Importance of Translation

Is your marketing strategy effective?

Is your business development doing well?

Are you sure your business does not require translation services?

The irony of globalisation, is that it has supported the growth and the push for localisation. We always think that with globalisation, the world would have become more borderless and thus homogenous. Unfortunately, the opposite is true. Afraid of being seen as “just one of the many”, people around the world are asserting their individuality ever more so.

It is common that human as a specie has always been keen to differentiate themselves from others to highlight their uniqueness in terms of language, character, culture, identity and history etc.

Language is one of the most important differentiators that people from around the world use to allow them to be unique and to standout. It also fans patriotism, making them proud speakers of their respective languages.

If you are still pondering over the truth of it all, consider the following:

• Do you not always prefer to be engaged in our native/primary language whenever possible?
• Do you feel more at ease and more willing to engage in a conversation when someone speaks to you in your mother tongue?

“No matter which industry you are from, speaking your customers’ preferred language is essential.”

English Might Be Common, But People Prefer Their Native Language

Because we live in an English-speaking environment, we tend to think that English is THE language of commerce and using English and English alone is enough for global business. After all, it is your product or services that you are selling, no?

That is why translation has always been overlooked and treated as an afterthought, thus undermining its importance in global marketing communication. On the contrary, translation is crucial! It should be one of the most important consideration when doing global business but sadly, it has always been overlooked.

There’s no denial that we respond better and are more receptive to our own language. When it comes to the number of native speakers of languages from around the world, Chinese tops the list. This is followed by Spanish, English, Hindi and Bengali.^{3, 4}

“In Singapore, only 36.9% household use English as their main language.⁵ 63.1% of Singapore household are not English native user.”

Effective communication is important in business. It’s essential to use a language that your customers are comfortable with in your communication with them.

Emerging Markets without Translation = Doing Business with Half Door Closed

International growth is the key to increase a company’s revenue when your local market has become stagnant. And translation is one of the keys to open the door to the global economy.

However, although some companies may recognise the importance of translation in international business but many fails to understand how to cater to this diversity and thus pay a high price in their international ventures.

In Global Marketing Communications, content must be available in different languages to cater to audiences from different countries in order to:

• Expand market share
• make your customer feel that the products and services are created especially for them
• increase the acceptance rate of your products and services
• increase product and brand loyalty

By investing in translation and localisation, you can bring your business into new territories and explore new opportunities previous not available to your business.

“Find out how we could help you to develop your business, contact our sales consultant today to make an appointment for further discussion!”

At Lingua Technologies International, our core business is translation. We have been working with MNCs, SMEs and government agencies since 1996 to provide translation solutions for the global market. We have effectively bridged communication gaps for more than 20 years.

If you want to gain that competitive edge in your global market, you can consider the following professional services offered by Lingua Technologies Int’l: –

1. Website localisation
2. SEO / SEM localisation
3. Marketing material localisation
4. Commercial Ads localisation
5. Products description or manuals localisation
6. Software / App User Interface localisation, etc.

~ Translation & localisation show you care about your customers. ~

1. com, “Usage Statistics of Content Languages for Websites”, 14 April 2020.
2. Statista, “The most spoken languages worldwide in 2019”, 3 April 2020.
3. Ethnologue, “2019 Ethnologue 200 (Top 200 languages in the world)”
4. Wikipedia, “Top Language by population”
5. Department of Statistics Singapore, “General Household Survey 2015”