Like Coca-Cola and Google, the words Big Mac are recognisable in much of the world. The fast food giant is often held up as a symbol of globalisation and the spread of Western culture. But the brand’s marketing isn’t as homogenous as you might think.
The best things in life come in threes, according to the ancient Chinese philosopher Mencius. And we like to think the same is true of our Swiss websites!
Speaking your customers’ language is the key to successful marketing overseas. There’s plenty of evidence people prefer to make purchases in their mother tongue. But if you want to compete on an equal level with local businesses, then international translation is just the start.
It’s hardly surprising that online searches for “greeting cards” and “turkey recipes” peak at this time of year. An annual graph of French searches for “snowboard” is almost the exact opposite of the Australian one. But many people will be surprised by some of the seasonal trends in online searches in other countries.
Could a lack of translation be bad for your health? That’s the theory of a team of researchers who will be studying the link between local language translation and social and health issues in Africa. They believe that a lack of information in multiple languages can leave people feeling powerless and unable to participate fully in society.
These days it’s not enough to simply translate your content. You might have the greatest message in the world, but if it’s not relevant to your readers all over the globe, then they’re just not going to be interested.
When is German not German? When it’s Swiss German, of course.
It’s been a fragile month already for economies all over the globe.