Foto: Kaleidico, Unsplash.com

Kas ir lokalizācijas stratēģija un kādēļ tā ir nepieciešama?

Mirklī, kad uzņēmums savus biznesa un mārketinga centienus uzsāk realizēt citā valstī, jāatceras, ka mērķa auditorija runā citā valodā un tai ir cita kultūra un intereses. Ko darīt? Uzņēmumam jāpielāgojas! Kā to panākt? Ar satura lokalizāciju!

Kas ir lokalizācija?

Tekstu lokalizācija stiepjas sprīdi tālāk, nekā  tekstu tulkošana. Proti, teksta tulkošana paredz teksta burtisku tulkošanu no vienas valodas citā, kamēr lokalizācija pielāgo tekstu mērķa valodai un auditorijai, ņemot vērā sociālos, kultūras un citus kontekstus. Lai izprastu atšķirību, lielisks piemērs ir teiciens angļu valodā – “it’s raining cats and dogs”, kas nozīmē, ka ir ļoti spēcīgas lietusgāzes. Latviski tulkojums šim tekstam būtu “līst kaķi un suņi” – absolūti neloģisks teikums. Ja tiek veikta teksta lokalizācija, tad angliskais “it’s raining cats and dogs” tiešais tulkojums tiktu aizstāts ar “gāž kā ar spaiņiem”.

Kas ir lokalizācijas stratēģija?

Lokalizācijas stratēģija ir veids, kā uzņēmums pielāgo savu vēstījumu noteiktai valodai vai kultūrai. Ieejot jaunā tirgū, ir nepieciešama mājaslapa vietējā valodā, saturs sociālajos medijos,  mārketinga kampaņas un daudz kas cits. Lokalizācijas stratēģija ir plāns veikt jebkādas vajadzīgās izmaiņas tonī, attēlos un izteicienos, lai veiksmīgi sazinātos ar vietējo klientu. Tā sevī arī ietver informāciju par to, kuri materiāli obligāti lokalizējami, bet kuri – tulkojami.

Kam īpaši būtiska ir lokalizācijas stratēģija?

Veiksmīgākie globālie uzņēmumi sava globalizācijas procesa sākumā izveido globālo lokalizācijas stratēģiju. Tātad, ja apsverat iespēju kļūt par globāla mēroga uzņēmumu, jums jau vajadzētu apsvērt, kā lokalizēt visefektīvāk.

Domājiet par nākotni!

Foto: Jeshoots, Unsplash.com

Kā jau minējām, lokalizēt nekad nav par agru. Jau pašā globalizācijas procesa sākumā apsveriet, kā varat strukturēt savu saturu, lai sazinātos ar pēc iespējas plašāku auditoriju. Tas nozīmē, ka jums vajadzētu:

  • Dot priekšroku ziņojumiem un saukļiem, kas labi darbojas pēc iespējas vairākos tirgos,
  • Veicināt multikulturālu uzņēmuma mērķauditoriju,
  • Izvairīties no pārmērīgas personalizācijas par labu universālai cilvēciskai pieredzei, kas šķiet personiska pēc iespējas lielākam cilvēku skaitam.

Rīkojies tagad!

Vai esat jau sācis globalizācijas procesu bez stingras satura lokalizācijas stratēģijas? Nevilcinieties – labākais laiks satura lokalizēšanai ir tagad. Vispirms nosakiet, kurām jūsu satura kategorijām ir visaugstākā lokalizācijas un tulkošanas prioritāte. Otrkārt, izstrādājiet stratēģiju, atbildot uz tādiem jautājumiem kā:

  • Kas ir uzņēmuma mērķa tirgus un mērķa valodas?
  • Kā uzņēmuma nosaukums un sauklis izklausās, ko tas nozīmē citās valodās?
  • Vai uzņēmuma logo neietver simbolus, kas kādā no mērķa tirgiem varētu tikt pārprasti?
  • Vai esiet runājuši par uzņēmuma attīstību konkrētās valstīs ar darbiniekiem, kas šīs valstis pārstāv?

Šie jautājumi veido sākumpunktu lokalizācijas stratēģijai. Tādējādi tie var palīdzēt jums iztēloties globālās lokalizācijas stratēģijas darbības jomas un nepieciešamos noteikumus.

Nesarežģī lokalizāciju!

Gan B2B, gan B2C uzņēmumi savā mārketinga stratēģijā izmanto personalizāciju kā galveno tendenci. Piemēram:

  • Vairāk nekā 75% mārketinga speciālistu uzskata, ka reāllaika personalizācija ir būtiska,
  • 94% koncentrē savus resursus uz analīzi uz personalizāciju,
  • 60% mārketinga speciālistu uzskata, ka efektīvu personalizāciju ir ļoti grūti paveikt.

Bet kāds ir pirmais solis personalizācijā? Runāt vienā valodā – burtiski. Jo vairāk mēs cenšamies atrast kopīgu valodu, neskatoties uz valodas un kultūras atšķirībām, jo ​​labāk varam personalizēt saturu, izmantojot lokalizācijas pakalpojumus. Gatavojoties kļūt par globālu uzņēmumu, mēģiniet samazināt saturu, kam jābūt kultūras ziņā specifiskam. Tādā veidā jūs varat padarīt savu saturu atbilstošu pēc iespējas plašākai auditorijai.

Tulkošana joprojām ir būtiska

Lokalizējot saturu, pirmais solis vienmēr ir tekstu tulkošana, bet otrais – iztulkotā  teksta korektūra. Ņemot vērā, ka tieši šis ir pamats, uz kā tiks balstīta satura lokalizācija daudzās valodās, ļoti svarīgi, ka visa pamatā ir kvalitatīvs tulkojums.

Linearis Translations ir tulkošanas birojs ar plašu pieredzi gan tekstu tulkošana, korektūrā un lokalizācijā. Uzņēmums piedāvā tekstu tulkošanu vairāk kā simts valodās, savukārt 18 gadu pieredze nozarē ļauj sniegt atbalstu un pieredzi, ievedot savus klientus jaunos, globālos tirgos ar tulkošanas palīdzību. Uzticies pieredzei un zināšanām!

Komentāri

  1. Good day!

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