Guest column

Using tech in the localization process is key in growing businesses in a diverse city like Houston

Ludmila Golovine, president and CEO of MasterWord Services Inc. and a founding member of newly formed Women in Localization's Texas Chapter, writes on the importance of localization. The new organization is hosting its first Houston panel on September 24 at Station Houston. Getty Images

Today we live in a world where we not only do business globally, but where our local communities are becoming increasingly more international. And yet, we don't always market to prospective clients' local preferences. Opening a website or an app that wasn't intended for you can feel a lot like being lost in another country: you cannot understand the street signs, everything is different, and you don't even know how to ask a question of where to go.

Localization has come to define the process by which we adapt information and products to offer them to new markets and regions, the end goal being to give a product the look and feel of having been created specifically for a target market, no matter the language, culture, or location. CNN knows that there are more than 58 million Latinos in the U.S. who want their own Spanish language shows. Domino's Pizza has an extremely flexible localization strategy where they regularly update their menu and topping choices to incorporate local tastes and food preferences. These are prime examples of localization.

In 2014, Common Sense Advisory, a major independent research company, published a report titled "Can't Read: Won't Buy." The report summarized responses of 3,000+ consumers across 10 countries regarding their buying preferences. According to the report, 75 percent of consumers said they were more likely to purchase goods and services if the product information was in their native language, and 56.2 percent of consumers said that the ability to obtain information in their own language was more important than price.

As most brands have growth on their mind, the significance of personalization and localized marketing cannot be underestimated. It is not only global or international corporations that benefit from localization. Domestically, it is estimated that that 30 percent of the U.S. population will be Hispanic by 2042, and the buying power of minorities in the U.S. is continuing to increase.

For many companies, success depends on capturing market share in communities that don't speak English and don't necessarily relate to our nuanced culture. Overall, today businesses competing in a world of more than 7,000 spoken languages face increasing pressure to have the right language strategy in place to properly capture their desired market share, serve customers, and attract and retain experienced talent worldwide.

Website and app localization are among the more frequently sought services. With websites and apps available in multiple languages with modified content to suit the preferences of a particular market, adapted graphic design and geographic references, units of measure, proper local formats for dates, addresses and phone numbers for instance, businesses achieve:

  • Increased credibility as consumers find reassurance and comfort when information is accurately portrayed in their preferred language;
  • Enhanced customer engagement and retention as customers are attracted and loyalty is developed when information is provided in their native language. In fact, research confirms that most consumers would pay extra if the information was available in their native language;
  • Improved brand recognition as consumers are much more likely to identify with a brand they can relate to, one that shares information in their preferred language through website content, marketing and promotional materials or when providing customer service; and
  • More efficient SEO as multilingual content helps drive more traffic to websites. Leveraging SEO keywords may provide a competitive challenge in English, but in languages other than English, there is significantly less competition.

To attain a global reach, or to expand into diverse local communities right here in Houston, localization is an effective way to broaden the market and reach more customers, starting here in our multi-cultural city.

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Ludmila Golovine is the president and CEO of MasterWord Services Inc. and a founding member of newly formed Women in Localization's Texas Chapter. The organization is hosting its first Houston panel and networking event on Tuesday, September 24, from 6 to 8 p.m. at Station Houston (1301 Fannin Street, Suite 2440).

It's crucial for Houston to prepare the next generation's workforce to succeed and fill jobs with capable talent. Educational First Steps/Facebook

Recent studies have shown that nearly half of students enter college with an undecided major and as many as 70 percent of students change their major at least once during their four-year program, and it is predicted that by 2030, there will be a deficit of 7.9 million tech workers alone.

In order to better prepare the future workforce, schools are encouraging career exploration through hands-on experience. The Village School has created educational partnerships throughout Houston to offer students options to find their interests and better prepare them for postsecondary success.

Educational partnerships

Students are prone to changing their majors because often they will go into a field with an impractical idea of what a specific career actually entails. With partnerships between education and industry, Houston is able to better equip students to enter college with a realistic view of what to expect in their major.

While career-focused partnerships are beneficial for students, they also play a huge role in recruiting valuable skilled talent for years to come. A good impression, good mentors and great experience goes a long way when students start job searching.

Tuning into Houston's workforce

High school is the time for students to explore different career options. When students are placed in an internship program as early as the high school level, they are able to see exactly what the day to day looks like while building a foundation of professional development as they start to think about their future. It's important for students to have a realistic vision of what a career looks like.

There are numerous businesses in Houston that are working with high school students to help them gain experience.

For example, a few of the businesses that have partnerships with The Village School include Houston Methodist Hospital, Pimcore, M.D. Anderson Cancer Center, and Cisco. Students are able to gain experience in a variety of ways including:

  • Working alongside surgical technicians and experience open-heart surgery and quarantined situations
  • Learning from cancer researchers who study nicotine addiction in children and the effects on brain development
  • Leveraging data analytics to develop software helping internal team members organize calendars at a leading SAP company

All students finished their internship with a better understanding of the workforce and the skills necessary to perform in a professional environment.

Finding opportunities for everyone

If students don't attend a high school that offers internships there are still opportunities to gain experience. Many businesses are open to job shadowing or having students volunteer a few hours a week to gain experience over the summer months. The opportunity for experience is out there and available and these opportunities will continue to grow and become more accessible for all students. Houston families and businesses must work together to ensure students know their options before entering college.

Educational partnerships benefit both students and the community. It's crucial for Houston to prepare the next generation's workforce to succeed and fill jobs with capable talent. Students are able to see that while they may not think they are interested in a specific field there are opportunities within the field that match their strengths and interests.

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TeKedra Pierre is the internship coordinator at The Village School.