In today’s global markets digital media plays an important role in capturing the attention of target consumers.
Businesses are investing significant resources in digital media, with multi-platform approaches and targeted campaigns.
With nearly 150 million internet users in the Middle East (an internet penetration rate of almost 60%) there are enormous opportunities for companies who have the ability to trade in the MENA region.
To trade successfully in the Middle East an Arabic translation and localization project is essential.
The following tips will give some insights into considerations and issues that should be deliberated when creating digital media localization for an Arabic speaking audience.
1. The Arabic culture, especially in the Gulf region, has strict protocols on images of scantily clad women. Ensure any marketing images you plan to use will not cause offence.
2. Religious symbols are another area that should be respected in marketing campaigns and digital media. Show caution when using images such as mosques, as you do not wish to insult your target audience.
3. A sound understanding of the Arabic language, dialects and complexities will give you a keyword base that can be utilised throughout your marketing and digital media campaigns. Be sure to develop and alter keywords depending upon region and dialect.
4. Make use of your website development team to consider the visual effect of right-to-left language scripts, and make adjustments to content, to ensure your Arabic translation doesn’t look truncated or corrupted when displayed on your website.
5. Be aware of any government restrictions on language use in advertising and trade. There are strict regulations regarding the use of languages, other than Arabic, in business and may result in a costly re-work of campaigns. Saudi Arabia, for instance, only permit the use of Arabic in business, so all slogans, marketing and branding must be in Arabic.
Doing your homework in advance of releasing digital media campaigns in the Middle East will be well rewarded; time, money and effort can saved by following the above tips when localizing your business.
Before finalising your digital media campaign, including use of logos, symbols, images and text, it is worth performing a quality check.
During this process native speakers can assess your work to check for irregularities, inaccuracies or indiscretions before printing, thus saving you from costly mistakes. A final quality check with a native speaker will offer a safeguard and ensure your message is well-received.
