What is Audio Localization? A Quick guide
By: Ricky Vela
Undoubtedly, the world has moved towards audiovisual content. The fact that it is more engaging than written text makes it easy to utilize by marketers. Hence, we are seeing that a lot of companies opt for audio localization.
What is Audio Localization?
If businesses want to expand to wider audiences they need to opt for audio localization. It is a process in which we modify the audiovisual content to make it more suitable and adaptable to a particular market segment.
The language barrier is one of the most difficult barriers that a marketer has to deal with. Hence, we see that audio localization offers that relief to the companies so that they can effectively present their business offering to the consumers.
There are certain languages such as English, Spanish, and Mandarin that are widely spoken around the world. According to certain statistics, people prefer to read and listen to content that is in their native language. Hence, you're seeing that audiovisual content is modified to fit the consumer needs of a particular segment.
Consumers Prefer Audio-Visual Content
The Human brain is a visual memory tool. People remember things more effectively if they see or hear them. Hence, marketers need to understand that the traditional method of persuading a consumer via textual marketing materials has almost become obsolete. We are seeing that every business prefers to lure their target market by offering them engaging visual content.
Audio Localization Is the New Norm
It is simple! People are attracted to something that they hear and see. These are the most effective mediums to engage consumers. Hence, we're seeing that a lot of people are shifting from traditional marketing materials to modern marketing materials such as social media and virtual space. Therefore, audio localization has become the new norm in the marketplace if the aim is to expand your reach.
Which Industries Are In Need of Audio Localization?
Doesn't matter in which industry you specialize in, or what business offering you have to present to your consumers, you can still avail the benefits of audio localization.
Globalization Enables Businesses to Expand
Globalization has enabled businesses to expand to newer markets. And we are seeing that a lot of countries have the opportunity to present their product or service to the international market rather than offering it to the local market.
Business Offering To Local Market
Offering to your local markets would probably not need audio localization. However, if the aim is to go bigger and broader, audio localization is one checkpoint that one has to take sooner or later.
Understanding the Ins and Outs of Audio Localization
However, the issue is that many people do not understand the ins and outs of audio localization. And they usually localize content after they have created it in their original language.
But according to professionals and marketers, if the aim is to go broader and cater to a larger audience, audio localization should be done concurrently with the creation of your original content. That is the best way to save time and resources.
Audio Localization and Marketing Campaigns
To measure the effectiveness of a marketing campaign, marketers should study it in their native country. This will give them an idea that the content sits well with the local audience, when it is there in their native language or when it is in a foreign language.
According to a study, done by Common Sense Advisory, the majority of the non-English speaking community in the world prefer content that is in their local language. It doesn't matter where the country is.
Even European countries, where the majority of the people speak the English language, prefer marketing content that is in their language because it is easy to understand and interpret the business offering of the company.
People Do Not Always Prefer Content In the Local Language
However, it does not mean that people always prefer content with the local language. A lot of the communities in the world prefer content when it is in a foreign language. For instance, if you talk about the Southeast Asian communities, they prefer content when it is in the English language.
The Large Proportion
But that attributes to a particular segment of the society, whereas a large proportion of the people prefer content that is in the local language, hence it is the responsibility of the organizations to see and understand their target market and then create a business offering that will directly hit their particular needs and interests.
Subtitles and Audio Files In Multiple Languages
Hence, we are seeing that in a lot of the visual and audio content, especially on the online streaming platforms, there is always an option for subtitles and audio conversions. This shows that a large market prefers content when it is easy to understand.
They can relate to what the other person is talking about. Hence, it gives them an idea of where the business is coming from. Moreover, it also enables intercultural harmony. A lot of preconceived notions and stereotypes are removed in this endeavor as well.
Audio Localization Should Be For the Larger Audience
Hence, the entire game is to understand what is the preference of a community or a target market. If you can identify that, then you will be able to achieve a successful marketing campaign. Nonetheless, the aim should always be to localize your audio content for a large proportion of the market.
