Increasing your cultural intelligence to leverage diversity means accessing knowledge about cultural norms and applying that knowledge in respectful ways. Keyboards, system applications, hardware and software vary by country -- and so do social norms. For example, the "bowing" icon would be appreciated differently in Asian countries than in North American countries. An emoticon that sends "hugs and kisses" is interpreted very differently in different communities around the world.
How can brands enhance the digital customer experience and add to their brand value for global consumers?
Customers in today’s digital age are better connected and more informed than ever before. When they want information about a product or service they expect to find it online, and each digital brand interaction adds to a customer’s perception of the brand.
Topics: Website Localization
Although we know that producing translations that are localized as specifically as possible can be fruitful, many people find it may not be realistic to have their project localized for all of the different varieties of Spanish spoken in different locales. In 2010, Spanish was ranked number two in terms of number of native speakers worldwide, falling second only to Mandarin.
There are many different countries with Spanish speakers, and oftentimes, a company may want to release its product to an audience that spans across many of these different locales. While each area has a different dialect and therefore could require specific changes in the finalized, localized product, it is not always within someone’s budget to go through this process each time for every locale, and therefore, may pose the question, “Is there a universal Spanish I can use? Something everyone will understand?” The answer to this is both “yes” and “no” and may also depend on the text.
Universal Spanish can be a challenge, given all the different local expressions and variations in the Spanish language. Specifically, it uses more generic terminology and avoids the use of colloquial and more informal phrases that vary from country to country. It also takes into account terminology and phrases that may be considered offensive in certain countries.
Here are ten universal Spanish myths:
Many manufacturers today are multinational corporations with specific needs for translation and interpretation services at many levels. Translation and Interpreting Services for Global Manufacturers are needed for communications between team members, translation and interpretation of manufacturing specs, sales presentations as well as negotiation. Business comes to a screeching halt when communications problems exist. For this reason, it is important that global manufacturing companies utilize the services of interpretation services and translators. At every level of an organization, clear communications are needed.
The differences between European and Latin American Spanish came about simply due to distance and time. As the Spanish began to set out and colonize the west, cultures collided and certain expressions, words, and phrases began to mix with other linguistic influences. Over time, this evolved to create permanent changes in the way the language is expressed, both in speech and in writing, creating distinct Spanish variations.
Global ambitions have taken the content streaming giant, Netflix far from its California roots into markets across Europe, Latin America and Asia. In early 2016, streaming giant Netflix, Inc. announced that it had rolled out its service to 190 countries around the world. In June, 2016 Netflix international subscriber growth wasn't performing as forecasted. The company had faced major headwinds as it tried to conquer the world. However, Netflix blasted past its own forecasts — and most of Wall Street's and now has 93 million subscribers worlwide. According to a recent study provided by Leichtman Research Group, more people report subscribing to Netflix than owning DVRs.
The three C's Netflix has tackled to improve its global expansion strategy:
How do you translate an idea? Global marketing often has to be customized to elicit the same emotional response in a different culture. That can mean straying from the original source to get the message across, and it requires deep familiarity with culture, as well as its language.
Recent estimates place the number of Spanish speakers in the U.S. at over 50 million, coming second only to Mexico. The caveat for companies trying to tap into this huge market is understanding that while Spanish speakers in the US share a common language, the subtle nuances in dialect can play a huge role. These differences are most closely tied to the speaker’s country of origin, and in the melting pot of the USA, this makes knowing the geographic distribution of Latinos by national origin hugely important. While we can group multiple nationalities under the term Latino or Hispanic, it doesn’t mean that they are all the same, and language is one of the most important aspects of their culture.
Google has announced several upgrades to it's new Android keyboard. The Gboard now has the ability to do automatic translation. As you type, the new Google Translate integration will translate text in real time as you type it in.
Medical information can be challenging for the layperson to understand at times. The challenge is even greater for those who do not speak English or have limited proficiency in English. Despite federal regulations requiring language access services and evidence demonstrating the impact of language barriers on the quality of patients' health care, not all hospitals provide interpreters or translations.