Role of Translation Agencies in helping Global Businesses during COVID-19 Pandemic

Except a few sectors all are battling with the breakdown of coronavirus since last one month and the situation is still very grim in many countries. In this untoward contingency, when most the companies are unable to serve their clients, maintaining relations with them is the need of the hour. Businesses with clear and vivid long-term vision are using all forms of communication media and languages translation agencies are playing a pivotal role to spread their messages in every target region.

Besides, improving bonding with customers and stakeholders, marketing activities are also quintessential for businesses to recoup with the current crisis. The marketing activities they do today will bring quick recovery for companies once the crisis will be over. One of the smartest strategies for global brands is interacting with their target audience in their native languages. Localization and native advertising which are quite similar concepts are becoming very popular among international brands, not only in the Europe and the US but also in India. That’s why translation companies in Delhi and other parts of the country are flourishing rapidly.

Be it a B2C or B2B brand, gaining customers’ interest and favour is the ultimate need of a business in the era of communication and intense competition. Although the quality of the products and services matter a lot in carving the desired growth trajectory for a brand, nothing works in the absence of effective marketing.

Today, all the successful marketers know that people respond better when brands communicate with them in their mother tongue or native language, and it is main reason that translation companies in Delhi are constantly providing services to their domestic as well as international clients even in the complete lockdown. Their translators are working day and night from their homes. Because best languages translation agencies in Delhi provide quality translation using human linguistic expertise and they know that despite so many revolutionary translation apps in the market, intelligent marketers still prefer human translation over machine translation.

Really, artificial intelligence has many limitations, and as most of the software are incapable of understanding human emotions. They are also inefficient in explaining metaphors, similes, and idioms of various world languages. That’s why marketers who blindly rely on machine translation often encounter many marketing glitches and goof ups. Hence, translation companies in Delhi and other commercial cities employ only qualified, experienced, and native translators to deliver quality results.

How PR Companies Improve Brand Salience

People in the business world are very much familiar with the term brand salience, but only a few businesses work effectively to raise its brand salience, which is usually the propensity of a brand to be recognized and recalled by the target audience, especially customers when they reach at shopping destination to purchase the desired product or service. Among a host of marketing services, Public Relations (PR) is considered very effective in improving the brand salience. There are many PR companies in Delhi and other metros of the country which have expertise in brand salience.

It is a way beyond knowledge and awareness, when the target audience does not only have basic information about a brand but this information also impacts their purchase decisions in a very positive manner. It could be due to the experiences shared by friends, colleagues, or the articles and advertorials in newspapers and magazines, where PR agencies contribute a lot in improving brand salience of corporates as well as startups. Means, PR companies in Delhi and rest of the familiarize clients that brand salience is people’s affinity towards a brand and it develops gradually through holistic branding involving advertisements, public relations activities, content marketing, outdoor media, and luring people through workshops and celebrity endorsement.   

A well-known Professor of Marketing at the University of South Australia, once said, “Creating memorable and consistent brand assets that trigger an instinctive response when they’re seen or heard at critical purchase moments—in other words, they should focus on brand salience.” His views are very helpful for marketers in positioning their brands more tactfully over other competing brands. But, a group of marketers strongly believe that brand salience can be efficiently enforced through public relations because public relations practitioners create, enhance, and consistently improve brand’s image through more authentic tools like product reviews, coverage of product launch, by-lined articles, and profiling of the company and its key people. Public relations companies reach the right audience who are in the process of making a buying decision and influence their behavior using the positive attributes of the brand.

Public relations agencies in Delhi empower brands by positioning them in the minds of target consumers. How a brand wants to portray itself in the eyes of consumers, in which category of products or services a brand wants to be strongly identified, what makes the brand distinct and worth recalling etc., is all that public relations agencies manage operating in traditional as well digital media. Newspaper articles, press releases, and brand profiles are the primary modes of operation which helps establish brand salience.

PR companies in Delhi and other big cities of the country minimize communication gaps and strengthen relations between a brand with its target audience and journalists of the relevant beats. That’s why PR professionals develop strategies that help brands communicating well with the potential audience in a way that brand’s values, ideas, and ethics can be highlighted very accurately. When consumers know the complete inside-story of the brand for all good reasons, they remember, recall and favor the brand. Therefore, PR activities work like relationship-builder for the brands and leverage their brand salience.