SUCCESSFUL EXPORTS: THE VALUE OF CULTURAL ADAPTATION: WHEN TRANSLATION ISN'T ENOUGH

In order to address different global markets, the key factor is to address the linguistic and cultural codes of each target market.

Contacting people who speak another language is one of the first challenges companies must face when initiating an internationalization process. Nevertheless, speaking the same language as one's client does not be necessarily guarantee the success of a business operation. For a more [harmonious relationship], there are certain cultural codes in place in that should be taken into account when initiating a business relationship In this article, as translation and localization industry leaders, we shared some basic information about the importance of localization and cultural adaptation when venturing out into the global marketplace.

What is localization?

What is cultural adaptation?

Cultural adaptation is the process of infusing the content you want to transmit, in diverse aspects, with the cultural markers of the target audience for the service or product.
Such aspects include concepts, styles, terminologies and graphic elements, all of which need to be taken into account in order to achieve effective results.
The central idea is to adapt the contents in such a way that the target audience (i.e., the consumers or buyers) of the product or service is under the impression that it was designed and created for their country or region. The goal is that they perceive a familiarity that is attractive and interesting, driving their decision to acquire the product or service.
Terminology localization focuses on the creation of a uniform technical vocabulary for all customer content, taking into account the laws of each country and international regulations.
Likewise, stylistic adaptation is mainly concerned with the format or medium where the contents will be disseminated, as well as other social, cultural, geographic and age-related aspects of the target audience.There are other non-linguistic elements that can also impact the effectiveness of the contents. The choice of certain colors or images illustrate this point. For example, in certain tropical countries, green is associated with the forbidden, while in European culture it refers to approval, or to move forward, as in the emblematic case of the green light of traffic lights. Another example is the color white: in Asian countries like China it represents metal and is associated with death and mourning, whereas, for Western cultures, in general, it has a positive connotation, representing "purity."
Another concern is the consideration of cultural and moral issues of the country in question. This avoids modalities and expressions that could offend the people to whom the communication is directed.Basically, cultural adaptation involves much more than translating texts. It is a service that also requires the revision of existing translations or texts in order to guarantee contents are adapted to the culture of the target audience, whatever the medium or format.
Localization plays a decisive role for any business engaged with or venturing out into global markets, especially for those who work within a multilingual content. The localization process of contents and adapting them to the culture and technological standards of a foreign market implies high technical-linguistic competences and an extensive knowledge of the target audience. It is not enough to just translate.

Are you thinking about improving your relationship with your foreign clients? We can help you optimize your target audience’s experience by localizing the content of your website/software or communications materials in your users’ native language.
Write us at  info@rosariotrad.com.ar  / ventas@rosariotrad.com.ar