformed the everyday act of buying a bucket of chicken into a holiday tradition in Japan, allowing the non-Christian populace to celebrate Christmas in their own special way.
For brands to reach their full potential, marketers need to know how to engage with users outside their domestic audience — sign up for this webinar, and you’ll understand how to create a global strategy that cannot fail. Don’t let your product stay in silence overseas; make its voice heard worldwide.
Don’t miss out!
In this webinar, you’ll learn how to:
- Increase sales, loyalty, and engagement through localization and translation
- Think globally for campaign creation
- Partner with in-market experts for enhanced effectiveness
- Prepare your brand for an international reputation
- Capture, use, and analyze metrics from around the globe
- Empower customer’s experiences through localized storytelling
Stewart Rogers, Director of marketing technology, VentureBeat
Pam Webber, CMO, 99 Designs
Diego Lomanto, CMO, Talent, Inc
Wendy Schuchart, Analyst, VentureBeat