Localization as a Marketing Tool

Even though the statements website translation and website localization are often used conversely, the differences between these terms are not considered even among the marketers and most of the web world is not aware these differences.  Even if there are similarities between these two terms, it is significant to have a close look and it will be beneficial for the segment of the industry.  This insight may assist your globalization efforts accurately and sustainably.

Comprehending the nuances between translation and localization, you will be more knowledgeable regarding what to do and how to do regarding localization or simply translating a website.  Website translation can be described as the process of translating original content to the target language, whereas website localization requires more specialization of adapting the content into the regional or local culture considering the culture and habits of the population in a target country or even a target area in a specific country.  That’s to say, modifying a website content with an intensive focus on the culture of a country to appeal the potential customers at the target zone is called website localization. In the localization process, translation is still performed but modification with the cultural aspects of the region has more importance, so it is more than a literary translation.

This type of specialization includes translation content of the web pages, translation  of the softwares and applications (user interfaces, instruction manuals, help files),  translation  of the video games (in-game text, character dialogues, text strings, web content, graphics, etc..) . While preparing the content, all local factors are considered and modifications are made accordingly. Therefore, while localizing a content native speaker translations and insights from the target culture plays a great role. It needs a comprehensive research and a broad knowledge regarding the language and culture of the target country.

Can machine translation work to solve the localization matter? Off course not… This type of translation is more than translating the content word by word, it is more of a modification of the source to the target language.  So translation of a website which is translated into the target language word by word will effectively support a marketing campaign, it will just be a translation of the text. But modification of the website with the target language and culture is the right blend to reach the hearts of the potential customers in the target country.