If you are venturing into an Arabic market with your business the chances are you’re already considering translating web copy, marketing materials and customer service information. However, due to the vastness of the Arabic region, variation in dialects and cultural differences, it is vital that you localise content to fit with a specific region or target audience.
Localisation offers a market-based adaption of products, language, advertising and copy so that it is suitable for customers from a certain region, demographic or dialect.
For instance, when moving into an Arabic market it is worth noting there are 24 countries where Arabic is the official language, however, there are at least 7 major regional dialects including, Maghrebi, Sudanese, Levantine, and Mesopotamian, alongside of the Modern Standard Arabic and Classical Arabic.
Each of these dialects varies widely from others in terms of linguistics, so using a’ one-size fits all’ approach with translation isn’t an option.
Instead, localising content to suit a specific area or market, has been shown to give an increased return on investment, improves buy rates, and encourages brand trust – all of which are good for business!
If you haven’t yet discovered the benefits of localisation, the information below will help you understand some of the issues surrounding localisation, translation and your Arabic audience.
Demographics
There are more than 4 billion Arabic speakers worldwide, across multiple countries from Algeria to the Yemen, so there is no lack of potential customers!
Added to this is an internet penetration rate which can reach up to 98% in places such as Bahrain, while the UAE is around 90% and Qatar 94%.
Limited Arabic content online means that those Arabic speakers who wish to browse, or purchase, online from sites using their native language are restricted by language. The opportunities for profitable potential is huge.
Arab Growth and Advancement
Many Arab nations have trailed behind the rest of the world when considering scientific, mathematical and literacy fields. However, in recent years, some nations have implemented specific plans to change this status.
The UAE in particular has instigated strategies such as ‘Vision 2021’ which is the inspiration behind the UAE’s advancement in the field of science and technology, and aims to make the UAE among the best countries in the world by the golden jubilee of the Union in 2021.
Likewise, Dubai, a member of the UAE, has seen growth in certain areas, specifically linked to technology, which will culminate in Expo 2020 in Dubai.
If you are considering moving into an Arab market, the UAE is the place to be at present.
Localisation for an Arabic Audience
Many native Arabic speakers are bilingual; business is often conducted in English in the UAE, whereas in some areas of Egypt and Algeria, French is commonly heard.
However, only offering English content could severely impede your progress in Arab nations, as many people prefer to purchase products from sites based in their native language.
Localising your web content, packaging, products and prices will encourage more purchases and improve brand recognition and trust, encouraging repeat purchases.
Remember, localisation will alter elements such as, language, dialect, images, prices, reading direction (from the English left-to-right, to the Arabic right-to-left), brand names, logos and tag lines, as necessary, to accommodate and appeal to local markets and your target audience. If possible prepare in advance for these changes and do some market research to ensure your products r service will fit your new audience.
Failure to localise for an Arabic market can lead to issues with cultural awareness, as Arab nations are predominantly Muslim societies, where conservative values form a main part of daily life. There are many images that would be considered offensive, especially if they contain body parts, so be sure you are aware of restrictions before you begin any marketing campaigns or website launch.
When considering Arabic translation and localisation it is worth using a professional language service provider, preferably one that specialises in Arabic translation, as this will speed up your translation time, avoid mistranslations and costly re-translation, and they will be aware of all cultural considerations that might apply to your content or products.
If you would like assistance with any element of your Arabic translation project, or would like to talk to Arabic language experts, please contact us at Creative Word where we have been successfully offering English/Arabic translations for many years.
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