Translation is not an option. It is a must-have strategy

It is amazing how localisation and language translation has become such an integral ingredient of every business’ promotional strategy and branding architecture today. Not only brands, but software tools, website interfaces, product instructions and general communication is now permeated with translation at every corner possible.

New markets, new customer psyche and new branding opportunities exist everywhere like marigolds nodding in a meadow. It is a never-before and a never-after time for businesses to strike the iron while it is hot. In fact, given the new wave of online purchasing, e-commerce and global markets; the segment of certified translation services for approaching this digital audience and other market intermediaries assumes vast scope and critical responsibilities.

A vast percentage of consumers strongly opine that the ability to obtain information in their own language takes precedence over other decision attributes, say price or label.

Wouldn’t a digital customer be more likely to purchase a product online if it has information in their own language? Won’t a major portion of your target audience be unwilling to purchase from foreign language websites? Wouldn’t unfamiliar content and hard-to-decipher language put them away? Wouldn’t a web page amplify their buying experience if it has language translation embedded into it?

Imagine what a crisply-translated website can do for its global clients and imagine what a loosely-translated one can miss in its chase for the global, online, universal customer. Look at what a Gallup survey of language preferences among internet users in 23 European Union countries showed just a few years back. There were as many as 42 per cent respondents who said they never purchase products and services in other languages. If this was the state of things and minds in 2011, can you think of the scope of language familiarity now when smartphones have made the world a global village and when apps have dominated every room and corner of this world? Online purchase behavior has changed in a massive way but more than that, this behavior has trickled into other aspects of customer mindsets and cycles too. If you do not give the customer the comfort of purchasing from a now familiar, not-so-alien-to-relate-to and easy-to-converse-with source; you are losing an opportunity in that nanosecond when the customer simply clicks away.

Branding has always been about equity, about deep-running attributes and about psychological bonds that are forged with a customer that are carried out in other contours in the actual interactions that happen.

This loyalty is only possible in a new-age, always-on world when a customer feels welcome, comfortable and someone who is respected despite origins, language or geography. The need for certified translation services and translation of voiceover and multimedia, and other types, automation, tools and texts is on a spree and smart businesses are making the most of this time to be relevant and relatable to the customer.

Even in a vernacular-heavy nation like India, the significance of translation has been discovered only recently with the availability of actual professional translation companies and real, hands-on expertise.

Certified translation services from a credible and experienced company not only helps with language translation but also offers a multitude of other features that add to the charm and equity of your brand in a big and sustainable way.

It is language translation alone that can carve a unique identity in a cluttered world while enabling businesses to reach out to a wider audience and with relevance, timeliness and effective propositions.

I am an Expert in the medium of translation & language services. I have working knowledge in documents translation, conduct Multilingual media research, and provide Multilingual E-mail Support.