To Localize or Not to Localize
When releasing your product or service into a global marketplace the decision on whether to localize or not can mean the difference between success and failure.
“According to the U.S. State Department, U.S. firms alone lose $50 billion in potential sales each year because of problems with translation and localization. For global corporations or those corporations trying to expand their markets, localization is essential to the success of a product in overseas markets.”
– Julie Layden, “Localization: Essential for Competing in the Global Marketplace.”
Studies have shown that consumers are more likely to buy products in their own language and within the means of their own cultural expectations. A translation team who understands the target audience can effectively communicate your message by utilizing localization. Since they are aware of the consumer’s likes and dislikes, consumption habits, culture, and expectations; the localization team can adjust key elements of any project to fit the needs and wants of the consumer.
Common localization projects include: software user interfaces, printed and audiovisual materials, websites, and other forms of media. During such projects, the localization team works to ensure maximum coherency and usability by making necessary adjustments within the content such as converting measurements, currency, and time/date formats.
It’s the difference between football and football. Localization ensures that your message conveys the same meaning across languages and cultures. For example, it keeps you from saying soccer when you mean football.
Investing in localization is essential to effectively communicating with foreign audiences when conducting business abroad. If you have any questions or would like more information on localization or translation in general, please contact our translations department at email@example.com.