Ambitious and foresighted marketers who take the initiative of exploring and understanding markets that are beyond their native regions and use search programs that help them get directly in touch with their consumers in their native languages have some great opportunities lying ahead of them. Communication is one of the critical factors that decides the success or failure of any marketing efforts. It assumes an even more significant role when a foreign market is involved in the process. The ability to speak to the consumers in their native languages becomes critical to the success of the product. However there are not many companies that consider even such fundamental principles for successful optimization when they are localizing their web sites for particular markets.
A recent market research report released by Common Sense Advisory & Lionbridge mentioned that 72.4% of worldwide consumers expressed that they would prefer to buy products which contained information in their native language. A similar study by the Localization Industry Standards Association concluded that companies investing in localization could expect to earn value worth $25 for every dollar spent in the process. Such information has led many companies to invest in localization. But the irony of it all is that many of these companies do not care much about optimizing the content of their sites in order to increase their ranks in the search engines used by the targeted consumers. Content translation of “key product terms” according to the demands of the targeted market. Including this into the overall localization/translation strategy would substantially increase, if not guarantee the chances of success for a given product or service in a foreign market, it will also significantly cut-down the expenses related to optimization of content which might crop up post localization.