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Why Localization is Important: The 6 Benefits of Localization Explained

Os clientes globais respondem a mensagens de marketing culturalmente relevantes e localizadas. Você está falando o idioma deles?

Avatar de Aaron Hakenson
Aaron Hakenson

05 de agosto de 2022

LEITURA DE 8 MIN.

As tecnologias digitais de hoje tornam mais fácil que nunca para os clientes globais encontrar os produtos e serviços que atendam às necessidades deles. E eles buscam essas informações on-line, nos idiomas que falam. A recent study has shown that 56% of consumers rated the ability to obtain product information in their preferred language to be even more important than price.

Suppose your company's website isn't localized to appeal to customers willing to purchase based on brand connection to their language. In that case, you're missing a significant opportunity to build your business. However, you are also giving your competitors a significant advantage in the quest to increase market share.

Brass tacks: When you’re expanding globally, localizing your website and other online content isn't a nice-to-have. É fundamental para a missão.

Why is Localization Important?

Introducing new products to a global marketplace typically requires both translation and localization. Translation converts content from one language into another. Localization moves beyond changing existing content and marketing collateral into another language. Localization is vital in how it establishes a connection with potential customers on a personal level. This is because the localization process involves understanding how culture and market conditions affect customers' buying behavior and not assuming you'll be successful in your target market simply because you exist there.

The localization process aims to adapt meaning to relevant content for a targeted market. In addition to changing language, localization might incorporate different images, conversions to new measurement systems, time zones or currencies, and different layouts to accommodate language changes (such as if a language is read right to left, or if words in the target language tend to be longer than in the original language).

Below, you'll find examples of the significance of localization. Then, dive deeper into the benefits and advantages of localizing content when planning a global expansion.

Localization is Crucial to Successful Expansion

The localization process is crucial to global expansion. Expanding would be fruitless if potential customers don't or can't understand your content, products, or services. Companies that tend to be the most successful balance the desire to meet global standards with the need for local flexibility. If you're looking to expand and don't prioritize localization, your business can seem static and impersonal to potential customers outside your home base.

Developing a proper localization strategy can assist you as you prepare for expansion. A localization strategy takes a very close look at the who/what/why/when, and how questions you need to answer before you take measures to expand. Developing a localization strategy involves the integration of language translation, image appropriateness, cultural message matching, process definition, and regulatory compliance. Once you work through your strategy, the localization process becomes predictable and repeatable, so you can continuously grow measurably.

Localization is a Growing Global Marketing Trend

Atualmente, os clientes globais esperam conteúdo on-line em seus idiomas preferidos. Eles abandonam rapidamente websites e marcas que não conseguem fornecer isso. Considere estas estatísticas de globalização:

English is no longer the predominant language online. While 60% of all content on the Internet is in English, native English speakers are made up of approximately only 5.4% of the world's population. Internet users who prefer English make up 25.3% of the overall Internet market share, which leaves nearly 75% who prefer to consume content in another language. In a recent survey, 65% of consumers explained they choose to engage with content in another language.

China and India are still winning the Internet. China currently has over 1.02 billion online users, while India ranks second with over 658 million. Nenhum desses países usa o inglês como primeiro idioma.

Global shopping has gone mobile. More than 55% of smartphone users worldwide use their phones to shop online, and they like to use their preferred language to do so. Trends like these prove that speaking your customers’ languages through localized content is essential to your marketing success.

Localization Turns Cultural Differences into an Advantage

Por que o marketing localizado culturalmente relevante é tão importante? Para começar, pode ser decisivo em sua capacidade de criar conexões genuínas com os consumidores.

For example: Imagine that you're sharing content with Italian customers about a Christmastime holiday sale. Se você se comunicar com eles da mesma maneira que fala com seus clientes dos EUA, terá um problema. O mercado dos EUA enfatiza a véspera de Natal e feriados importantes, enquanto a Itália volta a atenção para 6 de janeiro, a Epifania.

Um erro tão simples pode parecer inofensivo à primeira vista. Mas pode prejudicar seus esforços de marketing ao demonstrar que você não entende o mercado italiano tão bem quanto as outras empresas. Esses clientes perceberão isso. E não vão gostar disso.

Quando seu website é traduzido e localizado para clientes globais, entretanto, você prova que entende e se preocupa com eles. Dessa forma você cria laços mais fortes com os clientes.

The Benefits of Localization

Websites localizados e outros conteúdos digitais localizados capacitam você a estabelecer conexões genuínas e autênticas com os consumidores e aproveitar vantagens como:

1. Increased trust

Websites que refletem as distinções linguísticas e culturais entre vários mercados e os idiomas preferidos deles mostram que sua marca entende e respeita as culturas individuais desses mercados. Isso promove confiança entre os clientes. According to CSA Research, up to 60% of non-native English speakers rarely or never buy from English-only websites, and 64% of buyers say they specifically value localized content. These statistics show that obtaining product information in a customer's preferred language can make or break how your brand is viewed and trusted.