How to Implement an Effective Audio Localization Strategy
Now, we're going to discuss certain tips that can actually help you to execute and handle audio localization projects effectively
A. Understanding Consumer Perception
Audio localization can only be executed effectively if it is handled by experienced professionals. Consumer behavior is one of the most unpredictable things. It's very difficult to understand what the consumer wants. Hence, marketers have to analyze different factors in order to understand consumer perception.
B. Experienced Professionals
Organizations that are planning to penetrate a consumer market and especially if they are trying to opt for audio localization then they have to ensure that experienced professionals are taking care of their projects.
C. Understanding the Cultural Dynamics In The Marketplace
Cultural traditions play a vital role in formulating consumer buying behavior. Hence, when organizations are attempting to opt for localization they have to understand the little intricacies and nuances and intellectual complexities of the consumer market.
Translations will never be acceptable if you do not factor in the cultural perspectives of that region. Linguistic capabilities can be achieved, however, if the consumer is unable to understand what the business offering is, even if it is there in their own language, they will never accept or purchase the product or service.
D. Audio Translations Have To Be Precise and Error-Free
Translations have to be perfect, especially audio localization, where the consumer should not be left out or feel insulted. This part of localization is one of the most difficult parts of the audio localization process.
It takes a lot of resources time and money and a lot of research has to be done in order to ensure that every cultural perspective is identified. So that mistakes are made in the end.
E. Quality Assurance
And before the content is actually presented to the target audience, it is imperative that quality assurance is done at the highest level, and assured. It should be done in such a way so that everything fits the target market.
F. Complete a Perfect Translation
Sometimes, audio localization is unable to deliver the message to the target audience. And the reason why this happens is that often translation is not unable to communicate the entire proposition to the audience. It doesn't matter if the grammatical structure of the translation is perfect.
But if the message gets lost in translation, it might ruin the business offering. Companies that are trying to penetrate a foreign market, need to make the first impression their best.
If your first impression is not up to the mark, the consumers will assume that the company is unprofessional. And if that happens, it is very difficult to change the perception of the consumers.
G. Studying the Target Audience
In order to convert consumer traffic, it is very important that audio localization contains words that are persuasive in nature. That is the only way through which lead generation can take place.
But in order to do that effectively, one needs to study the target audience only then they can encapsulate the idea of how consumers react to content. Organizations should always try to put themselves in a better situation when market penetration is about to take place.
The best position that a company can be in is if they are able to understand what type of audience are they targeting. Hence, studying your target audience will enhance the chances of effective market penetration.
H. Planning Budget
Audio localization is not an easy task. It requires a lot of resources, time, and money. Hence, organizations need to have a budget before they can attempt to go for audio localization.
Advanced tools are required which can only be utilized by professional localization agencies. Hence, these projects need to be fully funded, if they are to reach the fruitful results that one desires.
I. Skilled Workers
On the other hand, skilled labor is required, which does not only possess a sound translation experience but also is aware of how audio localization works. And what will sit well with the consumers? On the other hand, copywriters, audio engineers, and localizers, including professional translators need to work together in order to ensure that the project is successful.
J. Try to Keep an Open Mind
The content is always dynamic and is never constant. Hence, organizations should be willing to change according to the circumstances. If rigidity is maintained, it will not sustain itself in the long run. Hence, changes should be made whenever necessary.
A lot of times, messages have to be altered in order to invoke a different response from the consumers. Moreover, audio messages should not damage the Brand name but should convey a positive brand image to consumers. And that can only take place if the management has an open mind.
K. Representation of the Brand Image
Representation of the brand image is one of the most important things in audio localization. Since audio translation is very close to the consumers, the messages that are forwarded to the consumers make a bigger impact. Hence, making mistakes would actually lead to adverse consequences. Therefore, it is important that the businesses are fully prepared before stepping in.
If you are planning to penetrate the global market, then do not waste time and definitely go for audio localization. However, you need to find the best localization agency that can cater to your brand’s specific needs and goals.