In a globalized world where only the sky is the limit and communication barriers disappear, many companies attempt to expand their presence into new, overseas markets.
Even though societies are getting more and more homogeneous, creating tailored, easy to understand messages is still a prerequisite for marketing success. High quality translations of your marketing communications is a major part of it.
The results of a 2014 Common Sense Advisory Group survey confirm the importance of creating easy to understand marketing messages. According to it, 75% of customers are more likely to make a purchase if the message is in their own language.
Translation management pitfalls
Keeping your translations organized and coherent often turns into a real challenge as business operations expand and the number of translations grows. It is a tedious and error-prone activity. That’s why, sooner or later, you’ll need to develop a working approach to keeping your files under control. It’s especially important if you have a lot of translation projects going on.
With available content management tools like PIM you can reach new, even distant locations faster and more effectively. A PIM solution allows you to centralize all your product information, including translations. Once inside the system, the data can be easily accessed and enriched to cater to every organizational unit’s informational needs. In other words, marketing assets can be easily distributed to local teams for further processing. That way, you can enjoy the benefits of localized campaigns while maintaining centralized control and standards over them. Within a PIM, everything employees need to create amazing content is just a few clicks away from them—which results in fewer errors.
Tips & Tricks
There are a few things you should keep in mind if you want to guarantee high content quality. First of all, it’s easy to churn out one message after another with the use of literal translations. Moreover, some businesses still have machines, like Google Translate, do the translation job for them. That’s a huge mistake. The quality of machine translations is still really poor despite recent advances.
Instead, it’s better to pass the task to a reputable translator. It’ll allow you to focus on your core business operations. Remember, every language has its nuances. Only a skilled person will be able to notice them and convey the sense of the original text. Overlooking the cultural context may lead to a situation where your marketing messages are misunderstood or, worse, ignored.
Though you should not translate your content automatically, you can still automate the translation management process using an integrated asset management platform. It’s a small change that really makes the difference.
In order to succeed in a highly competitive, international environment, you not only have to provide your audience with content they’ll like, but also say it in their voice. Managing a large number of translations for various locations can be hard without a central product information database. It’s better to invest in the right tools than deal with a slow and tedious process of retrieving and distributing files scattered across the organization.
Are you having problems with translation management? Share your business needs with the experts at Tahzoo to see what we can do for you.
Photo by Captmondo