I recently translated a fascinating presentation about the major changes happening in the retail industry. Although it appears to be all about mobile technology, personalised recommendations and entertainment, the major X factor for successful application is language/communication, and the shadow counterpart: translation.
A Globalised Market | Offering Multilingual and Localised Content
With the advent of the Internet and, more recently, mobile technology, consumers can now purchase products and services anywhere, anytime, from the comfort of their homes, using their mobile phones while at work or during their commute. Options are limitless.
Now many companies take the virtual route, anyone in the world can access their online shops. They can potentially reach anyone on the planet with an Internet connection. But, being able to approach new clients is one thing. Being able to communicate with them is another, a major factor that can make or break sales.
Thanks to surveys, it is now known that Internet users prefer to purchase on a site that provides content in their own language. Offering multilingual websites is really important. You will see the benefit on your bottom line, provided that you used the services of a professional linguist.
The era of brick-and-mortar looks dead and gone? Think again!
The Age of Entertainment and Personalised Services
Physical shops arent’s going anywhere. They simply need to adapt to the new market and the changes in the way consumers purchase items. Mass production is rapidly losing its appeal, and it is now all about offering highly personalised, targeted and bespoke services/items.
Marketing professionals are now trying to figure out what individuals will want and need in the near future. They even possess the tools and algorithms to cater to these needs on a much deeper level. Thanks to predictive personalisation, social media and mobile technology, they can create highly bespoke offers. Using apps and geofencing, they can boost their sales and drive people to purchase goods they weren’t considering buying. Retail 2.0 is here and ready to take your retail experience to new heights!
In order to attract clients in brick-and-mortar shops, creative directors have their work cut out for them. They are now completely rethinking the way products are displayed (magical worlds for kids, etc.), the types of services offered (WiFi lounge, kids playground, coffee lounge, etc.), the way products are available (showrooms, etc.) among other things.
The world is the retail industry’s oyster. And to further its expansion and changes, language and translation will be a crucial part of the process.
Social media have changed the way people communicate and companies do business. It can no longer be overlooked when a company tries to reach new customers and/or investors. When referring to social media and online content, I’m speaking about websites, blogs, Twitter, Google+, Facebook, Youtube, Pinterest, Instagram, etc.
Through all of them, you can reach an outstanding number of potential clients, especially the younger generation. To have a better understanding of the impact of such networks, check out the numbers in one of my recent blogs showing an infographic about content marketing and how such strategy impacts online success. To see that infographic again, please click here.
63% of companies said posting content on social media has increased marketing effectiveness.
And make no mistake, English is definitely not the sole language used on social media. Still unsure whether you should translate? Watch this video « Social Media Revolution », it’s compelling:
Are you looking to have your website translated?
Your communication online is key to your success in the global market. To ensure top quality of your content, trust the expertise of a professional translator. To better understand the whole work that goes into handling successfully a translation project, see below the infographic I created especially for you. Click on the image to enlarge.
For more details and/or a free quote, contact me through my Contact Page.
Do you know how important content marketing is?
Companies willing to boost their sales shouldn’t overlook blogs and social media. According to this article « The anatomy of content marketing »: blogs give sites 434% more indexed pages and 67% of Twitter users are more likely to buy more brands they follow.
Therefore, it’s crucial to communicate online, and above all, to communicate in your customers’ language. Don’t hesitate to publish blogs, tweets, Facebook posts, newsletter articles in several languages. You’ll broaden your footprint and reach a much wider audience.
These compelling numbers were published in a very informative infographic to illustrate the power of marketing content.
Source: article on prdaily.com.
So, you’ve read the books, stocked up on office supplies, picked up your company name and figured out your branding image. You’ve even managed to find a few clients already. All good right? Well yes, but it’s not enough. It’s also crucial to keep on learning, especially if you’ve already chosen your areas of specialisation.
An important part of an independent translator’s work is also to keep apprised of the latest news and trends in his/her line of work. For instance, I’ve come to mainly work in the following areas: business communication, PR & marketing content, as well as tourism-related projects. I truly love it because it allows me to embrace my creative side. But it also means I need to know what’s up in these industries in order to further my knowledge of the specific terminology, for instance.
The easiest way remains online resources. There are countless academic papers, press releases, articles, etc. on these topics. A couple of days ago, I finished reading a very interesting paper entitled « Translating Tourist Texts – Domesticating, Foreignising or Neutralising Approach ». It was published in the Journal of Specialised Translation (available here)
I particulary appreciated the mention of these familiar strategies mentioned many times during my academic training. How wonderful when it’s finally all about real-life practice!
No matter the speciality you choose, you should always make sure that you never stop documenting yourself. Having glossaries to rely on is paramount to high quality translations.
For enhanced efficiency, familiarise yourself with CAT-tools, learn how to use terminology tools to optimise your memories, glossaries and other datas.
I once read that when you work as a translator, you get to learn something new every single day. You’ll soon find out how true that is.
Lately, I’ve been reading a lot of translation-related material from fellow translators out there who actively engage in the social media, and write very interesting blogs. I thought I’d compile some of these resources for the newest generation of translators. You’ve probably been reading many books by major theoreticians like Venuti, Munday, Bassnett or Baker. Although they were enlightening and great, none of them really tackled the everyday life of today’s translators.
Being self-employed means you have to be extremely versatile. Translating is only one of the many activities you’ll have to undertake. Prepare yourself to deal with accounting, marketing, community management, among many other functions. Daunting, you say? Luckily, after having a closer look at all these resources, you’ll feel a lot more confident in your choice of career and chances are you’ll find the answers to your many questions.
To begin with, I suggest reading these free e-books by Nicole Y. Adams. You might want to start with « The Bright Side of Translation », it offers very positive insights and informative feedback from a lot of different practitioners worldwide.
There are many, many books on Amazon to choose from. Here’s a non-exhaustive list you might want to consider:
How to Succeed as a Freelance Translator by Corinne McKay (an ATA board member).
Balance Your Words: Stepping in the Translation Industry by Sara Colombo.
The Prosperous Translator by Chris Durban.
These self-help books should help you consider your independent activity with serenity. Also, do engage in the social media, there is a huge community of translators on Twitter and many of them share interesting blogs and info. Important note for all newbies on Twitter: don’t forget to use the appropriate hashtags to connect with your colleagues -> #xl8 and #t9n for translation, #1nt for interpreting, #l10n for localisation. You can follow me @LinguaAustralis.