Nearly half of millennials are more likely to purchase from a company if the information is presented in their preferred language (according to recent SDL data), but some existing translation services and software are missing the mark.
Serving more than 70 percent of the freelance translator market, 80 percent of the translation management system market and 60 percent of the translation memory collaboration market already, SDL's newest move is the introduction of SDL Trados Studio 2015.
With a new user interface built for personalization, Studio 2015 is designed to increase productivity while ensuring a high level of translation quality. The result for end-users, is that they are delivered the right content in the right language - something millennials, in particular, have come to expect.
"Language is one piece to the personalization puzzle," said Kirsty Waller, VP of Marketing, Language Solutions. "It may seem obvious to speak the language of the customer, but brands must remember that language is not always tied to the customer’s location. According to SDL research, one in four U.S. millennials speaks a language other than English at home. Presenting information to millennials in their preferred language is the first step to engaging in a personalized and individualized manner.
"Advanced language translation tools can help brands deliver the right content that incorporates not just language and location but regional dialects and conversational phrases too. While all customers will appreciate this, this level of personalization will go a long with millennials in particular.: