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With the increase in localised websites and free tools such as google-translate, there is now more non-English content on the web than ever before. However, many content providers and corporate websites may be doing a disservice to English native speakers, by maintaining a single English translation website for all global English audiences.
The diversity of English dialects can pose a challenge for any content creator hoping to communicate with their global customers in a local tone or flavour. Should English websites target the USA, UK, Australian, Canadian or Botswanian English speakers? And is it possible to construct an International English website that is accepted and understood by all speakers of English?
As a native English speaker of Australian decent, I have often caught myself reading text authored in American English with a certain degree of impatience or hostility. ‘Flavor’ with no ‘u’, or ‘Recognise’ with ‘z’ tends to alienate or at least annoy non American English speakers.
Content providers in these situations appear to have two choices –
1) To provide content tailored to each specific locale or dialect – this is an expensive undertaking, requiring more resources in the localization process and for every subsequent update to the site.
In the context of web localization this would mean implementing distinct websites for US, UK, Australian and Canadian markets. The benefit of this approach is that content is likely to be more relevant and culturally appropriate, and target the site’s message more specifically to its intended audience.
Or,
2) To provide content in a single, standardized, International English for all global English speaking audiences. This option has the benefit of efficiently presenting a single unified message, at a lower cost.
Whether Standard Singapore English, Australian English, or International English, Milengo can help you tailor your message perfectly to the needs of your audience. Contact us for a quote or a free consultation and find out how you could benefit.