In turn, when trust is enhanced, key performance indicators (KPIs) see a sizable lift. KPIs measure the performance of a company, its activities, processes, and the progress of projects. In order to be significant, KPIs must correlate to quantifiable business goals. Determining the success of any localization program is tied to the overall expectations of the expansion project or business strategy.

The increase in trust localization creates can lead to important retention KPIs improving, including

  • Generating higher sales
  • Higher customer satisfaction
  • Delivering an excellent customer experience
  • Increasing net promoter score (NPS)
  • Lower attrition rates

2. Easier interaction with your brand

A vida dos clientes é influenciada pelo que usam diariamente, inclusive as plataformas de mídias sociais preferidas, sites móveis e outros. Content localization makes your online presence available in multiple languages, across all channels, and ensures that your company will be able to reach more people where they live and work. This enhances a positive user experience for global customers and helps them trust your brand.

A positive user experience directly results in an increase in sales conversion rates and engagement rates, as well as lower bounce rates. User experience has become incredibly important, especially when looking at statistics that show how 74% of customers can switch brands if the purchasing process is too difficult for them; or, that 86% of users are inclined to pay more for a great customer experience. It's no wonder that global spending on customer experience has been estimated to reach $640 billion by 2022.

3. Driving better online search results

A localização de sua presença on-line não se limita ao que os clientes podem ler em seu website. Com a solução de tradução certa, tudo pode ser localizado: imagens, multimídia, mídias sociais, PDF dinâmicos e outros. Even keywords, metadata, and hreflang tags can be localized to improve global SEO efforts and drive engaged global traffic to your website. Once there, global customers will benefit from an enhanced user experience and content that speaks directly to them.

4. Stronger brand consistency

Translating websites for your global markets gives you full control of your message, and delivers a consistent brand experience across all markets. É mais fácil garantir que as mensagens de sua marca estejam sendo comunicadas como você pretende em vez de serem erroneamente comunicadas por empresas ou agências terceirizadas. Localization takes this a step further, ensuring that the content is not only translated, but accounts for the cultural nuances and preferences of each location. This ensures brand consistency and improves brand image.

5. Better segmentation

Today’s leading website translation and localization solutions make it easier than ever to share customized messages to customers in different global markets. Você pode manter o controle de suas mensagens on-line ao atender às necessidades de clientes regionais, e ao mesmo tempo expandir a base digital de sua empresa. This improved ability to segment markets and speak directly to local audiences can enhance the effectiveness of messaging and targeting.

6. More support for in-market teams

Websites localizados não são apenas ótimos recursos para os consumidores; também são ótimos para vendas locais e equipes de suporte. Um site localizado pode destacar produtos e serviços específicos do mercado, cumprir os regulamentos e exigências legais locais e fornecer informações que as equipes de marketing podem utilizar ao trabalhar seus leads.

Take Advantage of the Benefits of Localization

These days, your company must speak the local languages of your global customers. E ao oferecer conteúdo on-line localizado em todo canal e em todos os mercados que você atende, você só reforça o alcance e o sucesso de sua equipe de marketing.

To make the most of your online localization efforts, partner with a digital-first translation agency that employs expert human translators hand-in-hand with advanced technology solutions such as translation memory, to get your marketing message to your customers in the languages they prefer. Translation memory is a part of a larger system called a CAT (computer assisted translation) tool, which describes software used to increase translation productivity, catch mistakes, and improve consistency. Utilizing translation memory helps support the localization process by allowing the re-use of translations for other projects, such as document translation, app localization, image translation, or for translating emails or other content.  

MotionPoint provides soluções de localização that supports business localization goals anywhere. MotionPoint's technology minimizes operational complexity and maximizes translation and localization impact, and can provide you with flexible and consistent brand imaging, messaging, and marketing content through global markets.

Última atualização: 05 de agosto de 2022
Avatar de Aaron Hakenson

Sobre Aaron Hakenson

Aaron Hakenson é responsável por todas as operações de vendas e entrada no mercado da MotionPoint. Seus 15 anos de liderança no setor de tradução impulsionam as filosofias de vendas e marketing da MotionPoint. Aaron mantém um histórico robusto de implementação e desenvolvimento de estratégias para acelerar o aumento da receita e a satisfação dos clientes.

Avatar de Aaron Hakenson
Aaron Hakenson

Vice-presidente sênior de vendas e gestão de contas

LEITURA DE 8 MIN.