Globalization has opened gates for international trade. Digital platforms are especially reaching the corners of the world. The competition is on the rise. To reach the target market even across the borders of countries and towns, the businesses are choosing to communicate on the local level. They choose to localize their content or product or service to resonate with the local crowd. Let us get into the details.
Localisation is converting any type of content, a product name, or the service to suit it best to the target audience. A product or service provider needs to communicate with the target audience in the language that they understand. However, localizing is more than that, it is about considering the religious, cultural, and political beliefs of the target audience. By doing so you fit your brand in the local market. Also, it increases the reach of your content or product, or service on a very micro level.
Many contexts have technical terminologies which a common reader cannot understand. In such cases only translations will not help, the language localization has to be considered. When your content is available in your native language you are informing, educating, and marketing about your service or the product to the audience, you are connecting with them on cultural levels.
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This helps you in creating a bond with them. When the audience is connected with your brand it helps in customer retention and they will surely come back to you because they know you consider them.
Localisation also includes the following things-
So localizing doesn’t just mean translating the content from one language to another, it is about changing all the above-mentioned things too.
Localisation helps your audience to communicate with the audience effectively. When you are planning to take your company on an international level, localization plays a vital role. Following are the five major benefits of localising the content.
There is a huge difference between the localisation and translation. These concepts have overlapping meanings. Both concepts have different processes. The translation is more about word-to-word translations whole, on the other hand, localizations are changing the language of the content while adhering to the cultural differences between the regions.
The translation is a simple process of converting the content into the target language simply by changing the language of the words. The translator does consider the cultural differences on a micro-level. However, on the other hand, localisation is a detailed process. It changes the language while changing the color combinations, images, and other typesettings that will suit the cultural aspect of the region.
Let us take an example- The use of units and currencies, When you want to sell something in the international market, you have to mention their currencies. If you wish to sell the product in Europe you have to use “€” as a price label. On the other hand, “$” when you wish to sell the product in the USA. Localising is about considering all these small things while converting the content into another language.
Following are the three major differences between translation and localization-
To sum up, irrespective of the quality of the product or the service that you provide, your company name will only spread globally only when you connect with the target market. The emotional, cultural and religious connection is very necessary to stand firm in the competition. When you resonate with the customer they understand your message and offer packages. So whenever you plan to penetrate the international market, think about choosing over localisation than translations.
Translations can convert the content but they will not convert the target audience into the definite buyer. A localization process on the other hand can connect with the customer. This communication directly reaches to the hearts of the target audience, converting them into the buyer. Also, this is not just for the one time, the buyer retention is also high when you choose a localization than the translation. So the localization brings you a double benefit over the translation.