Breaking into foreign markets is no longer a nicety but a requirement for expansion. That being said, a monoculture attitude toward corporate communications usually means missing out on opportunities and making expensive cultural faux pas. Producing messages that resonate around the world demands a rich knowledge of what happens on the ground in terms of customs, values, and communication tactics, and this is called localization. Localization is much more than translating audio/video content; it is a matter of strategic content adaptation to ensure that brand messaging is genuine, pertinent, and respectful in every target market. Continue reading for tips for making corporate messages culturally relevant in international markets.
Conduct Extensive Market and Cultural Research
Even before a message can be created, a company first needs to know the audience it is trying to target. This is not as simple as being aware of the language of a country; it’s more about understanding its social structure, cultural practices, and preferences in communication.
Models like Geert Hofstede’s Cultural Dimensions Theory provide a good foundation for this kind of research. These models assist in breaking down major aspects of culture, such as:
- Power Distance: How much a society tolerates unequal distribution of power.
- Individualism vs. Collectivism: To what extent individuals value personal achievement versus group harmony.
- Masculinity vs. Femininity: The focus on traditionally masculine values (e.g., assertiveness, competition) versus feminine values (e.g., cooperation, quality of life).
- Uncertainty Avoidance: How much a society can tolerate ambiguity and unpredictability.
- Long-Term Orientation vs. Short-Term Orientation: Emphasis on future values, such as savings and perseverance, as opposed to past and present values, such as respect for tradition.
- Indulgence vs. Restraint: The degree to which the free gratification of human needs is encouraged by society.
Knowledge of these dimensions facilitates the customization of meaning. For example, a success-driven message may play particularly well within the United States’ individualistic culture but may be viewed as arrogant in a collectivistic society. Likewise, a funny message that plays well in a given marketplace may not be funny at all, or worse still, may be offensive to another.
Localize Content Formats to Local Tastes
How content is consumed differs greatly from market to market and from demographic to demographic. A single approach to content format can dramatically lower engagement.
To be effective, it is essential to tailor the type and length of content to what the local audience likes.
- Written Content: In a few markets, lengthy, in-depth articles are sought after for their weight and credibility, while in others, short, skimmable blog posts or social media posts are more influential.
- Visual Content: Video is a highly effective medium, but it needs to be localized carefully for production. Tools such as Murf’s video translator can rapidly translate video content, overwriting the original voice using a new, translated voice track.
- Audio Content: Podcasts and audio messages are becoming increasingly popular, and their localization can be done using audio dubbing tools.
This strategic method of format adaptation and tool usage can be a game-changer when it comes to speed and efficiency, making sure that the message is delivered to the audience in a format they are familiar with and accustomed to.
Place Localization Above Simple Translation
Translation is converting text from one language to another, whereas localization translates the entire message into a particular cultural environment. Successful localization considers:
- Linguistic Nuances: These consist of dialects, regional slang, and formal vs. informal tone. For instance, the same message might require translation in Spanish markets in Spain, Mexico, and Argentina.
- Imagery and Visuals: Symbols, colors, and graphics have varying meanings in different cultures. Including imagery representative of local inhabitants, local geography, and ordinary life can make a message more personal. On the other hand, applying a culturally meaningful symbol in the wrong situation can lead to serious brand loss. For instance, in some Asian cultures, white is used for mourning, not purity, as it is commonly used in Western cultures.
Test and Iterate
Localization is a continuous process of learning and improvement. Ahead of a big campaign launch, do A/B testing with local audiences to determine their responses to varying permutations of the message. Track social media usage, customer feedback, and sales figures to check how the localized content performs.
- Use Data to Refine: Utilize analytics to monitor performance and determine the areas where there is a need for improvement. A high bounce rate on a localized webpage, for example, could be an indicator that the messaging or visuals are not engaging, and so the messaging or visuals should be re-considered.
- Gather Feedback: Collect feedback from local employees, customers, and partners to yield valuable insights for future campaigns.
Conclusion
Developing culturally appropriate corporate communications is an ongoing, dynamic process that far exceeds mere translation. It involves rigorous research, a flexible approach, and a sincere dedication to learning about and respecting diverse groups of people.
Are your corporate messages culturally relevant in international markets? If not, you are missing out!
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