The road to globalization evolves over four stages: domestic, international, multinational and global.
The digital revolution has made it much easier for businesses to expand beyond the domestic market and tap into international audiences.
In fact, a global strategy can extend the long-term success of your company, but there are many challenges to overcome.
Challenges of Foreign Culture
Foreign markets yield untapped potential, but cultural differences can derail marketing efforts.
For example, some Arabic countries ban certain types of advertising, so if you own a fitness company, you may not be able to market your products in any way that suggests sex appeal.
Language barrier poses another challenge, a brand name associated with quality in one language may have serious negative connotations in another.
Having an experienced LSP (Language Service Provider) can maximize cultural appeal—and avoid potentially embarrassing or offensive communications.
Our Solution: L10N and I18N
In the language service industry, globalization is known as G11N. Globalization encompasses translation, localization (L10N), and internationalization (I18N)—try saying that 3 times quickly! You’ve probably spotted the pattern, the acronyms combine the first/last letter and the number of letters in between.
L10N – Localization is a more involved form of translation whereby content is adapted instead of directly converted. Your target language version will often not be a literal translation, but it will have the same connotation in the target culture. This specialized process tailor-fits your brand or product for a chosen demographic in a specific region.
I18N – Internationalization delves even deeper on a technical level to ensure website or software functionality is compatible with the target language. For instance, if your website is being translated into Spanish, you need to make sure the style sheets can accommodate text expansion; if your application is going to be deployed in Japan, you need to make sure your product can process double-byte characters; if you want web users in the Middle East to be able to toggle between English and Arabic, you need to ensure that your web architecture can handle both Arabic fonts AND that all navigational elements and site functionality can flip to a right-to-left reading language.
Contact us for a free consultation and learn first-hand how these methods can optimize your global strategy.