Localization is at the forefront of digital transformation and international growth for brands. The shift to a digital-first world sees companies reevaluate their business practices, prioritize digital marketing strategies, and recognize the importance of language as a driving force for the growth of their business.
The Present State of Localization Services
2020’s COVID-19 pandemic shook the global marketplace to its core, but it opened new opportunities for businesses to tap into international markets with the rollout of localization projects.
As you might know, localization refers to the translation of brand messaging and marketing materials into foreign languages ensuring that it includes cultural nuances that are crucial to the message instead of a literal translation.
At the moment, there’s a massive focus on translating documents and website content into as many languages as possible to help inform and educate the public on staying healthy and reducing the spread of the coronavirus. But instead of just translating simple phrases like “wash your hands” and “wear a mask”, these phrases must be localized to ensure everyone understands what they mean.
With so many government agencies and medical entities requesting localization services, language service providers (LSPs) are higher in demand than ever before. It is anticipated that translation and localization services will continue to be in high demand globally as the pandemic continues and vaccine distribution takes center stage.
What Happens After the Pandemic?
After the pandemic, there will still be global issues that will require greater accuracy in the translation of documents, videos, and website content. Localization services for websites will continue to grow as the demand rises and more and more businesses tap into the global market and sell to foreign audiences. To sell their products or services in various countries, cultures, and languages, localization will be essential for businesses and no longer optional.
Some predict that computerized translations will help accommodate the growing demand and provide accurate translations. Still, computers simply aren’t able to offer the same kind of accuracy that human translators can. This creates long-term job security for translation companies and freelance translators. It’s an undeniable fact that there will always be a need for effective translators that have a deep knowledge of cultural nuances, and that’s something only humans can grasp.
Localization Trends to Watch
AI & ML
Artificial Intelligence and Machine Learning have advanced quite considerably over the past year, and AI-driven translation innovations are getting more and more exciting. These innovations can help businesses optimize for speed and accuracy, and it’s a trend that companies need to explore early so they can find one that’s best suited to their business needs and existing infrastructure.
Hyper-Localized Content
Localization was an optional extra a few years ago. As businesses start gaining a deeper understanding of the benefits (and critical need), it’s becoming something that cannot be ignored. Companies now target global audiences with hyper-localized content, scaling their global content and presence by deploying localization fundamentals.
Multilingual Video
Video is leading the way in customer engagement and conversions across all market segments. In fact, 80% of all internet traffic was driven by video in 2020. This will continue to grow, which means there will be an increase in video content translation and localization.
Day Translations Localization Services
If you require professional localization services, Day Translations can help. Our network of localization specialists is distributed across the globe, so we always pair our clients with an expert native to the culture they’re targeting.
With our accurate and culturally intuitive localization services, you’ll never face blunders that might potentially discredit your brand message. Get in touch with our team today to learn more about how we can help you shine on the international stage!
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