How to speak to your global audience

benefits-of-visual-learning_302x1100In a world like todays, where technology can be found on every corner of the world, it’s important to keep up. The evolution of technology signifies the start of a generation who will always be connected at any time and in any place. Whether it is through smartphone or laptop, we are in the age of communication. Business links are easily created not only between countries but continents forming the need for efficient communication. Building and sustaining these international connections are undoubtedly crucial for business growth and development.

Nowadays, speaking to a global audience in one language just isn’t sufficient when it has the ability to isolate a large proportion of your customers. As a result, global communication and multilingualism are imperative platforms for a variety of corporate divisions such as; sales, marketing, human resources, business development, employee engagement, etc. Whether it is of the written or spoken word – tackling the language barrier is vital.

Translation of the spoken word, through videos especially, are becoming a more favoured way of communication in the business world. Ragan Communications survey report estimates that the size of the US employee video communications market alone to be approximately worth $995 million. The analysis found that 90% of the employees surveyed said that video played an “important” or “somewhat important” role in their organisation.

This desire for a new interactive global market has caused an increasing demand from CEOs to communicate with clients and employees via audiovisual translations, such as subtitling and voice-overs, as opposed to written text translations. Audiovisual translations include; transcription, subtitling, voice-overs and dubbing.

Transcription is a creative type of translation, an audio file of spoken words from a source language is written into a script in the target language – the timings are noted. This script is then used for subtitling or voice-overs.

In subtitling, to ensure understanding of the target language, it is important that the words on the screen appear at the correct time. Having a subtitled film or video will increase the chance of it being watched enormously, particularly in communities such as the deaf community. Moreover, those who have the desire to learn a new language may use these services to better their understanding of the meanings of some words.

Voice-overs are performed by native-speaking individuals who record the narrative which is overlaid onto the original audio file. Dubbing is similar to a voice-over, however the narrative replaces the original, much like lip synching. The purpose of voice-over and dubbing services are for the viewers to be able to understand what is being said by the original speaker, much like an interpreter. With the size of the film and video industry obtaining a revenue of $43 billion US dollars and expected future growth, as said by the IBIS World magazine – July 2016, the demand for dubbing and voice-over services has increased significantly as you can reach a larger number of viewers.

There is a great need for these robust frameworks to be in place for the business world to survive. It can be challenging to keep up with these new techniques but in order to harness the benefits of creative translation, one must secure stability with their international connections and in order to do so, communicating via audiovisual methods seem the most advanced and futuristic way. If you think you may be interested in Audiovisual services, we, at McFelder Translations, provide a no obligation consultation where we can advise on how to secure effective communications with your global audience.