The fact that we live in a ‘global’ world is emphasized more each day; and nowhere is this more evident than in the marketing and advertising worlds. With a large number of companies seeking to learn from & implement strategies employed by their international counterparts, information sharing in the last few years has taken on a truly pivotal role.

Over the last few years with many companies expanding their operations and venturing into new territories, the need for frequent communication has grown tremendously. In the effort to capitalize on proven best-practices across offices, the ability to communicate a global message in a local language has become indispensable. This is where translation fits in. Tapping into the specialized skills of translators, businesses seek to make clear every nuance and subtlety, by communicating their messages in the local language of a particular country or region – whether to the public through advertising or to their own employees through internal communication.

Yell Adworks operates out of multiple offices in Asia and one of the projects they work on, involves the creation of Spanish ads. In addition to the fact that their final product is in another language, they also need to communicate on a daily basis with offices in Spain and Peru. They actively seek translation services to prevent feedback being lost because of a language disconnect & also to ensure a high standard of quality in the output.

Television & movie content too is now accessible to a larger audience who want exposure to this content in a language they understand. So, you have dubbed or subtitled versions of movies being simultaneously released in the Americas, the UK, Europe and Asia. These language versions of the movie are no longer an afterthought, but form a key point of consideration in their marketing efforts. Slumdog Millionaire, the Oscar sensation released worldwide in English and then had a Hindi release specifically for India. Almost every big budget Hollywood movie released in the last couple of years has had many language versions. World Cinema in languages as varied as Polish, French, Korean and Arabic is available to a much larger global audience thanks to translation.

With the economic slowdown, companies are going to further try and control costs and one way they might seek to do this is by applying an idea or a process that has worked in the mother country to other destinations as well. The Walt Disney Company, one of the leading entertainment conglomerates in the world, is constantly seeking ways to take a single unifying idea and extend it across the territories they are present in. While each country operation is encouraged to think local, they realize from experience, the importance of communicating a single brand promise and a brand proposition in multiple languages.

As the world shrinks, and companies expand their horizons, constantly searching for ways to improve their efficiency, whether by dealing with developing countries who offer competitive rates, or by outsourcing certain functions to reduce their costs; the role of translation in marketing communications will only grow stronger.

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