Localization | Localization Companies in India – WordPar International

What is Localization

Localization is the process of adapting your content to a different target audience, usually a different country and linguistic community. It includes ensuring that content is converted in a culturally-sensitive way, providing the readership a comfortable level of familiarity. Content globalization makes your content available to a global audience, and includes intercultural communication and cross-cultural sensitisation.

The localization process can be of varying complexity. Localization includes translation, but also includes much more.

Aspects of Localisation

For a simple understanding of localization, here are some of the basic to subtler aspects.

1.                  Dates, currencies and decimals are used differently. This is clear between the English and the European decimal systems, where the comma and the dot are interchanged. In India, the comma is placed at a hundred thousand (a lakh) whereas in the rest of the world, it is placed at a million (100,000). Most of Europe and Asia display dates with day-month-year sequence whereas in the USA it is month-day-year. But this is only the most superficial aspect of localization. And the least relevant for the purpose of this discussion.

2. Writing systems of most languages are left to right, whereas those of Central Asia are right to left. Some traditional systems also write from top to bottom!
3. This will require the change of layout and graphics to be adapted and modified. And that brings us to the important aspect of adapting graphics and animations.
4. Idiomatic expressions cannot be literally translated. They must be substituted by equivalents of the expressions in the target language. Hence a certain amount of original thinking is required.
5. Trans-creation in advertising: Several marketing campaigns fail when new slogans translate into something that is not intended. We know that advertising slogans play with words, puns and relations between language and social meaning and similar sounding words. These are para-linguistic aspects, not even covered by cultural sensitivity. The conversion of these require original and creative rethinking. The writing and creation have to be replicated in the target language. The intended purport and effect have to be re-created. For this, we have another feature called trans-creation.

The Advantages

1.      Localization improves international SEO: Search engines are drawn towards websites that have good quality content. However, to attract the search engines of particular countries, we need to have content and keywords in those languages. There is also a need to re-think the strategy and specific words that are equally attractive to the reader and search engines alike. This is not achieved by translation alone.

2.      Boosts customer satisfaction: Customers who read content that sounds local are able to relate to and trust more easily. Translations that sound artificial and contrived can show a lack of professionalism. The local taste and the colloquial touch in translation and reference to the day-to-day realities of the target community make the customer feel ‘at home’.

3. Increases global reach & customer acquisition: A company’s outreach expands, and customers can be acquired in distant markets. Products and services can be made known to clients to newer and promising markets.
4. Increases Sales: Localization has immense benefits from the marketing point of view. It is known that some businesses have increases sales manifold, on an average by up to 400%!

 

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