Is your company going to launch a new product or service? Are the marketing and press relations department freaked out by the creation of the advertising campaign? Large amounts invested in advertising, social media, TV?
Creating advertising campaigns for different languages is not an easy task. Each consumer brings in their profile unique and specific desires and needs for the region in which they live, for the reality in which they live. And your campaign needs to be targeted to each of these locations, covering the particularities and demands, thus maximizing the advertising impact in each market.
Before launching the world, I propose that you make a checklist of the three pieces of information below:
Do you know who your target audience is?
The first thing to do is determine who your target audience is.
What markets do you want to reach? To consumers in which countries do you want to sell? From this information, select languages taking into account regional and cultural differences.
For example, the Spanish spoken in Argentina has linguistic and cultural aspects that differ from the Spanish spoken in Mexico.
This target audience specification may make it necessary to adapt the campaign, adjusting the design and layout beyond the message, adapting to local interests.
Location of Advertising Materials
It’s very common to get confused between translation and localization (but that’s a topic for another post). To explain quickly and succinctly, to localize a text, the translator must have, in addition to technical, idiomatic and linguistic knowledge, a deep knowledge of the culture and market in which the campaign will be broadcast.
Therefore, it is important to do work with the objective of obtaining content that is understood by the target audience in an organic way, thus creating a connection with this consumer.
As reported by Singh and Pereira, in The Culturally Customized Web Site, the statistics below reveal a scenario about website localization:
- Standard websites: pages in a single language, the same for all markets (7.49%);
- Localized sites: relevant information is translated to the target market (35.17%);
- Highly localized sites: URLs are translated and specific formats are adapted, such as time, date, etc. (28.66%);
- Culturally adapted websites: even the website design reflects the destination culture (0.2%).
In the internationalization process, web localization is an important aspect. Adapting content to the target market can have a strong impact on a website’s traffic and, as a consequence, on its positioning and sales.
The fact of adapting the content to the target market, adapting functionalities according to the culture or adapting images, colors, graphics as well; makes the translator’s job more complex.
Thus, it is a preponderant success factor that the work is carried out with quality, by a suitable professional, who has mastery of the language, linguistic and cultural aspects. That they live in the same place as the target audience, being inserted in the market they want to reach.
Grupo Solución offers this linguistic support because it is a company with global operations. Our translators are located in more than 50 countries, locating websites, campaigns, software and other materials in loco, providing our clients with agility, assertiveness and return on sales. Come have a coffee with us and discover our solutions for your company.