Let’s take a look at the example of a project for a global manufacturer rolling out an international software. In order to make this software accessible from anywhere in the world, all text, images and content will need to be translated into around 20 other languages. However, a simple direct translation to the new language might not be sufficient. This is because it won’t take into account other factors such as cultural norms, expectations, and associations. It also won’t take into account the need to display content in a variety of character sets (such as Cyrillic alphabets used in Russia and other Eastern European countries, or Abjads, alphabets used in languages such as Arabic and Hebrew, or Hanzi characters used in languages such as Japanese or Korean).
For this global manufacturer then, this is so much more than just a simple translation project. It must therefore be considered as a process that’s more than the sum of its parts, and certainly more than a simple transfer of text into another language. An effective glocalization process will require a breakdown of the types of content you have, the challenges posed by each type of content and a resultant approach to the project which manages these challenges from the start with the involvement of cultural experts.
In this article, we’ll take a look at how to approach a challenge like this to ensure that the glocalization of content results in smooth customer journeys regardless of geography and quality data which complies with international standards.