As marketers look to segment their customer base localisation becomes an integral part of any nation.
Ask any marketer concerning localisation and they’ll likely let you know that is an important way of customers. A new survey by translation technology and services company SDLshows that there could frequently be a discrepancy between what is completed and what is said.
While 94 percent of the entrepreneurs surveyed concurred that un-localised content may lead to consumer impressions of a new, 25% are not localising their own content.
A huge part of localisation is making certain promotional and marketing materials are presented in the ideal language.
41% didn’t think that it would increase their campaigns and their materials were not being translated by 45 percent in any way, although 76% of respondents placed a high value in the perfect terminology. By comparison, 47% reported being left disappointed by interpreted content in the past year in their personal lives.
This despite the fact the majority of respondents were active in numerous nations. 38% were active in Asia, 66% in Europe. 24% actively looked to expand into Europe and 17% wanted to start targeting Asia.
Time and cost
What explains the discrepancy between actively pursuing it and not reaping the advantages of localisation?
Unsurprisingly, cost concerns, time constraints and a focus on ROI came out on top of the list of reasons marketers are failing to walk the walk.
35 percent of respondents reported spending less than two hours repurposing content. 32% are managing localisation in house despite just 12% claiming to become confident in their capacity.
“Producing content that resonates with the reader takes effort and time, so in some ways it’s unsurprising that marketers are not ‘practising what they preach’,” Rob Gorby, vice president of SMB at SDL said.
“But the fact is that if businesses don’t tailor their strategy for unique demographics they will not only fail to secure company, but hurt their reputation, relationships and bottom line, sometimes irrevocably.”
