Globalization

In today’s market, worldwide opportunities are increasing in all sectors while competitiveness gets harsher.

To reach the global market and stand out, localization and transcreation are the key. It enables you to address your consumers the right way so they feel confident about your product and services.

That’s why it is vital to get your website localized into your target audience’s language.
Indeed, 72.4% of global consumers prefer to use their native language when shopping online and 55% of them said they only buy products from websites that provide them with information in their own language (Source).

Localization is here to translate and culturally adapt your website to make it accessible and attractive in a different country or region.

You will also need to convey a relevant message and image of your brand through marketing. To get it right, transcreation is your only option. This will be the way to adapt your whole campaign to the cultural values, norms, etiquette and humor of the people you want to relate to. It is necessary to carry on thorough research on every aspect during this process as this is a very critical element for your success abroad, which sometimes leads to disastrous campaigns when overlooked.

One of the biggest fail in introducing a new product into a new country is the example of Pepsi’s first campaign in China. Their slogan “Pepsi brings you back to life” was translated by what would mean “bring your ancestors back from the grave” in Chinese.

Being aware of cultural elements specific to the population will avoid awkward campaigning: In the 90’s the slogan of the telecommunications company Orange “the future is bright… the future is Orange” caused an uproar in Northern Ireland, where orange is related to the Orange order ie the controversial protestant organisation.

Last example of embarrassing lack of linguistic and cultural expertise, is when the firms General Electric Company (GEC) and Plessey merged. They subsequently chose a name that would include both company, their choice fell on GPT (GEC-Plessey Telecommunications). Unfortunately, and for French people amusement, they were not aware that in France the pronunciation of “GPT” sounds like “J’ai pété” which means “I’ve farted”.